*Spec Work
Campaign Platform: Another Way There
Insight: When the goal of a trip is to make memories, the fastest route is rarely the best one.
Tension: Maps are designed to optimize arrival time, not the experience of the journey itself.
Opportunity: Reimagine Google Maps as a tool that supports more meaningful journeys.
Worth Your Time
Product-Led Brand Activation (In-Product Experience)
Worth your Time is an optional route indicator in Google Maps designed to support trips where the journey matters just as much as the arrival.
When an alternative route offers something meaningfully different, Google Maps surfaces it as a simple suggestion — preserving the fastest route as the default.
It’s not a new navigation mode or feature to manage.
There’s nothing to enable and nothing to learn.
It’s a small, intentional moment in the interface, recognizing that sometimes people choose routes for reasons other than speed alone.