Emojis
Summary
Google Maps users can save places to lists for easy referencing. Prior to this project, only 5 uncustomizable, basic pin styles were used on the map for saved places. With this launch, users can choose emoji pins to represent their saved places, adding personality, humor and rich context to the map.
Google Maps users rely on Saved Places to organize important locations into personal lists. Prior to this launch, only five static pin styles were available for Saved Places, limiting users’ ability to personalize their maps. This launch brought emoji-based pins to the map, giving users expressive customization levers that enable maps with personality and contextual richness.
Timeline
Q3 2021 - Q1 2022
Launched September 2023
Role
Lead UX Designer, UX Research Contributor (Google FTE)
Contribution
As the lead designer of the Saved Places team, I partnered closely with PM to identify a core unmet need among Saved Places users: customizable saved pins. I began by running several user surveys to evaluate customization concepts and quickly gather directional insights. Emoji-based customization emerged as the most intuitive, expressive, and scalable approach.
I then led an extensive concept exploration phase, designing multiple emoji pin treatments and defining the UX research plan to understand usability, visual clarity, and emotional resonance. To support execution, I recruited and mentored a 20% UX Researcher from another organization, guiding them through conducting multi-round usability studies and surveys. This work generated the insights that shaped the final visual and interaction model.
I drove the designs through cross-functional reviews and launch approval processes before going on maternity leave. Following org reprioritization, the feature was ultimately shipped in Q3 2023.
Impact
The introduction of emoji pins significantly increased engagement with Saved Places, including:
XX% increase in saved list views
X% increase in sharing saved places
X% increase in list recall
The feature also became a key asset in a social media creator campaign targeting Gen Z, helping position Saved Places as more expressive and fun.
