Compass
From outdoor activity to self-discovery
SKILLS
Product StrategyUser ResearchEngagement Design
Prototyping
TOOLS
Lovable
Claude
This project is a personal design concept and is not affiliated with or endorsed by AllTrails.
THE CHALLENGE
How do we transform AllTrails from a utility into an engaging practice?
With 60M+ users, AllTrails excels at helping people find trails. But once they’re done hiking, the app has nothing left to offer them. The more efficient trail discovery becomes, the faster users leave, with no reason to come back beyond practical necessity. How can AllTrails create reasons for users to engage more deeply post-hike while driving sustained app usage and long-term retention?
The Utility Trap
“
The more efficient we make trail discovery, the faster users complete their task and leave.
CURRENT STATE
Understanding the engagement gap.
I analyzed user behavior through the AAARR funnel to identify where the app is losing engagement. Acquisition and activation are strong, but retention, referral, and long-term subscription value are limited by “The Utility Trap.” There's no pull to return beyond practical necessity.
Awareness
Good
Current State: Strong brand recognition in outdoor space. Word-of-mouth and app store presence drive downloads.
The Problem: Positioned as "trail finder" limits perceived use cases. Users don't realize app has broader value.
Acquisition
Good
Current State: Downloads strong through organic search and seasonal spikes (spring/summer).
The Problem: Users often download for one-time use (vacation, specific event). Intent is transactional.
Activation
Moderate
Current State: Users can immediately search and find trails. Intuitive UI makes first-time success high.
The Problem: No personalization. Everyone sees same experience. Doesn't capture user's "why" or goals.
Retention
Critical
Current State: Users return only when planning next hike. Long gaps between sessions. Seasonal drop-off in winter.
Critical Gap: No reason to open app between hikes. No reflection, insights, or discovery loop. Activity tracking feels hollow.
Revenue
Moderate
Current State: Pro subscription ($36/year) for offline maps, route builder, advanced features.
The Problem: Value proposition tied to utility features. Once user has maps, limited ongoing value perception.
THE INSIGHT
Create meaningful reasons to come back.
Users only open the app when planning their next hike, with long gaps between sessions and seasonal drop-offs in winter. Without reflection or insights, activity tracking feels hollow. Showing meaningful patterns would give users a reason to return each day, not just on hiking days.
THE SOLUTION
Compass: A habit-forming companion.
Compass is a native AllTrails feature that helps users reflect on their outdoor experiences through guided quests. Hikers choose a quest, receive thoughtful waypoint prompts during their hike, and capture insights, photos, and reflections in a personal trail log. Post-hike, users can revisit and track their reflections in a journal dashboard, turning every hike into an ongoing practice of discovery, mindfulness, and personal insight.
USERS & MOTIVATIONS
Quests for every hiker, insights for every journey.
Every hiker seeks something different on the trail, whether gratitude, curiosity, reflection, or memory. Quests meet those unique motivations while helping users uncover patterns and insights that make their outdoor experiences personally meaningful.
Riley, The Curious Explorer
Motivation: Understand what types of hikes energize or inspire him
The Naturalist
Document living things and sounds
30 min
The Sensory Explorer
Notice with all 5 senses
20 min
The Wisdom Seeker
Reflect on a quote throughout your hike
25 min
Jennifer, The Reflective Wanderer
Motivation: Emotional processing, mindfulness, personal growth
Philosopher's Path
Walk with a contemplative question
Any duration
The Memory Keeper
Hike for someone who can’t be here
Any duration
The Gratitude Seeker
Find 5 small wonders on the trail
15 min
Alex, The Creative Pathfinder
Motivation: Expression, storytelling, connecting imagination with nature
The Story Weaver
Create a story inspired by your surroundings
60 min
The Sketching Trailblazer
Draw something you notice on the trail
30 min
The Poet
Capture the mood of your hike in a short poem or phrase
20 min
KEY DESIGN DECISIONS
Effortless to Use
Reflection should never feel like homework. Quick, scannable inputs that take <60 seconds. Visual, not verbose. Flexible timing to match user preference.
Create Genuine Discovery
Surface non-obvious patterns that surprise users. Avoid predictable "you feel better" insights. Help users understand themselves in new ways and apply those insights meaningfully.
Build the 'In-Between' Space
Create value between hikes through pattern insights, trend tracking, and personalized recommendations. Make the app worth opening even when not planning a trail.
WHY IT WORKS
Discovery that fuels user and business growth.
By turning hikes and activity into guided Quests with reflections and insights, the Compass feature closes the retention gap in the app. Users engage during and between hikes, forming a habit of discovery that keeps them coming back. This deeper engagement drives long-term value for AllTrails, creating a positive feedback loop where meaningful experiences fuel sustained app use and growth.
MEASURING SUCCESS
Evaluating how Quests drive ongoing app use.
As next steps, I would track engagement and retention to see how Compass keeps hikers coming back and deepens their outdoor experience. Metrics will inform future iterations to make the feature more valuable and personally meaningful.
Key metrics:
Reflection submission rate
% of completed quests with at least one reflection saved
Quest completion rate
% of started quests that reach the final reflection screen
Waypoint engagement
average number of notes, photos, or voice memos added per quest
Between-hike app activity
average weekly or monthly sessions outside of trail planning
Quest adoption rate
% of hikes where users select a quest
Repeat journal usage
% of users completing multiple quests over time
Compass
From outdoor activity to self-discovery
SKILLS
Product StrategyUser ResearchEngagement Design
Prototyping
TOOLS
Lovable
Claude
This project is a personal design concept and is not affiliated with or endorsed by AllTrails.
THE CHALLENGE
How do we transform AllTrails from a utility into an engaging practice?
With 60M+ users, AllTrails excels at helping people find trails. But once they’re done hiking, the app has nothing left to offer them. The more efficient trail discovery becomes, the faster users leave, with no reason to come back beyond practical necessity. How can AllTrails create reasons for users to engage more deeply post-hike while driving sustained app usage and long-term retention?
The Utility Trap
“
The more efficient we make trail discovery, the faster users complete their task and leave.
CURRENT STATE
Understanding the engagement gap.
I analyzed user behavior through the AAARR funnel to identify where the app is losing engagement. Acquisition and activation are strong, but retention, referral, and long-term subscription value are limited by “The Utility Trap.” There's no pull to return beyond practical necessity.
Awareness
Good
Current State: Strong brand recognition in outdoor space. Word-of-mouth and app store presence drive downloads.
The Problem: Positioned as "trail finder" limits perceived use cases. Users don't realize app has broader value.
Acquisition
Good
Current State: Downloads strong through organic search and seasonal spikes (spring/summer).
The Problem: Users often download for one-time use (vacation, specific event). Intent is transactional.
Activation
Moderate
Current State: Users can immediately search and find trails. Intuitive UI makes first-time success high.
The Problem: No personalization. Everyone sees same experience. Doesn't capture user's "why" or goals.
Retention
Critical
Current State: Users return only when planning next hike. Long gaps between sessions. Seasonal drop-off in winter.
Critical Gap: No reason to open app between hikes. No reflection, insights, or discovery loop. Activity tracking feels hollow.
Revenue
Moderate
Current State: Pro subscription ($36/year) for offline maps, route builder, advanced features.
The Problem: Value proposition tied to utility features. Once user has maps, limited ongoing value perception.
THE INSIGHT
Create meaningful reasons to come back.
Users only open the app when planning their next hike, with long gaps between sessions and seasonal drop-offs in winter. Without reflection or insights, activity tracking feels hollow. Showing meaningful patterns would give users a reason to return each day, not just on hiking days.
THE SOLUTION
Compass: A habit-forming companion.
Compass is a native AllTrails feature that helps users reflect on their outdoor experiences through guided quests. Hikers choose a quest, receive thoughtful waypoint prompts during their hike, and capture insights, photos, and reflections in a personal trail log. Post-hike, users can revisit and track their reflections in a journal dashboard, turning every hike into an ongoing practice of discovery, mindfulness, and personal insight.
USERS & MOTIVATIONS
Quests for every hiker, insights for every journey.
Every hiker seeks something different on the trail, whether gratitude, curiosity, reflection, or memory. Quests meet those unique motivations while helping users uncover patterns and insights that make their outdoor experiences personally meaningful.
Riley, The Curious Explorer
Motivation: Understand what types of hikes energize or inspire him
The Naturalist
Document living things and sounds
30 min
The Sensory Explorer
Notice with all 5 senses
20 min
The Wisdom Seeker
Reflect on a quote throughout your hike
25 min
Jennifer, The Reflective Wanderer
Motivation: Emotional processing, mindfulness, personal growth
Philosopher's Path
Walk with a contemplative question
Any duration
The Memory Keeper
Hike for someone who can’t be here
Any duration
The Gratitude Seeker
Find 5 small wonders on the trail
15 min
Alex, The Creative Pathfinder
Motivation: Expression, storytelling, connecting imagination with nature
The Story Weaver
Create a story inspired by your surroundings
60 min
The Sketching Trailblazer
Draw something you notice on the trail
30 min
The Poet
Capture the mood of your hike in a short poem or phrase
20 min
KEY DESIGN DECISIONS
Effortless to Use
Reflection should never feel like homework. Quick, scannable inputs that take <60 seconds. Visual, not verbose. Flexible timing to match user preference.
Create Genuine Discovery
Surface non-obvious patterns that surprise users. Avoid predictable "you feel better" insights. Help users understand themselves in new ways and apply those insights meaningfully.
Build the 'In-Between' Space
Create value between hikes through pattern insights, trend tracking, and personalized recommendations. Make the app worth opening even when not planning a trail.
WHY IT WORKS
Discovery that fuels user and business growth.
By turning hikes and activity into guided Quests with reflections and insights, the Compass feature closes the retention gap in the app. Users engage during and between hikes, forming a habit of discovery that keeps them coming back. This deeper engagement drives long-term value for AllTrails, creating a positive feedback loop where meaningful experiences fuel sustained app use and growth.
MEASURING SUCCESS
Evaluating how Quests drive ongoing app use.
As next steps, I would track engagement and retention to see how Compass keeps hikers coming back and deepens their outdoor experience. Metrics will inform future iterations to make the feature more valuable and personally meaningful.
Key metrics:
Reflection submission rate
% of completed quests with at least one reflection saved
Quest completion rate
% of started quests that reach the final reflection screen
Waypoint engagement
average number of notes, photos, or voice memos added per quest
Between-hike app activity
average weekly or monthly sessions outside of trail planning
Quest adoption rate
% of hikes where users select a quest
Repeat journal usage
% of users completing multiple quests over time