2GIS

AR routes for 2GIS: how to transform a navigator from "where to go" to "why go and what to do". At ZHIRNOV Studio, we often take on projects where it's important not just to come up with a new feature, but to carefully integrate it into an already working product. In this case, we explored what navigation in 2GIS with augmented reality could look like — without a radical redesign, but with a tangible new experience for the user. During the process, it became clear that one AR function wasn't enough: for it to truly work, we had to reassemble the route scenario itself and add multi-routing.

About the project and task

We needed to develop an AR routes concept for 2GIS. Design an augmented reality function that would help users navigate the city directly through their smartphone camera. The project was executed as part of a competitive pitch with the task of proposing a stronger and more thoughtful concept than other participants.

We expanded the concept and proposed implementing multi-routing as well — the ability to build a route not just from point A to point B, but to do so with multiple intermediate stops. At that time, the product didn't have such a function, despite its obvious usefulness and necessity for a navigator.

We logically connected both solutions and showed how AR navigation can work in a complex route scenario with multiple points. About six months after the presentation, our multi-routing idea appeared in the product.

When the product is part of an ecosystem

Before starting work, Sber had just recently acquired 2GIS, so in designing the mockups we decided to rely on the bank's entire ecosystem. This helped us build a draft user journey in the early stages.

1. The user starts with authorization through Sber ID. Of course, we also offer other login methods to avoid forcing people to enter a large amount of data if they're not registered.

2. Then they select a location of interest and build a route. A drawer with recommendations appears in the interface — instead of the existing "Interesting in the city" block, we proposed a "Where shall we go" format. If previously these were just articles and stories about places you could reach, we reworked the mechanic into a full-fledged interactive guide with video and audio content.

3. When selecting specific points on the map, the user sees a detailed card with information about the place, integrated into the overall route scenario.

We designed all solutions based on the existing 2GIS UI. We didn't have the task of doing a major redesign — on the contrary, it was important to preserve the familiar interface and not overload users with new patterns. The focus was on carefully expanding functionality through augmented reality.

Initially we considered working with ready-made UI kits, but their quality and refinement didn't allow us to effectively solve the task. In the end, we created our own components, relying on already existing 2GIS interface elements — as close as possible in logic and visuals. This approach would avoid complicating future development and speed up implementation of the proposed functions.

At the core — nativeness and pragmatic balance: familiar user experience, business value and reasonable implementation cost. We adhered to a careful approach in the spirit of lean startup, where every decision is justified in terms of resources and results.

Everything starts with the map

The main reason people download 2GIS is the map. So on it we immediately show two navigation modes: standard route and AR mode. This scenario makes the new function visible but doesn't impose it on the user.

When switching to augmented reality mode, a separate entry point appears — "Route for a walk". This is a noticeable and clear scenario for those who want to explore the city through an interactive format. At the same time, the function doesn't interfere with the main user path: if someone needs to quickly find a supermarket or build a regular route, they continue using the familiar map without unnecessary distracting elements.

Where shall we go?

Completely rethought the section — previously it was a hub with articles and stories about specific locations. We designed them into full-fledged multi-routes. The business gets an additional opportunity to interactively promote their points within such collections.

When selecting a collection, all points included in it are displayed on the map. The user can manually mark locations of interest and build their own multi-route based on them.

For each point we added a brief reference in a drawer that can be easily swiped away — this keeps the interface uncluttered and doesn't distract the user on the go. We also placed clear and prominent calls to action there — "Add to route" and "Remove from route" — to simplify route management.

Multi-route built

The "Build route" button immediately shows how many points have been added — this helps the user stay in control, even if some locations are outside the current map view.

Tapping the button takes the user to the familiar map navigation interface, but with a key difference — multi-route support. Points can be deleted, their order changed — all changes are instantly reflected on the map.

Next — transition to moving along the route via the "Let's go" button. The user can choose the format: classic map or augmented reality.

In AR mode we show the route using game mechanics principles — like the path to a mission: with clear landmarks, distance and direction.

To increase engagement, we added gamification elements — for example, questions along the route. We planned to develop this mechanic further and add a points system for correct answers.

In addition, we added mini-lectures and an audio guide. For example, the user can listen to a short story about the history of a place. We planned to integrate audio content using SberZvuk. According to our concept, it can be listened to directly inside 2GIS after seamless authorization in the service via Sber ID.

We also provided for other formats of interactive content — for example, historical references about buildings that are organically integrated into the route and make it not only convenient, but also educational.

Interactive prototype

For each project we create an interactive prototype — it allows not just to look at the interface, but to experience the entire user scenario. Unlike static mockups, this format better immerses stakeholders in the product logic and helps them understand the value of solutions faster. To convey this experience, we recorded a screencast walking through the prototype — you can see how the scenario works in motion.

Results

We managed to carefully integrate new technologies into the already familiar 2GIS user experience. We didn't break scenarios, didn't overload the interface and didn't push the product into an experimental zone — on the contrary, we showed how augmented reality can enhance the core value of a navigator, not compete with it.

Through multi-routes and interactive content we proposed a new product layer — not just "how to get there", but "why go and what to get along the way". This is a shift from a utilitarian navigation tool to a service with experience, emotion and additional business value.

It's separately important that the entire solution remained grounded from an implementation perspective: minimal number of new entities, reliance on existing UI, clear logic for the user and reasonable development cost.

At the same time, AR today is still a technology "for the future". The hype around it has noticeably subsided: current solutions remain cumbersome, and devices like glasses haven't yet reached the ideal form factor, so they don't become mainstream. But this is more a matter of time.
One day such scenarios will stop being an experiment and become the new norm. And in this sense the project turned out to be slightly ahead of the market — not radically, but enough to sense what this future might look like.

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