2022
Helping 1500+ cities understand where cyclists are actually going

City planners were spending millions on bike infrastructure without knowing where cyclists were actually going. Strava Metro showed them where people rode, but not where trips started or ended; a critical data point needed when justifying budgets, proposing infrastructure improvements and mapping active transportation networks.
We had 120+ million anonymized GPS activities.
The question was: could we design a tool that made origin-destination patterns understandable to non-technical planners?
Discovery







Constraints
The core tension: planners wanted to see everything at once, but displaying origins and destinations simultaneously created cognitive overload. We tested dual-layer views—they failed usability testing.
The breakthrough came from a constraint: most activities started and ended in the same hex (people typically finish where they started). This meant traditional origin-destination lines would be mostly self-referential loops, visual noise that obscured real patterns.
Decision: Separate origins and destinations into toggle views. This sacrificed completeness for clarity—the right trade-off for time-pressed city planners.
Color explorations
During testing, I caught a critical accessibility issue: the blue/red combination failed for users with Protanopia (1 in 200 people). Blue also disappeared against water bodies—a problem for coastal cities like Sydney and Vancouver, key Metro markets.
The solution: Strava orange (brand recognition) + purple (absent from base maps). This combination passed WCAG AAA for colorblind users and maintained contrast across all map styles.
Shipped
Interactions
The right panel reinforces the selection with a “Top Destinations” summary list, and hover tooltips surface trip counts, time, elevation, and distance — giving planners enough signal to scan without committing to a deeper click.
Hex type
Destination
Origin
Trip purpose
Commute
Leisure
All
Time of day
All
Day of the week
Weekend
Weekday
All
Time period
May
2019
FILTERS
MAP VIEWS
Streets
Corridors
Origins & Destinations
Heatmap
Map views & Filters
Transportation planners don’t think about ‘rush hour’—they plan for morning commutes (7-9am), midday deliveries (10am-3pm), evening return trips (4-7pm), and overnight (everything else).
The original filter (All/Morning/Evening) couldn’t support this level of infrastructure planning.
Adding two more time periods required rethinking the entire filter hierarchy to include commuters during all hours of the day.

Data export
A late requirement from the PM: users needed to download raw data counts for their selections. Rather than scope a new component, we recognized the recently redesigned download modal — built with a two-column layout for flexibility — could handle the O&D export with minimal modification. One prior design decision absorbed a new sprint requirement.






























