2022

Origins & Destinations

Origins & Destinations

Origins &
Destinations

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

The engineering team chose Uber’s H3 hexagonal grid system—it could handle millions of data points but created a new UX problem: how do you show relationships between hundreds of hexes without creating visual chaos?

I researched tools like Kepler.gl and Uber Movement. Most used connecting lines between hexes, but our use case was different: every hex could be both an origin AND destination. Traditional flow diagrams would create an unusable spaghetti map.


During discovery we explored using multi‑size hexes to let planners drill down into smaller areas, similar to other H3-based tools. We ultimately rejected this pattern. Allowing very small hexes in low-density regions would increase the risk of exposing an individual athlete’s ‘pattern of life’.

Keeping a single, coarser hex size protected athlete privacy and ensured the map only surfaced truly aggregate behavior, not individual routines.

The engineering team chose Uber’s H3 hexagonal grid system—it could handle millions of data points but created a new UX problem: how do you show relationships between hundreds of hexes without creating visual chaos?

I researched tools like Kepler.gl and Uber Movement. Most used connecting lines between hexes, but our use case was different: every hex could be both an origin AND destination. Traditional flow diagrams would create an unusable spaghetti map.


During discovery we explored using multi‑size hexes to let planners drill down into smaller areas, similar to other H3-based tools. We ultimately rejected this pattern. Allowing very small hexes in low-density regions would increase the risk of exposing an individual athlete’s ‘pattern of life’.

Keeping a single, coarser hex size protected athlete privacy and ensured the map only surfaced truly aggregate behavior, not individual routines.

Notes

Notes

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.

The best features don’t just answer the user’s question—they reveal the next question they need to ask.

Once planners could see where trips started and ended, they immediately asked: “What routes are people taking to get there?”

We already had route data in a separate map view, but that required toggling between tools and manually correlating information. The strategic opportunity: surface route data within O&D and overlay it against existing bike infrastructure from OpenStreetMap.

Deviations between actual routes and designated bike lanes would auto-flag investigation areas—places where infrastructure exists but cyclists aren’t using it, or where demand exists but infrastructure is missing.

This would transform O&D from an analysis tool into a planning tool. Instead of answering “where are cyclists going?” it would answer “where should we build next?”

The Opportunity

Once planners could see where trips started and ended, they immediately asked: “What routes are people taking to get there?”

We already had route data in a separate map view, but that required toggling between tools and manually correlating information. The strategic opportunity: surface route data within O&D and overlay it against existing bike infrastructure from OpenStreetMap.

Deviations between actual routes and designated bike lanes would auto-flag investigation areas—places where infrastructure exists but cyclists aren’t using it, or where demand exists but infrastructure is missing.

Impact

+2%

Highest MAU to date

0

Support Tickets

Support Tickets

Origins & Destinations drove Metro’s highest monthly active users to date; a 2% increase over the previous record, despite flat growth in the prior quarter.


More telling: zero support tickets in the three months post-launch. For a tool used by non-technical government planners, intuitive design directly reduced operational costs for our small customer success team.

Business outcome: Strava Metro data shows that São Paulo’s new Jornalista Érika Sallum Cycling and Pedestrian Bridge, inaugurated in January 2025, drove nearly a five-fold increase in nearby bike trips within months, demonstrating its strong impact on urban mobility and cyclist safety.

Impact

+2%

Highest MAU to date

0

Support Tickets

Origins & Destinations drove Metro’s highest monthly active users to date; a 2% increase over the previous record, despite flat growth in the prior quarter.


More telling: zero support tickets in the three months post-launch. For a tool used by non-technical government planners, intuitive design directly reduced operational costs for our small customer success team.

Business outcome: Strava Metro data shows that São Paulo’s new Jornalista Érika Sallum Cycling and Pedestrian Bridge, inaugurated in January 2025, drove nearly a five-fold increase in nearby bike trips within months, demonstrating its strong impact on urban mobility and cyclist safety.

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