Macs Adventure celebrates Women in Tech: Innovative App & AI upgrade pioneered by a team of inspiring women

08/11/2023
The MacsApp

SCOTTISH company Macs Adventure, a global leader in self-guided walking and cycling holidays, recently launched its new and improved navigation app, as well as embarking on its journey to incorporate sophisticated AI technology.

The app is first-of-its-kind within the self-guided travel industry and since its launch in 2022, 67,000 customers have downloaded it.

The recent upgrades were meticulously researched, developed and delivered by a dynamic team of four talented women in the tech department – Kate Waddington (Senior Digital Product Manager), Amy Fletcher (Digital Product Manager), Anna Wren (Associate Product Manager) and Amy Boyle (UX Designer). 

The latest version is set to revolutionise the way adventurers experience self-guided trips.

Macs Adventure offers over 500 walking and cycling trips worldwide, and the enhanced navigation – app which can be used offline or without signal – offers a range of new features in addition to its accurate routing, including:

  • Detailed Progress Tracking: Adventure enthusiasts can now track their journey’s progress with real-time statistics on distance travelled, time elapsed, and distance remaining.
  • Smart Notifications: The app provides notifications if users happen to take a wrong turn, ensuring they stay on the right path and stay safe throughout their adventures. Additionally, travellers will receive alerts when they are close to their booked accommodations or nearing the end of their trail, guaranteeing a stress-free experience.
  • Personalised Track Summary: Users can enjoy a personalised summary screen displaying their distance travelled, time spent, and an image of the route they’ve explored. They also have the option to share their adventure with friends and family on social media, making it easier than ever to store cherished memories.
  • Advanced Mapping: With satellite and 3D map layering, adventurers have access to a richer, more immersive navigation experience.
  • Report Issues: The app now enables users to report any issues they encounter while on their trail, ensuring a seamless and safe experience for all.

Waddington, Fletcher, Wren and Boyle have been at the helm of the technology advancements, user experience and app launch, determined to implement a state-of-the-art navigation product.

Amy Fletcher, Digital Product Manager at Macs Adventure said:

“We’re incredibly proud of our work to deliver the most advanced version of our app to date. We believe that it will empower our adventurers to explore the world with greater confidence and ease, enhancing their overall experience and safety.  Over 90% of our users are now using the new version and the feedback so far from our customers has been excellent.”

A phased roll out of the new and improved app was launched alongside a full brand refresh.

Alisha Patel, Commercial Analyst for Macs Adventure has also been spearheading the coordination and delivery of an innovative artificial intelligence (AI) tool.

“We’re still at the early stages of development, but it has been an interesting process so far and it will help our teams massively. The tool will automate, optimise, and enhance many time-consuming manual tasks and allow our teams to focus on the customer experience.” 

Alisha has been pivotal in working with key stakeholders in driving the planning, design and execution of the technology.

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