ANWB
Eropuit app
Turning customer feedback and product data into continuous improvements for a mature app
ANWB Eropuit helps members discover walking and cycling routes and plan their own trips.
I helped the product team establish a more evidence-driven way of improving the app: identifying recurring customer problems, prioritising them with Product, measuring whether our changes worked and using post-release behaviour to determine what to improve next.
My contribution
Product discovery
I brought customer feedback, app reviews, competitor analysis and product analytics into the team’s decision-making process to identify recurring problems and opportunities.
Defining success
Before releasing improvements, I helped define what success should look like and how we could measure whether changes had solved the original problem.
Product prioritisation
I worked with the Product Owner to translate customer problems into priorities for the backlog, balancing user impact, business goals and technical feasibility.
Continuous improvement
I worked closely with Product and Engineering from problem definition through design and release, then used customer feedback and behavioural data to identify the next iteration.
The challenge
Improving a mature product by listening more systematically
When I joined the Eropuit team, the app already had an active user base and a growing set of features for discovering, planning and following walking and cycling routes.
The ANWB Member Service Center was receiving recurring complaints about parts of the experience: cycling nodes were difficult to read while riding, route-planning actions were missing or unclear, the map didn’t make effective use of the screen and users struggled to find relevant content.
Rather than treating these as isolated usability issues, I started bringing this feedback together to identify recurring patterns and give the team a clearer view of where the product was failing users.
Together with the Product Owner, I used those insights to prioritise the problems with the greatest customer impact.
Turning customer problems into product priorities
The feedback showed that some of the most important problems happened in very practical moments: while planning a route, trying to correct a mistake or navigating while cycling.
I combined these signals with competitor analysis to understand established interaction patterns and explore different solutions.
I then worked directly with Product and Engineering to evaluate the options against technical constraints and implementation effort.
This allowed us to prioritise improvements based not simply on feature requests, but on the underlying problems users were trying to solve.
“The bike nodes in the route screen were too small and difficult to read.”
“I wish it was possible to revert the direction of the route.”
“The map area is too small, it would be nice to use the full screen to show the map like in other apps.”
“It difficult to see what the upcoming bike node was in a glance while cycling.”
“I don’t understand why it’s not possible to remove the last selected node and clear the route in the planner.”
“It is difficult to find what you are looking at in the app. Why not have a search option?”
Improving the core route experience
Several recurring complaints related to following and creating cycling routes.
Users needed upcoming cycling nodes to be readable at a glance, particularly when their phone was mounted on a bicycle. They also needed more control when planning a route — including correcting selections, clearing a route and reversing its direction.
We redesigned these interactions around the context in which they were actually being used, reducing unnecessary friction in the core route experience.
Making content easier to find
Another recurring problem was findability.
As the amount of content in Eropuit grew, browsing alone was no longer enough. Users explicitly asked for search because they couldn’t reliably find routes or information they knew should be available.
We introduced search to give users a direct way into the growing content library.
But releasing search wasn’t the end of the work.
“Knooppunten waar je naartoe rijdt zou je groot op je scherm moeten tonen, ipv hele route. Handig voor als je telefoon op je stuurt zit. Nu zijn de knooppunten niet goed zichtbaar.”
“The bike nodes in the route screen were too small and difficult to read.”
“It difficult to see what the upcoming bike node was in a glance while cycling.”
“Het zou mogelijk moeten zijn om je keuze van een knooppunt te wijzigen als je die al gemaakt hebt, of de route die je op dat moment maakt te wissen en opnieuw te beginnen. Het is erg irritant dat je niets kunt corrigeren.”
“Stel een zoekfunctie in de App. Nu kun je bv niet naar route industrieel erfgoed of Enschede zoeken.”
“I wish it was possible to revert the direction of the route.”
“I don’t understand why it’s not possible to remove the last selected node and clear the route in the planner.”
“It is difficult to find what you are looking at in the app. Why not have a search option?”
Using post-release behaviour to improve the product
After launch, I analysed search behaviour to understand what users were looking for and where the new feature still failed them.
Two of the most common searches returning no results were route planner and petrol stations.
The interesting problem wasn’t that the search index needed more results. Users were revealing expectations about what Eropuit should help them find.
We used that evidence to improve the journeys instead: people searching for the route planner were directed to that functionality within Eropuit, while people searching for petrol stations were directed to ANWB Onderweg, where that information was already available.
Improvements based on analytics data after feature release.
Outcome
From reacting to complaints to continuously learning from the product
Two weeks after releasing the redesigned route experience, the Member Service Center had received no new complaints relating to the problems we had addressed, while positive App Store and Google Play reviews specifically recognised improvements to the route experience.
More importantly, the approach became part of how we continued developing Eropuit.
Over the following two years, we kept combining customer feedback with product behaviour to improve the findability and relevance of content and introduce capabilities such as saved favourites and personalised content based on user interests.
The work helped shift product development from responding to individual feature requests towards continuously identifying, validating and improving the problems that mattered to users.
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