Giving road trip travelers financial transparency by allowing them to customize routes based on toll pricing and preferences.
Role: Concept, UX & UI design, Prototyping, Visual design


AAA did a study concluding that road trips have gained popularity as many people now value spending money on memories more than material items. 

Over 50% of the United States uses tolls to fund the upkeep of the road system. When driving on unfamiliar routes however, drivers have no way to prepare to pay for tolls, some of which may be cash only.
Google Maps is the most popular navigation app, unparalleled in accuracy and precision. Currently, all navigation apps provide users with the choice of either avoiding all tolls, or allowing all tolls. Beyond this, there’s no customization.

Travelers need toll road customization
for road trip budgeting.


Eliminate surprise and unknown costs to anyone driving on an unfamiliar route.


Allow Google Maps users access to the exact cost of tolls on their particular route before beginning their trip. 

Google Maps will compile known toll information to the driver, so she or he can focus on the trip at hand with less surprises.

Toll transparency on every road trip.
Ever. For everyone.


Be aware of the costs and locations of all tolls on your current route.

Compare and contrast routes based on toll costs.

Avoid unnecessary or expensive routes.

Add your transponder information for accurate toll estimation.

The ability to prepare your toll money in advance.


The current icons for tolls are unclear and don't stand out

By redesigning the toll icon to be yellow with a dollar sign, the user can quickly identify any toll road that exists on their route.


It all started when I got tired of guessing the amount of money I had to bring on roadtrips. I took the #1 navigation app in the App Store and reimagined how Google might implement toll pricing transparency.

I decided to do some social listening and went on the world’s largest focus group: Reddit. I even opened a post in r/roadtrip to ask what people usually do.

Many suggestions on reddit mentioned they do the following:
  1. Plot route
  2. Identify tolling agency and facility
  3. Go to tolling website to see how much it costs
  4. Check to see if I get discounts with a transponder
  5. Add it all up
  6. Repeat 1x for trip back
Tollsmart app
Toll Calc app

A couple apps were named such as Toll Calc.

Many of these resources either need too much information (i.e. total weight of car) or calculated tolls on a static map.

This meant I would have to switch back and forth between apps to drive and keep informed.


72% of the U.S. implement tolls. There are currently 17 total toll networks with the largest being E-Z Pass. States are increasingly using tolls to fund transportation improvements.

The amount of the toll usually varies by vehicle type, weight, or number of axles, with freight trucks often charged higher rates than cars. 

The most common variable across all 17 toll networks is the number of axles. Most people drive 2-axle cars so that must be chosen as the default.

Lots of options here...


One of the most common feedback I got was to be able to control time and cost.

“What if the user can set a minimum time the toll would save me?” “What if the user can set a maximum amount of money spent on a toll?

I originally designed to include this only to realize this would be counterproductive if the user were to set a particular time constraint then added a cost constraint. This would eventually conflict and cancel each other out.
Thus, I didn’t include it.


One is the loneliest number that you'll ever be