Clarification question: Assume I can choose any one of the popular apps. I will choose Googe Maps. I will ask if this is Mobile or PC and for now will focus on Mobile. I will further ask what is meant here by improvement: 1. monetization for Google or 2. user experience. and I will assume it is User Experience.
Id the customer as hands free or parked Mobile user in a automobile trying to quickly find closest location, e.g. pharmacy, chinese restaraunt, etc.
Customer need: the user has limited time and needs quick response.
Priorization: for now assume this is pain point to address and Google will invest R&D to make it happen.
Potential solutions. 1. reduce clutter to make quick navigation - cons.. will likely impact any local ad revenue if not presented, 2. do some filtering based on time of day and location.. if pharmacy is closed then show is down the list, if there is known long wait time then show down the list.. if the customer ratings are lower then show lower.
Tradeoffs: implemenation of each has Ad revenue impact. for now assume showing items based on closed or open status can have least revenue impact. so will present a list with open establishments first.
Metrics: will gather metrics on engagement times, customer satisfaction, etc.. to evaluate improvement.
Summary: Google Maps is very well established apps. making incremental improvement will have huge impact. we look at speed of response for a mobile user. then look to declutter the display results by time of day and open/close status of the business.