Maps were one of the first technologies. The earliest map we know of right now was etched into a mammoth tusk around 25,000 years old. Maps have come a long way, from tusk, to paper, to software. Now, an app can offer a huge, interactive, map of the world in your pocket, down to the street level, and updates with your location. For free. Everybody should, in theory, know where they’re going.

And yet, people ask for directions. Even with the maps, the signs, and other wayfinding designs, people still ask. And they do so for all sorts of reasons:

Because they are in a rush.

Because they don’t want to get the wrong answer.

Because the digital map isn’t working properly.

Because they don’t have a device, connection, or app. Or they don’t want to use it. Or they’re out of battery.

Because they feel disoriented.

Because they want someone, even a stranger, to give them instructions.

Because they want a guide, or a companion.

Because they want an excuse to start a conversation.

Because it’s snowing and they can barely make out anything.

Because they’re in a new part of town.

Because.

Imagine when the context is less clear; where someone doesn’t know what they want, (literally or metaphorically) where they even are, and can’t speak the language. Imagine scenarios where they desperately need expertise.

No matter how old or advanced technology gets, people need people, for all sorts of reasons.