Duon Wayfinding: The Philippines' First Real-Time Indoor Navigation App

Anyone who has ever stepped foot in a Philippine mall knows they are in for a journey every time. These commercial complexes are so big they feel like small cities—getting lost in them has practically become a national pastime.

In Metro Manila, the most popular malls span 400,000 to 600,000 square metres, which has helped earn the country the unofficial title of Asia’s shopping capital. The size can sometimes feel like you're being trapped in a maze. Good luck finding that one store you're looking for.

Enter Duon Wayfinding, a homegrown app created by 31-year-old Gab Angeles. Duon is the Philippines’ first real-time indoor navigation platform—think Waze but for people trying to manoeuvre through massive, high-traffic establishments.

The first-ever indoor navigation app in the country: Duon Wayfinding

The idea for Duon was sparked back in 2018 when Angeles found himself constantly getting lost in SM Megamall. Information on Google was outdated, he found. Security guards had no idea about directions. Mall directories, when available, can only be so helpful.

“Every time I was in a mall, I would always get lost. So, I told my life partner that someone should make a Waze for malls,” Angeles told SPOT.ph. At that time, he and his girlfriend (and eventual co-founder) Miyuki Usui were working in the same fintech company where they trained in several departments for business development, product design, and regulatory compliance. “Unaware of it, I was actually being equipped with the necessary knowledge and training to build and manage a startup.”

The idea lingered in his head for four years until one day in 2022 when Usui came home frustrated and empty-handed after struggling to find a particular store in a mall. The timing finally felt right to put his plan into motion.

By then, Angeles knew exactly how to bring the idea to life. He assembled a team that included Usui and close friend Josh Gumban, who is now the chief product officer of Duon. Together, the trio spent two years refining the app, forming partnerships, and seeking funding.

How Duon Works

The first thing you see upon opening the app is a bunch of ads. Ignore that by clicking on the navigation tab on the bottom right.

There, you'll be greeted with different mall categories from cinema to fast food to supermarkets. Searching for a specific store? Select the category, and all the stores will be displayed along with the floor where they are located.

To explore more stores on the 3D map, just pinch to zoom in and out.

To get from one place to another, input the destination on the search bar. Duon will automatically detect where you are (make sure your phone's location-sharing permission is enabled!) and then tell you how far the endpoint is, both in minutes and metres.

What sets Duon apart from other navigation platforms is its focus on real-time precision. Unlike traditional apps that rely on global positioning systems (GPS), which are less effective indoors (think about that time Google Maps or Apple Maps can’t locate even which side of the mall you’re in), Duon uses indoor positioning technology for more accurate results.

"It automatically detects where the users are... meaning it follows you. The navigation pointer follows you as you walk around the establishments. It’s the last mile of navigation," Angeles said. “At any given point in time, you know where you are.”

Another standout feature of Duon is its dedication to accuracy, which addresses a common frustration with outdated directories. Unlike traditional apps that may lag behind when it comes to changes in a mall’s layout, Duon makes sure its information is always up-to-date.

"We’re committed to real-time updates," Angeles said. "Once a store moves or a new feature is added, our account managers ensure it’s reflected in the app immediately."

Duon takes it even a step further with nice-to-have additions to the app. It doesn’t just guide users to stores—it helps them find specific features like restrooms, ATMs, and elevators. Heck, even trash can placements have been taken into account.

"These are small things, but on a daily basis that you're inside any establishment, these are the small things that actually matter. Sometimes ang tagal mo na hawak cup mo, you don’t know where to throw it away,” Angeles said. To that we say: "Very relatable."

Product features for persons with disabilities (PWDs) are also in the pipeline, offering routes that prioritise ramps and elevators over stairs and escalators.

Since the app is still in its early stages, expect some ads and occasional lags. But it delivers what it promises—help users navigate large spaces with ease.

For now, Duon is only available on Google Play, with plans to launch an iOS version in early November. The team plans to expand to other major SM malls for the upcoming holidays, including Megamall and Mall of Asia. More malls are expected to follow in 2025.

Also read: 10 Biggest Malls in the Philippines for Your Shopping Fix

Duon's vision goes beyond just malls. The team is already in talks with various industries that own spaces that have high foot traffic: hotels, airports, universities, museums, event venues, and even theme parks. The sky is the limit for Angeles. Just imagine how useful Duon could be for the Philippine Arena where navigating food stalls and parking lots is always a challenge, even for repeat visitors.

“Right now, we’re testing with SM, but as we go on, it’s really indoor foot traffic that we’re targeting,” Angeles said. At the same time, he acknowledges that there is also wisdom in taking things one step at a time. After all, building a solid foundation is key to expanding Duon's horizons in the future.

"For now, we really want to focus on the navigation feature because Duon Wayfinding is, at its core, a navigation platform," Angeles said. "Hopefully, we'll start to make navigation fun for Filipinos little by little."

All image credit goes to Duon | Official Website