Let's suppose we want to find the most suitable route between two points. Despite having a map and algorithm, some measure of suitability should be provided and it is here where a key question arise: most suitable for whom? (either a person or an unmanned vehicle). From mathematical point of view, "suitability" is just a measure (no simmetry, nor triangle inequality holds). After describing the personalized route design problem, I'll present in this talk the idea of adaptive maps, where the location of points of interests changes according to the point of view of the user. For example, everything looks closer if a bike (instead of walking) is used. Some ideas and challenges will be commented.