For the past year there had been rumblings that the Social/Geolocation service Gowalla was looking to build in some additional Social Networking type features to their Check-In only service. This week, those rumblings have become reality. Possibly part in due to the SXSW (South-by-South West) conference being held this week, but whatever the reason, they are pretty slick and a welcome upgrade to the iPhone. Interestingly enough, although the icon remains the same there is a funky greek symbol for beta after the title of the app which gives the implication of possibly more enhancements coming. For that we will have to wait and see.

The first thing you notice when launching the app is that it is a bit brighter than before. They have kept the green theme of the interface, but have lightended the background and use the darker green for the banner at the top. This is where it gets interesting. You are initially brought into the Activity screen where you can see the normal status of all of your friends. But then you notice little bubbles next to each status update. By tapping on the bubble you are now able to dive into the check-in and add comments! This is great for discussing a location or just saying hi to friends who may want more information on what you are doing there. A very welcome for those of us who have been using Gowalla for a while now.

The passport page also seems to have been given a face lift. The avatars seem much larger and the buttons for your stamps, pins, friends and what? What is this other button called 'Photos?' Nice! Another additon of being able to add photos to your check-ins! At the time of this posting, I have not had the opportunity to play around with posting pictures, but I am sure the value of being able to share images of locations adds to the experience. You still have the general profile information displayed as well as a list of your recent check-ins with the comment bubbles available as well. One of the old favorites which made Gowalla so popular is still around; the collection of items at check-in.

As I wrote about in a previous post, part of the allure to Gowalla as a geolocation game is the ability to collect unique items at locations through picking up, dropping off or collecting them. These are all storedin your "Items I'm Carrying" section. As usual Gowalla continues to provide very attractive and artistic iconic representations of items which are now better presented in the Items list. I just noticed, that I am carrying far too many items. Might have to run out and drop some off at local spots. Guess I don't get out enough.

One other area I didn't dive too deep into before was the Trip feature of the application. These are pre-defined mini "tours" of areas wich can contain several different locations to check in at. The list is rather extensive and through the website you do have the ability to create trips to share with others. One good example of the trip feature is rather local to me and I really need to try it out - The Central Park Highlights trip. There are several spots to check-in at on that Trip. The fun thing about trips is that when you complete each trip you get the trip stamp added to your passport. All designed to lure you out and begin to experience the world. Who knows you may even find spots along that way that you can add.

Finally on the social front, the Find Friends page seems to also have been upgraded to now cover your address book, FaceBook, Twitter, Gmail or search the system for existing users by name. There is still much to explore about Gowalla, but the iPhone application's new design and features are definitely going to get me into the experience more. I can't wait to see what they come up with next. With the fun aspect of geolocation being overlayed with an unbelievably well thoughtout function and beautiful user interface, I expect the world of Gowalla will continue to grow and more virtual items littered about for me to collect and add to my pack while I journey about collecting stamps and sharing my experiences and photos with others.

For those who don't have an iPhone app, Gowalla provide the similar experience for Blackberry, Android and other devices either through applications of a recently re-designed web interface which maintains the basic look and feel of the native apps. Again, great job Gowalla!