CICERO
Reinventing the travel experience, CICERO connects users with local guides to deliver real-time, personalised recommendations.
Process
01 Overview
1.1 Problem
1.2 Goal
1.3 Research
1.4 Competitor Analysis
02 Analysis
2.1 Persona
2.2 Design concepts
03 Design
3.1 Information architecture & user flow
3.2 Mid-fidelity wireframe
3.3 Style guide
04 Prototype
4.1 Hi-fidelity screens
4.2 Final thoughts
01 Overview
CICERO connects holidaymakers with local experts, who provide personalised, real-time recommendations that put authentic, local insights right at the users' fingertips.
CICERO is a user-friendly lifestyle and travel app that connects users with local guides, offering personalised recommendations for must-visit places. The app capitalises on real-time, human interactions, bringing invaluable, authentic insights that users can rely on. With CICERO, discovering a place, venue and/or activity becomes easy, efficient, and enjoyable, as users benefit from the expertise and unique perspectives of locals, accessible anytime and anywhere.
1.1 Problem
How to get the best of your holiday when travelling somewhere new and unfamiliar
Holidaymakers often struggle to find authentic, local experiences and face challenges in planning their itineraries. The information overload from various sources can lead to decision fatigue. Cicero addresses these issues by providing a platform that connects users with certified local guides for tailored recommendations, ensuring a safe and enjoyable travel experience.
1.2 Goal
But why do people need this service?
In today's fast-paced world, time has become a precious commodity, with the demands of daily life leaving us with less to spare. CICERO saves holidaymakers valuable time by providing direct access to local expertise, offering curated, authentic experiences that let users spend more time exploring and less time planning. With CICERO, users can maximise their journey, immersing themselves in new destinations without the hassle of extensive research.
Holidaymakers spend significant time planning trips, averaging anywhere from 16 to over 30 hours.
Research by Priceline & Girl About Travel
1.3 Research
Extracting data from 15 survey participants, user behaviours and preferences in travel planning were identified…
The research below is aimed to understand user behaviours, preferences, and expectations in travel planning and app usage. The findings provide insights into key features, design elements, and functionalities, helping to shape CICERO stand out in a competitive market.
1.4 Competitor Analysis
Apps like TripAdvisor, Booking.com, and Yelp offer reviews but lack the personal touch and local expertise that make trips extraordinary.
CICERO’s unique strength lies in its real-time connection to local guides, allowing users to maximise their holiday experiences.
Unlike competitors, such as TripAdvisor, Yelp & Booking.com, CICERO offers a strong social component, putting human interaction at the forefront in a market increasingly dominated by AI.
02 Analysis
2.1 User persona
Who are the potential users of CICERO?
To understand user needs and pain points, several interviews were conducted with individuals to identify their travel priorities, leading to the creation of a user persona for CICERO: a busy professional who loves to travel but has to balances family life and work.
2.2 Design Concepts
…how would CICERO be used?
Based on these findings, I created an illustrative user journey that shaped my vision for the app’s functionality. The journey shows how a user like Alex would navigate CICERO, skipping extensive planning and diving straight into enjoying his family holiday.
03 Design
3.1 Information architecture & user flow
By offering users a seamless preview of the core features, CICERO builds familiarity and confidence, allowing the user to experience the app’s value before committing to a membership.
The user flow below guides users through a streamlined onboarding process, showcasing CICERO’s value upfront and building confidence before commitment. Inspired by a Netflix study, it leverages the "try-before-you-buy" approach to encourage engagement.
3.2 Mid - fidelity wireframe
Sketches to wireframe…
Developing the initial sketches and user flow for the CICERO app provided clear direction on which screens to prioritise for advancement. My primary objective was to craft a smooth, efficient onboarding experience that enables users to immerse themselves in the app as quickly as possible, allowing them to start exploring CICERO’s features and benefits straight away.
3.3 Style guide
Il Dolce Far Niente ("The Sweet Art of Doing Nothing")
The style guide was inspired by Il Dolce Far Niente ("The Sweet Art of Doing Nothing"), a guidebook that celebrates the joy of slowing down and embracing simple pleasures while travelling. Its warm, reflective tone and nostalgic charm influenced the app’s design, making it feel like a trusted, intimate companion for modern users.
04 Prototype
4.1 Hi-fidelity screens
4.2 Final Thoughts
Moving forward, I aim to conduct a thorough user testing process to gain deeper insights into user thoughts and behaviors when interacting with the app. This will help identify pain points, uncover opportunities for improvement, and ensure the app aligns with user needs. I am also enthusiastic about exploring potential collaborations to elevate the app further, incorporating new perspectives and expertise.
Next Steps:
Integration: Enhance the app by integrating other essential services like Uber, Airbnb, and Citymapper to create a seamless, ‘one-stop-shop’ experience for users.
Explore a Free Version: Investigate offering a free version of the app with basic features, potentially supported by premium upgrades, to attract a broader user base.
Refine the visual design: Improve the color theme to create a more visually cohesive and appealing experience, using colors that evoke the nostalgic charm of guidebooks while ensuring usability and accessibility.
Have a go!