CICERO
A lifestyle and travel app, CICERO connects users with local guides to deliver real-time personalised recommendations.
| Overview
CICERO is a user-friendly lifestyle and travel app connecting users with local guides for personalised recommendations. It leverages real-time human insights, making discovery effortless. Users gain access to local expertise and unique perspectives, ensuring an authentic, seamless experience—anytime, anywhere.
| Process
Discover
>>>>>>
Define
>>>>>>
Develop
>>>>>>
Deliver
| Individual role
User Research & Analysis, Information Architecture, Wireframing. UI Design, Prototyping and Usability Testing.
| Tools
Figma, Adobe CS, hand sketch.
| Highlights
| Problem
Finding authentic local experiences often causes decision fatigue due to information overload. The first challenge was understanding why a service like CICERO is useful. The second was identifying who would benefit most from the app, and the third was figuring out how to attract guides to the CICERO network.
| Goal
CICERO aims to make discovery fun and easy by providing direct access to local expertise. By addressing diverse user needs and solving the age-old problem of saving time, CICERO offers curated experiences hand-picked by expert guides, giving users more time to explore and less time to stress about planning.
| Highlights
| Problem
Finding authentic local experiences often causes decision fatigue due to information overload. The first challenge was understanding why a service like CICERO is useful. The second was identifying who would benefit most from the app, and the third was figuring out how to attract guides to the CICERO network.
| Goal
CICERO aims to make discovery fun and easy by providing direct access to local expertise. By addressing diverse user needs and solving the age-old problem of saving time, CICERO offers curated experiences hand-picked by expert guides, giving users more time to explore and less time to stress about planning.
150m
people signed up to the Google Local Guides program in 2023 across 24,000 global locations.
searchengineland.com
30% increase
in travelers booking with travel professionals
ABTA.com
| Discover
Quantitive research: What are the current trends relating to the guidance service market?
I researched market trends to uncover CICERO's potential and the factors driving user engagement. Findings show a growing demand for guidance services and a strong appetite for real-time, personalised recommendations.
48% of guests
visit places recommended by their local host.
airbnb.com
$52.4B
is the value of the tourism guidance service market, with projections to reach $106.5B by 2032.
Custommarketinsights.com
20 - 30 Hours per week
Average time spent planning a trip
Medium.com
86%
of individuals are more likely to visit a location after seeing images of it on social media.
Travelresearchonline.com
CONS
Competitor Analysis: Apps like TripAdvisor, Booking.com, and Yelp offer reviews but lack the personal touch and local expertise that make trips extraordinary.
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.
Review authenticity
Focus on popular spots & not local gems
Cluttered Interface
Mobile app issues - app crashing etc..
Outdated forum system - lacking real time
What role do time and effort play in how travelers approach planning their trips, and how do recommendations, reviews, and local guides influence their choices?
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.
PROS
Comprehensive Reviews
Global Reach - a go-to resource
Travel forums
Photos and videos uploaded by users
Traveler ranking System
Local Business Focus
Detailed User Reviews
Active user community/ Forums
Easy navigation of mobile app
Review Authenticity
Negative review impacts business
Limited international reach
Advertising Pressure, esp on small businesses
Extensive accommodation options
Verified reviews: from verified guests
User-friendly interface
Free cancellation
Hidden fees not clearly disclosed upfront.
inconsistent customer service
Aggressive marketing
Overbooking Issues
| Define
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.
Concept: 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.
| Develop
Information Architecture:
I organised the information architecture by offering users a seamless preview of the core features. By doing this CICERO builds familiarity and confidence, allowing the user to experience the app’s core values before committing to a membership.
User Flow:
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.
Scenario: Becoming a CICERO member
Mid-fidelity 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.
User testing: Throughout the design process, I conducted unmoderated usability studies to identify key pain points in the MVP. These insights helped shape the prototype by highlighting areas that needed validation and refinement. Participants completed tasks to uncover usability challenges, leading to the following improvements:
Refining the user flow
Providing more information on guides before selection
Clarifying the incentive for guides to sign up
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.
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!