Portfolio
Francesco Cicero
UX/UI Designer
About me
UX/UI Designer specialized in creating intuitive digital experiences and
scalable design systems. Skilled in user research, wireframing, prototyping,
and responsive interface design, with a strong focus on accessibility and
user-centered solutions.
Work Experience
Graphic e UX/UI Designer - Freelance
Feb. 2024 – present
Marketing Specialist - Designer
Gruppo Palmucci - Prato
Nov. 2022 – in corso
Marketing Specialist
Gruppo Zacco - Modica
Apr. 2022 – lug. 2022
Education
Master UX/UI Design
Click Academy
May. 2024 – Jan. 2025
Master in Graphic e UX/UI Design
JobFormazione
Feb. 2023 – Feb. 2024
Bachelor's Degree - Communication Science
University of Bologna
Sept. 2017 – Mar. 2021
Hard Skills
User Research
Wireframing & Prototyping
Design System
Customer Journey
Responsive Design
Soft Skills
Creativity
User Centric Design
Time Management
Team work
Languages
Italian: native
English: Upper intermediate
Spanish: Intermediate
Software and tools
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe XD
Figma
Wordrpress
Elementor
Miro
ChatGPT
Adobe Firefly
Expertise
Match Auto
UX/UI
This project was created to simplify the car‑buying process through an interactive and engaging “swipe‑style” experience. The user is guided step by step toward selecting the vehicle that best matches their real needs.
The result is a gamified questionnaire — fast yet personalized — that filters cars based on lifestyle, priorities, and daily use.
The goal is to reduce cognitive load and help people make more informed decisions, without getting lost in endless technical sheets and comparisons
About
45 years
Teacher
Married
Bio
Marco is a 45‑year‑old father looking for his next car, which he will use both for daily commutes and family trips with his wife and children. Having purchased cars in the past, he knows how important it is to find the right balance between price, comfort, and long‑term reliability.
To gather information, he consults websites, videos, and forums, and often discusses options with friends and colleagues. What he truly wants is a clear guide that helps him narrow down his choices and make an informed decision, without getting lost among countless alternatives
User needs and goals
- Find a reliable car suitable for his family, without giving up comfort.
- Balance price and quality to ensure a long‑term investment.
- Purchase with confidence, avoiding doubts or regrets.
Pain points
- Struggles to understand which car models truly fit his family’s needs.
- Finds the decision‑making process long and stressful.
- Overwhelmed by too much information to compare — technical sheets, reviews, promotions.
Key Influences
Technology
About
28 years
Social media manager
Single
Bio
Giulia is a young, independent, and dynamic professional living and working in a big city. She leads an active and flexible lifestyle, often moving between home, office, events, and weekend trips. Having recently decided to purchase her first car, she is looking for a vehicle that reflects her personality, is convenient for city driving, yet ready to accompany her on new adventures.
User needs and goals
- Find a compact, tech‑savvy, and sustainable car suited for urban environments.
- Access clear and fast information without having to become an expert.
- Purchase her first personal car with confidence, avoiding regrets.
Pain points
- Overwhelmed by too many options and unsure where to start.
- Finds technical language too complicated for a first‑time buyer.
- Doesn’t want to waste time in dealerships or deal with pushy salespeople.
Key influences
Tecnologia
Customer Journey
I began this project by putting myself in the user’s shoes. The Customer Journey proved to be the best tool for this, allowing me to identify moments of greatest uncertainty and transform them into strengths of the overall experience.
Final Results
After gathering insights and mapping the user journey, I designed a system that truly simplifies car selection, especially for first-time buyers.
At the heart of the project is a dynamic questionnaire that suggests the most suitable car based on user responses and guides them with tailored content.
The final result is an interface designed to be clear, intuitive, and — why not — even fun to use.
Smooth
UX/UI
Overview
The app was created to meet customer and market needs, leading to the design of a booking system and an e-commerce channel.
Starting from User Research, I analyzed user needs, developed User Personas and Empathy Maps, defined a coherent Design System, and proceeded to prototype the interfaces
Target
I sent out 20 surveys to people across different age groups.
The results highlighted the following key issues to address:
- Inability to choose a preferred barber
- Complexity or inability to reschedule an appointment
- Booking process too length
Young adults (19 - 27 years)
This group, made up of digital natives, values convenience and speed. Many are students or early-career professionals, so they prefer a simple and intuitive booking system that helps them save time and easily manage their schedules amid daily commitments.
Parents and professional workers (30 - 50 years)
This segment includes people balancing their careers and family responsibilities. For them, the app is a time-saving tool that enables quick appointment bookings and easy management of commitments, even on the busiest days.
Adults and olders (+50 years)
Although this group may not always be highly tech-savvy, they still appreciate the app’s simple interface. The ability to book an appointment without having to call the barber is a convenience they increasingly value. Additionally, features like appointment reminders ensure they don’t miss their scheduled time, making the process even smoother.
Process
Research
User Research
User survey
Settlment
User Personas
Empathy map
Ideation
User Flow
Customer Journey
UI
Wireframe
Prototyping
Landing pages
LP Volvo EX30
Conversion rate
2,18%
Time per Session
40 sec.
Scroll Behavior
30%
Palmucci Rent
Conversion rate
4,8%
Time per Session
1,1 min.
Scroll Behavior
63,18%