Helping city-dwellers discover quiet hideaways

In response to the growing mental health challenges faced by city dwellers, Cityzen empowers individuals to find and book calming spaces for relaxation, work, and personal pursuits.  In this project, I designed a comprehensive solution – the Cityzen app and its visual identity – to connect urban residents with these hidden sanctuaries, fostering a sense of well-being amidst the hustle and bustle of city life.

To fully understand the problem space, I kicked off the project with a series of user interviews. These conversations delved into the specific stresses faced by city dwellers, how their environment impacted their well-being &the challenges they encountered in finding moments of peace.  To complement these insights & better understand Cityzen's competitive position, I also conducted a comprehensive competitor analysis. By synthesising this research, I developed three distinct user personas: young professionals seeking post-work decompression, stay-at-home parents desiring a daily escape &self-employed individuals needing a focused workspace. Utilising these personas, I identified key user needs, brainstormed features that catered to each group & started conceptualising an effective brand identity.

For Cityzen's brand identity, I prioritized creating a visual language that embodied tranquility. User research pointed to nature as a key factor in achieving calmness. Inspired by this, I explored earthy palettes of greens, browns, and beiges, ultimately selecting the final brand colors. To craft a unique brandmark, I experimented with concepts that captured the essence of "calm spaces." I played with combining location pin icons with natural symbols like leaves and lotuses. Initial solid, outlined shapes felt too rigid and lacked the desired calming effect. I pivoted to partially transparent, overlapping shapes, achieving a softer, more serene aesthetic.

Developing the Cityzen app ran in parallel with the branding process. To ensure an efficient design flow, I first defined the app's functional scope, striking a balance between rapid launch and delivering a compelling user experience. With the scope established, I began visualizing the experience through sketching and wireframing all the key user flows. Mockups followed, and user testing sessions provided invaluable insights that were incorporated into the final iteration.

Cityzen's app translates the brand's calming and tranquil identity into a user experience that prioritizes peace and ease.  The minimalistic UI and seamless onboarding process ensure a stress-free introduction, while the prominent search bar and various recommendation sections empower users to find the perfect space for their needs, whether it's by location, activity type, ambience, or past preferences. Users can also wishlist spaces for later and enjoy a smooth booking process when they're ready, all within a user interface that reflects Cityzen's core values.