Illico!
Marketplace
Multi-sided service platform
Mobile/Web Application
Product Thinking
Product Design
Human-Centricity
Responsive
Duration
April 2024
3 Months
Scope
Mobile App
Web Platform
Technology
Figma
Figjam
My Role
UX/UI Design Lead
Overview
The client contact us to create a mobile-first service marketplace designed to connect individual users, local service providers, and influencers within a single ecosystem. The core promise of the product is speed and proximity: “Vos besoins à portée de clics” reflected in the name Illico.
Goals
The platform enables individuals to quickly find nearby services, service providers to gain visibility and receive requests, and influencers (micro & macro bloggers) to collaborate with professionals and promote services through content and recommendations.
Timeline
Strategy
2 Days
Goals
Functional
Business Scope
Discovery
15 Days
Brainstorm
Global Research
Persona
UX Strategy
User Journey
User Interviews
Solution
40 Days
User Flows
Sketching
UI Concepts
Interaction Patterns
Wireframing
Design System
Testing
Problem & Opportunity
Connection
Influencers
Service Seekers
Product
Clarity & Smooth
Visibility & Leads
Initial State
At the start of the project, the product already existed with initial screens produced by a previous agency. However, the experience lacked a clear UX foundation for role-based navigation, core journeys, and scalability.
UX Challenges
Unclear Value Proposition
The product’s purpose and target users were not immediately understandable.
Role Confusion
Service seekers, providers, and influencers shared similar entry points and actions.
Early Cognitive Overload
Too many features were exposed too early in the experience.
Broken Core Journeys
Key flows lacked continuity and clear progression.
Low Trust at first use
Users lacked confidence to complete key actions.
Limited scalability
The structure did not support future features or cross-platform consistency.
How might we design a mobile experience that creates meaningful connections between three user profiles, while keeping the experience fast, simple, and scalable?
Discovery & Research
Research Methods
Statistics
Analysis of usage data and metrics shared by the client.
Review of interactions between customers, service providers, and influencers.
Benchmark
Analysis of comparable platforms (Uber, Treatwell, Malt).
Review of App Store feedback and user complaints.
Stakeholder
Influencers & service providers interviews.
Product vision workshops with the Product Owner.
Alignment on business goals, constraints, and influencer strategy.
Key Insights
Market
Data confirmed strong user interest in local services.
Recurrent interactions highlighted demand for faster connections.
Social
Users showed clear interest in influencer-led visibility and promotion.
Existing interactions lacked structure and scalability.
Platform
Multiple user roles increased friction.
Simplicity was critical despite system complexity.
Ecostystem Map
I mapped this ecosystem to show the existing social and professional networks, and how Illico structures and simplifies these connections.
Functional Mapping
To align on scope and complexity, I conducted a functional mapping workshop to define priorities, clarify roles, and ensure realistic delivery across mobile and web.
Personas
To align the team, we defined hypothesis-driven personas based on product goals and market patterns. These profiles shaped prioritization, navigation logic, and feature scope.
Thomas
Service Seeker
30 yo
Brussels
Marketing Manager
Mobile-first
Cautious
Impatient
Social Context
Mobile-first, values speed and social proof.
Goal
Find a reliable service quickly.
Motivation
Trust through ratings and proximity
Frustration
Too many options, unclear availability.
Sophie
Service Provider
41 yo
Brussels
Hairdresser
Salon Owner
Hard worker
Pragmatic
Social Context
Relies on local reputation and social visibility.
Goal
Gain visibility and qualified leads.
Motivation
Being discoverable by nearby users.
Frustrations
Unqualified requests, complex tools.
Lina
Lifestyle Influencer
24 yo
Brussels
Content Creator
Social-first
Ambitious
Creative
Social Context
Active on TikTok & Instagram.
Goal
Collaborate with real services effortlessly.
Motivation
Visibility and social recognition.
Frustration
Unclear partnerships, heavy workflows.
Design Principles
01
Role-first clarity
Clear entry points per role.
02
Progressive simplicity
Reduce early cognitive load.
03
Trust by design
Build confidence at first use.
04
Fast paths to action
Support immediate intent.
05
Scalable structure
Enable future growth.
UX Strategy
Role-based Journeys
Who it’s for?
What users can do?
Value per role.
Progressive Actions
Essential actions first.
Advanced options later.
Low friction onboarding.
Trust Signals
Ratings & reviews.
Clear profiles details.
Ready to Act
Discover services.
Message & book.
Mobile & web.
Modular Flows
Add services easily.
Scale features.
No broken journeys.
Strategy Outcome
This strategy aligned a complex, multi-sided ecosystem into clear, role-based journeys, enabling faster decisions, stronger trust, and scalable growth before moving into UI execution.
Information Architecture
Role-based User Flows
I structured user flows by role, supported by lightweight UX methods to validate intent, expectations, and friction points. User stories provided by the client were used as qualitative input to validate real user needs and define realistic flows.
Service Seeker
Find and contact a reliable local service, fast.
Flow Focus
Service Provider
Be visible, receive qualified requests, manage jobs easily.
Flow Focus
Structured onboarding and business profile setup.
Receive and manage incoming job requests.
Track jobs by clear status (in progress / completed).
Influencer
Collaborate with real services and monetize visibility.
Flow Focus
Discover local service providers.
Initiate collaboration via profile & chat.
Publish content and reviews post-service.
UX Methods Applied
Empathy Maps
To clarify user motivations, expectations, and friction points per role before defining flows.
Task Flow Mapping
To reduce steps between intent/action, especially for search, contact, and job confirmation.
Scenario-based Flows
To validate real-life use cases: job follow-up, content publication, collaboration requests.
Edge-case Mapping
To anticipate approval, rejection, cancellation, and follow-up states across roles.
Wireframing
Based on validated user flows, I translated each role-based journey into low-fidelity wireframes to test structure, hierarchy, and key interactions. This phase validated navigation, screen sequencing, and core actions, enabling fast iteration with stakeholders before visual design.
Branding
Logo
Colors
Primary
#5856D6
Secondary
#0A072A
Background
#F4F4F5
Background
#FFFFFF
Font
SF Font
SF Pro was chosen for its clarity, neutrality, and strong readability on mobile interfaces. Designed for digital products, it ensures fast scanning, low cognitive load, and a familiar feel across iOS and web, reinforcing trust and efficiency throughout Illico’s user journeys.
Scale
Weight: Semibold
Size: 28px
Weight: Semibold
Size: 22px
Weight: Semibold
Size: 20px
Weight: Semibold
Size: 17px
High-Fidelity Design
I validated user flows into a clear, trustworthy, and scalable interface. Design decisions focused on role-first clarity, visible trust signals, and fast access to core actions. Interactive prototypes were used to validate key scenarios and align product, business, and technical teams before development.
Onboarding
Entry Point
Discover trusted local services instantly, based on proximity.
Location Confirmation
Confirm exact location to surface relevant nearby services.
Account creation
Choose a role to unlock tailored features and journeys.
Home
Proximity-First
Personalization
A personalized, location-based home surfacing trusted local services and creators for quick discovery and immediate action.
Search & Results
Search
Quickly find nearby services using smart, location-based suggestions.
Results List
Compare providers at a glance with availability, ratings, and distance.
Map View
Explore services visually to choose faster and with more confidence.
Profiles
Trust Signals
Social Proof
Influencer Profile
A verified creator profile highlighting reach, credibility, and past collaborations to support informed partnerships.
Service Provider Profile
A trust-first profile surfacing availability, reviews, and services to enable fast contact and booking.
Inbox
Real-Time Feedback
Action Driven
All conversations are centralized to quickly manage requests and active jobs. Real-time messaging enables fast coordination, service confirmation, and follow-up.
Activity
Context Awareness
A personalized, location-based home that surfaces trusted local services and creators, enabling quick discovery and immediate action.
Job Request
Service Seeker
Influencer
Service/Product Request
Users publish a need in just a few steps (service, description, location). The request is instantly sent to nearby and available professionals.
Service Provider
Jobs Alerts
Professionals receive local service requests directly in their notifications. Each alert shows the service type, distance, description, and allows them to accept or decline.
Usability Testing
Focus on
8 participants
3 profiles
Moderated testing
40 minutes
Mobile-first Figma
Tasks based
My objective was to validate the high-fidelity prototype, key user scenarios were tested across the three roles.
Tasks
Service Seeker
1. Choose user role
2. Search for service/product
3. Contact service provider
4. Send job request
5. Review job
Service Provider
1. Choose user role
2. Add new service.
3. Search for influencer
4. Accept service/collab request
5. Review service seekeer/influencer
Lifestyle Influencer
1. Choose user role
2. Search service/product for collab.
3. Contact service provider
4. Send collaboration request
5. Review collaboration
Iterations & Improvements
Reduced steps between
search and chat.
Strengthened visibility
of availability status.
Clarified job status states (in progress / completed / canceled).
Simplified onboarding
role selection.
Product Impact
Faster Discovery
Higher Trust Perception
Clear Role Separation
Scalable Structure
Conclusion
Key Learnings
→ Trust must be visible early
→ Clear role separation reduces friction
→ Messaging accelerates service confirmation
→ Simplicity drives faster decisions
What’s Next?
→ AI onboarding assistant
→ Smart availability matching
→ Calendar sync
→ A/B testing on conversion flows
Illico! Study Case
Year
2024
Deliverables
UX
UI
Research
Service
Mobile App
Web App
Scope
Global Research
User Journey
Brainstorm
Interview
User Flow
Sketching
Wireframes
UI Concepts
Design System