DIGITAL DESIGN & UX/UI
SecretCity Mobile App
UI Design, Navigation Flow & Visual Branding for a Location-Based Recommendation App
Key Objectives: ​
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Design a recommendation app to support local economies and creative communities in
New Orleans -
Develop a UI system that balances intuitive structure with a sense of surprise and delight
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Design branding assets including the app icon, logo, and in-app navigation icons
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Create wireframes, hi-fi mockups, and a full navigation video to demonstrate user flow
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Translate research insights into functional UX features (e.g., survey-based personalization)
Tools Used:
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Adobe Illustrator
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Adobe Photoshop
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Adobe XD
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Figma
SecretCity is a mobile recommendation app designed to help travelers in New Orleans discover and support independent businesses, cultural organizers, and local events. Originally created as a class project, the app responds to research indicating that travelers seek "easy adventure"—unique, authentic experiences that are accessible and spontaneous. The app delivers personalized, location-aware suggestions based on party size, interests, planning style, and current location.
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Visuals—including color, typography, and a street mural motif—were chosen to evoke local discovery rooted in place, history, and culture. The split-color logo symbolizes the traveler’s transition from being “in the dark” to uncovering the city’s vibrant core. The geometric frame surrounding the name references both a door and a top-secret folder—opening to reveal something unexpected and joyful.
Recognition:
Winner of a Bronze Addy Award for Digital Design (2021)
Research & Concept
User research highlighted a desire for “easy adventure”: spontaneous, authentic experiences that didn’t require extensive planning. The design response was a mobile app centered on personalized, locally-rooted discovery.
Wireframes
Created low-fidelity wireframes to map out key functions: onboarding, custom survey, map interaction, discovery feed, and saved favorites. Prioritized ease of navigation while allowing room for layered visual storytelling.
Hi-Fi UI Design
Developed full-screen mockups featuring clean layout, bright accents, and intuitive iconography. The design language reflects a mix of clarity and energy, tailored for curious visitors navigating in real time.
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All branding assets—including logo, app icon, and visual system—are detailed under Micro-Identities Case Studies.
Prototype and Navigation Video
Created a video walkthrough demonstrating how a user moves through the app—from onboarding survey to recommendation results and saved favorites—showcasing interface continuity and micro-interactions.