FMP – Sketchapp – Initial Attempt

After scamping my idea out, I jumped into the the digital design quite quickly, as I was worried about time constraints given my ambitious project. The screens below show my intitial efforts. Although rough, it show the user journey, and could be tweaked into a more coherent design later. I became frustrated very quickly with my progress, so took to the web to gather more information after this process.

Screenshot 2018-05-31 20.10.15Screenshot 2018-05-31 20.10.28


FMP – Prototype Development – Invision

Working in an organised fashion, I created order between the screens in the dashboard, making it easy to understand the userflow, and not getting confused between screens.

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During this process, new ideas sparked about how to transition between screens, and animate, increasing the user experience to a new level. This is evident in the take a selfie screens, where I animated a white screen between two other screens. This was done by creating a new artboard in Sketchapp, and filling it with white and reducing the opacity slightly. I then exported this element as a PNG file, maintaining the transparency effect, and created a timer in Invision, transitioning quickly to the next screen “continue”.

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FMP – Prototype Development – Sketchapp

Now normally I’d be panicking about leaving the prototype to the final day to complete. However, I already had the bare bones and structure to the design, so really, all I had to do was follow the story, and create links between the screens I had created in Sketch.

After animating my screens in After Effects, my Sketch app file was all over the place, and had been dissected and moved around to export all the elements. So I decided to create a duplicate file, and tidy up the screens, showing the user journey from start to finish.

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Using Invision and the Craft plugin, I was able to quickly make changes to the design file in Sketchapp, and sync the changes directly to my prototype, allowing fast workflow.

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FMP – Existing Shoe Companies Research

To further understand my audience, I wanted to look at what other established shoe brands are doing to target their specific audiences. This will give me an insight into what other brands are doing well and not so well, and attempt to design a better platform for the end consumer.

Nike App

Although the app is incredibly easy to navigate, it feels very sterile, not very exciting, and too clinical. These ideologies represent the Nike brand well, showing speed and efficiency.

The imagery used is very “cool”, showing you males in provocative, moody poses, highlight the shoes, but providing the audience with an aspirational image that, by association, makes the brand “cool” and youthful.


The user can easily navigate through the app, finding product ins specific categories. These categories funnel the user down, to show them products they really want to be seeing.


Again, the product detail page is very stripped back, simplistic, but serves a purpose and ties in well with the brand. The navigation is consistent throughout the design, making it easy for the user to navigate through the app. The price of the product is always visible at the bottom of the screen, making it easy for the consumer to purchase the product at any point of the during scroll.


Nike Running Club App

Like many apps I’ve looked at, intro screens usually help the user understand the conventions of the app. It shows the user how to use the app, whilst also setting up an account to store personal preference data, such as specific interests, show size, location services etc. This information is then stored, and can be used to push specific products to consumers based on their personal interests.



A more stylised approach, giving a bespoke, designed feel to the app and brand. To the consumer, this gives a sense a personalisation, something the consumer craves. The sharp diagonal lines encourage the notion of speed, something performance sports brands seem to have in common.


I like how many of the apps use a very neutral colour, such as whites, greys, and blacks, that draw focus to the shoe its self. Other colours could distract the consumer from the main focal point, and this could translate into a mis sale.


Infographics and reviews provide the consumer with previous customer experiences with the product, providing justification and reassurance about to the consumer.

The consumer can choose from the following categories to score out of 5 on the scale:

  • Size
  • Quality
  • Width
  • Comfort

Overlapping elements provide a further stylised feel, reducing the opacity to draw importance to the darker text.




This process has been really useful to see what’s already been done. Recently, I watch a TED talk about the development of ideas. Many ideas are usually solid, for example, the concept behind MySpace, Bebo, was actually a great idea. Social media boomed around this time, but facebook didn’t jump straight into the social media market. They saw what Myspace and Bebo were doing, and looked to improve on the platform to try and appeal to the mass audience. The UX of MySpace wasn’t the best. If you understood MySpace, you were considered a social media genius. Facebook developed their platform, changing an idea that had already been invented. Today, Facebook is the largest social media platform that has continued to innovate and grow as an organisation.

My point is, their are sure to be a huge amount of shoe apps out their doing a similar thing, but how can this be improved upon. What can I do differently to the my other competitors that will make me stand out. These questions are to be considered in the early stages of the design process.

FMP – Developement

After finishing comping together my screens, I moved on to consider what promotional material I could produce, announcing the brand in a way that would excite my intended audience. After a lot of consideration, I decided upon my target demographic being very young, between 16-30, however the app could work for everyone. I wanted to encourage the idea of “coolness”, showing the audience what they aspire to be like, whilst tying in the brand and house style.

Creating layers, I found stock videos of skater scenes that encourage the idea of coolness. The New York and California scenery, with palm tress and plenty of sun, shows the audience “the high life”, showing them they can have a taste of this life by personalising your favourite shoes in a quick and easy manner. I used multiple layers of colour correction, tinkering with the style and vibe of the final composition. These layers included:

  • Lumetri Colour Adjustment – Giving a professional video colour grading
  • Noise, Blur & Blending Modes – After feedback from my mentor at work, he taught me a quick and cheap trick to enhance the colours, adding a small amount of blur, noise, and then reducing the opacity to next to nothing, and chaning the colour mode to suit the peice, just to make the colour pop.



FMP – New Software Skills: Adobe After Effects

I, like everyone else, love animation. It can bring a still, flat design into a exciting, dynamic piece, engaging the audience through motion. I’ve been fascinated with Adobe After Effects, watching tutorials online and trying to understand how to get the best out of it to animate my screens. I’ve worked on a small animations at work but found it really difficult to get my head around it sometimes, which made me put off touching it for my FMP initially.

One day at work, I sparked an idea that I wanted a fingerprint for a fingerprint recognition screen in an app I was designing. I sat down with my mentor, who took me through step by step how I can animate a mask from point A to point B in time. The repetitive process of animating each individual stroke of the fingerprint was like a lightbulb moment. I suddenly grasped the concept of animation.

That weekend, I took what I had already in terms of screens in Sketch, and exported each element of the screen that I wanted to animate, and the background plain.


Using different comps to group screens together and transition between screens, I was able to remain organised.



SEK Bomb Project – Mockups

I’ve recently been working on my presentation skills, trying to sell an idea or concept to a client. In the previous project, we looked at loads of different ways to be creative when presenting, and I wanted to continue to develop this skill in this project.

My plan was to create a small PDF outlining my process, starting with a mood board of everything I had looked at to gather design inspiration from. This gives the client an idea of the path I took to get to my end resolution.

I also wanted to show how the display would look like in real world context. I took to the internet to find some appropriate scenarios that could help me. I wanted to visually demonstrate how the banner would work at the exhibition, showing a silhouette of characters standing in front of the display, and a small table that would be positioned in front of the banner.


Below are the completed mockups to present to the client:

SEK mockup 1Mockup_display_sek