A Start up' s outcome for transforming basic photos into artworks
Fade Away
02 | 2017
Role
UX and UI Design Intern
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Duration
3 months
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Tools
Adobe Photoshop, CorelDraw
Sketch, Zeplin
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Steps
Understand
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Observe
2
Point of View
3
Ideate
4
Prototype
5
Test
6
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Project Brief
The Birth of a Startup!
Fade Away was the first attempt of ECCENTRIC group in order to create our start up. We decided to develop an entertainment application which could be able to transform a primary photo into a piece of art.
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Why We Need Fade Away
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We were going to create our own start up with triple mobile application. Fade Away not only was an entertaining application which could make money for our start up, it was also the first stage in order to gather the data for the second application. This app helped us to complete our raw data for the future work.
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Goals of Fade Away
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Development of design thinking process in the new fields and intangible products
Utilizing design thinking potential throughout the tech based design projects
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Combining common tools in design processes with design and software development method
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Optimizing the application design and development process in accordance with the standard criteria
of market
Optimizing the activities of the team based on design thinking
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Software Development Life Cycle (SDLC)
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In this cycle, we focused on delivering the product through an adaptive process swiftly and receiving continuous feedback from the users.
Understand
Observe
Ideat
Prototype
Test
Point of view
2
Focus Group
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This session took place with 9 persons who used similar applications to edit their photos and videos. Also they were active users of social medias.
Insights
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Throughout this session, participants mentioned various valuable info which are shown as a Word Cloud
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"I look for new editing tools because, I like changing the theme of my pictures before sharing them."
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Goal-Oriented Personas
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After a deep interview and the focus group session, we defined the Goal-Oriented personas based the imaginary personas.
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She is a popular member of social media
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More than 100,000 followers on Instagram
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Use mobile phones, professional cameras
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Apply tools for changing light, color, contrast, sharpness, filters and various effects, and shares them on Instagram.
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Has several editing apps on her smartphone and tablet.
Hoori
He is very fond of traveling and hiking
Steve
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Use his phone rather than professional camera.
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Uses only the features of the Instagram
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He thinks, the only correction he should make to his image is light and color correction.
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Not very familiar with computer software
He is an creative artist and designer
Tom
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Shares his works on social media
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Takes pictures from the process of artwork creation
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Use a limited number of applications.
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High quality photos lead to get better feedbacks.
Design Criteria
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After understanding of the most important characteristics of our personas we defined the design criteria.
Optimized for majority of people
Simple appearance
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Simple to use
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Consider camera's quality
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Provide tutorial
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Editing tools
Access to photo gallery
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Save on photo gallery
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Share on social media
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We studied several application such as Prisma, Dark room, VSCO, Snapseed, Retrica, FaceTune, Selfie, Focos, Font Candy and Microsoft Selfie and evaluate them in terms of "tools", "subscription fee', and features.
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In order to understand the situation of our brand and find the gaps in the market, we have designed the perceptual maps based on the market research.
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Tools -Subject Recognition Diagram
Tool- Subscription Type Diagram
Learning Curve- Image Editing Type Diagram
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#1
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Take a picture Edits it in a timely manner Share social media
#2
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Take a picture Edits it in a timely manner Share social media
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Value map is a graph to express the relationship between the user and the product. This chart includes two parts: customers and value proposition.
Gains
Pain Relivers
Product
Gain Creators
Customer job(S)
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Lack of time
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Lack of Patience
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Financial limitation
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Spending less time
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Less time is needed to learn
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High quality output
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Medium-income employee
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Freelancers
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Influencers
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Spending less time to do the process
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Easy learning
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High quality output
Pains
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Application for smart phones
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No need to spend a long time to work with
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No need to be patient to work with
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Free
B) Have you ever used photoshop as photo editing tool?"
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A) Have you ever used photo editing application on your smartphone?
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Yes (8 answers)
No (2 answers)
B) Have you ever used photoshop as photo editing tool?"
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Yes (6 answers)
No (4 answers)
Gains
The following categories are designed based on the responses:
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.png)
2. Crop and resize
Crop ratio, Re-cut, Rotate
1. Home
Camera, Gallery, About Us
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3. Edit page
Filter, Effect, Change layers, Intensity, Edit
4. Selection page
Re-select, Tutorial
5. Share page
Instagram, Facebook, Share, Save
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In the following experiment, three tasks were defined for the participants. We transferred these tasks into three different questions.
Also, the participants thoughts that we can add some features to the updated version such as:
// Adding and eliminating control points
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// Adding a precise ability of selecting with path
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// Adding more effects
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Scenarios
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After determining the goal-oriented personas and investigating in the market, we defined 2 scenarios for a photo editing application.
Market Research Analysis
Value Proposition Map
Cart Sorting
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To take this test with the software, the desired categories were specified and all the steps were provided to the users in a customizable form of cards. User were asked to use the drag and drop method.
After that users answers two question:
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Main Pages
In the next step, we started to ideate which is based on the categories suggested by users.
User Flow
Wire Frame
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UI Flow
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After finding the user flow, considering user experience, sketching, and paper prototyping we designed the UI flow as below
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Visual Identity
Font
Buttons
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As a mean to emphasis on uniqueness of our application and facing with budget limitation, we have designed the font ourselves instead of using pre- existing fonts.
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Color
#Group 1
#Group 2
#Group 3
Final Combination
Logo
Final Pages (iPhone 6)
Protocol Analysis
In addition to the fictional needs, we need to measure the desirability of the app in meeting the sensory needs of the customers with qualitative methods. For this purpose, the protocol analysis method have applied. We did the protocol analysis with 4 participants and gathered valuable feedbacks. A short summery of results is shown here:
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Relative satisfaction with product performance
Helpful
tutorial
Moderate
level of simplicity
of use
Uniqueness of he ability to select the desired area of the image and apply filters
Having the new artistic features
Willing to introduce this app to family and friends
![AdobeStock_285912430 (1) [Converted].png](https://static.wixstatic.com/media/b7914b_c00bfa2264bc47fcb9d3f266e253ca96~mv2.png/v1/crop/x_0,y_0,w_6855,h_6633/fill/w_99,h_96,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/AdobeStock_285912430%20(1)%20%5BConverted%5D.png)
#1
You took a picture yesterday, you want to make some changes and share on Instagram, how do you do that?
Participants' first choice to do this task was Gallery
#2
Can you take a picture with your mobile phone and change its dimensions to a square?
The first choice of 70% of participants was Camera and 30% of them choose Gallery as the first choice.
#3
If you took a photo that does not have enough light, how do you correct it?
The first choice of 60% of participants was Gallery and 40% of them choose Camera as the first choice.
Usability Test
In order to assess the functionality of the application we have designed the test with 3 main tasks.
At the beginning of the test users supposed to answer 2 questions.
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A) Have you ever used photo editing application on your smartphone?
Yes (9 answers)
No (1 answers)
B) Have you ever used photoshop as photo editing tool?"
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Yes (5 answers)
No (5 answers)
Screen Shots
Commercial Posters
Business Canvas
