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RAY CHEUNG

Evoto - Research and Development

01
STARTING POINT

Combining interests

Initially my idea began quite vague,

with no real sense of direction other
than wanting to combine several
interests of mine. Ive always had
a fascination with abstraction and
digital design and at first I wanted to
take a more illustrative approach of
transforming photos into alternative
forms and shapes.

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An app?

At the same time I

also wanted to explore
branding in more depth.
Combining my
illustration and branding
interests, this prompted
the idea of exploring
interaction app design.
The resulting initial idea
was an app that would
allow users to take
aspects from a photo
and make new forms
with them, to be shared
with others.

02
CHANGE

Orbs

I was particularly intrigued with the

idea of a circular form as the rounded
shape would allow for more dynamic
alterations. From here I began
considering if these rounded forms
could be used as a graphic statistic for
the photo, growing in size depending
on several factors.

Brian Enos 77 Million Paintings was

a particularly interesting concept
that held relevance to my idea of
transformation. Perhaps the app could
randomly generate a graphic form
based on the photo which could then
morph and change in many ways.

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03
HOW

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What to do?
The Problem

The round orb would be both a piece

of illustration and a statistic for the
original photo. Realistically however
it would be difficult to design refined
forms for each photo and make it a
user friendly automated process.

Things began to get a bit confusing.

It seemed a trade off between
practicality of the app and my
own interests in making abstract
visualisations had to be considered.
It was clear more research needed
to be conducted to get a stronger
understanding of what I wanted to do.

04
RESEARCH

The most grandiose result of the photography

enterprise is to give us the sense that we can
hold the whole world in our heads as an
anthology of images.
To collect photographs is to collect the world.
(Sontag, 1979)

An idea that was raised in

a feedback session was
that I should consider the
wider meanings behind
photography and their emotive
experiences. To do so I looked
at Susan Sontags book, On
Photography.

What I learnt helped

tremendously. In some ways
photographs could be seen as
offering the ability to collect
parts of the world and show
control over the past.
They could also be seen as
experiences given form and
miniatures of reality that
anyone can make or acquire.

From here I wanted to develop

the app with a focus on
networking and the sharing of
memories. Yet this had to be
done in a unique way unlike
other photo apps.
Could photographs function
not only as a static form, but to
further persuade the creation
of memories?

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05
RESEARCH pt.2

But even more importantly, you need to know

how to create a visual narrative.
You need to know how to tell a story.
(Griffin, 2008)

It would not be unjustified to

consider photographs as a
form of narrative. A method
of sharing memories and
experiences. David Griffin
makes a strong point that
photos tell stories. This heavily
influenced my concept of
creating an app that takes
these stories and forms a
visual conversation around it.

To elaborate, what if there was

a way for photos to be used as
an ignition for other photos?
For example if the user views
the network of a friends
holiday where they found a
rare animal, this might remind
them of a photo they took of
the same animal in another
country. From there it could
branch off to show a celebrity
they encountered whilst in that
country. These were all quick
examples but it held a lot of
potential. In turn the growth
of these stories could retain
the original image yet result
in a widely expanding visual
network of memories.

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06
RESEARCH pt.3

I was not going to Honolulu because I wanted

to see life reduced to a short story. I was
going to Honolulu because I wanted to see life
expanded to a novel, and I still do.
(Didion, 2009)
Using Didions quote, If photographs are indeed
short stories based on another persons life and
experiences, then what I am proposing with my
app design is a way for people to take the story
and build upon it with their own experiences
and memories, creating a new and growing
larger novel. Another example is this, imagine
telling a story around a warm campfire and not
knowing where the conversation will take you,
but along the way a whole range of stories are
shared. This campfire is your personal space
and each photo taken builds a new campfire
with new listeners sitting around it. I felt there
was a lot of potential that had been untouched
in the social photo app region and my concept
could fill that gap.

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07
RESEARCH pt.4

Yota Play iPhone App

Designer: AllofUs
Sept. 23, 2011

With my storytelling
networking idea firmly set, I
began researching existing
apps not entirely related to
photography, but to develop
a better understanding of the
visual and functional aspects I
would need to consider.

I chose the Yota Play app

initially as it demonstrated
how layout can be used
to divert user attention to
interactive elements on the
screen. In particular however,
a noticeable detail was the
usage of gradients over many
of the buttons. This led me to
look in more depth into the
design of the app.

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08
RESEARCH pt.5

NEW

Yota Play Update

Designer:
Derek Boateng + Richard Sullivan
2013
What I discovered was an
updated branding and UI of
the Yota app in recent years.
This drew great attention
to the visual development
and trends that had radically
changed app development
over the past few years.
Instead of gradients to
simulate depth and response,
the new design featured a
much simpler and flatter
design. Less text was used
on navigational elements and
a sense of minimalism was
applied, creating a cleaner
overall feel.

With my networking idea

in development, I began
researching existing apps
perhaps not entirely related to
photography, but to develop
a better understanding of the
visual and functional aspects I
would need to consider.

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09
RESEARCH pt.6

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Vital iPhone App

Designer:
Swipe Studio
December, 2013
To explore the current trends
within app design further, I
began looking at Vital. Vital
functions by displaying an
abstract flower which grows
as a sense of achievement for
reaching activity goals. Visually
the design uses a flat scheme
of bright colours that creates
a friendly feel. It became clear
that more apps in recent years
have adapted to the growing
trend of simpler design with
less clutter and unnecessary
design elements.

10
RESEARCH pt.7

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Skeuomorphic vs Flat
Upon further research, the
Skeuomorphic vs Flat design
debate was a large topic
within recent times. Whilst the
trend of flat design had grown
rapidly, it was important to my
app development to research
into what caused the transition,
as this would offer insight into
why the wider audience has
opted for this new style.

Pros and Cons of Flat

Simple and clean

Potentially dull

Skeuomorphic seems to refer to the creation of details and

objects made to appear similar to its real life counterpart.
Up until the surge of the flat design trend, skeuomorphic was
widely popular. The surge of flat design seems to come from a
wider global audience of users with smart phones, an extension
of minimalism. As more people become accustomed to using
their device, the less trim and excess is required to operate the
functions. Perhaps the most important aspect is that a cleaner
more simpler style appeals to a wider audience whilst still being
visually pleasing and functionally capable.

However it would have been reckless to immediately consider flat design as the
best visual style for my app. My priority was instead to consider the best way to
make the app functionally effective. From here, I could then consider the best
visual style suited for my target audience of a modern generation and to ensure
the brand worked in harmony. As a result, flat design was an influence but in no
means a straightforward solution for what I wanted to produce.

11
NAME TEST

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PhotoAs an app the name also

needed to be clear of its
purpose and function.

At the time my concept was still focused on morphing the photos into an
alternate illustrative object. The name needed to capture the key aspects of the
app, ranging from growth and change of the orbs to being clear that it was a
photographic app. A balance had to be found between being too literal and dull, or
too abstract and confusing. The result was a combination of three details.

More The idea of expansion and

the addictive nature of
photography.

Morph A transformation of the photo

into a graphic new shape.

12
FEEDBACK

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To gather feedback on Morphoto I asked 30

people within the ages of 17 to 25. Around 75%
felt the name needed improvement and that it
did not give off the correct message that I had
originally planned. This made me reconsider
not only the name, but also to rethink who
my app was aimed at and what I wanted to
communicate through the overall branding.

75%
Felt the name was not
effective

New goals
Modern
Friendly
Sophisticated
Simple to use
Both genders
Overall the branding should
come across as friendly and
not too serious. It should also
be aimed at a young adult
audience so it must retain an
element of sophistication.

Needs to be visually up to date

and suited for a generation of
technology users.

Prioritise usability, the user

should not have to struggle
with the apps functions.

13
BRAND NAME

Having established who my app was aimed at,

I needed to consider a new name. It was at this
point that I moved away from the abstract form
idea and wanted to focus more on function
and the growth of a memory network. Instead,
whilst the aspect of growth would still be there,
the focus would not be on morphing the photo
into an illustrative form. The new name had to
reflect a modern approach with a fun side. The
result: Evoto. A short and snappy combination
of evolution to show the constantly growing
nature of the network, evoke to represent the
recalling of memories and photo to tie it all up.

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14
NAME DEVELOP

Yet a name alone would

not be enough. Many other
details such as typography
and colour needed to be
considered. A number of
sketches helped to generate a
basic idea for the typography.
From here I considered a
number of existing typefaces
and analysed the feel they
communicated and whether it
was appropriate for my brand.
Because of my established
goals for the app, I felt a sansserif typeface with a rounded
appearance would be best
suited for the name.

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15
TYPEFACE

After consideration of a
number of typefaces, I decided
upon a lowercase usage of
Bariol as it synergised with my
goals entirely. The rounded
appearance complimented
the visual style of the apps
assets and details whilst
giving off a friendly feel. As a
result the font also gives off
a sophisticated and modern
appearance. Making the
decision became a sum of
realising what the brand was
trying to communicate and to
the specific target audience.

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16
LOGO RESEARCH

Client: The Poets

Designer:
Jeroen van Eerden
2013

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It was vital to understand how existing logos

can be broken down and what values the details
represented. These examples showcase how
colour, shape and typography can be used to
represent the overall brand. This is an important
step that needs attention as delivering the
wrong logo combination could disrupt the entire
feel of the brand.

I found this particular logo

effective in that it clearly
indicates its intentions in
a clever way. The camera
shape is presented through a
continuous line, representing
the unity of a marriage.
The colours also help to
communicate a feeling of
warmth by using a warm red/
pink. These indications all
demonstrate how a logo can
deliver many meanings in one
small figure.
Instagram
Designer:
Mackey Saturday
2013
Overall the logo for Instagram
demonstrates a fun and
playful approach, using a
script typeface whilst keeping
a professional approach. The
blue colour also suggests a
universal approach that is both
safe and calm.

17
LOGO IDEAS

Similarly to the name, the logo also had to be

relevant, almost like a clever clue. A common
theme was the usage of linking circles which
represented almost all three details of my app,
growth, photography and connecting whilst
being friendly in appearance. My initial ideas
were quite abstract and minimal, although what
I needed to keep in mind was that the logo
needed to be simple and understandable, yet
clever and meaningful. Making the distinction
that the brand was for an app made it so some
of the initial sketch ideas were not reasonable.

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18
LOGO DEVELOP

Friendly

Photography

Social high five!

This was visualised

through the smile formed
by connecting shapes
together.

Whilst the logo itself was

quite abstract, I needed to
use a visual that clearly
showed the photographic
nature of the app. For this
I used the upper part to
visualise a camera frame
without detracting from
the existing elements.

In combination with the

smile, the outstretched
arms reaching together
and the circles represent
the social aspect of the
app. The hands meeting
together in the centre acts
as both a high-five and
the idea of expanding a
network of photos.

A more literal approach on

this logo development, whilst
still being visually interesting.
Overall it had to be light
hearted, easy to reproduce
and should communicate the
various parts of my brand.

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LOGO OUTLINE

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Using circles

When constructing the

logo I found it easier to
work with circles. The
usage of rounded shapes
also helped to create a
friendlier feel opposed to
using sharp corners.

20
APPLY COLOUR

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The above example showcases a colour

scheme that would not be appropriate as
it specifically targets a particular gender.

Choosing the colour combo

The colour scheme was heavily

influenced by growth and change, using
an orange to show excitement. The
usage of a dark grey also helps to retain
a modern and sophisticated feel, aimed
at the target audience. Along the way I
also considered the importance of colour
application and its powerful effects.

21
PROFILE

Perhaps the biggest step from here was

applying my established branding to parts of
the app. I had to not only consider how it would
appear, but also how it would feel to use. The
sketches allowed me to map out wireframes
for navigation and placement of features. The
app would function upon 4 main areas: Home,
Discover, Camera and Profile.

From my sketches I began experimenting with

layout. Working on a small 640x1136 resolution
was difficult and unusual at first. However once
a list of features was made for the profile, it
became easier to focus upon the visual style
and UI components. As with the name and
logo, visual consistency was important to
maintain throughout the designing stage. Whilst
at first glance it might not appear completely
innovative, a balance needed to be found with
practicality and experimentation. From the
profile the user can navigate to their friends,
favourites and evoplies. Also they can quickly
view recent photos. Design wise the profile had
to be a visually pleasing area that felt personal
to each and every user.

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22
NAVIGATION

Using a 10 column grid was important as an unaligned

appearance would not only hamper the visual appearance but
might also dissuade the user from enjoying the usage of the app.
For navigation I decided
to consider a number of
approaches, coming down
to balancing appearance
and functionality. In the left
example the user is provided
a sleeker interface and an
emphasis on viewing the
profile alone. I found the
downside would be that the
user is required to press two
buttons in a location at the top,
instead of the usual bottom
row. With the right example I
took a lighter tone. I felt the
overall design of this example
was not effective due to the
spacing of the icons and the
positioning of the navigation.

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23
FINE TUNING

Avoid using the

same colour in
both interactive and
noninteractive elements.

Incorporate a brands
assets in a refined,
unobtrusive way.

This is also another vital

step that is important to
consider. In the case of
my app I have used the
orange to indicate areas
to be interacted with. This
contrasts with the gray
or white and helps to
emphasise certain areas.

Using rounded typography

and a distinctive orange,
gray and white were key
details that stay true to
the Evoto brand.

It was important that I did my

research on the specifications
for iOS app design. These
few rules helped to tune the
design for usability, aimed at
providing a natural and easy
user experience.

Make sure all styles of a

custom font are legible
at different sizes.

Give tappable controls a

hit target of about 44 x
44 point

For my app I have been

using the Bariol font at
36pt Bold for the profile
and large headers or
areas that attention
should be diverted to.
24pt Regular is used for
smaller detailing, with
18pt Regular or Bold for
body text.

The image on the right

shows how each element
of interaction is at least
44x44pt/px (72dpi) and
as a result ensures the
user can safely click on
each element.

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24
PROFILE

Designing the visual interface

for the profile required
consideration of the brand
as a whole alongside the end
users needs. I approached
the design with the idea of
creating a space that is both
easy to navigate and personal
to the user. The positioning
of the friends, favourites
and evoply counters were
positioned within the Evotosignature rounded shape with
a darker layer beneath to
remain easily visible and easy
to understand. From here the
user is able to view their recent
photographs in a gallery like
style which pays tribute to
existing photo apps, but also
acts as a stylistic expansion of
their memories in a clean and
minimal style.

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25
CAM RESEARCH

When considering how to design the interface

for the camera app, a priority is making sure the
buttons and functions were in a recognisable
location. As most users are familiar with
existing smartphone camera apps, analysing
existing designs would provide insight into how
each part is designed. For both Instagram and
the iOS7 camera app, the buttons are placed
towards the bottom of the interface within
easy reach of the user. This seems like the
most practical and effective choice as other
alternatives have downsides. In this scenario
then, it is clear that a priority of function over
form is necessary.

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26
VERSION ONE

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When it came down to

developing the interface,
it did not seem practical
to use opacity and empty
space in the same way as
the profile. Using a flat dark
colour scheme would instead
provide an interface that
visually contrasts with the
orange and white buttons,
allowing the user to focus on
the important job of taking
the photo. Adjustments were
also made to adhere to the
friendly rounded and modern
visual style. This can be seen
at the centre bottom which
uses a rounded appearance to
not only draw attention to the
main function but to add more
interest to the overall design.

27
FINAL CAMERA

However with the current camera design I

did not feel it fulfilled its potential. Whilst it
executed its intended function there was more
room to experiment. I decided to redesign the
interface with a different approach that used
less block grey, shifting away from an entirely
flat approach. This new design uses a balance
between function and style, with a defining
ability being able to drag the edges down to
create Evoplies. These Evoplies are the defining
aspects of the network function of the app.
Enabling the button in the top right activates
and deactivates the create evoply system. This
ensures the user has a choice in whether they
want to take a regular photo or both an Evoply
and a photo.

Click to view animation

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28
INITIAL HOME

The homepage is the hub of the app. Functionally it delivers a

news feed of what has been posted by friends. This is separate
from the Evoply system and would behave in a traditional
manner suited to social media sharing. The priorities here were
to make the photographs the key detail. A large space reserved
for the photo would make this happen, whilst not sacrificing any
other functions.

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29
The visual consistency needed to be clear as
this location would be where the user spends a
lot of their time. Every detail had to be aligned
perfectly with extra care for considering the
target audience. From here the user can like,
comment and evoply whilst not distracting from
the primary purpose of viewing whats been
posted recently by friends.

HOMEPAGE

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30
FINAL HOME

In reflection the homepage

succeeded in expressing
the intended message
of the brand. The user
receives a sleek and refined
interface with an emphasis
on the important part; the
sharing of photographs. The
design carries a sense of
sophistication whilst not being
too serious which was vital for
the overall app design.

Click to view animation

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31
DISCOVER

The next step was to design the key point of

the app, the networking function. A number
of different concepts were considered but an
overall decision was made to opt for a more
simpler and universal design as shown to the
right, focusing on networking and dynamic
navigation of connecting photographs. This is
also where user interaction would be prioritised,
making it an experience that is both easy and
enjoyable for the end user.

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32
FUNCTION

My approach for this section

of the app was to present a
visual way of exploring the
evoplies (photographic replies
that change and branch out).
Tapping on the centre photo
would take you to a pop up
showing more details, whilst
tapping on the surrounding
evoplies navigates towards
that owners photo network. By
doing so the user can explore
a branching network (almost
like a mindmap) of new
memories and photos with the
allure of watching the evoplies
change and grow.

Click to view animation

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33
REFINE

Whilst the basic form of

the network had been
set, a lot of tweaking
had to be done to make
sure the interface was
functional. This included
considering usage of
colour, spacing and the
positioning of interactive
elements. Overall
the design had to be
visually interesting whilst
maintaining focus on the
upper half of the screen.

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34
GROW

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Scaling

A maximum limit of
175% the original size
will maintain balance and
prevent the space from
being too overwhelmed.

To add a visual indication

without cluttering the
navigational space, I decided
to manipulate the Evoplies
in terms of size. This change
is subtle yet makes it easier
to determine which photo
is receiving attention. This
decision was made for the
same goals as the overall
brand, to focus attention on
the photographic network
alongside the evolving state of
each personal photo space.

35
ANIMATION

From a technical standpoint the animation

of the network had to be very clear and
understandable. I decided to learn After Effects
in order to create a more detailed animation
for the swap and navigation functions. It was
a difficult learning experience as I struggled
with the manipulation and timings of a vast
number of Photoshop layers. However in the
end the GIF colour restriction did not allow me
to use both animations. Returning to Photoshop
animations was my best option but definitely
set the groundwork for developing my After
Effects skills in the future.

Animation for Swap

Animation for Navigation

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36
ADJUSTMENTS

Returning to the main design

I made a few adjustments to
bring the visual closer to the
concept of being an enjoyable
environment to discover new
photographs. This meant
altering areas that felt bland
and tweaking other areas.

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Very slight drop shadows add

more depth and hierarchy

Brighter background adds a

more exciting visual ambience

Removal of unnecessary lines

that were previously used to
create focal attention

37
FINAL DISCOVER

To summarise, the evoply system is a new

option that allows users to share a photograph
in the form of an evoply that is related to what
they are currently viewing. Through this the
sharing of a photo is no longer a flat process,
but one that comes alive and sparks off other
experiences and memories.

Swap Animation

Navigation Animation

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evoto

Heading into the FMP I had a much clearer understanding of my positioning, strengths
and weaknesses. Yet perhaps the most daunting step for me was deciding to design an
app, something I had never done before. It became a new learning experience into an
area that had so much depth and detail but I feel I managed to pull through. Through a
combination of areas I loved working in, both digital and branding, I initially spent a long
time considering just what it was my app would focus on as it needed to have a unique
flair to it. However after researching into a random area in which I did not have much
experience in, I learnt of just how much depth there was to photography and the still
world and memories they capture.
From here I began to build my concept from the ground up, starting with the idea that
whilst traditionally photos can create stories and therefore responses, they have not
been considered in the app format as visual conversation starters to be responded with
through photos, just like a telling of unpredictable and exciting stories sitting with a
group of friends.
I began the branding process after initial research and it was quite difficult from what I
was used to in the past. However after strongly establishing that my app was aimed at
a modern, broad audience of both genders and a young adult age group, I decided upon
a visual style that would be suitable by using a bold and stimulating orange alongside a
sophisticated gray. The most exciting part once I had my branding set was making sure
each part of the app was consistent, making sure to fully manipulate graphic elements
appropriately.
Feedback was an important part of the process and it helped a lot in making sure my
decision choices were still in line with my target audience. Gathering feedback from the
group of 30, 15-25 year olds was even more important as my app did not have a physical
form and instead would require extra care to ensure the user could understand how it
would operate.
To further reflect I feel there could be room for improving the animation quality, creating
more transitions once I had a stronger technical capability in that area. I had set the
groundwork by learning the basics of After Effects and this could open up potential in
the future for more web based work and design. Understanding how to manipulate a
variety of the Adobe softwares was also a strong learning experience by choosing the
appropriate program for each section.
To summarise, the FMP has been a crucial stepping stone for me, not only as a
culmination of my learning over the years, but as a personal achievement in my
confidence to create work that I am proud of. Ive been told that my work in the past
has been visually quite strong but this has always been let down by my inability to
realise that and take pride in it. However with the completion of this project, I now have
a stronger belief in myself to output work whilst being considerate of many important
design details such as research and the target audience.

EVALUATION

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AllofUs. (2012). Yota Play App At: http://www.allofus.com/work/yota/yota-play-iphone-app/ (Accessed on 12.12.14)

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