Depict

Client: Depict, Inc.
Website: depict.com
Services: Branding, Mobile App (iOS), Motion, Print

A WORLD OF ART AT YOUR FINGERTIPS

Depict set out to give everyday consumers the ability enjoy beautiful art in their home. The Depict app is a gateway to discover a wide range of art, from cutting edge digital artists to the digital archives of the old masters. The Depict Frame is a gorgeous 4K digital canvas that gives their users a museum quality way to easily see and enjoy gorgeous artwork in your own home.

THE TEAM

Substantial — Seattle, WA

DESIGN —
Flo Troung — Lead Designer
Brit Zerbo — Senior Designer

DEVELOPMENT —
James Lee — Lead Developer
Shawn Dempsey — Senior Developer

CLIENT ENGAGEMENT —
Will Coghlan — Engagement Manager

Timeline

PROJECT —
July 2016 – December 2016

LAUNCH —
July 2017

THE CHALLENGE

Depict approached Substantial at the end of their prototyping phase for their 49″ 4K digital frame. Their focus was trying to break that barrier between people readily and easily having access to art.

Their current beta users were often frustrated with the time consuming and confusing experience when initially setting up the frame and the lack of reliability of Depict’s current iOS app. After all, with the Frame at a price point of over a $1000 this experience was in dire need of improvement.

OUR FOCUS —
• Frictionless setup of their 4K Frame
• Improve their users Time-to-art (the amount of time it took a user to unbox their Frame, pair their phone with the Frame and cast their first piece of art)
• Seamless browsing of art and curated collections
• Elevated and consistent branding

REBRANDING DEPICT

In our initial branding conversation’s with the Depict team, they made it very clear that they felt that their current branding didn’t reflect their vision with their company. They felt it was a safe route that resulted in it not feeling “classy or special.” They stressed the need to look “clean, modern, with a knod towards Vogue.”

LOGO — LONGHAND AND SHORTHAND

LOGO — LONGHAND AND SHORTHAND

COLOR PALETTE AND TYPOGRAPHY

COLOR PALETTE AND TYPOGRAPHY

UI ELEMENTS AND ILLUSTRATIONS

UI ELEMENTS AND ILLUSTRATIONS

APP SCREENS

We chose to take an agile and systematic approach vs pixel perfect. Which translated to creating robust style guides and designing key screens vs designing every screen in every instance of the app.

HOME SCREEN

HOME SCREEN

BROWSING A COLLECTION

BROWSING A COLLECTION

ARTWORK DETAIL

ARTWORK DETAIL

ON BRAND —
The overall app ui is visual queue of how the style guides are being applied. The Dala Floda typeface is being reserved for special cases, currently as the collection headers. The artwork detail page has nods towards the collections feed in using a similar ‘artwork card’ layout, with the artist’s name as a tapable link to the artists bio page, the title and year of the artwork and its description.

CONSISTENCY —
Showing the visual consistency across a variety of flows. From the on boarding experience, to an error state in the pairing process to filtering artwork. From a collection’s feed, to the results after filtering artwork, to the artist bio page.

SCALABILITY —
We designed towards creating solutions for launch as well as thinking in the longer term. The the app ux and design is structured to scale for feature implementation in future builds.

The artwork card that is seen in any feed is a prime example, we had to reprioritize the artwork detail page over the artwork card’s micro interaction of having the card flip to view the description of the artwork. But we continued to build so that in future iterations the description feature can be added back into the design with ease.

Depict has strategic goals to incorporate in-app purchasing in the future. The artwork card is designed to easily add a price amount for each artwork.

SETTING UP A FRAME

SETTING UP A FRAME

PAIRING WITH A FRAME

PAIRING WITH A FRAME

SIGN IN

SIGN IN

FRAME SCREENS

Redesigning the flow of screens that are displayed on the 4K Frame was challenging. The user needed to feel held through the process and never question what the Frame and their phone were doing, while only given a few screens that could be user facing.

PAIRING YOUR PHONE WITH A FRAME

PAIRING YOUR PHONE WITH A FRAME

CONNECTING A FRAME TO YOUR WIFI NETWORK

CONNECTING A FRAME TO YOUR WIFI NETWORK

App Walkthrough

Want to experience it yourself?

Download the Depict app from the iTunes store

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