2023
!Zapp
A proof-of-concept for a mobile, user-friendly app designed for the younger generation, which uses AI tools to process user-created audio and video, turning them instantly into creative works that are a joy to share with friends on social media.
My role
My main responsibility on this project was to deliver a meaningful solution to the client within a tight deadline. This included handling pre-sales tasks, creating a pricing proposal tied to a clear project plan, and coordinating a team of various professionals like designers and copywriters.
I developed the complete functional proposition for the mobile app, detailing what it should do, who it’s for, the key features, and how users should interact with it. I also led the development of the communication strategy, which was reflected in the web presentation we used to test the app concept with target audiences.
Additionally, I came up with the project’s name, "!Zapp," symbolizing the speed at which the app could turn a user’s idea into a fun and creative outcome.
The challenge
The project had a very tight delivery deadline, with roughly three weeks to complete ideation, full design, development, and deployment of an idea of an app and its web presentation. The client was behind schedule because their designers were unable to deliver a solid product concept.
Shortly after work began, it became clear that even the client was unsure of the brief, so we had to come up with a unique idea and a fully valuable app concept in a concise amount of time and deliver it.
The solution
Since the client didn’t know how the app should look or what exactly it should do, and only knew the target audience, we started by researching currently popular apps among the younger internet generation.
We combined this information with our expertise in AI and proposed integrating user-generated content with highly innovative features for easy, user-friendly transformation into shareable formats. In collaboration with the client, we suggested splitting the app into two functional layers.
The first layer would be very simple in features, but highly accessible to a wide range of users, even those without technical skills – a “one-tap solution.”
Then, we designed a second, more sophisticated layer with fully customizable workflows and tools for editing video and audio.
This could allow the app to effectively serve casual users and professional content creators.
The process
Initial meeting with the client
The client personally reached out to me for help when his team was unable to come up with a solid solution for his current project. He already had some concepts of the desired solution in hand, but by his admission, they fell far short of his expectations.
However, I quickly discovered that apart from the strict launch deadline and the fact that it was supposed to be a mobile app for handling video and audio, nothing else was clearly defined.
We then initiated a series of conversations with the client to gather additional information from his side, understand his perspective, align mutual expectations, and define the goals for our efforts moving forward.
From the client’s initial email.
Research
Given that there was no time for a traditional user research process and that the goal was essentially to test an idea, I proposed a straightforward approach to still base the project on meaningful insights.
First, my colleagues and I conducted a thorough review of modern audio/video applications that heavily integrate with social media. We installed each app, created accounts, and started exploring to understand which features users are currently familiar with and how challenging certain elements are to grasp, even during the first use.
Next, we analyzed several online publishing platforms that showcase the work of top audiovisual artists to see what first-class output looks like in this field. This gave us a clear sense of how our app's output should ideally appear.
Lastly, we did a quick update on our current knowledge in the field of AI to ensure we fully understood the real capabilities of artificial intelligence today. This allowed us to attract users to our app with innovative features, without overpromising unrealistic capabilities.
Screenshots from the existing mobile apps.
The idea
Before designing the app, it was crucial to define a clear idea that would not only be unique and appealing to the target audience but also technically achievable.
I came up with the concept that the app’s functions didn’t necessarily need to be groundbreaking. Our goal wasn’t to create a technological revolution but rather to make existing technologies even more accessible and user-friendly.
We simplified the entire process of creating and editing video and audio, as well as publishing the final product to social media so that anyone could use it in just a few seconds, even while travelling on public transport or waiting in line for a concert.
These principles, and the overall benefits of the app, were then clearly outlined and broken down into a step-by-step process.
Clearly stated benefits for the target audience.
App concept
Based on the previous ideation process and the information from the client and our research, I developed and quickly finalized the concept of the mobile application through several rapid iterations. This included the app's design, all features, and the overall logic of its user interface.
The concept featured a simple flow for inexperienced users, while also providing the option to enable more advanced functionalities for experienced users.
To accelerate the entire process, we utilized freely available graphic resources so that not every individual element had to be created manually. This allowed our team to dedicate more time to the logic and overall coherence of the project.
App screens for different use cases.
Website wireframes
The method for validating the application idea involved creating a presentation website that thoroughly introduced the app and its benefits to the target audience.
In addition to showcasing the app’s features and advantages, the main goal of the website was to gauge genuine interest from specific users. To achieve this, I designed a straightforward user journey from social media advertisements to signing up for a waiting list to test the app’s beta version in the future.
I then created wireframes for the website that focused on perfect storytelling of the app's benefits and guided users to leave their email contact.
The final version of the wireframe.
Visual exploration
With my colleagues, we presented several graphic design options for the website to the client.
These proposals were preceded by preparations involving finding a graphic style that would complement its functional qualities, utilizing mood boards and researching current graphic trends among the young user demographic.
Even though it wasn't my main responsibility, I always tried to provide valuable feedback to the graphic designers on their work and assisted with presentation and professional arguments during client meetings.
Mood board.
Final UI designs
Finally, we prepared the complete UI designs for the entire website, including responsive variants, animations to enhance the visual appeal, and components for developers.
During this phase, as with the actual development and launch of the website, I supervised purely from an organizational standpoint.
Desktop version of the final UI.
The conclusion
Despite the complete lack of information from both the client and the end-users, the project was conceived, designed, developed, and launched within the agreed timeframe and budget. This allowed it to start collecting initial feedback from real users and begin achieving the goals for which it was created.
It's worth mentioning that the client and their own team made significant contributions to the final text for both the application and the website.
By the time of the launch, only the client and their own analysts and marketers were involved, so the results of our collaborative efforts after the handover were unfortunately beyond our control.
According to the client’s own feedback, we not only met but exceeded their expectations, surpassing even their internal delivery teams in terms of quality and speed.