2. A reminder

4. A. motivated
B. rewarded
C. challenged
D. invested
E. theconsequences…
•Purpose: To motivate you to do the things you want to, but can’t stick at
•Circumstances: Leisure time, evenings, upon receiving a notification
Re-framing the app
A. bullied
B. toocomfortable
C. Burdened
D. unsafe
E. EasytoIgnore

5. tick it tick itS S
t tick itS S
tick itS
Logo ideation & user testing
tick it tick itS Stick it tick itS S
tick it tick itS S
tick itStick itS tick itS

6. tick itS tick itS S tick itS Stick it tick itS S
strongly A/B tested colours

8. 1stPrimaryColours:
- secure
- serious
SecondaryColours:
- action
- lighter
- friendlier
FinalPrimaryColours:
- motivating
- urgency
- comichero

9. Style guide
Calls to action / Logo
In app messages around functionality,
instructions or financial information
Italic; Further instructions, explanations
Roboto
Regular
25 px
h1Titles
h2Titlesandcommentary
bodycolloquialquestions,linksunderlined
Amatic
Bold
70 px
50 px
25 px
Bangers
80 px

10. •Less ‘Bully App’, more focus on
challenge, empowerment and reward
•Frequent use of communication via
push notifications to help meet goals
•Sociable and encouraging tone: users
should feel they’re being rooted for
•Conversational:
• Humour; use puns around theme
• Appropriately responsive to user input
• Builds a narrative around user goals
Language and tone

11. Comic hero

12. Design inspiration

13. delightful design 42
%
R
S
S
9:41
AM
Iwantto
every
101
Lose weight
Lose weight
Walk / Run
Sleep
Lose Fat
Gain Muscle
Work Out
KgUnits

14. delightful design

15. Thank you!