Creating an application from the ground up is an opportunity to design every aspect of the application. www.concepts.com.au

1. Concepting Flik.SHOWCASE:
Flik
PURPOSE:
Designing a product for venture funding.
Concepts by Justin Wilden | All content © 2009 | www.concepts.com.au

2. Flik is a broadband browser for sharing
large video files and photos.
When the Flik project commenced there was a bland,
and administrative intranet-type tool.The brief was
to capitalise on a smart way of distributing files and
transform the model into a consumer application.
At the time of development, file-sharing was a new
product space, therefore extensive market research
was undertaken to discover what users would need in a
sharing environment. Every file-sharing application was
tested and sharing sites were extensively reviewed.
This research was combined with prior knowledge
about online business models to develop the conceptual
platform for the Flik product and brand solution.
Iterative design process
These three panels demonstrate the progression of
prototyping, screen design and final visual design.
Concepting Flik
Creating a product from concept to completion
Page 1 All content © 2009 JustinWilden – www.concepts.com.au

3. User experience models are the platform for usability
Page 2
User experience is the feel of the cliqued look and feel. It’s
the reaction, or the feeling, a user has when interacting
with an application through its user interface.
Interestingly, many applications are built on a premise of
‘multiple use over time enforces a good user experience’. This
model works for serious users that dedicate themselves to
understanding how the application works. Whereas software
should be designed based on how people think and work.
The Flik model was designed around four key processes
– View, Create, Share, and Collect – based on the
way people work with visual content.These processes
underpin Flik’s user experience model, and in turn form
the basis for the application’s functionality (main menu).
Experience based
The four processesView, Create,
Share and Collect – form the
user experience model.
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au

4. Designing for ease of use
When developing an application you need to consider
the types of people that will use the program.
Flik anticipated a new user viewing Flik for the first time
with the inclusion of a start-up mode. This provided
a platform to promote Flik’s functions to a newbie via
an image slideshow that highlighted key features.
Plus the use of family-orientated imagery in the
start-up mode informed the user that Flik was
for everyone – and not technical users.
However, the primary motivator for the start-up mode is to
limit the application’s functionality toView and Create. This
subsequently makes the application easier to use on the first
visit because the number of menu options are reduced.
As the user continues to use the application
the additional functions, Share and Collect,
become available as the user needs them.
Page 3
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au
Start-up mode
Designed for the first time user to
make access simple, while helping
to develop the brand image.

5. Improving the interface through iteration
The first task in designing the Flik interface was paper
prototyping. These earlier concepts are translated
into wire frames to evaluate the information
architecture and screen interaction models.
The goal is to produce an intuitive interface by finding
the optimal combination of content, including the order
and placement of menus, tools, text, and images.
During the prototyping phase it is important to capture
tens of ideas per ‘screen’. This creates an exaggerated
design model that, via multiple information architecture
sessions, can be translated into a series of user-friendly
screens to create the final interaction sequence.
This continual evolution process is called iteration. The
initial screen designs are rapidly evolved through a number
of iterations before the final look and feel of the application
is finalised. This can be seen on the next page showing
three iterations of a single user interface device.
Page 4
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au
An early home page concept
By spending as much time in the concept
stage, new ideas emerge.

6. Improving the interface through iteration, continued.
Page 5
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au
IterationY
The design process moves into visual screen prototyping;
notice the changing terminology – from Packs to View to Fliks.
Iteration X
Commencing with wireframes, this model only
shows the basic content requirements.
Final Iteration
The purpose of each iteration is to remove
clutter and reduce complexity.

7. Designing patterns of interactivity and information
Interaction and information design are key
components of successful user interface design.
The goal of interaction design is to ensure that a user
understands what the application’s purpose is, and what can
be achieved via the user interface. Whilst information design
involves discovering the right balance of content that needs
to be presented on the screen for a user to achieve tasks.
Interaction design can be separated into the conceptual
interaction model and the functional interaction model.
The conceptual model is high-level, and is used to inspire
the functional interaction model, such as: Do we use a Photo
Album as the basis for the application design or a Photo Gallery?
Choosing the Photo Album or the Photo Gallery
will inform the designers how they should approach
the overall information and interaction designs.
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Information design
Process driven tasks are analysed to
develop effective information sequences.
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au

8. Inclusive
Everything, including the media
controller, is kept consistent.
Interfacing
Every piece of content stays within the design
guideline – font types, font sizes, spacing
between objects, colour palette and the radius
of the box corners are regimented.
Graphical consistency and visual recognition
Creating an application from the ground up is an
opportunity to design every aspect of the application,
including the graphical user interface.
Maintaining the shape, colour, and textural consistency
across all elements of the application creates an intuitive
interface, and facilitates user pattern recognition.
All the elements on this page were designed specifically
for Flik, using a design style guide to ensure consistency.
Page 7
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au

9. Brand identity and theming
Flik’s brand name directly relates to its intended purpose,
and it is easy to recall. But the quintessential ingredient
for a brand name is a viral element... just flik me the file.
To help users associate Flik with viewing visual
media, the logo was designed to mimic the shape
of a computer screen. The screen device is used in
multiple ways thoughtout the application and marketing
collateral to promote a consistent brand theme.
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Embedding the brand
Key brand elements are used throughout
the application to build a visual story.
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au
Flik logo
The decision to drop the ‘c’ from flick
gives the name a unique identity that
can be trademarked and protected.

10. Personality traits
These images project a fun, dynamic and youthful
energy, reflecting Flik’s key brand personality traits.
Projecting a perception
Launching a new product is a blank canvas to create a
brand image. Selecting the appropriate imagery is a key
to influencing people’s perception about the brand.
As a part of the brand theme I wanted to create a
mnemonic device. The image of the ‘waving baby’ was
chosen because it communicates that Flik is perfect for
sharing family memories, and using an informal image
makes the brand both friendly and approachable.
Page 9
Concepting Flik
All content © 2009 JustinWilden – www.concepts.com.au
Waving Baby
This is a ‘trigger’ brand element used to inform the
audience that Flik is for sharing family memories.

11. All content © 2009 JustinWilden – www.concepts.com.au
I’m a dedicated, multi-disciplinary product designer
with twelve-years in design and interactive media.
I have worked as the Product Director on Flik, MySelection
(Real Estate Application), and OneScreen (Banking Platform),
and Creative Lead on projects forVirgin, Electronic Arts, BHP
Billiton, Sydney Opera House, and South AustralianTourism.
As a consultant,I enjoy working in a partnership
to co-create branded business concepts.
The key objective is to develop a concept that is in
harmony with the revenue model,and to create a
framework for developing a user–centric product.
This booklet highlights my passion for creating
compelling solutions and demonstrates the Concepting
process I use to develop online products.
The Flik project involved developing the concept, brand, user
experience definition, information architecture, interactive
design, and visual design of all user interface elements.
Page 10
Concepts by Justin Wilden. Creating
online products for entrepreneurs.
Blog: creating.concepts.com.au Email: justin@concepts.com.au LinkedIn: www.linkedin.com/in/justinwilden