APP PROPOSAL

CONTENTS

1. What is Glamd?

2. Branding

4. Business Case

7. Statement of Requirements

10. Personas

15. Scenarios

17. Task Models

19. User Journeys

24. Sitemap

25. Wireframes

30. Design VisualiSations

39. Bibliography

WHAT IS GL AMD?Glamd is a social media app soley for makeup. The app aims to give makeup lovers, artists and influencers an environment in which they can express themselves freely and be accepted. Of course, there is Instagram and Youtube which gives a platform for makeup artists/lovers/influencers but they do not have a platform primarily for their field. There have been countless times when I have needed inspiration for a makeup look and have had to trawl through various social platforms to find what I’m looking for. This app, puts all the makeup into one place, making life for myself and others alike, much easier.

The app allows users to post images, videos and articles to either show off a look, teach with a tutorial or educate with an list of do’s and don’ts. Users are able to fol-low and have followers to stay up to date with what makeup looks people are doing and to show off their own makeup skills. Users can effortlessly tag what products they used when posting a photo, so their followers know what to buy to match a look!

Glamd is a medium in which all sorts of makeup enthusiats can come together to showcase their talents without being judged.

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BRANDINGI came up with the name Glamd (short for glammed) to symbolise the act of being ‘glammed up’. I personally thought ‘glammed’ for an app name seemed quite long and didn’t really pop out at me. I decided to shorten it to ‘Glamd’ to appeal more to my target audience (mostly females and gay males aged 15-30). I took inspiration from the popular blogging website, Tumblr. This is an eye-catching name and appeals to a younger audience.

In this day and age the word ‘glam’ has become synonymous with makeup. With in-fluencers like the Kardashians having a ‘glam squad’ to do their makeup, and posting tutorials such as ‘My Sexy Birthday Glam’, the word glam has almost replaced the word makeup. Therefore I think this is a ver y fitting name and I believe if makeup lovers from my target audience were to see the name of this app, they would know straight away that it is for makeup.

For the colours I opted to go ver y simple with pink (#F092AA) and white (#FFFFFF). I chose pink as it’s a feminine, youthful colour that I think most of my audience would find aesthetically pleasing. I also chose an elegant style font and minimalistic logo. I wanted the brand to be simplistic, yet elegant. The logo is meant to be a lick of paint made by a ver y thin brush (like that of a lipstick brush). I didn’t want a conventional makeup product as the logo as I didn’t want it to be cheesy, but I also wanted to sym-bolise art, as that is what makeup is, and the face is the canvas.

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BRANDING

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BUSINESS CASE

SUMMARY

As stated above, Glamd aims to be a place in which makeup fanatics can express themselves without being judged by others that don’t understand the art of makeup.

Glamd offers a number of advantages over existing social media platforms. For ex-ample, if we take Instagram, Glamd is ver y similar to this app however, the fact that it is primarily for makeup purposes gives makeup lovers and artists a sense of com-munity. On Instagram, there are millions and millions of accounts, so finding makeup artists/looks can be ver y challenging. Instagram is also a place where trolls attack and offend a large fraction, if not all, of the makeup community. Especially, men that wear makeup. There is no way to stop trolls on any platform but because Glamd is soley for makeup purposes, a large sum of these trolls will not be on this app, there-fore giving users a more enjoyable and happy experience.

If we look at Youtube in contrast to Glamd, Glamd offers videos, images and articles. Youtube only provides videos, which is great, but when you want to find a certain product or look, Youtube can be ver y tedious. Glamd makes it easier for those looking for a specific product or look as ever ything is in the one place.

Glamd is a free to use app. This is great for a large sum of my target audience as they may be students/at University and so may not have the money to instantly splash on an app. To profit from the app, Glamd will offer paid advertisement to makeup brands.Glamd will have to be developed and gain popularity among the makeup community to provide this. Development will take an estimate of 3 months and will be marketed through social media campaigns and contact with makeup brands.

OBJECTIVE

Glamd’s objective is to be a medium in which all sorts of makeup enthusiats can come together to showcase their talents without being judged.

OUTLINE PL AN

What is required:

- Technical development of app including database to upload images, videos and tutorials.

- Maintenance of Glamd.

- Advertisement and distribution of Glamd, to gain users.

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BUSINESS CASE

MARKET ASSESSMENT

- COMPETITOR: INSTAGRAM PL ATFORM: APP/ WEBSITE

PROBLEM: Not a happy, safe place for makeup enthusiasts. Mainly those in the LGBTQ community.

GL AMD ADVANTAGES: Gives people a platform solely for makeup enthusiats like them-selves, therefore decreasing the chance of recieving hate and judgement.

- COMPETITOR: YOUTUBE PL ATFORM: WEBSITE/APP

PROBLEM: Only videos available. Tedious to sit through long videos.

GL AMD ADVANTAGES: Gives them videos, images and articles.

- COMPETITOR: BEAUTYLISH PL ATFORM: APP

PROBLEM: Can’t upload images. Makes it unpersonal & is difficult to find what you’re looking for.

GL AMD ADVANTAGES: A personal app with a sense of community and users can post images, videos and articles.

PROJECT APPROACH

When the app has been developed, advertisements will be made on social media to help it gain popularity and users and go to makeup brands/shops and tell them about the app.

FINANCIAL CONSIDERATIONS

INCOME: Glamd will profit from product placements and at a later date PPC advertisements.

COSTS: Advertising Campaigns, Publication of App on Google Play Store & Staff Salaries.

PROJECT ORGANIZATION

ROLE: COMPANY DIRECTOR INDIVIDUAL/GROUP: ABBIE EDWARDS

RESPONSIBILITIES: In charge of decisioms, marketing & staff.

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ROLE: SPONSOR INDIVIDUAL/GROUP: IAN WILLCOCK

RESPONSIBILITIES: Loaning funds to company

PROGRESS REPORTING

Progress of the app will be monitored by software, tracking how much traffic it is getting.

BUSINESS CASE

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PROJECT NAME: MAKEUP SOCIAL MEDIA APP

DATE: 07/01/2017

VERSION: 2.0

AUTHOR: ABBIE EDWARDS

1. SPONSORS AND STAKEHOLDERS

NAME: IAN WILLCOCK COMPANY/POSITION: UNIVERSITY OF HERTFORDSHIRE

PROJECT ROLE: LECTURER

2. SIGN OFF

NAME: ABBIE EDWARDS SIGNATURE: DATE: 07/01/2017NAME: IAN WILLCOCK SIGNATURE: DATE: 07/01/2017

3. VERSION CONTROL

VERSION NUMBER: 1.0 DATE: 04/01/2017 DETAILS: FIRST DRAF TAUTHOR: ABBIE EDWARDS

VERSION NUMBER: 2.0 DATE: 07/01/2017 DETAILS: FILLED IN PROJECT SCOPE AND OBJECTIVES & TIMELINES AND MILESTONES & ADDED TO APP PROPO- SAL , WITH BRAND STYLE.AUTHOR: ABBIE EDWARDS

4. INTRODUCTION

This document has been developed to assist potential investors in investing in the social media makeup app, Glamd. This document covers the project objectives, com-pletion requirements, deliverables, out of scope details, project timeline, cost esti-mates and assessment.

STATEMENT OF REQUIREMENTS

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STATEMENT OF REQUIREMENTS

5. PROJECT SCOPE AND OBJECTIVES

The objective of this app is to provide a mobile social media app that allows makeup enthusiats and artists to come together to display and view makeup looks and/or tutorials. Users can follow other users for a personalised makeup feed and can have followers to boost their own profile. Futhermore, the app aims to provide a safe envi-ronment of which makeup lovers and artists can test and discover new looks without being judged and ridiculed.

6. COMPLETION REQUIREMENTS

- Customizable profiles- A functional liking and commenting structure- A function follow/unfollow structure- Design and brand identity

7. DELIVERABLES

Glamd will be developed for the Google Play Store. Design of the user interface and functionality coding will be completed by the Director. Content will be provided by users.

8. OUT OF SCOPE

What may be added at a later date:

- Section for ‘makeup dupes’ (cheaper alternatives for expensive products).- Option to link profile to Youtube Channel so videos they upload to Youtube can be added to Glamd while having the same views.- Function that lets users edit their images within the app.- Website- iOS App

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STATEMENT OF REQUIREMENTS

9. TIMELINES AND MILESTONES

DATE: 26/01/2017 TASK: BEGIN DEVELOPMENT OF APPDETAILS: GATHER KNOWLEDGE ON HOW TO CREATE THE APP

DATE: 2/02/2017 TASK: CONTINUE DEVELOPMENT OF APPDETAILS: CONTINUE GATHERING KNOWLEDGE ON HOW TO CREATE THE APP

DATE: 9/02/2017 TASK: BEGIN TO CREATE APP PAGESDETAILS: DEVELOP DIFFERENT PAGES OF THE APP

DATE: 16/02/2017 TASK: CONTINUE DEVELOPING PAGESDETAILS: CONTINUE WORKING IN FL ASH ON MAKING THE PAGES

DATE: 23/02/2017 TASK: CREATE LIKE/COMMENT FUNCTIONSDETAILS: DEVELOP FEATURE TO LET USERS INTERACT

DATE: 02/03/2017 TASK: CREATE FOLLOW FUNCTIONDETAILS: DEVELOP FEATURE TO LET USERS FOLLOW OTHER USERS

DATE: 09/03/2017 TASK: FINALISE APPDETAILS: MAKE SURE EVERYTHING WORKS AND T WEAK ANY ERRORS

10. COST CONSIDERATIONS

- Publication on Google Play Store (£20+)- Maintenance of App- Marketing

11. ASSUMPTIONS AND RISK ASSESSMENT

- RISK: NOT ENOUGH PEOPLE GET THE APP PROBABILITY OUT OF 5: 3

SEVERITY OUT OF 5: 5

CONTROL MEASURES: ENSURE TO MARKET THE APP EFFICENTLY AND TO THE RIGHT AU-DIENCE.

- RISK: USERS LOSE INTEREST AND CONTINUE TO USE COMPETITOR APPS

PROBABILITY OUT OF 5: 3 SEVERITY OF OUT 5: 5

CONTROL MEASURES: ENSURE CONTENT IS UPDATED CONSTANTLY AND HAVE STRONG BRAND CAMPAIGNS.

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PERSONAS

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PERSONAS

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PERSONAS

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PERSONAS

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PERSONAS

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SCENARIOS

1. Thomas (a gay, gender non-conforming 19 year old boy) has woken up from his sleep and has logged into twitter and has seen people speaking about a new app for makeup artists and makeup lovers. He decides to search for the app and download it from the android Google Play Store. He registers for the app, without any prob-lems as he is ver y knowledgeable when using technology.

Lounging on the sofa, he customises his profile and finds other users to follow and posts a photo of himself that he has saved in his camera roll, showing off his make-up skills. He continues to look at other user’s profiles and discovers new makeup artists that he hasn’t come across before and follows the ones he likes.

2. Natalie (a 19 year old) has just got back from a lecture at her University. Tired and stressed out she falls on to her bed in her University accommodation. She remem-bers that she has a party to go to tonight and has no idea what to wear or how to do her makeup. She decides to log in to the makeup app and search for makeup looks to give her inspiration for tonight. 

Effortlessly she gets a stream of photos from different users displaying their make-up. She uses the search bar and types in #glammakeup. She gets another feed of photos that have been tagged with #glammakeup and she instantly gets the type of makeup looks she envisioned in her head. While looking for inspiration, she finds various looks she likes and follows new users she found and screenshots her fa-vourite looks to tr y and recreate later for the party.

3. Tammy (a 22 year old mother of two) is woken up by her little 3 year old son run-ning into her bedroom. She gets up and goes and makes the two of them breakfast. She is tired as she was constantly woken up in the night from he little newborn daughter. As she makes the breakfast she hears her daughter cr y from the next room. Her fiancé goes and tends to the baby while she continues making the break-fast. Breakfast is done and Tammy, her fiancé and her little boy eat breakfast at the dinner table with Tammy multitasks as she feeds her newborn on her lap.

As the day goes on, Tammy’s fiancé goes to the gym and Tammy is left to look after the two children. Tammy puts the children to bed for their afternoon nap and she finally gets some time for herself. She logs into the makeup app for some downtime and scrolls through her feed to see the new makeup looks people have put up. She follows new people she has discovered and then puts her phone down to tend to her children once again.

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SCENARIOS

4. Katy (a 16 year old) has woken up and gets ready for school. She eats breakfast and darts out the door to catch her bus to school. On the bus she listens to her fa-vourite songs and checks in to her makeup app to have a browse through to divert her mind before her busy day at school. She scrolls through her feed and sees loads of pretty makeup looks. She sees one that she thinks is amazing and she saves it and sends it to her best friend. 

She also searches for the tag #halloweenmakeup to search for ideas on how to do her makeup for the Halloween party coming up. She finds a lot of inspiration and saves the pictures and tutorials that she likes and will want to come back to view again. She reaches her school, puts her phone in her pocket and walks in.

5. Kat is a makeup enthousiast and works for T V & Film productions, doing stars makeup. She specialises in VFX Makeup and does a lot of Zombie makeup on cli-ents. She gets home from doing a 12 hour shift, spending all day perfecting her VFX makeup and wants to relax. She opens her makeup app and posts an image of the finished look she worked on today to her profile, with the hashtag #vfxmakeup so others can discover her profile and follow her, to help boost her name and hopefully help get her more work in the industr y. 

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TASK MODELS

SIGN UP TO THE APP (SCENARIO 1)

POST IMAGE (SCENARIO 5)

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TASK MODELS

SEARCH WITHIN THE APP (SCENARIO 2,3&4)

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USER JOURNEYS

SIGN UP TO APP

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USER JOURNEYS

POST IMAGE

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USER JOURNEYS

EDIT PROFILE

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USER JOURNEYS

SEARCH

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USER JOURNEYS

SCROLL & FOLLOW

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SITEMAP

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WIREFRAMES

1

2 1

SIGN IN SCREEN

User enters their username and password to ac-cess the app. If they enter an incorrect username or password an error message will appear.

1) When clicked the user will be directed to the users makeup feed (a timeline of images/videos/articles posted by the people they follow.

2) When clicked the user will be directed to the Register Screen.

REGISTER SCREEN

User enters their details to sign up to the app if they haven’t already.

1) When clicked the user will be directed to the users makeup feed (a timeline of images/videos/articles posted by the people they follow.

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WIREFRAMES

1 1

2

PROFILE

This is the users profile. Their profile picture is at the top, displaying their username and how many followers they have & follow. Below will display their posts.

1) When clicked the user will be directed to their ‘bio’ where followers can read more about them and see their profile picture on a larger scale.

BIO

This is the users bio. They are able to write what-ever they wish when they edit their profile.

1) When clicked the user will go back to their profile.

2) When clicked the user will be directed to the ‘edit profile’ page.

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WIREFRAMES

1

1 2 3

4

POST IMAGE PAGE

After a user clicks the ‘camera’ icon while on their makeup feed (photo below), they are directed here where they can choose an image to post. The three images below show where the us-ers camera librar y photos will be placed.

1) When clicked the user will be directed to the next part of posting.

POST IMAGE PART II

This is the second page when the user wishes to post an image. Here they can write a caption and add a hashtag to their photo.

1) When clicked the user can tag their location.

2) When clicked the user can tag all the makeup products they used.

3) When clicked the user can tag another user.

4) These are popular hashtags that users can use if suitable for their image. It urges them to hash-tag their pictures so other users can find what posts they’re looking for.

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WIREFRAMES

1 2 3

MAKEUP FEED

This is what a users makeup feed will look like. When the user scrolls they can see more images etc.

1) When clicked the user will like the post.

2) When clicked the user can comment on the post.

3) When clicked the user can share the post.

EDIT PROFILE

This is where users can edit their profile.

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WIREFRAMES

SEARCH

This is where a user can search for certain users or makeup looks using hashtags.

This page also features 9 most liked photos of the week.

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DESIGN VISUALISATIONS

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DESIGN VISUALISATIONS

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DESIGN VISUALISATIONS

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DESIGN VISUALISATIONS

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DESIGN VISUALISATIONS

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DESIGN VISUALISATIONS

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BIBLIOGRAPHY

1. Instagram. @Thomashalbert. Available from: https://www.instagram.com/thomashalbert/. [Accessed: 11/1/2017].

This source was useful to me as it gave me images to use for my Design Visualisations.

2. The following sources were useful to me as they gave me images to use for my personas:

Instagram. @Thomashalbert. Available from: https://www.instagram.com/thomashalbert/. [Ac-cessed: 11/1/2017]. http://images.huffingtonpost.com/2012-11-02-KVD_BLUE2_2.jpg https://yt3.ggpht.com/-ypvicpEeqDw/AAAAAAAAAAI/AAAAAAAAAAA/oF07kG20Jmc/s900-c-k-no-mo-rj-c0xffffff/photo.jpghttps://pbs.twimg.com/media/Cnqq69BWYAE74oK.jpg

3. These sources were useful as they gave me images for my ‘Week Favourites’:

Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BO5skuTDB2w/?tak-en-by=desiperkins [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BNKvAwGgsSK/?tak-en-by=nikkietutorials [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BKHLhMqgJIE/?tak-en-by=lustrelux [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BO2rSDPlb8-/?tak-en-by=taliamarmusic [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BN-FK38g4g2/?tak-en-by=hudabeauty [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BNNrCrolsnw/?tak-en-by=babsbeauty_ [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BNTBiWPlEZy/?tak-en-by=makeupbysamuel [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BLhywmil-lZ/?tak-en-by=makeupbysamuel [Accessed: 9/1/2017]Instagram. @Desiperkins. Available from: https://www.instagram.com/p/BGh85q5JqEC/?tak-en-by=makeupbysamuel [Accessed: 9/1/2017]

3. ThePixelPedia. (2015). 40 Best Free Modern Business Card PSD Templates. Available from: http://thepixelpedia.com/best-free-business-card-psd-templates/. [Accessed: 11/1/2017].

This was a very useful source as I downloaded a psd for my business card mockups, so my branding looked professional.

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BIBLIOGRAPHY

4. Google Play Store. (2016). Beautylish: Makeup Beauty Tips. Available from: https://play.google.com/store/apps/details?id=com.beautylish&hl=en_GB. [Accessed: 11/1/2017].

I used this source to read reviews on the Beautylish app to see what people were saying was good and bad about it, so I could compare it to Glamd.

5. Ellen Simon. (2016). How Instagram Makes Money (FB). Available from: http://www.investo-pedia.com/articles/personal-finance/030915/how-instagram-makes-money.asp. [Accessed: 11/1/2017].

This source was useful as I used it to better understand how similar social networking sites make money. This helped me understand how Glamd could make money.

6. Roisin Kiberd. (2016). The Subreddit Dedicated to Trolling Makeup Vloggers Will Make You Blush. Available from: http://motherboard.vice.com/read/the-subreddit-dedicated-to-trolling-makeup-vloggers-will-make-you-blush. [Accessed: 11/1/2017].

This source helped me better understand the hate ‘beauty gurus’ get online.

7. Tori Telfer. (2014). Youtube Star Cassandra Bankson Talks Acne, Internet Trolls and Instagram Filters. Available from: https://www.bustle.com/articles/30693-youtube-star-cassandra-bank-son-talks-acne-internet-trolls-and-instagram-filters. [Accessed: 11/1/2017].

This also allowed me to see the impact trolls have on people that do makeup online.

8. Koa Beck with Lauren Valenti. (2016). The Beauty Boys Of Intsagram. Available from: http://www.marieclaire.com/beauty/a20197/the-beauty-boys-of-instagram/#mannymua733. [Ac-cessed: 11/1/2017].

9. Cheryl Wischhover. (2016). Youtube And Instagram Sensation Patrick Starr On Being A ‘Beau-ty Boy’ In A Girl’s World. Available from: http://fashionista.com/2016/02/patrick-starr-insta-gram-youtube. [Accessed: 11/1/2017].

Sources 8 and 9 were useful as they gave me more knowledge on the gay males in the beauty community, helping me to better understand my target audience.

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