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Integrated Studio Project 2B

Singapore Arts Festival 2012

iPhone App

idea of creating a

unique way to advertise an

event on mobile device platform.

Reduce amount of reading, give

an impressive visual experience.

An

daniel mulyadi f10dm0669 dm2k

Table of Content

Table of Contents

Introduction

App Audience

Persona

Scenario

App Concept

Development

Conclusion

Reference

Appendice

1

2

3

5

7

8

16

19

20

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Introduction

ABOUT SINGAPORE ARTS FESTIVAL

Singapore Arts Festival began in

1977 to showcase the local arts

and organized by National Arts

Council. In 2010, the Singapore

Arts Festival had its turning

point into a international arts

platform. The Singapore Arts

Festival has now become an

international showcase of

ideas, art and discourse with a

distinctive Asian flavour, known

for its bold and innovative

discussions between vernacular

and contemporary art.

The Singapore Arts Festival 2012 is happening from 18 May to

June. This edition of the Festival completes the trilogy of themes

set out two years ago — Between You and Me (2010), I Want

to Remember (2011), Our Lost Poems (2012). Over 16 days, the

city comes alive with art performances at key venues and at the

Festival’s hub — the Festival Village @ Esplanade Park.

In this year, Singapore Arts Festival has 85 events — 6 in dance,

42 in music, 7 in theatre, 12 in experiential and 18 in films or other

categories.

ABOUT SINGAPORE ARTS FESTIVAL MOBILE APP

Singapore Arts Festival had its first mobile app for Singapore Arts

Festival 2011. There were for iPhone and BlackBerry.

2

App Audience

The audience is open to people that are in Singapore. The age

range starts from kids to the old people. Some of the events also

opened for public or even the tourists without registration needed.

The research is taken from correspondences who are mostly

students between 17 to 31 years old. From the research, it was

found that even the students from arts field are very few that has

ever attend Singapore Arts Festival.

From 9 correspondences, there are 6 people who never went to

Singapore Arts Festival and 3 people who ever went to Singapore

Arts Festival. Below is the percentages from each categories.

6 people never went to Singapore Arts

Festival

5 say they’d like to try to come to Singapore Arts

Festival

1 says he/she never heard of Singapore Arts

Festival before

Advertisement (63.3% effective)

Information (70% effective)

Location (70% effective)

Registration (60% effective)

3

App Audience

3 people ever went to Singapore Arts

Festival

2 say they don’t want to come to Singapore Arts

Festival anymore

1 says he/she only comes to Singapore Arts

Festival only for his/her favorite artists

Timing (80% effective)

Information (93.3% effective)

Location (80% effective)

Registration (60% effective)

4

Persona

PERSONA A:

Li Wenny

Representing the audience that

never went to Singapore Arts

Festival. And from the majority

states they’d like to try to go to

Singapore Arts Festival. And from

the weakness, advertisement is

the second thing which has lowest

effectiveness.

DEMOGRAPHIC

- Female

- 21 years old

- Currently taking diploma programme in Architecture

- Student at National University of Singapore

- Financially independent

PSYCHOGRAPHIC

- She is currently in a relationship.

- She likes things related to art and one of her favorite artist is

Soumikk Data, which will be performing at Singapore Arts Festival

2012.

- She likes to go for taking photographs, not only buildings but

also environments. Those might not be obvious objects, but she

collects them as inspirations.

5

Persona

BEHAVIOURS

- She likes to go for certain events that she recognizes the events.

She tries to go for some events as well, but sometimes she is just

not interested in reading long descriptions with a lot of lengthy

paragraphs about the events.

- She likes to travel, so her phone is her most friendly informative

device.

FUTURE REQUIREMENTS

- She needs an app that will attract her to download the app, not

only to explain about events from lengthy paragraphs but also to

understand about the event in a fun way.

- She needs to go to the event location(s) with highly accurate

guide.

6

Scenario

Two weeks later, Wenny will be having term break. So she is

planning what to do. She has ever heard about Singapore Arts

Festival, but never went before.

She heard that her favorite artist will be coming for a show at

Singapore Arts Festival 2012, so she’s thinking of giving a try. She

try to find the information in the website and found another lengthy

passage of information. Then, she saw that Singapore Arts Festival

2012 has launched an iPhone app, so she downloads it. She’s

hoping the delivery of the explanation of the programme won’t be

so lengthy and not straight forward.

Functions:

- To engage Wenny to download Singapore Arts Festival 2012

iPhone app

- To help Wenny find information about the programme without

giving her lengthy passsage to read

- To engage Wenny to register for the programme that featuring

her favorite artist

- To make Wenny introduce the app to other friends and make

the friends register for some of Singapore Arts Festival 2012

programmes

7

App Concept

ABOUT THE IDEA

The idea is to make an app that introduces the events in a unique

way. Reducing the conventional way to introduce the events and

introduce a new experience to engage more people, especially the

young people to come for the events.

As the website has PLANNER feature, the mobile app won’t feature

it in. As the purpose is not as an event agenda and the other

reason is the tendency of the market. The audience mostly attend

less than 2 programmes, so by having a Planner feature is not a

very good idea, since the Planner feature should work well only for

audience who attend for few programmes and might have close

performance timings. And for the registration, Singapore Arts

Festival use the best platform which is on SISTIC. By making the

app as a registration medium will just make the app useless.

DEFINITION STATEMENT

- Information source of the events that suitable for mobile phone

screen

- Event locations finding tool

- New advertisement platform to engage the audience, especially

the young people

- Becoming a challange for the people in Singapore to move out

and explore the arts locations

- Starting a difference for event mobile app era

8

App Concept

MOBILE APP STYLE

The app is a productivity app. It is meant to find information. From

information about the event time, price and location.

There will be a feature which is caled as Discover feature. How the

feature works is by scanning the environment around the event

location. When the iPhone camera is moved to scan the street,

there will be augmented object appears on the screen showing way

towards the exact location. When the iPhone camera is moved to

scan the sky, there will be augmented creatures on the sky telling

what the event about.

STRENGTH

- It has both conventional way and new unique way to introduce

the events, which is a benefit to attract the audience who like

only the conventional way and also audience who like something

unique.

- It is very easy to use for audience that has low ability in reading

maps.

WEAKNESS

- The Discover feature might not easy to learn for older audience.

- The Discover feature is attracted for audience who is around the

event locations or audience who likes to travel around.

9

App Concept

UTILIZATION OF MOBILE FEATURES

Multi touch display:

- Drag to sort the outcome information

- Swipe to scroll the pages

- Click to move among pages

- Pinch in and out or double tap to zoom

- Keyboard to enter text

Still camera:

- To scan the environment around

Location and compass information:

- To find the current location and path direction

FLOW CHART

Welcome Screen

Tutorial Video

Event Lists (sort into genres)

Event Page

Direction Map Discover Feature

Direction Guide

Automated transition

Manual transition

10

App Concept

ICON

The icon has the purpose

to represent the theme of

Singapore Arts Festival 2012

iPhone app. Some of the main

concerns in making the icon

are the unity with the whole

interface design and stand

apart from the other app icons.

The elements taken from the interface design are cloud and the

creature. To link with the theme which is “Stories, Legends and

Myths Come Alive at the Singapore Arts Festival 2012”, the cloud

and creature is made coming out of the icon box to look like

coming out from the icon app.

WELCOME SCREEN

The welcome screen is using

greenish blue gradient with

sky environment, Singapore

Arts Festival 2012 logo on a sky

kingdom and the beanstalk to

improve the story theme.

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App Concept

TUTORIAL

The tutorial page is created

very simple with main focus

at the center which has the

illustration and the description

to support each other to

give the best explanation.

The colour of the illustration

is made to be more contrast

than the background to catch

the attention at first sight and

followed by the description

below.

INTERFACE

The interface use greenish blue

colour, dark grey, light grey and

white. The style is combination

of minimalism design with cloud

used as the design element that

repeated through the pages.

The event list is sorted on

genres. The cloud drag pin is to

sort out the content of selected

genre only. On each event,

there is a picture, title, time and

price of the event.

12

App Concept

The event page has a picture of

the event, time, price, location

and more description about the

event.

From the event page, it will be

directed to Discover feature or

getting direction to the event

location.

13

App Concept

On finding location feature,

there are two viewing options.

First is the map view and

second is the guide view. There

are several transportation

options and the feature also

provide several suggestion

routes if any.

On map view, there are

automated finding location

based on current location

and also text field to enter the

starting point to the targeted

location.

On guide view, audience will be

guided on one-by-one guide.

Those will include the walking

distance, bus number and

length of time for each guide.

14

App Concept

The Discover feature has only

one button which is to go back

to the event page. The audience

will be focused on the main

function of the page, which is

to use the camera to screen the

environment around.

ILLUSTRATION

The illustration style used

for the augmented reality is

realistic cloud. The creatures

are made as look like shaped

cloud. By choosing this style,

the interest of audience will

increase as everything looked

very real and new.

15

Development

ILLUSTRATION

.

ICON

16

Development

17

WELCOME SCREEN

Development

18

INTERFACE

Conclusion

EXPECTED RESULTS

The app is expected to have more interactive things such as pause

in the middle of the playing video to tap on the elements on the

video and see descriptions about those elements. Also the video

able to include story telling to be played in small screen.

SUMMARY

The Singapore Arts Festival 2012 iPhone app is not only to fulfil the

basic needs of the audience, but also giving a new experience in

finding information about events by utilizing the mobile features to

make the app interactive.

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Reference

Some of the samples of

illustration are playing with

gradient and making the

whole illustrations looks

lighter. Some are the modern

touch of mythical creatures.

Certain characteristics are

the surrealism by combining

different real objects into

one. Some also use geometric

pattern on the illustration. By

applying the geometric pattern,

it gives modern look on the

illustrated creatures.

20

Reference

DELUXE MOON

iPhone, iPod Touch and iPad App

An app that revolves around

information about moon, from

moon phase, Zodiac circles,

moon horoscope and calendar.

It also provides useful

information related to moon

phase in gardening, human

emotions, blood pressure, health

and finance.

The interface use the moon

repeteadly as design element in

across the pages.

21

Reference

LIGHTOPUS

iPhone, iPod Touch and iPad App

A game about a lightopus in

a journey to rescue the other

young lightopuses form the

mosters of the Abyss.

It has attractive music, the

character has lifely movement

and very unique graphic style.

The interface use the same

graphic style across the pages

which is the neon light style. It

is very attractive to be played in

bright and dark room.

22

Reference

STAR WALK

iPad App

A stellar augmented reality

app that labels all the starts,

constellations and satellites.

It has amazing graphics and

real time motion tracking

and satellite tracking. It also

available in night mode and

still more available amazing

features included.

The interface has very minimalism design. It hides the unnecessary

functions and the additional design elements are very flexible

depends on the environment and still very perfectly shown.

23

Reference

INCOBOTO

iPad App

A game about a small boy, Inco

and his strange friend finishing

the quest on a galaxy to lighten

the skies once more.

The interface use simple gradient to create the galaxy

environment. It repeats the usage of main design elements, which

are the sun and the main characters.

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Appendice

http://www.singaporeartsfest.com

http://itunes.apple.com/us/app/deluxe-moon-pro/

id482361332?mt=8

http://itunes.apple.com/gb/app/lightopus/id501334567?mt=8

http://itunes.apple.com/us/app/star-walk-for-ipad-interactive/

id363486802?mt=8

http://itunes.apple.com/gb/app/incoboto/id499589490?mt=8

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