TMC – UNIT 12
The Brief
Brief description
The Brief
THE BRIEF
Throughout the course you have been provided opportunities to learn new skills, test your knowledge of your chosen subject and respond to briefs that aim to push you towards being a practitioner of creative media. This unit includes identifying one aspect of your subject, creating your own thorough investigation of that aspect, and presenting what you learned from conducting that investigation. You are to select your own area of investigation for this project.
This may be:
• The challenging of a convention in media
• Identifying a key issue in your subject area, and exploring it
• Setting and testing a hypothesis in your chosen field
• Identifying missing skills, and learning those skills
• The testing of a technique, and checking its success
Throughout this project you are expected to keep a reflective journal. This will be a diary that records progress, thoughts, ideas and changes that will occur throughout the project. All work for this unit should be documented on your portfolio for assessment. You should review the possible disciplines, fields and skills that you may wish to study in more depth and select a final choice that will be the basis of this project.
Part A
Create an outline of several areas that you may investigate PLUS a note of the one you are selecting with a justification for this decision. Create an outline of several areas that you may wish to study within this unit. From this, identify your chosen area and explain why you have selected this.
Part B
A Statement of Intent summarising the key contextual perspectives. This could include:
• Business Models and Industry Practices
• Historical and Contemporary Influences
• Case Studies of Practitioners
• Social, Political & Ethical Contexts
• Critiques & Analysis of the above and any other areas covered
Guidance
Consider your options in depth – try to be critical in your analysis and ensure that you select a topic that will allow for an in-depth study that will challenge you as a practitioner, and allow you to delve deeper into a subject that you may have already covered on the course, or something that you have not covered but believe is important to your future in the subject.
brief overview
Who is the audience?
Pet owners looking to better understand their furry friends and expand their knowledge or get easy acess to essentials they might need.
What are the reasons NOT to do the project?
The brief highlights the creation of a poster showcasing the app though my expertiese are within app creation, not poster creation but I am still putting 90% of my focus onto the app including user journeys, personas etc, with the poster being the last step showcasing the app in a desirable image making viewers want to download the app and try it out.
What is the main challenge?
To create a 4 page app education people passionate about pets or pet owners on pet store, vet locations, along with providing an easily accessible information centre where users can learn more about their pets all whilst monetising via a subscription model but also providing free for all features within the app.
Skills needed for this project
Good time management, Experience in User Experience Design and User Interface Design, Ability to create accessible digital experiences, Ability to use prototype software (in my case Figma).
Summary of project
I will need to create an app with a minimum of 4 pages that provides pet enthusiasts with information and locations that might help them with pets, providing free for all features along with paywalled features requiring a subscription to be purchased to access the rest of the features.
Links to future career
I chose this brief because I want to work in as a UX/UI designer specialising in apps and websites so picking this project I thought was the best decision.
Sources of secondary information
Using online sources of already researched information such as statistics, questionnaires, news reports and more.
Sources of primary information
Self research such as going into pet stores, vet clinics or questionnaires.
Statement of intent


RESEARCH
BRAND INVENTORY
WHO?
- Target audience: Active pet owners, primarily in middle to upper-income households, living in suburban or urban areas with easy access to green spaces.
- Competitors: Other walking / fitness apps.
WHAT?
A mobile app that connects dog owners with local dog walkers for convenient, reliable, and flexible pet exercise and socialization.
Key features:
- Route generation
- Real-time tracking of walks
- Community forum for sharing tips, advice, and local events
- User profiles for dog owners
- In-app messaging and scheduling system
- Payment processing through the app
WHY?
To provide a convenient, efficient, and trustworthy solution for busy pet owners looking to improve their walking routine. The app aims to create a sense of community among users while promoting pet health and wellness through regular exercise.
HOW?
- Requiring user registration and verification through email or social media accounts
- Implementing an AI powered walking route generator
- Utilizing an in-app messaging system for seamless communication between users
- Offering real-time GPS tracking during walks to ensure safety and transparency
- Integration with fitness eco-systems such as Apple Fitness
- Providing a secure payment processing system that supports credit/debit cards and popular digital wallets (for pro features)
- Encouraging community engagement through forums, local event listings, and more.
AUDIENCE PROFILE
Demographics
- Age: 16 – 45
- Gender: Any
- Ethnicity: Any
- Income: Any
Socio-Economic Status
- ACORN Type: Community-Building or Health & Wellness
- Education: Any
- Status: Middle to Upper Class
Psychographics
- Values: Propritising health and wellbeing of themselves and pet(s)
- Attitudes: Open to including technology in their daily life
- Lifestyle: Active or want to be active dog owners or busy people
- Interests: Pet care, socialising
- 4C’s (Consumer Characteristics): Conscientious and organized, ensuring their pets’ needs are met. Affluent, with disposable income for pet-related expenses. Connected, using technology to stay informed and engaged with their community. Time-constrained, seeking efficient solutions for pet care and exercise
Geo-demographics
- Area type: Suburban or urban areas with easy access to parks, green spaces, and paths suitable for walking dogs.
User Personas

Cleor Tealeaf
Age: 40
Location: Manchester
Occupation: Marketing Manager
Needs: Easy scheduling, GPS tracking
Goals: Efficient dog walks

Gerald Badoo
Age: 60
Location: Bolton
Occupation: Retired Teacher
Needs: Large font size, simple interface
Goals: Keep track of dog’s health
Questionaire Response

Contextual Research
Colour Theory
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Burnt Sienna
Mood Associated
- sorrow
- relaxation
- depression
Dark Red
Mood Associated
- agitation
- fear
- sorrow
Coral Red
Mood Associated
- anxiety
- frustration
- excitement
Pale Pink
Mood Associated
- neutrality
- friendliness
- nostalgia
Semiotics
Throughout this project, semiotics have been used, with each illustration having to get a message clearly across. The pros of using semiotics are that they convey messages quickly and effectively regardless of language barriers.
Preproduction
Logo
The new logo variations.
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Production
Logo
The new logo variations.
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BIBLIOGRAPHY
RESOURCE SITES USED
Info & more
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