Graphic Design MFA Thesis Yun-Chih Chung
Fitos
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Graphic Design MFA Thesis Yun-Chih Chung
Fitos
Graphic Design MFA Thesis Designed and Written by Yun-Chih Chung
Academy of Art University Graduate School of Graphic Design 79 New Montgomery Street (5th Floor), San Francisco, California. USA
Find out more about Fitos at: www.fitosapp.com View more work by Yun-Chih Chung at: www.chungyunchih.com
All Rights Reserved Copyright Š 2016 Yun-Chih Chung
Table of Contents
01
Background of the Issue
02
The Research Process
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03
Strategies and Solutions
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04
Visual System Development
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05
Final Design Deliverables
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I’M AN EXERCISE HATER
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Chapter 0 Introduction
Foreword
I know exercise is important for health and happiness and it’s necessary for general fitness. But, I feel it’s not easy to motivate myself and overcome procrastination. I don’t make time for exercising. I feel like I have so many things to do, and exercising will have to take time from things I don’t want to give up at that time. One of the reasons that I avoid exercise is that I find it strenuous. I feel like I have to start with something big, and I’m not ready for it. Graphic design can be a powerful tool to solve problems. I believe I can utilize my design skills to change people’s behavior and to help them engage in an exercise routine. With a little digging around, I found and insights that inspired me and lead me in an innovative path to create something that has never been made.
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01 6
Chapter 1 Background of the Issue
Background of the Issue
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1-1 The Issue
The U.S. government recommends adults
Over 80% of American adults are not exercising enough.
get at least 2.5 hours of moderate-intensity aerobic exercise each week or one hour and 15 minutes of vigorous-intensity activity, or a combination of both. According to the CDC (Centers for Disease Control and Prevention) report, only 20% of Americans engage in the recommended amount of physical activity.
Only 20% of American adults get enough exercise.
Approximately 25 % of American adults are not active at all.
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Chapter 1 Background of the Issue
4 in every 5 adults don’t get enough exercise.
And, 1 of them is not active at all.
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“ Physical inactivity has been identified as the fourth leading risk factor for global mortality causing an estimated 3.2 million deaths globally.” —World Health Organization (WHO)
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Chapter 1 Background of the Issue
Why does it matter?
Health messages are not changing behavior. Study after study has shown that regular
Health messaging is not changing behavior.
physical activities—even at moderate levels—
The benefits of exercising and the dangers
reduce the risk of heart disease, cancer,
of a sedentary lifestyle are not powerful
high blood pressure and obesity, and
enough to keep people motivated for the
enhance physical and mental functioning.
long term. We have seen obesity rates
Despite the fact that most people know
soar to unprecedented levels, with no real
exercise is critical to good health, far too
change in our sedentary culture. That also
many people are getting far too little
means exercise can be one of the most
movement in their daily lives. We hear
difficult lifestyle changes to make.
about how we should exercise more all the time, but many of us still choose a sedentary lifestyle.
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1-2 Topic Area
Redefining Exercise for Exercise Haters
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MFA Graphic Design Thesis Yun-Chih Chung
Chapter 1 Background of the Issue
Why redefine exercise?
The paradigm of exercise is not for everyone. Starting a new exercise routine is not easy.
may be different than the typical gym
When our body is in pain from getting into
environment, that doesn’t make it any
shape, it’s hard to really enjoy ourselves.
less effective or any less real.” says a sport
Plenty of fitness programs, gyms, and the
psychology consultant Gregory Chertok.
paradigm of exercise are not designed for
It’s time for us to change the way we think
everyone, especially for a fitness hater.
and approach exercise. We are in need of
If we are starting a new exercise regiment
a distinct exercising experience to change
we might hate it simply because we are
our behavior. By redefining exercise, we
pushing ourselves way too hard without
can make the habit-forming process easier.
realizing it. “While one’s image of exercise
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02 16
Chapter 2 The Research Peocess
The Research Process
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Chapter 2 The Research Process
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2-1 Survey
“I’m not motivated enough if I don’t have somebody to workout with.” —Respondent from the Survey
In order to learn more about my target audience, I sent out a survey to help me get more insights about their exercise habits and attitude. The total respondents are 186 people in the age of 20-40 who are averse to fitness or have a hard time enjoying exercise.
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66%
66% of respondents are living in a sedentary lifestyle.
49%
49% of respondents are used to like to do exercise.
72%
72% of respondents don’t have enough time to create an exercise habit.
Chapter 2 The Research Process
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I am busy. I have no time. I’m too tired. I need my sleep. I find exercise boring. I got bored again. I look stupid. My back hurts. I don’t have a workout partner. It’s too late to start. I’m not motivated enough. I’m thin already. Look at me, I’m too fat. It’s too cold. I’ve tried before. I hate gyms... Graphic Design MFA Thesis Yun-Chih Chung
What is keeping people from doing exercise?
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Chapter 2 The Research Process
“When I found that I couldn’t keep exercising everyday, a thought of giving up would come out to my mind.” —Respondent from the Survey
The Excuses According to the survey, about 70% of respondents reflected they are too tired to be active every day, and about 60% of them feel they don’t have enough time to get exercise regularly. For most of us, the word “exercise“ provokes mixed emotions. We know we should do it, but it sounds like a chore. Just like New Year’s resolutions have lost their urgency, we have a lot of excuses keeping us from doing exercise regularly.
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Chapter 2 The Research Process
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2-2 Event Food, Game, and Talk. There are many exercise haters and lovers around the world. Which side do you think you are on? I held an event and invited some people to discuss why exercising matters. My goal is to investigate what stops people from living longer and being healthier, and how to help them find a way to truly love and enjoy exercise.
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Chapter 2 The Research Process
Invitation design which includes an event ticket, mission card, a ticket envelope, and a bib bag as a set of invitation.
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The Participants “I hate gyms. I always feel like I’m gonna make some stupid things at the gyms.” —Natalie
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WAY N E
CHALIE
NATALIE
Age
Nationality
Occupation
Age
Nationality
Occupation
Age
Nationality
Occupation
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TAIWAN
PROJECT MANAGER
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USA
DENTAL STUDENT
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TAIWAN
DESIGNER
Chapter 2 The Research Process
“It’s about finding a motivation and get motivated. If you don’t want to go to a gym, there is always something else.” —Raji
ALLEN
RAJI NA T ALIE
FANNY N AT ALIE
AGE
N AT I O N A L I T Y
O C C U PAT I O N
AGE
N AT I O N A L I T Y
O C C U PAT I O N
AGE
N AT I O N A L I T Y
O C C U PAT I O N
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usa
BUSINESS STUDENT
27
USA
DESIGN STUDENT
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venezuela
DESIGN STUDENT
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“For people who hate exercise, I think the best way to interest them is to make exercise fun.” —Kailin
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VI C T OR
KAILIN
LI
AGE
N AT I O N A L I T Y
O C C U PAT I O N
AGE
N AT I O N A L I T Y
O C C U PAT I O N
AGE
N AT I O N A L I T Y
O C C U PAT I O N
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USA
accountant
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USA
DESIGN STUDENT
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CHINA
DESIGN STUDENT
Chapter 2 The Research Process
“I don’t want to be sweaty and uncomfortable. When my body is getting to be sore, it’s hard to really enjoy exercise.” —Alfred
Y AO
A LF R ED
ER I C
AGE
N AT I O N A L I T Y
O C C U PAT I O N
AGE
N AT I O N A L I T Y
O C C U PAT I O N
AGE
N AT I O N A L I T Y
O C C U PAT I O N
25
TAIWAN
DESIGN STUDENT
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TAIWAN
BUSINESS STUDENT
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TAIWAN
BUSINESS INTERN
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The Fitness Game The purpose of the game is to engage the
There are TEAM LOVE and TEAM HATE.
participants and to make sure they have
The game plan is to use a flying disc played
fun together. Ultimate Frisbee combines
by two teams with scoring points, rules
American football, basketball, and soccer
and championships from time to time.
into one great sport. It’s one of the most exciting games and its rules are simple and it’s easy for a group to play at the event.
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The Conversation
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Chapter 2 The Research Process
“Once we are exercising a little bit every day, we might be ready to expand further.” —Fanny
Let’s talk about exercise
After playing ultimate frisbee, we took a break and came back to the discussion. The participants talked about their daily physical activity and we discussed several questions about the relationship between exercise frequency and motivation. The participants shared their views and insights about the questions and concepts, and that’s when some interesting ideas came up.
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“Finding a friend with a shared zest motivates me to move forward. It’s harder to leave a friend waiting at the track.” —Wayne
Important insights & quotes
1.
Find a partner or reach out to others for support.
2.
Find out a moment you feel like you love or hate exercise and think of why.
3.
A personalized fitness program is a good starting for people dislike gym or join lots of people playing sports.
4.
Focus on building the habit first and give yourself time.
5.
The reasons make you do exercise can be a reason why you hate it. It’s critical to find a right reason and motivation to make yourself engage in exercise.
6.
Figure out what’s going to make exercising meaningful to you.
7.
Think about how you want your body to feel and react.
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“It’s hard to get yourself to do exercise regularly for something that you really don’t like.” —Natalie
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Chapter 3 Strategies and Solutions
Strategies and Solutions
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3-1 Insights
Here are 18 insights on exercising that I have found from research, articles, as well as my survey, interviews, and conversations. In order to present these insights, I use quotes, images, and infographics to reinforce each idea and point out its sources.
1.
Walking, instead of sitting at work,
11.
helps to generate creative ideas. 2.
3.
factor in keeping people exercising. 12.
13.
Fitness trackers would not really help
Emotional connection and a support
for exercisers. 14.
An increase in sedentary behavior caused by excessive screen time is
exercise habits. 15.
The definition of exercise has to
16.
A sporty fashion trend has a significant
17.
Better visualizing of fitness-app data helps discover trends, and reach goals.
10. Focusing on improving physical health might not motivate people as much as we thought.
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Focusing more on creating a new instead of stopping old behaviors
impact on increasing motivation. 9.
Small, achievable goals may be more effective than more challenging goals.
change to a broader idea of activity. 8.
Signing a commitment contract with friends would help.
responsible for physical inactivity. 7.
Exercise habits of people you know have a positive influence on your
system are critical to success. 6.
Exercising in nature or simulated green spaces could be helpful
until they tell us what to do. 5.
People’s physical capacity could be much lower than many realize.
Financial incentives can be effective for setting fitness goals.
4.
quality of life is a major motivating
The general model of exercise is not designed for everyone.
Enjoying how exercise improves the
is beneficial. 18.
Researchers have found several psychological cognitive tricks that can help boost the motivation.
Chapter 3 Strategies and Solutions
creative output increase 60%%
sitting
walking
Sedentary work style affects muscle movement and brain activity. Creative thinking improves while a person is walking and shortly thereafter, according to a new Stanford study.
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Chapter 3 Strategies and Solutions
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Chapter 3 Strategies and Solutions
3-2 Design Strategy
Insight 01
Insight 02
Insight 03
The general model of exercise is not designed for everyone.
A support system is a key factor that creates long-term engagement.
Sedentary behavior caused by screen time is responsible for physical inactivity.
Strategy 01
Strategy 02
Strategy 03
Change people’s exercise experience and make it more inclusive for people who are averse to exercise.
To empower people by connecting their lives with their optimal fitness partners.
Develop a system which utilizes screen time and transforms activity data into useful rewards.
Deliverable 01
Deliverable 02
Deliverable 03
A platform to show the new exercise experience and expand user’s perspective.
A game app to bring people together, reach out for support, set up routine, events, and connection to community.
A points reward system that cooperates with fitness tracking devices, games or services.
X
3729 0
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3.3 UX Structure Landing
Fitos App Experience Map
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Mission
Partners
Badges
Messages
Community
Invitations
Friends
Invitations
Match A Friend
Chapter 3 Strategies and Solutions
Sign up
Home
Discover
Fitos Mode
Fitos Mode
Fitos Mode
Fitness Level
User Profile
Fitos Points
Fitos Mode
Today's Plan
Map
Events
Fitness Level
Fitness Level
Reward
FP Detail
Fitness Tracker
Teams
Places
Fitness Level
Fitness Level
Reward Detail
Redeem Reward
Gift a Friend
Fitness Level
Fitness Level
Fitness Level
Redeem
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Fitos Website Sitemap
App (Home)
Gmae with friends (App Features)
Fitos Points (Rewards)
Discover (Events)
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Chapter 3 Strategies and Solutions
Gmae with friends (App Features)
Fitos Points (Rewards)
Discover (Events)
Match a Partner
How it works
Map
Play together
Redeem Rewards
Game Fields
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Chapter 4 Visual System Guidelines
Visual System Development
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4-1 User Testing l
Objective The goal of this report was to conduct user feedback of the Fitos app in order to clarify and develop the initial design solution.
Participants The users are in the age range of 20-40, who are averse to fitness or have a hard time being motivated to exercise.
Prototype Tool Invision + Prints
Jersy 30 / Web Designer
Alex 25 / Graphic Designer
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User Testing Results
[ Feedback ]
1. First Impression The design is fresh, focused, and draws attention for users.
“The app looks interesting and friendly. It makes me want to explore more.” — Alex
2. Color and Pattern Using geometric shapes with vibrant colors to enhance the feeling of a game.
“Colors are bold, vibrant, and not too overwhelming.” — Jersy
Calender
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3. Function Points Rewards section connects with fitness tracking app and device which is a solution that functions effectively within the trend today.
“It’s cool. I’ve never seen this before. The fitness rewards are motivating and tightly connect to the fitness industry.” — Alex
“I would like to see much more about this section. Like images illustrations, graphics, or icons to show how it works and what are the rewards about.” — Jersy
Fitos Points
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Home
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Tracker
Chapter 4 Visual System Development
4. Navigation Navigation needs to be improved to effectively communicate ideas and make browsing easy for users.
“The navigation could be more clear about what it did and how it works. Changing the flow of the messaging and graphic elements can make people feel more like a game.” — Jersy
“The homepage could be more focused to show what you want people to see first and how the screen presents and explains itself in the first minute.” — Alex
Friend Profile
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ABOUT
N E A R BY E V E N T S
P op — J
APP
EXPLORE
u ly
TOGETHER WE PLAY BEACH VOLLEYBALL
X O O O
<
BOOK AN EVENT
O
>
O
Make physical activity a way of life and bring people together through life experience.
EXPLORE YOUR NEXT EXPERIENCE O YOUR NEXT EVENT
SAN FRANCISCO, CA
ALL DATES
SEARCH
X O O O O
Scroll
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Chapter 4 Visual System Development
5. Social It’s critical to show the support system and connect to friends and family. .
“It’s interesting to make exercise social. I would like to see more screens about how to connect and interact with friends.” — Alex
Messages
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Chapter 3 Strategies and Solutions
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4-2 Brand Guideline
Our brand and the core idea behind the brand is what makes Fitos come to life. The main goal of this guideline is to create a clear visual language and a consistent experience that let people know who we are and what we are about. From design, color, and photography to voice and tone, every aspect of our brand will live up to our mission and reflect who we are and what we do.
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Our Mission
We help people get an active life by connecting them together with a game environment and fitness rewards.
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Brand Attributes
Brand attributes are the most important principles of our brand. They establish the credibility of our vision, purpose, and positioning through communication.
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We are:
Simple Motivating Inclusive Fun
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Brand Logo
Fitos is a word that combines “Fit” + ”OS.”
Once introduced, this wordmark becomes
It means “Fitness Operating System”.
the constant that represents Fitos app in
The logo is the most visible expression of
every communication. The logo should be
our brand. In order to represent the idea
considered a picture. It should be treated
of Fitos Points and the Reward system,
as one unit and should never be divided.
there is a small circle within the letter “O“ to show a rolling motion of Fitos Points.
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Color Palette
Consistent color usage ensures maximum brand recognition. Fitos offers a handful
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Typography
Typography is an important component of our visual identity and should always be crisp, in focus, correctly sized and easy to read. Montserrat is the sans serif type family used for headlines or body text and Visby Round is the sans serif type family for subhead or naming.
Aa Aa
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Primary Typography
Montserrat ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+
Regular
Secondary Typography
Visby Round ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+
Heavy
Medium
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Illustration Style
Using geometric shapes and vibrant colors as key elements and graphic treatments, I created bold and graphic interfaces for the Fitos app and website that immerse the user in the experience.
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Character Style Users will show as game characters to represent themselves. I used colors with different shapes of intensity to create depth in the faces. The characters have different skin tones and hairstyles to create diversity across different cultures.
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4-2 User Testing ll
Objective To test the app prototype and get feedback from the target audience.
Question Criteria How does Fitos come to your attention? Are you enjoying using this app? Is the overall design attractive to you? Do you find anything missing or causing confusion? How is the app to use and figure out? Is the app easy for you to navigate? Which one will be the most important/ interesting task flow for you? Do you see yourself using this app in the future? Would this app change your behavior? Why and how? Do you find it motivative to stay in a rountine and get you a more active life? Would you like to play this app with your friends or share it with others? Why?
Prototype Tool Invision
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Chapter 4 Visual System Development
User Testing Participants I invited four people between the age of 20 to 40 who are fitness haters and have a hard time getting started with exercise.
Sherry
Thomas
Age: 23 Occupation: Design Student
Age: 27 Occupation: Software Developer
Monica
Al
Age: 28 Occupation: Music Producer and Film Composer
Age: 31 Occupation: Software Developer
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User Testing Results
[ Positive Feedback ]
1. First Impression The App visual is impressive, clean and well-designed.
“I feel full of energy. Very fresh, bright, and healthy.” — Monica
2. Human-Centered Design Fitos Partners, Events, and Fitos Points Reward System are encouraging and very interactive.
“This is very human. It’s connnected to real life and interacts with real people.” — Sherry
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3. Motivation The Partner and Reward section will help people stay motivated for a long term.
“Please make it happen! I really want to play and share it with my family and friends.” — Sherry
3. Behaviors Change It will not only change people’s behavior, but also help people create a new habit.
“It will change how we exercising and how we make new friends.” — Thomas
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Participants were interacting with the Fitos App prototype, asking questions and giving feedback.
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[ Improvement ]
1. Fitness Fields Adjusting fitness fields and enhancing the difference between the homepage and the fitness page to avoid visual confusion.
“The homepage and the Fitness page are visually too similar.” — Al
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Home
Fitness
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2. Fitness Levels Showing visual difference between each levels will enhance the feeling of user’s fitness transformation.
“I would like to see something is changing between different levels, like colors or qualities. It provides more personality and make me feel more real.” — Monica
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Fitness
Fitness
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3. Interaction Showing more screens connecting or interacting with friends.
“It will be cool to see my friends’ timeline and activity levels.“ — Sherry
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Homepage
Calender
Community
Friend List
Messages
Invitations
Chapter 4 Visual System Development
Fitos Mode A timeline to see friendsâ&#x20AC;&#x2122; activity and interact with your friends.
More Screens
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Friend List
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Team List
Chapter 4 Visual System Development
Gift Friends Added screens for choosing rewards to gift your friends
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Chapter 5 Final Design Deliverables
Final Design Deliverables
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The Future
Fitos is not just my student project. I believe Fitos has a conceivable future with a place in the market, and I hope to see it become a reality, a start-up, and to continue research, improvement, and innovation. In order to bring Fitos to life, I would like to figure out how to transform fitness data into Fitos Points and create a robust business model for the reward system. I will also make Fitos more interactive in addition to leveraging more illustrations, motion graphics, and creating a real partnership and sponsorship with health and fitness industry. My goal as a designer is to make an impact. I look forward to bringing the experiences to life and motivating people to change the way they act. I am excited imagining the potential collaboration with other talents in other interdisciplinary designs to turn Fitos into a reality.
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Chapter 5 Final Design Deliverables
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Thank you, to everyone who helped me make this happen. Thank you, Phil Hamlett, for bringing out the best of me and inspiring me to be where I am today. Thank you, Jeremy Stout, for all your incredible insights and assistances. Thank you, Anthony Jagoda, Sandra Isla, Jill Ballard, and the rest of Academy of Art instructors for your guidance and encouragement. To all my friends and classmates, thank you for all the support during this process. For being there for me when I was going through the trials and hard times. For being the best partner in this journey and sharing all the crazy moments. Thank you, my family. For the unconditional love. For always supporting me, believing in me no matter what and for making my dreams possible. I love you.
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Chapter 4 Visual System Development
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