The ask was pretty loose, It just needed to be a space that could allow James to feel present and represented. Video would feature heavily to help users along the way as would clear way-finding and tooltips to keep users progressing through mock tests, finding positive affirmation and plenty of ‘dad’ humour along the way.

Illustration was used to help with visual memory and acted as queues throughout their learning journey, which supported the app’s science-lead methodology.

The colour palette was derived from the three most important colours when it comes to road safety and of course, James’ favourite jumper.

Early stages we utilised focus groups to sense-check our branding direction and this group served us well for having a continuous audience to test and learn from before the product was fully shipped.

After a successful year post-launch, the team approached us again to consider what the app would look like if it moved from a one-off cost to a more popular subscription model. For this work i delved into industry statistics and forecasting around the UK App market.

We then conducted user, industry and competitor research for them, providing solutions and areas to consider if they did go forward with this approach. Not only around where they could sit in the market but what updates would be needed in the app itself to support this move.

Agency: Splink

Product & Creative design: Jenna Patrick