E ATCHLEY (ID # ) Date of presentation: 03/25/14 Version: Midpoint Final Version Graduate School of Web Design & New Media Academy of Art University

PORTFOLIO 02 MACALLAN REDESIGN This was a refresh project to upgrade and give a facelift to MaCallan’s existing site. In order to make this successful not only did I use Illustrator and Photoshop, but also had to code in PHP and JavaScript. This project taught me the basic skills I need in order to code my thesis project. ROLE Overall Art & Art Direction, Photo enhancement, Web Design, HTML, CSS, JavaScript Class WNM Inside Programming INSTRUCTOR Andrea Pimentel DATE Spring 2013 LINK MOBILE DOC MobileDoc is a mobile application that allows the LGBT community to connect with licensed physicians via a smartphone. ROLE Overall Art & Art Direction, Wireframing, Mockup, UI Class GLA Ind. Design Globalized World INSTRUCTOR Yvette Chaparro DATE Fall 2012 LINK N/A NIKEiD NIKEiD mobile app designed to customize your personal style of kicks. I was lucky enough to know someone at Nike and was contracted out to work on their NIKEiD mobile app. I was the point person on a team of four designers. ROLE Art Direction, Visual design concept, UI, Illustration OUTSIDE WORK Contract LINK N/A

PORTFOLIO 03 MACALLAN REDESIGN This was a refresh project to upgrade and give a facelift to MaCallan’s existing site. In order to make this successful not only did I use Illustrator and Photoshop, but also had to code in PHP and JavaScript. This project taught me the basic skills I need in order to code my thesis project. ROLE Overall Art & Art Direction, Photo enhancement, Web Design, HTML, CSS, JavaScript Class WNM Inside Programming INSTRUCTOR Andrea Pimentel DATE Spring 2013 LINK

THE STORY 04 I started drinking scotch about six years ago. Back then I had no idea what I was doing or even that different types of scotches came from different regions in Scotland. I have read a lot of books and website articles that described the many different flavors and varieties of scotch. It makes me curious about all of the different types of scotches that are out there that I’ve yet to experience and what others think of them.

THE PROBLEM 05 Can’t always remember on their own what scotches they tried the night before. Need a place where they can log all the different scotches they drink. Are “on the go” and need an app that is easy to use. Want to compare their notes with their scotch buddies. Want recommendations on new scotches to try. Want to see how others rate the scotches they like or dislike.

THE SOLUTION 06 Design a mobile application that allows users to capture the scotch they are tasting on the spot. Create a space that let’s users take notes on how that particular scotch personally tastes, smells, and feels to them. Let’s them compare their notes with their scotch buddies notes. Gives the user recommendations on new scotches to try. Let’s the user filter through the scotches they like, dislike, or own. Make it user friendly.

PRIMARY TARGET AUDIENCE 07 Steve Opiyo is a 31 year old male who lives in Washington D.C. and works in marketing at an advertising agency. Steve is very social and active and likes to combined the two by doing crossfit. After a hard morning at crossfit Steve then goes to work. He hits up happy hour on Fridays to reward all his hard work. He recently started drinking scotch, but has no idea what type of scotch he is in the mood for and would like some recommendations. GENDER Male AGE 31 OCCUPATION Marketing EDUCATION College Graduate INCOME 85k LOCATION Washington D.C. YEARS TASTING 6 months

SECONDARY TARGET AUDIENCE 08 Paul Marsh is a 65 year old male who lives in St. Louis and works as an architect. Paul is a pretty big foodie and scotch connoisseur. In fact, some would say he’s a seasoned pro. In his free time Paul enjoys amateur photography and going to scotch tastings. Paul has tried so many different scotches in his 26 years of drinking scotch that it is hard to keep track of them all. Paul needs a way to track his tastings on the fly. GENDER Male AGE 65 OCCUPATION Architect EDUCATION Masters Graduate INCOME 205k LOCATION St. Louis YEARS TASTING 26 years

INSPIRATION 09 INSTAGRAM is a great application that allows users to share photos on the fly. This is a great social app that is easy to use and encourages engagement between users.

Competitors 1 of 3 10 iMALT is a mobile application that allows the user to keep track of their single malt whisky collection and their tasting notes. It also allows the user to rate whiskies. However, the application is incredibly difficult to navigate around and does not offer a way to compare the users notes with others nor does it recommend whiskies based off of their likes and previous whiskies they’ve tried.

Competitors 2 of 3 11 DELECTABLE is a mobile application that helps users remember, share, discover and buy wines. The user takes a picture of the wine and Delectable uses its photo recognition to pair the wine that the user uploaded to the wine collection in their database. This indirect competitor lacks the ability to compare notes with fellow enthusiast. It is also strictly for wine only and is not as user friendly as it may look.

Competitors 3 of 3 12 WHISKEY LOG is a mobile application that allows the user to keep track of all kinds of whiskies. It has predefined fields for taking notes and allows the user to upload their own photo. The application lacks the ability to share and compare notes within the app itself. However, the do allow the user to share a link via .

Research 13

RESEARCH 14 This mobile application relies heavily on users inputting their own content. From creating their own profile information to uploading the current scotches they are tasting and sharing their own thoughts on how it tastes, smells, and feels. The content is theirs to create and encourage others to create as well. I will also being using data from Masters of Malt to input all the different scotches from various regions. Additional resources will come from the classes I’ve selected to take over the course of two years to complete my masters. This includes developing programming skills in open source languages such as HTML5, CSS3, PHP, and other programming skills that will help foster this thesis project. I’ll also be using MySQL and API to help with the server side of this application as well as Moodstocks for integrating image recognition. Lastly, I will conduct user testing to get feedback on how to enhance Scotchland. OPEN SOURCE LANGUAGES USERS PERSONAL CONTENT (Entered by the user)

PROOF OF CONCEPT 15 INVISION

INFORMATION ARCHTECTURE (MOBILE APPLICATION) 16

USER FLOW DIAGRAM 17

TECHNICAL SPECIFICATIONS 18 This mobile application will use MySQL Database, API, php, Moodstocks, HTML5, and CSS3 to provide socially engaging and fun interactive application. Users will be able to use this application on smartphones both iOS7 and Android only.

SCOPE 19 Focus will be on visual design and user experience. Data and resources will come primarily from the users. From creating their own profile information to uploading the current scotches they are tasting and sharing their own thoughts on how it tastes, smells, and feels. The content is theirs to create and encourage others to create. Additional data will come from Masters of Malt extensive list of scotches. Visual design and both low and high-fidelity user testing for mobile application.

TIMELINE 20

CONCLUSION 21 Scotchland is a fun and engaging interactive mobile application that allows users to keep track of the many scotches they drink as well as share and interact with their fellow scotch buddies. Additionally, allowing the user to learn and experience new scotches they’ve never encountered before.