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Print Design for Chettinad RMH Hostel Client Name & Place : Chettinad Group, Chennai, India Industry: Hospitality Project Release Year: 2020 Project Duration: 4 Months Contributions: Concept, Visual Identity Design, Logo Design, UX Design, UI Design, Digital Design, Print Design Chettinad Rani Meyyammai Hostel was started in the year 1976 with the vision of providing a home away from home. As the hostel underwent a complete infrastructure makeover, a new identity followed by print and digital media were provided. I closely worked with the hostel's team and students to navigate through this design process. Previous Project Next Project

Print Design for The Stylish Indian Client Name & Place : The Stylish Indian, Hyderabad Industry: Fashion Project Release Year: 2018 Project Duration: 3 Months Contributions: Concept, Visual Identity Design, Logo Design, Print Design, Copy Writing We were required to design the business card for the founder of The Stylish Indian - An iOS & Android app, that helps you book a stylist. The concept of opening doors of a wardrobe for the business card, aimed to reflect the opening of collaboration possibilities between people who needed help in presenting themselves better and talented stylists of varied levels of experiences. We also created the visual identity of the brand inspired by a bow-tie. AMVDS Design Team: Ashvini Menon, Vaijayanti Ajinkya and Nitya George Previous Project Next Project

UX Design for Chettinad Hari Shree Vidyalayam Client Name & Place : Chettinad Group, Chennai, India Industry: Education Project Release Year: 2021 Project Duration: 6 Months Contributions: Concept, Visual Identity Design, Logo Design, UX Design, UI Design, Digital Design, Print Design Hari Shree was founded in 2004 with a vision to create a safe, emotionally secure, joyful environment, while being rooted to Indian culture. Over a period of many months their visual identity followed by website was designed. The process involved secondary research and primary research involving the schools stakeholders. The visual design system was also developed. One of the major goals was to streamline content and simplify the navigation. We did this by keeping the information use-case centric. The live website can be visited here https://www.harishree.org/ Developed by Anant Salgoankar, Bluish Green Planet for AMVDS. Previous Project Next Project

Magazine Design on Marine Life Client Name & Place : Bombay Natural History Society, Mumbai, India Industry: Environment & Conservation Project Release Year: 2017 Project Duration: 1 Month Contributions: Concept, Illustration, Print Design The Hornbill Magazine is published for the members of The Bombay Natural History Society, one of India's oldest organizations working in the field of conservation. This issue focused on marine life on the planet. Vaijayanti created hand-lettering for this issue. We created some custom illustrations and included interactive pages too. The issue is one of BNHS's best selling magazines till date. AMVDS Team: Ashvini Menon & Vaijayanti Ajinkya Previous Project Next Project

UX Design for NFL Stats App - Microsoft Internship Client Name & Place : Microsoft, Hyderabad, India Industry: Information Technology, Sports Project Release Year: 2014 Project Duration: 3 Months Contributions: Concept, Research Study, UI Design, UX Design I was a part of the internship group-project 'Microsoft Foundry', where our team was asked to create a mobile app for Bing NFL. We used the then applicable, Metro Design System and designed for the Windows Phone. The available apps in the market - Bing Sports, ESPN and NFL Official were studied. We also conducted surveys through our design process. We created an app which had the following features:- A Lean back mode (enabling players to sit back and watch the game without distractions, saving battery life in dark mode.) Unified roster with injury and depth chart Red zone alert for other (live) games in In-Game Screen Shareable infographic Favourite team schedule with calendar integration + Home Page Personalization One-tap social share for game events Bing NFL Team: Designer Interns: Myself & Rasagy Sharma (From NID Ahmedabad and Bangalore Respectively) Programme Manager Intern: Prateek Dudeja (From XLRI Jamshedpur) Developer Interns: Lakshit, Hardik, Shubham Kansal & Karan (From IIT Bombay) Previous Project Next Project

Print Design for Chettinad Hari Shree Vidyalayam Client Name & Place : Chettinad Group, Chennai, India Industry: Education Project Release Year: 2021 Project Duration: 4 Months Contributions: Concept, Visual Identity Design, Logo Design, UX Design, UI Design, Digital Design, Print Design Hari Shree was founded in 2004 with a vision to create a safe, emotionally secure, joyful environment, while being rooted to Indian culture. Over a period of many months I redesigned their visual identity, involving the schools stakeholders. Post the rebranding exercise for the school, we created the website design for the school. One of the major achievements was to reduce the number of pages pages, thereby simplify the navigation. We did this by keeping the information unique, consise and user-scenario-centric. Previous Project Next Project

Branding for Youth Conservation Action Network Client Name & Place : Youth Conservation Action Network, Chennai, India Industry: Education, Environment & Conservation Project Release Year: 2018 Project Duration: 4 Months Contributions: Concept, Visual Identity Design, Logo Design, UX Design, UI Design, Digital Design We went through a detailed design process to come up with this visual identity for the Youth Conservation Action Network (YOUCAN) based in Chennai. An initiative by the inspiring Ramnath Chandrasekhar and Rachita Sinha to guide young people to improve eco-literacy in schools. We used floral inspiration from the Himalayas for brand graphics. These translated into digital designs for the brand. AMVDS Team: Ashvini Menon, Vaijayanti Ajinkya and Nitya George Previous Project Next Project

Book Design for HLC School Client Name & Place : Stories For Change Studios, Chennai, India Industry: Education Project Release Year: 2021 Project Duration: 2.5 Months Contributions: Design Concept, Illustration, Layouts We were approached by Stories For Change (SFC) Studios to design a book that carried an inspiring history of the HLC school in Chennai. We were glad to have been able to add some small touches of thoughtful design in the book such as the timeline bar to indicate the year of the events discussed and an introspection area at the end of every chapter. The cover is an optical illusion of the roosters (the school’s symbol) and a smiling young child. The illustrations are inspired by the early hand drawings of Mrs. Sudha Mahesh (a very passionate teacher and the school’s founder), herself. The color scheme was kept minimal to emphasis on the photography. Special thanks to team SFC and HLC for their encouragement and belief in us. AMVDS Team: Ashvini Menon & Siddhi Jadhav Book Concept & Production: Stories For Change (SFC) Studios, Chennai Photography: SFC & Sreenag Studios, Chennai Printing: Compuprint, Chennai Previous Project Next Project

Branding for Udaan Client Name & Place : Hyderabad Ultimate Frisbee Association, India Industry: Sports Project Release Year: 2016 Project Duration: 1 Month Contributions: Concept, Visual Identity Design, Logo Design A National Ultimate Frisbee Tournament called Udaan was organised by Hyderabad Ultimate Frisbee Association. Udaan means ‘flight’ in Hindi. An identity was created to reflect the spirit of the game. Previous Project Next Project

Business Card for Lidco Client Name & Place : Lidco Building Technologies, Mumbai, India Industry: Manufacturing Project Release Year: 2016 Project Duration: 1 Month Contributions: Concept, Print Design Lidco is a manufacturer of premium drainage fittings and shower channels. The business card design showcased one of their products. It was embedded at the bottom of the card inform of a see-through stencil. Previous Project Next Project

Book Cover for Kalpavriksh Client Name & Place : Kalpavriskh, Pune, India Industry: Environment & Conservation Project Release Year: 2021 Project Duration: 3 Weeks Contributions: Concept, Illustration Cover Design for 'Conservation Kaleidoscope - People, Protected Areas and Wildlife in Contemporary India'. It is a collection of over a 100 edits and accompanying news items that have appeared over the last two decades in the Protected Area Update newsletter. Written by the newsletter's long-time editor, Pankaj Sekhsaria, the individual edits offer an interesting and often counter-intuitive account of the state of wildlife conservation and protected area management in contemporary India. Organised over 14 broad themes in this collection, the book offers a ringside view of conservation that is as challenging and informative as it is insightful and provocative. AMVDS Design Team: Ashvini Menon, Vaijayanti Ajinkya and Nitya George. Previous Project Next Project

Solution Secondary Research Primary Research Business Mode Canvas Wireframes Usability Studies Prototype Ideation User Flows Visual Design System Overview Information Architcture Conclusion Overview A mobile app for an Art Gallery that helps you understand artworks. Timeline 4 Months (April 2022) Tools Figma, Adobe Ai, Adobe Ps, Procreate Roles Research & Design Hypothetical Client National Gallery of Modern Art, Mumbai Process Design Thinking Process (Non-Linear) Research Methods Used Field Studying, User Interviews, Competitive Analysis, Card Sorting, Usability Testing Problem: How might we redesign the current NGMA app to help visitors of the art gallery to engage with abstract versions of modern and contemporary art. Goals: Provide an engaging guide for each artwork, with tips & knowledge. Help users plan visits to the gallery & book tickets online. Provide a reward system. Allow users to favourite & save gallery experiences. Success Metrics / Key Performance Indicators: App downloads Online Bookings Time Spent in Gallery by App Users vs Non-App Users SOLUTION 1. Plan Schedule & Book 2. Provide an engaging guide for each artwork, with tips & knowledge 3. Reward System 4. Favourite & Save Gallery Experience Solution SECONDARY RESEARCH Secondary research involved the study of the following: ​Existing NGMA Apps & Website using Heuristic Evaluation & Reading Reviews. Competitive Analysis of Art Gallery & Museum Apps in India & Outside India. Publications and Reports on Indian Art Industry were referred to. 1/25 Key Insights from Secondary Research: ​The current app & website is gallery-centric instead of being user-centric - The gallery history is given prominence over schedule & booking. The NGMA Brand is not established clearly through the User Interface. Missing features such as language change, font size adjustment, labelling of all images, low colour contrasts make the app & website less accessible. The experience of the current app & website appeals to connoisseur alone. There is an increase in the number of young art enthusiasts in their late 20s to early 40. For abstracts art works - helping the user discover their own beliefs is the way forward. Secondary Research PRIMARY RESEARCH The Primary Research included the following steps: ​Field Study of 2 Galleries User Interviews with 6 Individuals Forming User Personas based on themes Creating User Journeys for the Personas Insights 1/6 1/3 1/2 Key Insights from Primary Research: The user needs to have the following needs met:- Understand the artist's motivation behind the art piece Make an emotional-connect with the artwork Share their experience with fellow visitors Feel like the gallery is meant for all (not just connoisseurs) Primary Research Business Mode Canvas BUSINESS MODEL CANVAS IDEATION The ideation process was carried out by listing down as many ideas possible, in the time period of 2 days. These features are a mix of features that would be of use ‘before, during and after the gallery visit’. They were shortlisted and sorted keeping business goals in mind. 1/2 Ideation INFORMATION ARCHITECTURE The following steps were followed to create the information architecture for the app:- Observing UX Patterns in similar apps Sketching Screens, Card Sorting and Connecting on a soft board Verifying and iterating using the principles of IA Information Architcture USER FLOWS The following user flows were created Using a guide to understand an artwork. Viewing Schedule & Booking ticket. Favourite & Save gallery experiences. 1/3 User Flows WIREFRAMES Prototype Link Here Wireframes USABILITY STUDIES Part 1: Moderated Testing using Low-Fid Prototype (3 Participants)​ 1/3 1/5 Part 2: Un-moderated Hi-Fid Testing using Prototype (4 Participants)​ 1/4 1/4 Usability Studies VISUAL DESIGN SYSTEM The Visual Design Included the following aspects Finding an appropriate theme Colour Type Icons Components Illustrations Backgrounds 1/6 Visual Design System Prototype Link Here 1/9 Prototype Conclusion CONCLUSION Future Evolution: Customized tips for each artwork E-commerce shop of souvenirs Hindi Language Apply to exhibit in NGMA Booking an Artist’s Interaction Exclusive Audio Tours in the Artist's Voice Archive of Past Exhibitions with few artwork samples each Map and VR to directly start tour from a certain location in the gallery Moderated Discussion Forums Learnings & Reflection: Research: Availability bias led to me carrying some usability tests online. UX: Don't serve with the aim of being delightful over useful. UI: Spend more time in bringing consistency for illustrations & icons - subjects, abstract/real, backgrounds, accents etc Stake holder review and another round of usability testing would have been great. Acknowledgements: Acknowledging in gratitude, all the people for their participation in interviews, studies and project reviews. Amit Ruparel, Arka Roy, Ashlesha Gharat, Bhakti Mehta, Bhumika Bhurani, Devanjan Roy, Gaganpreet Singh, Ganesh Singh Thakur, Gangadharan Menon Sir, Pranav Menon, Rasagy Sharma, Raviraj Shinde, Ritesh Rajan, Sasikumar Menon, Seema Shinde, Shweta Humnabadkar, Umang Dedhia, Varun Muralidharan. FINAL PROTOTYPE