WINNER
TfL Go — Quiet times
by Transport for London
The map of the London Underground system is an iconic piece of communication design. Since its creation in 1937, it has undergone numerous changes, adjusting to suit a modernising network and society. It’s grown to include more lines, more interchanges and more crucial information such as fare zones and accessibility. In 2020, Transport for London (TfL) wanted to take this one step further and develop an adaptive, live Tube map made entirely of code.
Launched via the TfL Go app, this new map is responsive, tactile, shows live updates and easily changes to a live step-free mode. It also aligns with TfL’s new, carefully crafted design language which aims to be more inclusive and accessible. Large type, plenty of space, clear iconography and easy to use navigation enables users to engage with the map in a stress-free way. Alongside this, TfL has released a new set of features on the app which allow customers to avoid busyness and find quieter times to travel, utilising new data that it collects from stations all around the network – something which takes on added importance during the pandemic.
The judges said: “Thoughtful, inclusive, calming design. Attention to every detail and thinking through the needs of many.”
Tuft App
by Forty8Creates
Tuft is the first app of its kind – an app for finding, booking and reviewing your local dog groomer in which the customer loop has been completed. Catering to both dog owners and dog groomers, it allows the former to search for local services that suit their pet’s needs, and it allows the latter to streamline and optimise their business by using an effective CRM system that interacts with customers.
Designed by Forty8Creates, Tuft was created with functionality and simplicity in mind. For instance, the team wanted the app to be usable with one hand, so they avoided putting too much content on the top half of the screen where it is harder to reach and instead leaned heavily on UI exclusively in the bottom half. The content itself also reveals an approach that prioritises usability, with users able to refine their searches through filters such as star rating, price, location and quality level, allowing them to connect with groomers that suit their dog's breed and coat type. And, as a result, groomers who specialise in a particular breed or coat type are then able to take advantage of this and get their specialist services in front of the right people.
My Footprint app
by Rufus Leonard, for WWF-UK
WWF-UK is a leading independent conservation organisation that is setting the agenda on environmental issues and driving real-world change at a faster pace. Realising that people need guidance on how to make their own contribution to this change, WWF-UK chose to create an app that could help with this.
Titled ‘My Footprint’, the app was designed with the help of London-based design studio Rufus Leonard, who were given the brief of turning this outlet into WWF-UK’s most effective channel for instigating action. Rufus Leonard opted to build the app with React Native for its versatility and ability to deploy on both iOS and Android with a single codebase. A key aspect of the plan for the app was to gamify its contents, encouraging behavioural change through a variety of challenges. Users can calculate their personal impact on the environment and then work to develop better habits that can be tracked using the app. More than 120,000 of the challenges have been completed so far.
SMASH
by I-AM, for SMASH
Youth obesity levels in the UK are at an all-time high – one in three children are overweight or obese by the time they leave school, increasing to one in two by the time they reach 24 years old. In response to this issue, ex-KFC board member Chris Holmes founded Smash, a teenage discount app that increases access to, and affordability of, healthy food for young people aged 16-24. By using Smash, they can save up to 20% at a range of high street food brands that offer healthier choices.
The branding for Smash was carried out by design studio I-AM, which developed a vibrant and playful digital identity with a relaxed, colloquial tone of voice, bold colour palette and simple yet strong visual signatures. The latter includes italicised fonts and a diagonal slash image-framing device. Together, these elements try to show that healthy doesn’t need to be boring. Various app features help to gamify the app and encourage frequent and sustained use, as well as a dedicated Smash community.
App Design
shortlisted