Chat with Tectonic

When I saw that Nana Parry was offering free one-to-one sessions to new businesses I signed up. Granted, I might have not have been who he was expecting when he set up his scheme, but nothing ventured nothing gained.

The advice I sought from him wasn’t to do with this presentation as it is too late in the schedule to change without impacting other submissions. Instead, I asked him for advice with how to carry this idea into the real world.

He liked that I had identified the three separate target users as a starting point and that now I can drill down more into their needs. Right now, the project is based on assumptions, which he said was fine, and now I need to validate those assumptions.

I need to step aside from the idea and. work out who needs it most and who needs it regularly and to go into as much depth as possible. He suggests speaking to users without showing them the project so that I don’t ;ed their answers and create a product that truly answers their needs.

One resource he suggested that I look at is which is a tool to develop Strategyzer-like business canvasses and a way to create a one page business plan.

Although they focus on different media, he suggested that I look at the company journey of Unsplash to see where they started and how they got there. Nana appreciated that what I am trying to do focuses directly on typography and agrees that could seem restrictive, but I should make that focus a strength of the platform.

Right now I’m a little too burnt out and concerned about focussing on the final week to action his points. I am so glad that I took a chance to make the connection and will work on the project. He said that he’d like to hear from me in the future, so that’s good, right?


Week 8: Critical Presentation and pitch reflection

pitch deck

Slide commentary

Slide 1 – Open

Hi everyone! Welcome to my pitch to present my digital tool to enable collaboration. Last week you saw my elevator pitch introducing filo’type and here I am going to go into further details.

Slide 2 – Contents

I will tell you about the project, the users I am aiming for, similar products and the opportunities for collaboration during development. Then I will take you through the potential feature modules before showing you my development plan. Let’s get going!

Slide 3 – About

The digital tool is aimed at people interested in typography to enable them to capture, catalogue and reference type examples for their future projects. It will build a collaborative library to expand horizons and save time in the research of projects.

Slide 4 – Users

I am focussing on three consumer segments, namely typophiles, which is anyone interested in type and its history, set designers who build fantastic worlds for audiences in films, theatre and TV; lastly, type designers who create new typefaces for clients. This is a summary that looks at the users.

Slide 5 – Users 2

Here is a more detailed look at the Consumer Segments and the jobs, pains and gains for each group. The information is based on assumptions at the moment. At the bottom, I have listed questions to which I want to find answers.

I need to do further work to validate the assumptions about the consumer segments I have already made. It may be that the project and features shift slightly to accommodate the feedback.

I plan to form focus groups to isolate the issues each group face and propose solutions.

Through the development stages, I plan to collaborate by continually testing and developing with the users to meet the goals of the project.

Slide 6 – Market Research

I have looked into other digital tools that have a feature overlap with my tool. Firstly, social media sites such as Pinterest and Instagram can act as discovery and archive tools. However, even with hashtags filtering content, they are not explicitly built for type and posts cannot be viewed geographically.

Type resources such as Fonts In Use have grown to be able to identify typefaces in other people’s work. It is a useful archive that enables the identification of fonts but doesn’t show examples you would see walking down the street and doesn’t present the context in which the work was created.

I want to incorporate Augmented Reality Technology into the digital tool, and Adobe Fontphoria is a brilliant example of using machine learning to extrapolate a whole typeface that the user can project into an AR space. Those features alone don’t match what I am trying to do, and no context is provided to the new typefaces made.

Slide 7 – Collaboration 1

When I look at the features that I want to include, there are opportunities to collaborate with others throughout the development process. I have mapped these opportunities onto the Double Diamond process on the next slide.

Slide 8 – Collaboration 2

At the Discover Stage, I want to validate my consumer segment values and draw further wisdom from my users and consult with a company like Metier Digital to build a solid structure for the tool.

At the Define stage, I need to consult with lawyers that specialise in copyright and intellectual property because features such as distributing others’ work might breach some laws. By considering this at an early stage, I can mould the exact features so that they do not contravene any laws before it gets to the development stage.

At the Development stage, I imagine including many more people. Some are to do with the actual construction of the tool: App and Augmented Reality designers and Search Engine Optimisers to build a flexible system of tagging. Before development gets too far, I’d like to include Type Historians and Archives to populate some sections for quality control and test the design with users at different points to create a strong project.

Lastly, I see the delivery stage as an ongoing process where testing, feedback and development continues as an iterative process.

Slide 8 – Features

I envision the tool as four different modules, called Catalogue, Archive, Explore and Augmented type. Let’s take a look.

Slide 9 – Catalogue 1

This is the core of the tool and aimed at all consumer segments. Here, users can upload their images into a shared catalogue that details the type features, usage and context and location. To help the user build a full description, I will include multi-choice tags and questions. The user can view posts in a feed or on a map to identify resources close to them.

Slide 10 – Catalogue 2

Users can build a profile and create collections for inspiration and gather references for projects. Users can set their privacy for these features.

Slide 11 – Archive

From the base of the Catalogue, the Archive module builds on the information to detail the further context. Users can message each other to share jobs, resources and knowledge that they can use to rebuild typefaces for the future. For example, fonts from ghost signs can be restored to create a background sign on a film set to add depth to the scene.  

Slide 12 – Explore

Typography reveals the history of an area and knowledge from the Archive module can build self-guided walking tours with information about chosen examples. There will be some built-in tours with the feature for users to craft their own.

Slide 13 – AR

Finally, Augmented Reality. It’s not enough to see what others have created – let’s create our own. Using typefaces designed in the Archive module, users can type their text to leave invisible messages for others or module a concept in Augmented Reality.

Slide 14 – Road Map

Going forward from this point, I have mapped out a rough route I can take to bring this tool to live. I begin with user research, consulting with experts before developing the tool. Then, the tool is tested and developed and improved up to launch, from when it will continue to this iterative process.

Slide 16 –

Thank you for paying such close attention to my pitch! I hope that you can see a place for this tool in your creative process. I can’t wait to see what you guys have come up with.

Slide 17 –

Do you have any questions?

Reflection 1 – Recalling my presentation

I like how this presentation went because I was much more prepared and together than in previous crits. I knew my stuff and was proud of my idea. That made a huge difference.

My slides were a little bit iffy thanks to Big Blue Button and optimisation and so the logo on the first page was missing. To me it was glaringly obvious and I pointed it out so that people would know it was the techs fault rather than my poor design. Sometimes I think that it helps to appear human rather than perfect in a presentation because everyone can relate to it.

The slide information and talking ratio was generally right, although on a couple I could have spoken rather than displaying the text too. This was deliberately set up for an in person pitch, and I wonder how best to translate the pitch to a format for a remote pitch instead.

I felt calm whilst doing it and measured out my pace when I thought I was going too fast. Writing out most of the script helped as I prepared the presentation so that I knew I was including everything I intended too. I might have come across as a little scripted and stilted but there were times I took the text more freely and ad libbed to include comments from Alex’s presentation before mine.

The trouble with bright pitch decks is that the app mockups came across as a little bland in comparison. The sage green didn’t give the impression wanted and I want to make it look cleaner,monochrome with one accent colour for the final presentation.

Week 8: Filo’type Copyright considerations

I need to think about how copyright will be addressed in this app, as it has legal and financial implications. First, I’m going to take a look at existing terms of use.


First impressions: It is very open and split into different categories. It also has the legalese followed by Plain English, so that people are able to understand what they are agreeing to.

Key quotes:

  • If you post your content on Pinterest, it still belongs to you.
  • If you post your content on Pinterest, we can show it to people and others can save it. Don’t post porn or spam or be rude to other people on Pinterest. 
  • Pinterest has adopted and implemented the Pinterest Copyright Policy in accordance with the Digital Millennium Copyright Act and other applicable copyright laws. For more information, please read our Copyright PolicyMore simply put We respect copyrights. You should too.
  • You will have to sue us here in Bay Area. In the EEA, this applies if you’re a merchant, but not if you’re a consumer. If you are a consumer in the EEA, you can sue us in your home courts.
  • To submit a DMCA notice, just fill out our copyright complaint form.
  • Pinterest respects the intellectual property rights of others and we expect people on Pinterest to do the same. It’s our policy—in appropriate circumstances and at our discretion—to disable or terminate the accounts of people who repeatedly infringe or are repeatedly charged with infringing copyrights or other intellectual property rights.
  • Our goal is to give you simple and meaningful choices regarding your information. If you have a Pinterest account, many of these controls are built directly into Pinterest or your settings.
  • Children under 13 are not allowed to use Pinterest. If you are based in the EEA, you may only use Pinterest if you are over the age at which you can provide consent to data processing under the laws of your country.
  • Pinterest isn’t a place for hateful content or the people and groups that promote hateful activities. We limit the distribution of or remove such content and accounts, including:
    • Slurs or negative stereotypes, caricatures and generalisations
    • Support for hate groups and people promoting hateful activities, prejudice and conspiracy theories
    • Condoning or trivialising violence because of a victim’s membership in a vulnerable or protected group
    • Support for white supremacy, limiting women’s rights and other discriminatory ideas (and it continues)
  • We don’t allow content that reveals personal or sensitive information.


Less immediately friendly than Instagram, but seems to be written in easy-to-understand language from the get-go.

Key quotes:

You must be at least 13 years old.

You can’t post private or confidential information or do anything that violates someone else’s rights, including intellectual property.

We do not claim ownership of your content, but you grant us a license to use it. Nothing is changing about your rights in your content. We do not claim ownership of your content that you post on or through the Service.

Fonts in Use

Arghhhhh legalese! Still, it’s not too long and I think I can cope. There’s a lot that I would need to put into my terms and conditions to protect myself and my users

Key Quotes:

  • Fonts In Use makes no claim to the trademarks or copyrights of third party’s works displayed on the Site.
  • This license does not include any resale or commercial use of this Site or its contents; any collection and use of any product listings, descriptions, images, prices; any derivative use of this Site or its contents; any downloading or copying of account information for the benefit of another vendor; or any use of data mining, robots, spiders or similar data gathering and extraction tools.
  • If you post content or submit material, and unless we indicate otherwise, you grant Fonts In Use a nonexclusive, royalty-free, perpetual, irrevocable, and fully sub-licensable right to use, reproduce, modify, adapt, publish, translate, create derivative works from, distribute, and display such content throughout the world in any media. You grant Fonts In Use and sub-licensees the right to use the name that you submit in connection with such content, if they so choose. 

Project 2 – Outcome and Ambition


  • Make and deliver a five minute presentation (Video, Keynote Presentation, Interactive PDF or similar) to evaluate the success of your industry project. Add initial reflections onto the Ideas Wall, to gain peer reflection, and post the final presentation in your blog.
  • Communicate an evaluation of the industry set project outcome and reflect on the project evolution, strategy, innovation, user testing, positioning, final delivery and success at reaching the target audience. Post your final analysis in your blog.
  • Design and deliver the final outcome of your industry set project. Post visual developments on the Ideas Wall, including the final outcome, and use your blog to reflect on detailed development.

Make and deliver a five minute presentation (Video, Keynote Presentation, Interactive PDF or similar) to evaluate the success of your industry project. Add initial reflections onto the Ideas Wall, to gain peer reflection, and post the final presentation in your blog.

Please see this post for my presentation video.

Communicate an evaluation of the industry set project outcome and reflect on the project evolution, strategy, innovation, user testing, positioning, final delivery and success at reaching the target audience. Post your final analysis in your blog.


I would love to carry on this project so that I could:

  • Thoroughly embed game principles in the design
  • Work with curators to develop a range of levels for the game
  • Build a machine-learning database that could generate its own levels
  • Test these levels on a wide range of visitors to the Science Museum website and get feedback from possible players
  • Develop the game using Unity to improve the visual look of it.

Personal evaluation

  • This was an incredibly interesting and in-depth project and to start with I was excited about getting into coding an interface, before realising my time would be better spent concentrating on the ‘bigger picture’ concept.
  • I lost time this way by being too concerned by the back-end process and how to demonstrate it rather than the overall final outcome.
  • My first iteration linked objects in the game by using the metadata that already exists in the collection, but this was seen as boring and unengaging compared to what it could be.
  • The feedback that I gained from John Stack of the Science Museum, games developers and an art director was vital in transforming my final outcome.
  • By demonstrating links that would be interesting, the feedback shaped my project and to transform it into a game that people of all ages and backgrounds could interact with.
  • My final outcome wandered from my original positioning statement in that it isn’t focussed on being used by intergenerational groups, however the audience has broadened to players of all ages.
  • Other concepts I presented did match my positioning statement in this regard more, however initial feedback led me to the concept I did.

Design and deliver the final outcome of your industry set project. Post visual developments on the Ideas Wall, including the final outcome, and use your blog to reflect on detailed development.

Final outcome


As I got feedback from John Stack and others that linking metadata was not interesting, I decided to borrow a connecting link from James Burke’s Connections TV show in the 90’s to provide an interesting narrative:




There’s also the option to select a multi-choice answer to make the links, in an easier version of the levels based on the description so that the players have to engage:



Correctly linking objects will allow users to score points too:



When the player exits the game, they will have several things to take away with them. One, their score based on the connections of how they performed in the games and how well they navigated around the collections:


Two, a visualisation of the paths they have taken through the collection on each journey so that they can see the objects in perspective and see how far they can go. If the user has had multiple sessions, they can see all their journeys on the map.


Three, a piece of artwork generated from the objects the user has seen in this session viewed in a number of ways, shared on social media:




Ideas Wall

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