The diploma semester is over!

The diploma semester is over, now both Heidi and I have our Master in Design degree from the Oslo School of Architecture and Design. Wooo! I just posted our diploma project «The Value of News» in my portfolio, have a look and tell us what you think!

Heidi and I won the AHO WORKS prize for interaction design, issued by Bekk Consulting and the Oslo School of Architecture and Design.

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Midterm presentation – The value of news

February 16, we had our first diploma midterm presentation – showing the design teachers and students at AHO where we are in our process and getting feedback. I work with Heidi Hoen

It’s a good way of summing up what we have done so far, so i thought it would be nice to show it to you.

Our working title is «The value of news» and we work within the field of interaction design.

Mosse Sjaastad is our main supervisor, and we have an external supervisor from Schibsted Media Group, Jon Olav Eikenes, and also an external supervisor from VG, Ingrid Reime. Even though our external supervisors are from Schibsted and VG, we don’t have to make something that fit’s for VG or any other Schibsted newspaper.


What is our diploma about?
The media houses are facing a major crisis and needs to change.

We want to see if changing the way news are presented to the reader could add value for the news as a product.


The context of our diploma 160216_Diploma_Midterm1_TheValueOfNews_HeidiHoen_MarteFVidvei11

Media houses are facing a major crisis. From 2004 to 2014 the share of Norwegians that read printed newspapers dropped from 75 to 49 percent, and the digital newspaper increased from 19 to 54 percent.

The printed newspapers are loosing readers and the digital news paper are not compensating for the lost incomes.

The media houses are cutting down on staff, less staff means a more stressful work situation for the journalist. To compensate for the lost income, there is a bigger production of stories to be able to sell more ads. 

160216_Diploma_Midterm1_TheValueOfNews_HeidiHoen_MarteFVidvei13Through our research about digital solutions, we found that:

  1. More communication platforms (like social media) creates a need for the news do more than just retell information.
  2. The ongoing news today consists of more and more bits of information on several media platforms. This leads to a fragmented news situation, and it’s more difficult for the reader to stay updated.
  3. The focus on click-baits and the desire to be first with breaking news leads to copy paste journalism, inaccurate source criticism, fragmented knowledge and perspective.


The reader is our main focus. We want the reader to be able to follow a story from start to end, get an overview of the situation and see a new value in news.

To do this, we need to include the journalist – so we make a solution that could be realistic.


The problem
“I feel like my constant problem with the daily news media is that either you’re always entering the story in the middle or often at the end. And they don’t do a very good job of talking about the beginning and what got us to this point where it became news.” said Alex Bloomberg, the producer of the radio show This American Life.

News organizations have so far been bad at contextualizing information. They publish articles on a 24-hour news cycle and expect readers to figure out how to connect the dots on their own. 

A study from the Chicago Community Trust in Illinois USA, shows:

  • Almost half of adults said they feel overwhelmed by the amount of information available to them.
  • 41 percent said they have a hard time telling what news is important.
  • 40 percent said they don’t have time to keep up with the news.
  • 25 %  said they find the news difficult to understand.


Current brief 160216_Diploma_Midterm1_TheValueOfNews_HeidiHoen_MarteFVidvei23

This is our current brief: How might the reader of digital news get an overview, understand and contextualize the news?



The road ahead

160216_Diploma_Midterm1_TheValueOfNews_HeidiHoen_MarteFVidvei31We have not included the reader until this point, because we wanted to get to know the area we are working within.

It’s easier to ask the reader for spesific feedback and to get insight from them, when we have a clearer direction.

We want to use interviews, tests and workshops to see how the reader consume, understand and want to read news.

160216_Diploma_Midterm1_TheValueOfNews_HeidiHoen_MarteFVidvei33We want to look at multiple stories, and look at a way of presenting them with our brief in mind.

We want to follow the stories from they appear in the news and follow the development, so we experience the breaking news the same way as journalists do.

We started by looking at the Zika virus case, written on VG and Aftenposten. We started following the story from the first article was published. It gave us an understanding of how a case develops, the journalist does not know what will happen, how the content will change or how much the case would be covered – so we would have to make a flexible system.



160216_Diploma_Midterm1_TheValueOfNews_HeidiHoen_MarteFVidvei36We now want to focus on ideation. We want to involve the readers, and have a dialogue about their needs and motivation. We want to look at news stories from the journalists perspective, and try to make a understandable system for it.

After that, we want to develop concepts withinin multiple areas, like we showed in state of the art, and test the concepts on the reader. Our insights on what works will be taken further to our final concept.

Then we will work on the final concept, testing it on readers and journalists.


Final delivery
160216_Diploma_Midterm1_TheValueOfNews_HeidiHoen_MarteFVidvei38We want to make a clickable prototype for digital devices.

The reader is our main focus. We want the reader to be able to follow a story from start to end, get an overview, understanding and be able to see the story in context.

To do this, we need to include the journalist – so we make a solution that could be realistic.

We want to make a prototype that makes the reader see a new value in news.


Feedback and road ahead
We got feedback mainly that we need to start talking to the readers. We spent last week holding workshops, doing reader and expert interviews. We would love to talk to as many people as possible – if you are interested in a quick chat with us, it would be great if you would contact us. My mail is: marte.froyse.vidvei@stud.aho.no.

We also have a survey, so if you have some minutes to kill and can read Norwegian, we would appreciate if you would take u: http://goo.gl/forms/bZ4pBO99ca


Heidi and I have a diploma blog, it’s mainly a tool for us – but I think it could be of interest if you are looking for some inspiration: http://heidimartediploma.com

The service design semester is over – hello diploma project!

The Service design semester is over, and yesterday we won the AHO WORKS prize for service design for our project The Golden Suitcase! The project was made in collaboration with Telenor.

031015_Presentasjon_Rehersal_SocialAspect_v119 kopier

Would you like to know more about the project? http://www.martedesign.no/#item:the-golden-suitcase

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2015-12-14 17.56.58Pictures from our exhibition 

It’s been great working more holistically with design than I’m used to. It’s of course more complex, but it’s also rewarding to do a thorough insight phase, talk to the users, do workshops and interviews – so you are able to work with and (hopefully) solve a quite complex problem.

We got some comments on that we are in the post-it course, you might figure out why.

2015-11-16 15.25.54 20151123_123951 Copy of IMG_0655

We have learned a lot about working visually with complex design tasks.

Diploma project
Heidi and I have been working on our diploma project for one week now, so I will keep you updated during the prosess.

LunaWe also have a little companion on board, my Schipperke puppy Luna.



You know you’re in the service design studio when…


You might have guessed, I’m in the service design studio this fall. Here you see Ida mapping different touch-points, based on the AT-ONE method. This is my first time of having a single assignment for the whole semester, and also – our studio of 20 people will only have one single delivery. We are working with Telenor, and in a couple of weeks we are going to Serbia. We will work with their business unit in Serbia, to do some research and gain insights.

IMG_2750 IMG_2751The mood at AHO these days. 

Bilde tatt 16.09.15 kl. 12.05 #2The studio has splt into four different design firms, and I’m in Cerebell with Marie, Miriam, Cecilie & Ida. We have developed values, vision and mission – and a visual identity based on this.




cerebell_presentation5 kopierOur name Cerebell is inspired by Cerebellum – the little brain. This is the part of the brain where visceral responses happens.

Viscral responses are automatic responses and trigger direct emotional responses. They are a throwback to cave-man instincts, and most advertising works at this level. Most of our behaviour is visceral (like responsing to a smile, our need personal space), this is why it is particualy relevant for service design.

workshopWe are learning about how to facilitate workshops to gain insights, and today we are having our second workshop with Telenor. I will update you, so you can see how our project develops.


Digital Almanac

I want to show you the final project in screens at The Oslo School of Architecture and Design, spring 2015. Ida Marrable and I collaborated with Gyldendal Publishing. We had about four weeks to work with this project.

Gyldendal Publishing is considering to develop an app for iPhone and Android phone. The app will be based on the contents of the printed edition, ­Almanakk for Norge.


The Almanac has a kalendrium for this year with dates for holidays and official anniversaries, information about sunrise and sunset (this is used by for example the military), tidewater, weather statistics, it has a planet map, rules on hunting and fishing and so on. The content is extensive!



The content needs adjustments to work in a digital platform. We also had to consider the amount of specialized and good apps for each of the topics the almanac covers – how can the user benefit by having them all in one app?

We did a survey and got access to a survey done by Gyldendal. The surveys gave us insights to what type of  topics in the almanac people are most and least interested in, and the topics that different kinds of people are interested in.


With the insight we got from the surveys about what people is most and least interested in, we started with the information architecture. What you see here is the Alamacs table of content. When you see this page it feels like a lot to take in, so we gave some topics new names, merged some topics and categorized them.

Based on this we choose a concept: A kind of calender mixed with a book. You have a dashboard with prefered information from today, based on your geolocation. Here are some pictures of our prototype:









A short video of our prototype for iPhone.


Hope you liked it! Please ask if you have any questions. We choose to focus on some areas of the app, for further developments there are multiple areas we would like to explore.
Gyldendal Publishing – thanks for the collaboration! AHO Works Exhibition – thanks for the nomination.




The semester is over – hello summer

The second semester at AHO is over, and I want to show you our final project – Digital Almanac. Ida and I were nominated for AHO Awards in the category «prize for interaction design».


For now, this is all I’ll show you – a picture from AHO Works Exhibition. A longer post is coming soon. Promise. The final month at school were really busy for me, working around the clock with the final task in screens and graphic design for AHO Works Exhibition – so it’s been nice to reintroduce my brain to other stuff again.

Right now I’m spending some time in Sigdal, the municipality I’m from, while working with some design projects.

For now, I want to show you something that’s not work or school related – but some iPhone pictures and gifs from the last couple of days in Sigdal municipality. Let me introduce you to the mountain Andersnatten.


thkittelsen lauvliaThe artist Theodor Kittelsen lived in Sigdal and painted Andersnatten numerous times. This is his view from the porch at Lauvlia.

Th._Kittelsen,_Andersnatten,_postkortOne of Kittelsen’s paintings of Andersnatten.



Almanac for Norway

2015-05-08 10.21.23


Just a quick update from the Almanac project. We are in the middle of understanding the almanac, trying to make a new information architecture. Ida and I are also working with concept and sketches.

Processed with VSCOcam with k1 presetGyldendal has a great office, so here you see our joy after visiting them for the first time.

Only three weeks until the final delivery and AHO works exhibition!

legoWe also made some Lego animals at Bekk Consulting (yes, there were a different goal for the day than just being good at building Lego animals), and our animal won!


What’s your type

For the 4th module in screens – we made a picture app. We were supposed to explore different ways of making a touch experience for looking at a set of pictures. I choose pictures of different typefaces (what a surprise). Unfortunately, I got sick, and this course has the speed of a fighter plane (as we say in Norwegian). Fortunately, I were able to make a prototype and user test it.



This is my first lowfi prototype of the interface:

I looked at different ways of categorising typefaces, like different types of usage, describing terms and the academic terms:

I ended up with these categories, because I wanted to make the typefaces more accessible for people:

User testing


We got to user test our app at Netlife Research, which was both really useful and frustrating. I don’t have much experience with user testing, and sitting in another room and seeing someone explore your design is a rather new feeling. You often feel like your design is logical and understandable, so to discover flaws and errors, it’s useful to see the design through another pair of eyes. We also got a great introduction to Netlife Research and how to go about user testing.

We were facing different kinds of obstacles with the picture sets we choose. One of the obstacles with my app, was that some people see the pictures as information – as they should read the text and understand them. So for the final delivery, that was one of my main issues to work on. I looked at how the details affected how you see the pictures.


The final delivery


Try my prototype

I would recommend to use an iPhone 6 in landscape mode to test the app (to be specific, HEHE). Then you would get an idea about the interactions.

Further developments

There are some limitations in Proto.io, so the favourite function is not working. In the app you can see how it would look like if someone already has some favourites. I would also like to have more typefaces in the app, and have more information about typefaces in the I tab. Some of the text about the typefaces are using academic terms, and it would have been a good possibility to teach people a bit about typefaces.

And of course, I would like to make the app responsive.

The final module

We just got started with the final module. Ida and I are working with Gyldendal – so we are really exited! More information about the project coming soon.



This is the final result from the tap, swipe & flick module. Luciola is a tablet app. We used Unity to make the touch experience possible. When working with interactions, you have to try them and see how your idea actually feels – so it’s really useful to get an introduction to different kinds of software.

Eirik, Martin and I want the user to get in a meditative state of mind by interacting with the Luciolas. You move around in a world with the Luciolas, and your actions will affect them in different ways.


Here you see Martin and Eirik playing with one the first versions (we are planning to make a video of the final result).


M3_luciola_bilde1_marte,eirik,martin_2015 M3_luciola_bilde5_marte,eirik,martin_2015M3_luciola_bilde2_marte,eirik,martin_2015 M3_luciola_bilde3_marte,eirik,martin_2015


Tap, swipe & flick

New two week module in sceens, and we are going to make a touch experience for tablets using Unity. Martin, Eirik and I have been working with a lot of different concepts, but now we have decided. 3D-models are being shaped as I write. Let’s just hope it turns out as good as our imagination pictures it.