PROJECT
App Design
ROLE
UX/UI Designer · Full process
LOCATION
EsDesign Barcelona
YEAR
2025
ABOUT THE PROJECT
Focaly is a photography app designed to help non-expert users develop their creative practice, overcome emotional barriers, and discover new photographic spaces in their city.
PROBLEM
Photography in urban environments should be accessible to anyone with a creative interest. However, most non-expert users face three simultaneous barriers: they don't know where to go, they don't understand the technique, and they fear social judgment when sharing their work. The problem isn't lack of interest. It's lack of structure and confidence.
SOLUTION
Design an app that accompanies the urban photographer from inspiration to publication, eliminating the creative, technical, and emotional barriers that hold back their practice.
RESEARCH
100+ surveys
3 in depth interviews
Insight: The entry problem is geographical and inspirational
Insight: Users want contextual learning, not abstract theory
Insight: The deepest barrier is emotional, not technical
AaBb
DESIGNED BY
Google Fonts
USAGE
Logo
CATEGORY
Regular
AaBb
DESIGNED BY
Apple
USAGE
Body text
CATEGORY
Regular
UI HIGHLIGHTS
01 THE MAP
Discover photogenic spots
Find the best urban locations near you, filtered by photography style and schedule. Every marker is a community-validated spot.
02 FILTER / STYLE
Filter by photography style
From street to urban landscape — choose your style and discover the places where you can shoot exactly what you have in mind.
03 GALLERY
Learn from real photographers
Every photo shared includes the technical parameters used — aperture, shutter speed, ISO. Learn by seeing, not by studying.
04 TIPS
A community built around growth
Photographers share tips, techniques and experiences. No metrics. No judgment. Just creative people helping each other grow.
RESULTS & LEARNINGS