Phil Penny
Phil Penny
Say Hello
didlr logo

Like Twitter,
with pictures.

A social network startup
that sustained ¼ million users.

Draw, share.

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didlr was an online social network that allowed users to draw and share 'didls'.

I was lead designer from day one on this startup, which sustained over a quarter of a million active users over apps on a multitude of platforms—iOS, Android, Nokia Asha, Windows Phone, Windows 8, and web. Being part of a startup social network was a fantastic experience and taught me a lot about project management, platform specifications, user groups, promoting, documentation, amongst many other things.

Native apps for every major platform.

The Windows Phone version of didlr—its leading platform.
The iOS app store promotion images tell the story of didlr.

Drawing

Drawing was the real point of didlr; to be able to create and share art in your own unique style.

Early on we decided that svg format was the way forward, though it wasn't as widely supported back then as it is now which provided us with plenty of development problems to overcome. Even so, the advantages far outweighed any problems so we stuck with it and the development team pulled it off.

This flow of android screenshots illustrates the drawing process:
draw > palette > draw > publish > share > stream > profile > notifications > playback

CMS

The logo was drawn in didlr itself. Logoception, if you will.

I designed a custom CMS to allow us to monitor activity and promotions with the network, as well as censoring certain creations. This was a vital tool for encouraging user engagement.

An early mockup of the CMS for didlr, vector art of course.

Content

Some of the art that was created truly was just that; art.

A selection of didls—from users Munin, TomW and Ject—illustrates the variety of art that was created using our platform.
Part of the art installation at Nokia HQ in London. Using svg to store the didls meant they could be printed at any size with no loss of quality.

WPCentral recognised Didlr as being one of the best apps on the new Windows 8 platform when it was released.