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Digital creatives Kilo go behind the design of Tinke

Singapore digital experts Kilo take up the challenge to build a web presence to lauch local product developer Zensorium and its Tinke device into the global marketplace

L-R: Dominique Wong – design technologist | Lisa Lee – project manager | Glenn Ko – programmer | Lu Jiayi – designer | Issac Wong – design technologist

PROJECT: Tinké |

Kilo is a small Singapore-based digital agency that prides itself on creating rich media content for its clients. It is a young, inventive agency, and this is part of the reason that local product developer Zensorium was attracted to it.
Zensorium were keen for Kilo to take their mobile health product, Tinké, and present it in a fashion that would impress web designers and entice potential customers to purchase.
Creative director Benjy Choo: “It’s not everyday that we get a chance to work on a newly developed product from Singapore. Being a small island, we would more likely be briefed on projects for service providers than new physical products. So when the folks from Zensorium approached us to design the site for Tinké, we jumped at the opportunity.
“The first version of their website was passable at best. It had a simple navigation system, but Zensorium sorely needed to clean up its online identity, and it had some really dodgy copywriting.
“Before we began doing anything, we had to sit them down and agree on the approach we were going to take for the product. Fortunately, the client was very receptive to the direction we were going to take.
“Once done, it was an iterative process of dialogue between the client, the servicing team, the designers and the technologists to conceptualise and develop the final site.”


Lu Jiayi: The design team handled the preparation of the visuals and animation. I think we went through about three to four versions of the website. These initial concepts had to portray a global feel for a product developed in Singapore, as it was taking on other devices in the US market.
“After confirmation of the design, the PSD files were cut up and assembled by the designers for the tech team to add animation and JavaScript components.
“On a separate track, the product dimensions were sent to the 3D modellers and they started modelling the product in 3D. Simple animation were added for the rotation and LED lights for the product.
“Bear in mind that all these were taking place while the product was still in its prototype phase and there was no physical object to base our modelling dimensions on. In the end, the 3D team did a fantastic job in replicating the model to its exact size.”


Dominique Wong, Glenn Ko: “The biggest challenge faced when we first started was the many different applications that we needed to integrate, from the shopping cart system to the customer support module. To further compound that, we had to link all these to the iPhone app.
“We proposed two third-party eCommerce services for the site – OpenCart and Zendesk.
“Additionally, coming from a Flash-based background, coding the sliding and animation was quite a steep learning curve, having to translate the slides, fades and overlays to HTML.
“To compound the complexity, we had to prepare iOS versions of the website as well. Bespoke iPad and iPhone versions were developed concurrently with the main site. The mobile and tablet versions had to also keep in line with the ‘Tinké anywhere’ concept, albeit in a more limited manner.“


Isaac Wong: “There was a big push in marketing on the ground to get more exposure for the product. This was largely led by the folks at Zensorium, and ended up generating quite a lot of buzz.
“We deliberately gave the site a more international appeal as we were marketing to the West, and moved its ‘made in Singapore’ origins to the descriptive text on the rest of the site. Being on some awards site helped heaps.
“Interestingly, this was one of the ‘fun to do’ projects that we decided to take on at Kilo which turned out pretty well. As a company, we guided a client who was just looking to sell a product online through a checklist of design, implementation, community, support and aftersales service. It also served as a website to champion products made in Singapore and has generated quite a lot of interest with local manufacturers.”