The idea that germinated into FRAME came from a completely different need. At In-House we often took images of our printed materials. Making sure they were identically framed throughout meant lots of editing. And then we thought of all the amazing makers around us–jewelers, printmakers, people making products. We figured that making simplifying the process would reduce the burden and give people some of their time back.

Once we decided FRAME was a project we wanted to explore, we began with some user research. While we suspected there was a need, we wanted to learn whether people would use it, and what the real needs might be. So we went out and asked around, looked at market trends and did some free ideating to identify the app’s functions and possible areas of growth.

We discovered three main uses for FRAME:

  • Duplication of photos in different settings, adaptation / remix of photo assets
  • Stop-motion animation on the spot, from images taken on the fly
  • Production of stop motion animations from existing images




Once we nailed down use cases, we released the tool to a group of beta testers in several countries. We wanted to learn about how they used the app and collect their insights through polls and short interviews. We used the input to refine interactions and distill what was essential to the tool so we could release a first version through the app store.

During this process, we developed FRAME’s brand identity (to demonstrate the app’s creative, accessible ethos) and pressure-tested the app. One of our biggest tasks was to optimize the tool and its algorithms to compress animations with 100+ images—without crashing the app or overly stressing the limits of iOS. Hours of research, paired with black magic (just kidding) did the trick.

FRAME 1.0 allows anyone to direct their own custom animations. Users can shoot live images and string them together, edit playback speeds and manipulate storyboard styles and photo sizes. From there, the user can directly export frames from the app into a GIF or MP4 video. The result? A high-quality animation any ✨content perfectionist✨ can be proud of in a matter of seconds.

Since its release FRAME has been featured on Product Hunt and Austin Startups. You can download FRAME for free.