roy hermann UELAND

Mobile design & Development



Snapchat Stories for Groups & Micro-Events


Leading on-demand laundry service based in New York City. Cleanly's app is innovative & elegant.


Pathlight is the first tool dedicated to helping
managers lead their teams.


A step-controlled alarm clock that uses the iPhone's pedometer to deactivate an alarm.


Chat analytics, or as I like to call it - "small data". Select a chat, GroupWize will analyze the content of its' messages and display entertaining information. Reached #1 overall app in Israeli app store with over 100k downloads in 2 weeks.

classic stopwatch

A simple stopwatch application that uses the volume buttons to start/stop/reset the timer - just like the good ole' classic stopwatches! Built in less than a day.

Phlex training

A fitness application that uses the device's gyroscope and accelerometer to automatically detect and count repetitions of workouts.


I was born in Israel but grew up both there and in Seattle, Washington. I graduated from Columbia University with a degree in Computer Science. Since then, I've worked at a few startups as an iOS developer, however I recently decided to leave my full time job and focus fully on personal and contract projects. Currently living in Tel Aviv, Israel & New York, NY.

I'm obsessed with the art of creation - taking an idea and turning into reality is what constantly drives me to build software. I've shipped over 15 apps to the App Store, in my portfolio you'll find some of my more recent ones. I usually build most of my apps in Objective-C, but have built a few bigger ones in Swift as well. I tend to approach my projects in a holistic manner, which includes both designing the product and developing it (backend & front-end), but am always happy to collaborate if the project is right.

Feel free to contact me with any questions, or just a friendly "Hello"!


the fall of snap-”Chat”

and the rise of something much much bigger
What started as an ephemeral messaging app between acquaintances and friends has turned into a full-pledged content creation platform, and there is a good reason why. While there are several successful messaging apps like Line abroad, the American and European demographic is not too fond of paying for messaging apps. As Snapchat has blown up over the past few years and gained millions of users, the revenue cashing machine had to start grinding its wheels. 

Every second more than 9,000 snapchat photos are sent. More than Facebook posts, WhatsApp messages, or Instagram photos.

The transition between personal messages to friend-only “Snapchat stories”, in-app messaging, ”Snapcash”, “Discovery” and public location & event-based “Snapchat stories” has shown that Snapchat is certainly not the one-trick-pony it used to be, but instead an innovational and adaptive force that is probably a bit of a pain in the butt for some of the old kids on the block. Snapchat has realized that if it’s not getting better, it's getting worse – case in point to what MySpace didn’t do.

Sure, they turned down $3b back in the day, but think how much they are valued at now. 


foundations of effective app building 
I've built over 10 apps in the past two years, some simple and others more complex. Along the way I've learned some very important lessons on the process of development, and I’ve been able to narrow it down to the three key issues which I focus on when thinking about a product:


Make it so simple that a child can use it.

core USE

Focus on the most important features of a product. Learn and iterate from there.


There are many ways to get from idea to finished product. Research, planning and testing make the journey much smoother.

It is crucial to understand that even before one single line of code is written, figuring out the basic characteristics of your product will ultimately save you an enormous amount of time, not to a better and more thought out product.