Project Background: In the face of many financial APP in the market, how do we interpret the core user group, design a financial APP with unique brand cognition and market differentiation for core users, and fun can bring users' emotions, and how to impress users is the core.

User pain points: Mom Wallet APP products, as the entrance and drainage products of Mom Capital Management Internet financial service platform, hope to create simple, fun and emotional products in the increasingly competitive Internet financial industry, centering on the core users of Mom Wallet positioning.

Product strategy: functional lines and emotional lines run through each other: when I was a child, my mother helped me keep red envelopes-with my own pocket money, my mother would still say not to spend money indiscriminately-with the ability to independently allocate financial management-feedback to my mother to supplement my family, corresponding to the functional scenes of the product one by one, and jointly tell the product story of my mother's wallet.

User research: We organized focus groups for business personnel to quickly investigate key product problems and target product groups. At the same time, we carried out a bag-turning operation for young mothers, listening to them tell the stories behind the small emotional things in their wallets, and successfully refined the emotional elements and stories that best meet the target users for the products.

Optimizing interaction: core considerations: how to substitute emotion in the guide page, how to attract users to bind cards and recharge after registration, how to improve the detailed experience in the process of using the product, and how to strengthen the stickiness between the product and the user in addition to the investment behavior... In the overall interaction construction, we solve them one by one, in order to make the interaction smoother and the detailed experience better.

Visual design: In the final presentation, a series of distinctive and friendly images are designed, combining the IP image of small dinosaur elements, which comes from the mother's broken thoughts and small irritability in the impression. Interesting cartoon images combined with scenes also better convey the emotion of the product. For female users, a series of icons in the product all feel like this, deliberately thickened lines, and softer presentation.