Since its launch in 2016 as the official app for AEON Card, “AEON WALLET” has been downloaded over 17 million times. To bring users closer to financial services, the app underwent a significant renewal in September 2023, with comprehensive support from FOURDIGIT in service design and UI/UX design.

Having received numerous international design awards, “AEON WALLET” was recently honored at Italy’s A’ Design Award ceremony. Executives from AEON Financial Service and FOURDIGIT discussed their efforts towards the renewal and future outlook.

FOURDIGIT has consistently supported AEON WALLET in achieving its goals, leading to a major redesign in September 2023. The app has won prestigious awards like iF DESIGN AWARD, International Design Excellence Awards (IDEA), and A’ Design Award.

Mitsuishi:

It’s our pleasure to receive such recognition. We aimed for radical change from the previous version.

Suenari:

You said, “Let’s create something we’ve never seen before.” What inspired you to launch this project?

Mitsuishi:

Our services, including credit cards and payment channels, primarily cater to housewives and elderly people. The younger generation wasn’t using them much. AEON is seen as a family-oriented brand. However, we wanted a fresh design to appeal to younger users, creating a surprising and memorable experience. We aimed to reach people who needed to know about our financial services.

Suenari:

Clients rarely ask for something new, especially in the financial industry. Even if they do, it’s often not pushed to the limit. Initially, I was unsure how far to go, but I remember you saying, “Just bring it!”

Mitsuishi:

I wanted to proceed with determination and work with people who shared that vision and urgency.

Suenari:

We were committed to envisioning the next stage of payment apps and gave it our all.

Suenari:

We surveyed 1,300 users in the AEON market area to see how payment apps are used. Many functions were unused, and helpful information can be buried under unnecessary features.

Mitsuishi:

Exactly. The most used functions are payment, top-up, and checking historical transactions. Additional features are only sometimes needed. We aimed to “choose what you want to use.” The app allows users to access desired functions quickly.

Suenari:

We also ensure that business-oriented information and promotions reach users at the right time and amount, aiming for a seamless experience that provides what’s needed when needed.

Mitsuishi:

I was genuinely excited when I first saw the design prototype. It had the potential to defy conventional knowledge. The concept of “personalization” was crucial, enabling users to customize the background design and truly own the app.

Suenari:

While some apps offer customization, few allow full-screen customization. Seeing ”Revolut” (financial app) add a similar feature after our renewal made me realize this trend is spreading.

Mitsuishi:

We aim to transform the financial app from a functional tool to an enjoyable and personal experience.

Suenari:

We completed the research, concept, and design draft in less than a month. Such a considerable amount of speed we made.

Mitsuishi:

It was great we worked together at such a rapid pace.

Suenari:

We conducted a survey targeting Gen Z in the early stages, asking if they cared about app design. Nearly 30% said they did, and when including those aware of the design, the figure rose to 60%. Although some say design doesn’t matter, many users care. After concept formulation, we conducted acceptance tests, and 8 out of 9 users responded that they could relate to the simple concept.

Mitsuishi:

Gen Z expressed emotional responses like “I like the vibe” and “It’s exciting.” At the same time, those over 30 appreciated the simplicity and clarity. These reactions aligned with our hypotheses.

Suenari:

We also surveyed 1,300 users about wallpaper preferences. Overall, simple and abstract graphics were popular.

Mitsuishi:

Perhaps the influence of Windows OS… Grasslands are quite popular (laughs).

Mitsuishi:

After the concept was approved by management, we surveyed all employees, receiving 424 responses. We formed agile teams, allowing early access to the new design on employees’ smartphones and gathering internal feedback. The response was positive, with some noting visibility issues for first-time users, but these were known issues for the project team.

Suenari:

The app’s structure can confuse new users, as highlighted in post-release feedback. We are exploring help features and experimenting with coach mark displays.

Mitsuishi:

Usability issues need prompt attention. We continue to improve the UI and conduct tests to refine the concept for broader understanding and ease of use.

Suenari:

We tested various design options during the detailed screen development process. We discussed introducing eye-catching gimmicks and designs for frequently seen screens. Customizable idol card wallpapers were memorable.

Mitsuishi:

And interaction design. We created many things, some perhaps going overboard (laughs).

Suenari:

Our simple and innovative design direction allowed animations and movements to enhance enjoyment and usability.

Mitsuishi:

I often said, “Don’t create ordinary things,” by this point, that project policy had sunk in, leading to many creative ideas.

Suenari:

We explored bold ideas, then assessed, “How far can we go?” and “What’s the right balance?” We swung for the fences with ideas and then discussed them. Some ideas couldn’t be realized initially due to development constraints, but we plan to implement them gradually.

Mitsuishi:

In typical corporate services, such distinctive designs might not even be considered, but we removed those barriers, aiming to impress a sense of “change.”

Suenari:

We’ve won three international design awards. Let’s reflect on the key points. In the iF DESIGN AWARD, we were highly rated for “Idea” and “Impact.” What are your thoughts?

Mitsuishi:

According to iF’s criteria, “Idea” refers to the design’s purpose and significance, while “Impact” relates to societal influence. Our financial services design, which connects with many people’s daily lives, was recognized. We created a design catering to diverse customer needs and literacy levels, which likely contributed to the evaluation.

Suenari:

Indeed. When applying for awards, we included explanations of AEON Group’s societal role in Japan and Asia. Post-release, seeing users set their preferred wallpapers is gratifying. However, feedback like “It could be more ordinary” or “It’s not needed” emerged in usability tests and social media. We anticipated such reactions, but they add value, primarily as AEON Group is known for taking on such challenges.

Mitsuishi:

While we’re still in the early stages, the number of young users is increasing. However, our promotion and dissemination efforts need strengthening. We only offer QR code payments, but we plan to introduce cutting-edge technologies for more diverse needs.

Suenari:

Beyond app experience and design, we supported concept movie creation, award applications, presentation preparation, and web development. We’ve recently discussed acquisition and dissemination strategies and finance-related UI ideas. FOURDIGIT’s core is output, but ultimately, we must achieve business outcomes. We can do much more, and discussions on overseas payment expansion are underway.

Mitsuishi:

AEON Group has malls and financial business bases across Asia. New business discussions are ongoing in each country, presenting numerous opportunities.

Suenari:

We also have branches in Thailand, Vietnam, Malaysia, and other countries where AEON Financial has a presence, so we’d love to support activities both domestically and abroad.

Mitsuishi:

I believe FOURDIGIT’s value is higher than they realize. You should take a more active role. (Your company is) often seen as just a design role under SIers (System Integrators) and consultants, but I think you can do much more. After working with your company, I’ve really felt your company’s utility and flexibility.

Suenari:

Thank you. We always adopt the stance of “doing whatever it takes for service success.” We’ll continue to do our best. Thank you for today.