EasyWallet DESIGN.md

Overview

Visual Theme & Atmosphere

EasyWallet (悠遊付) is Taiwan's leading mobile payment app, developed by EasyCard Corporation (悠遊卡股份有限公司). Its marketing website — easywallet.easycard.com.tw — projects a clean, modern, mobile-first personality that bridges the brand's public-transit roots with contemporary digital-wallet design. The page opens on a white canvas (#ffffff) with a near-white grey (#efefef) used for scene transitions, keeping the palette airy and spacious.

The most arresting moment is the hero scene: the oversized word "BEEP!" in massive weight-700 type dominates the viewport — a playful nod to the audible NFC beep when tapping an EasyCard reader. The hero tagline "智慧升級，放心悠遊！" (Smart upgrade, worry-free travel) appears in a clean #000000, followed immediately by signature brand-blue (#007bc6) text-highlight blocks that frame the product promise in crisp, banner-like contrast. This "text on brand blue" pattern — white type set against solid #007bc6 rectangles — is the system's primary emphasis device.

The secondary palette is vivid and purposeful: a warm magenta (#e4007f) signals interactive feature tabs and decorative circle elements; a golden yellow (#f6ac19) marks step lines and navigation accents; and a teal/cyan (#66ecd2) — EasyCard's legacy transit color — appears in the initial loading overlay, maintaining brand heritage. The typographic stack leads with Noto Sans TC for display and UI, with PingFang TC and 微軟正黑體 as cross-platform fallbacks, keeping the experience sharp and legible across all Taiwanese user environments.

Key Characteristics:

• EasyWallet brand blue (#007bc6) for inline text-highlight blocks and primary CTAs
• Warm magenta (#e4007f) for feature-selector circles and animated decorative elements
• Golden accent yellow (#f6ac19) for nav underline borders and step navigation indicators
• Brand teal (#66ecd2) in loading overlay — the EasyCard transit color heritage
• Oversized display type ("BEEP!" at ~234px) for bold, playful brand entry moment
• Noto Sans TC / PingFang TC as the pan-CJK type stack
• Near-shadowless flat design; subtle drop-shadow only on elevated card surfaces
• Full-viewport scrolljack sections with smooth 0.5s transitions between scenes

Primary tasks

• Ride the MRT by tapping a phone instead of a card
• Pay at a convenience store with a QR code
• Track spending in one consolidated transaction history
• Pay a bill and check the EasyCard balance
• Check e-invoice lottery matches inside the app

Brand Narrative

EasyCard Corporation (悠遊卡股份有限公司) launched the EasyCard in 2002 as Taipei's contactless transit card — the ubiquitous cyan card that became embedded in Taiwanese daily life for MRT, buses, YouBike, and convenience-store payments. EasyWallet (悠遊付) is its mobile evolution: a digital wallet that preserves the EasyCard's physical-card management while adding full smartphone-native payment capabilities.

The product story is one of continuity and upgrade — "從實體到數位" (from physical to digital) — not disruption. EasyWallet pitches itself as EasyCard's "最佳拍檔" (best companion), deliberately building on 20+ years of transit-card trust rather than replacing it. The tagline "無現生活 悠遊無限" (Cashless living, unlimited ease) frames mobile payment not as a bank product but as a lifestyle upgrade rooted in everyday mobility.

The "BEEP!" brand device is more than playfulness: it's the sound recognition that bridges a generation of NFC transit payments with the new app-driven contactless future. By putting that sound at the center of the visual identity, EasyWallet inherits the physical card's emotional familiarity and translates it to the smartphone era.

Principles

1. Heritage as foundation. EasyWallet builds on 20+ years of EasyCard trust, not away from it. UI implication: retain the EasyCard teal (#66ecd2) as a brand-heritage touchpoint; never fully abandon the card-management metaphor.
2. Upgrade without intimidation. "Smart" is framed as ease, not complexity. UI implication: feature names are plain Chinese verbs ("嗶乘車", "掃碼付款"); no fintech acronyms unexplained.
3. One card, one app. Integration is the core promise — physical card + digital wallet unified. UI implication: card management is primary nav, not a sub-feature.
4. Playful at entry, calm inside. The "BEEP!" hero tone gives way to functional clarity once the user is in the app flow. UI implication: marketing surfaces can be expressive; transactional surfaces should be minimal and clear.
5. Mobility first. EasyWallet is a transit-adjacent product; the tap-to-pay moment is the signature interaction. UI implication: the 嗶乘車 (tap-to-ride) feature is always prominent; app performance at the MRT gate is paramount.

Personas

Personas below are fictional archetypes informed by publicly observable EasyWallet user segments (Taipei transit commuters, young digital-native Taiwanese), not individual people.

陳小玲, 26, 台北。 A daily MRT commuter who already uses EasyCard but wants to stop carrying a physical card. Adopted EasyWallet for "嗶乘車" (tap-to-ride). Appreciates that the app feels familiar — it looks like EasyCard, just on her phone.

林俊宏, 34, 新北市。 Uses EasyWallet primarily for the automatic card top-up feature and QR code payments at convenience stores. Values the consolidated transaction history that helps him track spending without opening a separate banking app.

張惠美, 45, 台中。 Slower adopter who was drawn in by the e-invoice lottery matching feature. Trust in EasyCard brand made her comfortable installing EasyWallet. Uses it mainly for bill payments and checking her EasyCard balance.

Colors

Primary

• EasyWallet Blue (#007bc6): Primary brand color. Used for inline text-highlight blocks on the hero and for primary action buttons across the EasyCard corporate site. The definitive "action and identity" color.
• Blue Hover (#006ba8): Darkened primary for hover states on blue buttons.

Brand Accents

• Brand Teal (#66ecd2): EasyCard's legacy transit-teal, appearing as the loading-screen background. Ties digital EasyWallet to the physical EasyCard's cyan identity.
• Accent Magenta (#e4007f): Vivid pink-magenta for decorative circle feature tabs (四大優勢 selectors) and animated background circles. High-energy, eye-catching.
• Accent Yellow (#f6ac19): Warm golden yellow for step-line indicators and feature nav highlights.
• Nav Yellow (#f7b146): Slightly lighter yellow for the nav bar bottom border and hover underlines.
• Accent Green (#40a731): Success state and numbered step callouts.

Neutral & Surface

• Canvas (#ffffff): Primary page background and card surfaces.
• Surface Grey (#efefef): Light grey for alternating scene backgrounds (s-1 intro scene, s-6 footer scene).
• Body Text (#333333): Primary text color across EasyCard corporate site.
• Secondary Text (#595153): Warm dark-grey for section title copy in feature scenes.
• Hairline (#bfbfbf): Subtle separator and form input border.
• Placeholder (#413b3b): Form input placeholder text.
• On-Primary (#ffffff): White text on blue, magenta, or yellow brand backgrounds.

Typography

Font Family

• Display / UI: Noto Sans TC — the primary face across headings, nav, and feature text. The modern, legible pan-CJK sans-serif.
• System Fallback: PingFang TC (macOS/iOS), 微軟正黑體 / Microsoft JhengHei (Windows), then Arial, sans-serif.

Hierarchy

Principles

• Expressive display, functional body: The huge "BEEP!" hero text establishes brand personality; Noto Sans TC at 16px / 400 handles informational content.
• Letter-spacing for CJK legibility: Consistent 0.03–0.17em tracking on Chinese body/feature text; tighter for very large display.
• Weight 700 for headlines, 500 for sub-copy, 400 for body: a clean three-step weight ladder.

Layout

Spacing System

• Base unit: 4px
• Scale: 4px, 8px, 12px, 16px, 24px, 32px, 48px, 64px
• Feature sections use full-viewport height (100vh) scenes with scrolljack navigation

Grid & Container

• Full-viewport scene-based layout: each feature gets its own 100vh scrolljack "scene" (s-1 through s-6)
• Nav bar is fixed at top, white background, 58px height, with #f7b146 2px bottom border
• Content is centered within scenes; text blocks are left-aligned within centered containers
• Dot-based vertical scene navigation on the right side for desktop

Whitespace Philosophy

• Breath at scale: full-viewport scenes create extreme whitespace, each feature gets an entire screen
• Animation-first: transitions (0.5s) between scenes deliver perceived luxury — the scroll experience IS the design
• Blue block as punctuation: the #007bc6 text-highlight blocks create visual "bolding" of key sentences in an otherwise minimal layout

Border Radius Scale

• Sharp/none (0px): legacy EasyCard nav links
• Small (4px): buttons, inputs, feature badges
• Medium (8px): cards and content containers
• Full (9999px): circle feature selectors

Responsive Behavior

Breakpoints

Touch Targets

• App download button at ~75px height with generous horizontal padding — primary mobile entry
• Circle feature tabs at 17vw diameter on tablet, maintaining large touch area
• Navigation links at minimum 51px height with 15–16px padding on corporate site

Collapsing Strategy

• Hero "BEEP!" text scales down proportionally (vh-based sizing)
• Scrolljack transitions degrade to natural scroll on mobile
• Nav bar collapses dropdown menu to mobile overlay pattern

Elevation & Depth

Shadow philosophy: EasyWallet is predominantly flat. Depth communicates only on elevated cards and the fixed nav bar. The scene-based layout creates visual separation through full-screen background-color shifts between #ffffff and #efefef rather than through elevation.

Values kept in prose

Measured values the DESIGN.md token grammar cannot carry, kept verbatim:

• shadow.card: rgba(0, 0, 0, 0.15) 0px 10px 20px 0px
• shadow.nav: rgba(0, 0, 0, 0.2) 0px 2px 4px 0px

Motion & Easing

No motion duration or easing token is promoted. The capture bundle for this reference records no transition or animation property, and no official source consulted publishes a motion scale. The behaviour described below was observed; treat any exact duration or curve as a local extension until a component-level official source verifies it.

Motion rules: EasyWallet motion is split between two registers — the near-instant NFC payment feedback (100ms, should feel like a physical tap), and the graceful full-viewport scene animations on the marketing site (500–750ms). The loading screen teal overlay fades in and out with a slow opacity transition, establishing calm. Under prefers-reduced-motion: reduce, scene transitions collapse to instant; NFC tap feedback uses a brief static color flash rather than animation.

Components

Buttons

App Download CTA

• Background: #000000
• Text: #ffffff
• Font: 16px Noto Sans TC weight 700
• Padding: 20px 32px
• Use: "立即下載 / DOWNLOAD NOW" — primary app entry point

Primary Blue Button

• Background: #007bc6
• Text: #ffffff
• Radius: 4px
• Font: 15px Noto Sans TC weight 400
• Padding: 8px 25px
• Hover: Background #006ba8
• Use: Primary action on EasyCard corporate site

Outline Blue Button

• Text: #007bc6
• Border: 1px solid #007bc6
• Radius: 4px
• Font: 15px Noto Sans TC weight 400
• Padding: 8px 25px
• Hover: Background #007bc6, Text #ffffff
• Use: Secondary action, lower emphasis

Yellow Accent Button

• Background: #f6ac19
• Text: #ffffff
• Radius: 4px
• Font: 15px Noto Sans TC weight 400
• Hover: Background #f59205
• Use: Accent CTA in promotional contexts

Magenta Accent Button

• Background: #e4007f
• Text: #ffffff
• Radius: 4px
• Font: 15px Noto Sans TC weight 400
• Hover: Background #d5007d
• Use: High-emphasis accent in promotional campaigns

Cards & Containers

Highlight Text Block

• Background: #007bc6
• Text: #ffffff
• Font: 20px Noto Sans TC weight 500
• Padding: 8px 12px
• Use: Inline brand-blue text-highlight box wrapping key product-promise sentences

Surface Card

• Background: #efefef
• Text: #333333
• Radius: 8px
• Use: Content section on grey-background scene

Elevated White Card

• Background: #ffffff
• Text: #333333
• Radius: 8px
• Shadow: rgba(0, 0, 0, 0.15) 0px 10px 20px 0px
• Use: Floating feature content card on white/grey page

Badges

Feature Circle (active)

• Background: #e4007f
• Text: #ffffff
• Radius: 9999px
• Use: Active state for the round 四大優勢 (4 advantages) feature selector circles

Success Badge

• Background: #40a731
• Text: #ffffff
• Radius: 4px
• Font: 12px Noto Sans TC weight 400
• Use: Step numbering, success states, step-1 indicator

Inputs

Default Text Input

• Background: #ffffff
• Border: 1px solid #bfbfbf
• Radius: 4px
• Font: 16px Noto Sans TC weight 400
• Placeholder: #413b3b
• Use: Standard form input field

Tabs / Navigation

Nav Menu Item

• Text: #ffffff (on dark nav overlay)
• Font: 13.5px Noto Sans TC weight 400
• Letter-spacing: 0.03em
• Use: Primary navigation links (四大優勢, 悠遊付影片, 合作銀行, 安全認證)
• Active: 2px bottom border #f7b146 on hover

Verified: 2026-06-22 (omd:add-reference CREATE — Tier 1 live inspect) Tier 1 sources: https://easywallet.easycard.com.tw, https://www.easycard.com.tw/ Tier 2 sources: getdesign.md/easywallet (not found) | refero easywallet (not found) Conflicts unresolved: none

States

Do's and Don'ts

Do

• Use #007bc6 blue for inline text-highlight blocks on white pages — it's the brand's emphasis device
• Lead display moments with bold weight-700 Noto Sans TC at large sizes
• Use #e4007f magenta for interactive circle selectors and key decorative accents
• Use #f6ac19 / #f7b146 yellow for nav accents, step lines, and progress indicators
• Maintain full-viewport scene structure for each product feature on marketing surfaces
• Reserve #66ecd2 teal for loading states and brand-heritage touchpoints connecting EasyWallet to EasyCard transit
• Apply 0.03–0.17em letter-spacing to CJK body text for legibility

Don't

• Use pure black (#000000) as a body text color — EasyCard system uses #333333 for prose
• Mix the magenta and yellow accents on the same element — they're distinct semantic roles
• Use round corners on buttons beyond 4–8px — EasyWallet avoids pill buttons in its UI components
• Replace Noto Sans TC with a serif face — the entire brand is sans-serif first
• Add heavy drop-shadows across most elements — elevation is reserved for floating cards only
• Use teal (#66ecd2) as a CTA or interactive color — it's an ambient brand-heritage tint

Voice & Tone

EasyWallet's (悠遊付) voice is playful, reassuring, and progress-oriented — the digital companion to Taiwan's best-known transit card. The hero's opening word "BEEP!" (with an exclamation mark, in massive type) distills the brand personality into a single onomatopoeic moment: this is the sound of a seamless payment, made joyful. From there the copy turns calm and benefit-focused: "智慧升級，放心悠遊！" (Smart upgrade, worry-free travel) frames the product as a natural evolution of something already trusted.

Voice samples (verbatim from live site):

• "一卡一付 無現生活更進一步！" — page title (app + card convergence). (verified live 2026-06-22)
• "智慧升級，放心悠遊！" — hero H4 tagline. (verified live 2026-06-22)
• "悠遊付=最聰明的電子錢包" — feature section (product positioning). (verified live 2026-06-22)

Forbidden register: banking jargon, fear-based urgency, overly formal institutional language, foreign-word-heavy copy that loses the approachable Taiwanese sensibility.

Agent Prompt Guide

Quick Color Reference

• Primary / CTA: EasyWallet Blue (#007bc6)
• Brand heritage teal: #66ecd2
• Accent magenta: #e4007f
• Accent yellow: #f6ac19
• Nav accent yellow: #f7b146
• Success / step green: #40a731
• Page background: Canvas (#ffffff)
• Section surface: #efefef
• Body text: #333333
• Feature copy: #595153
• White on brand colors: #ffffff

Example Component Prompts

• "Hero section for EasyWallet: oversized 'BEEP!' in weight-700 Noto Sans TC on white. Below, 43px weight-700 headline in black. Key product sentences inside blue (#007bc6) text-highlight boxes with white text at 20px/500."
• "Feature tab selector: five equal circles, inactive white with #e4007f border, active = solid #e4007f fill, white label text at 500 weight, mild drop-shadow on active."
• "EasyWallet nav bar: white, 58px, fixed top, bottom border 2px #f7b146, white text nav links at 13.5px/400 Noto Sans TC on dark overlay. App logo left."
• "App download CTA block: black background, two column (iOS / Google Play), white text 700 weight at 16px, center-aligned, letter-spacing 0.1em, vertical separator line."

Iteration Guide

1. EasyWallet Blue (#007bc6) = primary brand + highlight emphasis — keep it focused
2. Magenta (#e4007f) = feature selectors + animation accents — not for text
3. Yellow (#f6ac19) = step lines, nav borders, progress — always secondary
4. Teal (#66ecd2) = brand heritage only (loading, ambient) — never CTA
5. Noto Sans TC is the voice — weight 700 for headlines, 400 for body
6. Scenes are full-viewport: let each feature breathe at 100vh
7. Blue inline highlight blocks = the copywriting emphasis tool

Governance

Known Gaps

• Contrast, button-yellow. Text #ffffff on #f6ac19 measures 1.94:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.
• Contrast, badge-green. Text #ffffff on #40a731 measures 3.09:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.