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理财学习与模拟练习Financial learning & simulation个人独立概念Independent concept

智慧理财Smart Wealth

面向理财新手的学习与模拟练习 App 概念A learning and practice app concept for beginner investors

把对理财新手的研究,转化为一条从清楚解释到虚拟练习的学习路径。A financial learning concept that turns beginner research into a path from clear explanations to virtual practice.

Smart Wealth product strategy diagram linking Learn, Virtual practice and Reflect in an orange learning loop on white.
我的角色My role
研究、产品策略与交互设计Research, product strategy & interaction design
关注点Focus
研究 → 旅程 → 策略 → 产品结构Research → Journey → Strategy → Product structure
项目时间Project date
2025 年 6 月June 2025
问题定义The question

如何帮助新手在投入真实资金之前,先建立理解、练习判断?How might beginners build understanding and practise decisions before risking real money?

零散的信息、看不懂的术语和「怕亏钱」,让很多年轻新手只能问朋友或跟风(约 100 条小红书与抖音公开评论,探索性二手研究)。Scattered information, unfamiliar terms and fear of loss leave many young beginners asking friends or following the crowd (about 100 public comments on Xiaohongshu and Douyin; exploratory secondary research).

  1. 关键取舍 01Key decision 01

    为什么先做「学习 + 虚拟练习」,而不是直接推荐理财产品?Why learning and virtual practice, rather than product recommendations?

    新手缺的不是产品,而是迈出第一步的信心;直接推荐只会把判断交给平台。所以先学习,再在不涉及真实资金的沙盒里练习,最后回看决策。Beginners lack the confidence for a first step, not products, and recommendations just hand the judgement to the platform. So they learn first, practise in a sandbox with no real money, then review the decision.

    代价Trade-off不会马上产生交易,价值要靠理解与信心的提升来证明。No immediate trades: the value must show in better understanding and confidence.

  2. 关键取舍 02Key decision 02

    为什么把术语解释放在当前页面,而不是单独做一个百科?Why explain terms in place, rather than in a separate glossary?

    术语常在看图表时打断理解,跳到百科会丢失上下文。在术语出现的位置长按即可看到释义,图表始终可见。Terms interrupt a chart in the moment, and a separate glossary loses the context. A long press shows the definition in place, with the chart still visible.

    代价Trade-off长按不易被发现,需要首次使用时引导。A long press is hard to discover, so it needs first-use guidance.

01 / 研究Research

从约 100 条公开评论归纳三条设计原则Three design principles from about 100 public comments

Research process connecting comment review, journey mapping and recurring concerns to structured learning, virtual simulation and independent thinking.
02 / 旅程Journey

新手在哪个阶段卡住Where beginners get stuck

六个阶段的用户旅程Six-stage journey

  1. 01

    当下的焦虑Present Anxiety

    意识萌芽Budding Awareness

    行为Action
    查看银行账户Checking bank account
    阻碍Friction
    • 经济压力Financial stress
  2. 02

    寻找信息Information Seeking

    初步探索Initial Exploration

    行为Action
    在网络平台上寻求帮助Search for help on online platforms
    阻碍Friction
    • 接触理财渠道有限Limited access to financial channels
  3. 03

    比较产品Product Comparison

    选择Selection

    行为Action
    比较不同的理财产品Compare different financial products
    阻碍Friction
    • 接触理财渠道有限Limited access to financial channels
  4. 04

    决策瓶颈Decision bottleneck

     

    行为Action
    再次向朋友寻求建议Asking friends for advice again
    阻碍Friction
    • 缺少清楚的指引Lack of clear guidance
    • 理财术语难以理解Financial jargon is difficult to understand
  5. 05

    注册Registration

    初次体验First Experience

    行为Action
    定期查看账户收益Regularly check account earnings
    阻碍Friction
    • 信息过载Information overload
    • 难以理解功能Difficulty understanding features
  6. 06

    初步参与Early Participation

    形成习惯Habit Formation

    行为Action
    开始关注不同类型的产品Interest in different types of products
    阻碍Friction
    • 价值感知滞后Delayed value perception
    • 缺乏安全感Lack of security
Complete six-stage beginner journey from initial anxiety through information seeking, comparison, decision bottleneck, first experience and habit formation.
03 / 相关方Stakeholders

谁在影响新手的信任Who shapes a beginner’s trust

Original stakeholder map linking a novice investor with friends, creators, media, financial institutions, regulators and competitors.
04 / 策略Strategy

以学习为核心的产品策略A product strategy built around learning

Original strategy diagram connecting definition, purpose, function and intended outcomes.
05 / 服务蓝图Service blueprint

前台触点、后台活动与支持流程Frontstage touchpoints, backstage activities and support

服务流程Service flow

  1. 01

    探索Exploration

    前台Frontstage
    • App / 平台界面App / platform interface
    • 社交媒体内容Social media content
    后台Backstage
    • KOL / 内容营销KOL / content marketing
    • 平台网站 / AppPlatform website / app
    支持Support
    • 用户数据平台User data platform
    • 内容管理系统Content management system
  2. 02

    学习阶段Learning Phase

    前台Frontstage
    • 学习模块Learning modules
    • 模拟交易系统Simulated trading system
    后台Backstage
    • 内容团队Content team
    • 技术团队Tech team
    支持Support
    • 课程开发团队Curriculum development team
    • 工程团队Engineering team
  3. 03

    评估Evaluation

    前台Frontstage
    • 社区论坛Community forum
    • 风险评估问卷Risk assessment questionnaire
    后台Backstage
    • 社区管理Community management
    • 风险模型开发Risk model development
    支持Support
    • 社区运营团队Community operations team
    • 数据分析师Data analyst
  4. 04

    注册Register

    前台Frontstage
    • 注册 / 登录Sign up / log in
    • 身份验证Identity verification
    后台Backstage
    • 身份验证集成Identity verification integration
    支持Support
    • 身份验证集成Identity verification integration
  5. 05

    首次投资First investment

    前台Frontstage
    • 投资组合推荐Portfolio recommendation
    后台Backstage
    • 交易系统运营Trading system operation
    支持Support
    • 数据分析团队Data analytics team
    • 工程团队Engineering team
  6. 06

    持续管理Management

    前台Frontstage
    • 投资报告Investment reports
    • 社区论坛Community forum
    后台Backstage
    • 投研团队Investment research team
    • 客户支持Customer support
    支持Support
    • 投研团队Investment research team
    • 技术团队Tech team
  7. 07

    问题解决Problem solved

    前台Frontstage
    • 帮助中心Help Center
    • 提交反馈Feedback submission
    后台Backstage
    • 多渠道客户支持Multi-channel customer support
    支持Support
    • 客户支持团队Customer support team
    • 产品团队Product team
Original seven-stage service blueprint, with evidence, frontstage, backstage and support-process lanes.
06 / 信息架构Architecture

首页、模拟与学院三大模块Three modules: home, simulation and academy

核心信息结构Core information structure

首页Home

  • 发现Discover评论 · 点赞 · 分享Comment · Like · Share
  • 热门Hot热门话题 · 市场概况Trending Topic · Market Overall
  • 资讯News市场洞察 · 每周市场回顾Market Insights · Weekly Market Review

模拟Simulation

  • 我的持仓My Holdings持仓详情 · 当日 / 历史盈亏Holding Details · Daily / Historical P&L
  • 买入 / 卖出Buy / Sell基金搜索与浏览Fund Search & Browse
  • 术语Terminology长按触发Long press to trigger专业术语解释Explanation of professional terms

学院Academy

  • 精选Top Picks
  • 课程Course
  • 沙盒Sandbox
Original information architecture linking Home, Simulation, Academy, courses, sandbox and contextual definitions.
07 / 交互Interaction

学习入口与术语的就地解释The learning entry and in-place definitions

学院Academy

Refined Academy concept with a Learn, Practise and Reflect route, a starting lesson and a virtual sandbox.

情境术语解释In-context glossary

Refined contextual NAV explanation in a bottom sheet, with an orange definition link and the illustrative chart visible above.
08 / 设计产出Outcomes

设计原则、学习路径、产品结构与服务蓝图Principles, learning path, product structure and service blueprint

  1. 三条设计原则Three design principles

    • 让知识可被理解Make knowledge understandable
    • 为练习留出空间Create room to practise
    • 支持独立判断Support independent thinking
  2. 学习路径Learning path

    学习 → 沙盒练习 → 回看决策Learn → practise in a sandbox → review the decision

  3. 产品结构Product structure

    首页 · 模拟 · 学院,术语就地解释Home · Simulation · Academy, with definitions in place

  4. 服务蓝图Service blueprint

    七个阶段,从前台触点到支持流程Seven stages, from frontstage touchpoints to support processes