How We Crafted a Playful New‑User Brand for TrainPal’s European Market

Background

TrainPal is a train‑travel app launched for the European market, targeting local users. Early on, the team paid little attention to new‑user experience, resulting in a much lower first‑order conversion rate for new users compared to existing ones, causing significant churn.

Design Strategy

To address this, the designers focused on three main strategies:

Strengthen memory points : create a unique brand symbol for new users.

Broaden extensibility : design symbols that adapt easily to various in‑app and out‑of‑app scenarios.

Increase fun : incorporate humor and playful elements that resonate with European youth.

1. Building a Memorable Brand Symbol

The team discovered that overseas brands often personify their symbols to convey a friendly, approachable image. Personified symbols connect emotionally with users, boosting loyalty and market competitiveness (e.g., trivago, TapTap). For TrainPal, a “gift‑box” was chosen as a globally recognizable element to convey “discounts and benefits” with low cognitive cost.

The resulting brand mascot—a “coin‑person” peeking out of a gift box—signals new‑user benefits in a playful way.

2. Multi‑Scene Extensibility

Different app touchpoints (login page, home page, coupon overlay, personal profile) require symbols of varying visual weight. The team designed two sizes of the mascot to ensure adaptability across these scenarios, preparing the brand for future extensions.

Immersive Fun Experience – Full‑Process Design

Login Page: Benefit Preview

The mascot’s head pops out of the gift box, hinting at upcoming benefits and encouraging users to log in with an emotion‑driven approach.

Home Page: Small Icon, Big Energy

To fit limited space, the mascot’s motion was simplified and a blinking eye added, enhancing liveliness and fun.

Coupon Overlay: Direct Benefit Cue

Instead of a hidden coin, the mascot now holds the gift box, using a clear animation to indicate coupon collection.

Personal Profile: “Don’t Miss This” Prompt

After login, the mascot’s animation emphasizes “benefits available—grab them now,” reinforcing the user’s perception of rewards.

Bringing Copy and Illustration to Life

When only one coupon remains, emotionally‑driven copy combined with the mascot’s animation urges users to complete the purchase.

Conclusion

The new‑user brand upgrade challenged the team’s design skills, creativity, and understanding of user psychology. The case study aims to inspire designers to create globally resonant, humorous, and engaging brand experiences.