A&D ANNUAL 2021

Jia Lu Li

‘Hero Papa’ is an interdisciplinary graphic and UI/UX design project, establishing a brand and designing a phone application. The project aims to address an issue experienced by new Chinese fathers and their need for skills and knowledge in parenting babies. The establishment of the brand and designed app targets fathers born after the 1990s. The phone application tackles the problem by delivering fathers with parenting skills and knowledge from a scientific parenting aspect and an aspect of communication between fathers. The main UX consideration is based on the Chinese user mental model‚ ‘everything-in-one’, and the main UI consideration is based on the more favoured colours of the target market. There is a long way to go in achieving the ultimate goal of fathers undertaking parenting roles effectively on a mass scale. However, having a brand and app specifically targeted to fathers, is an effective step forward in reminding fathers of their parenting responsibilities.