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Naver Pay QR Payment
Naver Pay QR Payment
Naver Pay QR Payment
Naver Pay QR Payment
With user-centered approach, the goals was to to enhance new user acquisition and service monetization by offering benefits to users.
With user-centered approach, the goals was to to enhance new user acquisition and service monetization by offering benefits to users.
My Role
My Role
App Design
Prototyping
User Research
App Design
Prototyping
User Research
App Design, Prototyping, User Research
Team
UX Designer(4)
Project Manager(3)
UX Designer(4)
Project Manager(3)
UX Designer(4)
Project Manager(3)
Timeline
May - June 2024
May - June 2024
May - June 2024
Challenge
Naver Pay, a fintech app from Naver, South Korea's largest web portal, has a high online payment rate but remains underutilized offline. Users faced difficulties locating the app’s benefits, which affected new user adoption rates. The app lacked personalization and customization features, making it less engaging and user-friendly.
Results
The redesigned app features a clean, clutter-free interface, improving navigation and access to personalized benefits. Enhanced banners on the main page led to a 75% increase in information awareness. The addition of personalization options boosted user engagement, resulting in a 57.1% increase in the opt-in rate for benefits.
My impact
UXUI team leader, leading insight discovery
Developed interactive prototypes and conducted usability tests to explore and test various design solutions
Designed a seamless, end-to-end user journey that optimized navigation and user engagement
Conducted comprehensive user research, analyzing target audience behavior to identify key needs and pain points
Implemented a unified design system and cohesive visual language to ensure a consistent, user-friendly interface
Challenge
Naver Pay, a fintech app from Naver, South Korea's largest web portal, has a high online payment rate but remains underutilized offline. Users faced difficulties locating the app’s benefits, which affected new user adoption rates. The app lacked personalization and customization features, making it less engaging and user-friendly.
Results
The redesigned app features a clean, clutter-free interface, improving navigation and access to personalized benefits. Enhanced banners on the main page led to a 75% increase in information awareness. The addition of personalization options boosted user engagement, resulting in a 57.1% increase in the opt-in rate for benefits.
My impact
UXUI team leader, leading insight discovery
Developed interactive prototypes and conducted usability tests to explore and test various design solutions
Designed a seamless, end-to-end user journey that optimized navigation and user engagement
Conducted comprehensive user research, analyzing target audience behavior to identify key needs and pain points
Implemented a unified design system and cohesive visual language to ensure a consistent, user-friendly interface
Challenge
Naver Pay, a fintech app from Naver, South Korea's largest web portal, has a high online payment rate but remains underutilized offline. Users faced difficulties locating the app’s benefits, which affected new user adoption rates. The app lacked personalization and customization features, making it less engaging and user-friendly.
Results
The redesigned app features a clean, clutter-free interface, improving navigation and access to personalized benefits. Enhanced banners on the main page led to a 75% increase in information awareness. The addition of personalization options boosted user engagement, resulting in a 57.1% increase in the opt-in rate for benefits.
My impact
UXUI team leader, leading insight discovery
Developed interactive prototypes and conducted usability tests to explore and test various design solutions
Designed a seamless, end-to-end user journey that optimized navigation and user engagement
Conducted comprehensive user research, analyzing target audience behavior to identify key needs and pain points
Implemented a unified design system and cohesive visual language to ensure a consistent, user-friendly interface
Challenge
Naver Pay, a fintech app from Naver, the largest web portal in South Korea, has a high online payment rate but remains limited in offline usage. Users were facing issues with the process of finding the benefits offered by the app, which was affecting new user adoption rates. The app lacked personalization and customization options, making it less engaging and user-friendly.
Results
The redesigned app features a clean, clutter-free interface, making it easier for users to navigate and access personalized benefits. The improved banners in main page resulted in a 75%p increase in information awareness rate. The addition of personalization and customization options enhanced user engagement, leading to a 57.1% in opt-in rate for benefits.
My impact
UXUI team leader, leading insight discovery
Developed interactive prototypes and conducted usability tests to explore and test various design solutions
Designed a seamless, end-to-end user journey that optimized navigation and user engagement
Conducted comprehensive user research, analyzing target audience behavior to identify key needs and pain points
Implemented a unified design system and cohesive visual language to ensure a consistent, user-friendly interface
Scope of Project
Scope of Project
Scope of Project
01
Research & Analysis
Conducted user interviews, surveys, and analyzed to understand the pain points and user needs. Also studied competitor apps and industry trends to gather insights.
02
Information Architecture
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
03
Wireframing & Prototyping
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
04
Usability Testing
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
05
Visual Design & Style Guide
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
01
Research & Analysis
Conducted user interviews, surveys, and analyzed to understand the pain points and user needs. Also studied competitor apps and industry trends to gather insights.
02
Information Architecture
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
03
Wireframing & Prototyping
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
04
Usability Testing
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
05
Visual Design & Style Guide
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
01
Research & Analysis
Conducted user interviews, surveys, and analyzed to understand the pain points and user needs. Also studied competitor apps and industry trends to gather insights.
02
Information Architecture
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
03
Wireframing & Prototyping
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
04
Usability Testing
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
05
Visual Design & Style Guide
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Process
Process
Process
Discover
Through surveys and user interviews, we discovered that 20 percent of indicated that the reason for using Naver Pay was its great benefits and rewards, but many users expressed difficulty in finding the right ones.
Through surveys and user interviews, we discovered that 20 percent of indicated that the reason for using Naver Pay was its great benefits and rewards, but many users expressed difficulty in finding the right ones.
Documenting all of the findings and notes, we grouped quotes and insights from each user based on which flow and step the user was in.
Documenting all of the findings and notes, we grouped quotes and insights from each user based on which flow and step the user was in.
Mapping out users
Mapping out users
Based on user interviews and background research, we created a journey map illustrating users paying with a QR code through the Naver Pay app. By analyzing this journey map further, we identified potential issues that users might encounter, which we can address in our design. We particularly focused on enhancing user convenience, especially related to completing essential tasks outside.
Based on user interviews and background research, we created a journey map illustrating users paying with a QR code through the Naver Pay app. By analyzing this journey map further, we identified potential issues that users might encounter, which we can address in our design. We particularly focused on enhancing user convenience, especially related to completing essential tasks outside.
Define
Project OKRs
Project OKRs
Objective: Increase the Monthly Active Users (MAU) by 20% for new users utilizing the Naver Pay app’s offline payment
Key Result 1: Improve the retention rate by ensuring that users who use the Naver Pay app’s offline payment service at least once, use it two or more times within a month.
Key Result 2: Achieve a 10% conversion rate of new users in the Naver Pay app who complete their first transaction using the offline payment service.
Objective
Increase the Monthly Active Users (MAU) by 20% for new users utilizing the Naver Pay app’s offline payment
Key Result 1
Improve the retention rate by ensuring that users who use the Naver Pay app’s offline payment service at least once, use it two or more times within a month.
Key Result 2
Achieve a 10% conversion rate of new users in the Naver Pay app who complete their first transaction using the offline payment service.
Objective
Increase the Monthly Active Users (MAU) by 20% for new users utilizing the Naver Pay app’s offline payment
Key Result 1
Improve the retention rate by ensuring that users who use the Naver Pay app’s offline payment service at least once, use it two or more times within a month.
Key Result 2
Achieve a 10% conversion rate of new users in the Naver Pay app who complete their first transaction using the offline payment service.
Target Audience
Target Audience
Users who are familiar with the Naver Pay service but have not yet used the Naver Pay app, specifically targeting new app users.
Users who are familiar with the Naver Pay service but have not yet used the Naver Pay app, specifically targeting new app users.
Solution
Create a process where users could select their preferences—such as favorite brands and categories—without feeling they were overtly sharing personal information, while making the experience enjoyable. By applying perceived control and intrinsic motivation, we designed the interface to give users a sense of autonomy and engagement, reducing privacy concerns and increasing satisfaction.
Create a process where users could select their preferences—such as favorite brands and categories—without feeling they were overtly sharing personal information, while making the experience enjoyable. By applying perceived control and intrinsic motivation, we designed the interface to give users a sense of autonomy and engagement, reducing privacy concerns and increasing satisfaction.
Option 1: Selection
Option 1: Selection
Option 1: Selection
Created an onboarding journey that allows users to quickly view merchants at a glance and select brands categorized by the existing categories provided.
Considerations:
- Rushing through just three selections may risk providing less personalized content.
Created an onboarding journey that allows users to quickly view merchants at a glance and select brands categorized by the existing categories provided.
Considerations:
- Rushing through just three selections may risk providing less personalized content.
Created an onboarding journey that allows users to quickly view merchants at a glance and select brands categorized by the existing categories provided.
Considerations:
- Rushing through just three selections may risk providing less personalized content.
Option 2: Gamification
Option 2: Gamification
Option 2: Gamification
Aimed to add an element of fun by incorporating game-like features while minimizing users' awareness of providing personal information.
Considerations:
- The more categories users select in the previous stage, the more repetitive the process of selecting brands becomes, which can lead to boredom.
Aimed to add an element of fun by incorporating game-like features while minimizing users' awareness of providing personal information.
Considerations:
- The more categories users select in the previous stage, the more repetitive the process of selecting brands becomes, which can lead to boredom.
Aimed to add an element of fun by incorporating game-like features while minimizing users' awareness of providing personal information.
Considerations:
- The more categories users select in the previous stage, the more repetitive the process of selecting brands becomes, which can lead to boredom.
User Testing
We initiated a user research plan to test designs and facilitated usability testing sessions. Through think-aloud protocols, we prompted participants to articulate their reactions, expectations, and decision-making processes. The primary objective was to gather insights on user perceptions of different onboarding flows for personalized "made for you" benefits.
We initiated a user research plan to test designs and facilitated usability testing sessions. Through think-aloud protocols, we prompted participants to articulate their reactions, expectations, and decision-making processes. The primary objective was to gather insights on user perceptions of different onboarding flows for personalized "made for you" benefits.
Key insights from the testing…
Key insights from the testing…
Outcome
The project started because, despite offering more and varied benefits compared to competitors, they were only being used by those who were aware of them due to a lack of user optimization. Through the case study, we identified exactly where users were experiencing difficulties and what their needs were, and implemented solutions to improve usability.
The project started because, despite offering more and varied benefits compared to competitors, they were only being used by those who were aware of them due to a lack of user optimization. Through the case study, we identified exactly where users were experiencing difficulties and what their needs were, and implemented solutions to improve usability.
75%p
75%p
75%p
Increase in Information Awareness Rate
Increase in Information Awareness Rate
Increase in Information Awareness Rate
57%p
57%p
57%p
Opt-in Rate for Benefits
Opt-in Rate for Benefits
Opt-in Rate for Benefits
Retrospective
Retrospective
Retrospective
"This project encouraged me to explore broadly rather than deeply and to discover various ways to add value for learners. In particular, conducting interviews helped me develop the ability to naturally prompt more responses and create a comfortable environment for the interviewees. I also developed a deeper understanding of how design influences product strategy and impacts the trialists’ experience."
"This project encouraged me to explore broadly rather than deeply and to discover various ways to add value for learners. In particular, conducting interviews helped me develop the ability to naturally prompt more responses and create a comfortable environment for the interviewees. I also developed a deeper understanding of how design influences product strategy and impacts the trialists’ experience."