WELCOME TO JENN HYUNA'S PORTFOLIO.
WELCOME TO JENN HYUNA'S PORTFOLIO.

Menu

WELCOME TO JENN HYUNA'S PORTFOLIO.

Menu

Projects

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."

Email? Email!

jenn.hyuna@gmail.com

© 2024. by Jenn HyunA

Email? Email!

jenn.hyuna@gmail.com

© 2024. by Jenn HyunA

Email? Email!

jenn.hyuna@gmail.com

© 2024. by Jenn HyunA