Series, Comix & Novel Contents
Series is South Korea’s leading novel and comics platform, topping its category in revenue with 2.5M MAU.
Product
Naver Webtoon, Series
Naver Webtoon,
Series
Platform
Mobile & Tablet App
Role
Sr. UX Designer & Product Manager
Sr. UX Designer
Product Manager
Timeline
6 Month
Naver Webtoon, Series
Mobile & Tablet App
Sr. UX Designer, Product Manager
6 Month
Background
Background
Naver Series is South Korea’s leading novel and comics platform, with 2.5 million MAU and the highest revenue in its category. Since 2021, key metrics—new title engagement and paid transactions—have been declining, with fewer users exploring new content.
Naver Series is South Korea’s leading novel and comics platform, with 2.5 million MAU and the highest revenue in its category. Since 2021, key metrics—new title engagement and paid transactions—have been declining, with fewer users exploring new content.
Problems
Problems
Navigation & Layout Inefficiencies
Large event banners dominated the first screen, while underutilized Novel/Comix tabs in bottom navigation limited content discovery.
Navigation & Layout Inefficiencies
Large event banners dominated the first screen, while underutilized Novel/Comix tabs in bottom navigation limited content discovery.
Lack of Opportunities for Content Discovery
The home layout prioritized "Recently Viewed," hindering new content discovery and causing engagement drops. New users without viewing history lacked clear entry points, leading to confusion and low retention.
Lack of Opportunities for Content Discovery
The home layout prioritized "Recently Viewed," hindering new content discovery and causing engagement drops. New users without viewing history lacked clear entry points, leading to confusion and low retention.
Hypothesis
Hypothesis
01
01
Enhancing Content Discovery by Focusing on Home
Enhancing Content Discovery by Focusing on Home
If content exploration is centralized in Home, users will find new titles more easily. I need to increase discovery opportunities at the top of the home screen, where users’ first attention is captured
If content exploration is centralized in Home, users will find new titles more easily. I need to increase discovery opportunities at the top of the home screen, where users’ first attention is captured
02
02
Driving New Title Engagement with Rankings
Driving New Title Engagement with Rankings
Providing ranking content can encourage users to explore new titles. Target users tend to consume trending works or content similar to what they’ve previously engaged with
Providing ranking content can encourage users to explore new titles. Target users tend to consume trending works or content similar to what they’ve previously engaged with
03
03
Improving Navigation with Intent-Driven Menus
Improving Navigation with Intent-Driven Menus
Redesigning menus based on user intent will help them find desired features more easily. Instead of Novel and Comix categories, persona-driven features like Promotions and Search should take priority
Redesigning menus based on user intent will help them find desired features more easily. Instead of Novel and Comix categories, persona-driven features like Promotions and Search should take priority
User Research
User Research
Content Discovery Strategy Based on In-Depth User Interviews
Interviews with 15 users revealed three personas and key content discovery opportunities.
Light users were discount-driven, while moderate users relied on search for trending titles. We optimized their journey from exploration to purchase based on these insights.
Content Discovery Strategy Based on In-Depth User Interviews
Interviews with 15 users revealed three personas and key content discovery opportunities.
Light users were discount-driven, while moderate users relied on search for trending titles. We optimized their journey from exploration to purchase based on these insights.
Desk Research
Desk Research
Aligning Navigation with User Intent
An analysis of 13 entertainment apps showed that 9 structured bottom navigation around user intent.
In contrast, Series app used content-based menus (e.g., Comix, Novel), while competitors focused on user goals with tabs like Home, Notice, and Search.
Aligning Navigation with User Intent
An analysis of 13 entertainment apps showed that 9 structured bottom navigation around user intent.
In contrast, Series app used content-based menus (e.g., Comix, Novel), while competitors focused on user goals with tabs like Home, Notice, and Search.
“ How can I improve the user service experience in a better direction while encouraging them to click on and view more Contentes? ”
“ How can I improve the user service experience in a better direction while encouraging them to click on and view more Contentes? ”
“ How can I improve the user service experience in a better direction while encouraging them to click on and view more Contentes? ”
Solutions
Solutions
I surveyed users to identify key restaurant information needs. Findings revealed that while all users value basic restaurant data, information priorities vary by restaurant type.
I surveyed users to identify key restaurant information needs. Findings revealed that while all users value basic restaurant data, information priorities vary by restaurant type.
Re-designing Top Navigation
Re-designing Top Navigation
Integrate Novel and Comix into the Home menu for a more seamless content discovery experience.
Integrate Novel and Comix into the Home menu for a more seamless content discovery experience.
Introducing Rankings
Introducing Rankings
Enhance the Home by incorporating various ranking sections to drive engagement with trending content.
Enhance the Home by incorporating various ranking sections to drive engagement with trending content.
Intent-Driven
Bottom Tabs
Intent-Driven
Bottom Tabs
Restructure the bottom tabs with clear, function-oriented categories to improve usability and content access.
Restructure the bottom tabs with clear, function-oriented categories to improve usability and content access.
Iterative Approach
Iterative Approach
My redesign introduced major structural changes, so I took on both UX design and product management roles. I led the project with a phased iteration plan to ensure a smooth rollout. Over eight months, I guided the implementation across iOS and Android in three key stages.
My redesign introduced major structural changes, so I took on both UX design and product management roles. I led the project with a phased iteration plan to ensure a smooth rollout. Over eight months, I guided the implementation across iOS and Android in three key stages.
v1: Oct 2023 -
v1, Oct 2023 -
v1: Oct 2023 -
Introduced ranking content at the top of the Home screen
Introduced ranking content at the top of the Home screen
v2: Apr 2024 -
v2, Apr 2024 -
v2: Apr 2024 -
Redesigned the Novel/Comix structure and the bottom tab
Redesigned the Novel/Comix structure and the bottom tab
v3: Jul 2024 -
v3: Jul 2024 -
Expanded the updates to the Android app
Expanded the updates to the Android app
Final Design
Final Design
Result
Result
Impact of the Redesign
One month after the update, all key performance indicators (KPIs) of the Series app showed an upward trend.
Notably, clicks per contents title saw a 19.5% surge, driving a 3.4% increase in new contents views and a 2.7% rise in new contents purchases, significantly boosting revenue in just one month.
These results alleviated concerns about the large-scale structural changes, proving the effectiveness of the redesign.
Impact of the Redesign
One month after the update, all key performance indicators (KPIs) of the Series app showed an upward trend.
Notably, clicks per contents title saw a 19.5% surge, driving a 3.4% increase in new contents views and a 2.7% rise in new contents purchases, significantly boosting revenue in just one month.
These results alleviated concerns about the large-scale structural changes, proving the effectiveness of the redesign.
19.5%+
19.5%+
19.5%+
Click per contents title
Click per
contents title
Click per contents title
3.4%+
3.4%+
3.4%+
New contents views
New contents
views
New contents views
2.7%+
2.7%+
2.7%+
New contents purchases
New contents purchases
New contents purchases