Naver Shopping Live
As an intern in Naver's Station Zero department, I focused on developing strategies to boost the purchase conversion rate for Naver's live commerce platform. My approach included conducting interviews with viewers and sellers to inform my planning and enhancements to the live viewer design. The ideas I presented to the executive team, including the CEO, were well-received and subsequently adopted. This led to a outcome: a 119% increase in viewer influx and a doubling of transaction volume on the platform.
Role
Design strategy
UX / UI / GUI design,
User Research,
Prototyping Interaction
Duration
2 months (2020)
Tools
Sketch,
ProtoPie,
Adobe Premiere,
PPT
Company
Context
About Naver Corp.
NAVER is a global technology company headquartered in South Korea, offering diverse online services such as search engine, artificial intelligence, email, mapping, e-commerce, cloud services, and LINE messenger. Holding over 70% of Korea's search engine market, NAVER leads as the nation’s top search provider. Its workforce of approximately 15,000 employees collaborates to deliver these integrated services across various platforms.
Naver Shopping Live
Naver Shopping Live is a service that allows users to watch live broadcasts featuring products, enabling a unique shopping experience. Through real-time video streams, viewers can interact with sellers, ask questions, and make purchases directly within the platform. This service helps users discover new items, compare options, and make informed shopping decisions, blending entertainment with e-commerce for a seamless experience.
Challenges
Enhance the Player Viewer for Naver's Shopping Live 2.0
Problem Definition Process
Conducted Usability Testing and User Interview with
12 Sellers and Buyers to identify issues in the product browse process.
To gain a deeper understanding of users' priorities and behaviors within the live commerce experience, I conducted interviews with both viewers and sellers. This research was aimed at dissecting the intricacies of user interactions on live commerce platforms, identifying the key factors that influence engagement and purchase decisions.
Usability issues in the current Play Views
Problem 01
Challenges in Communicating Live Details
1.Due to the lack of a designated area for event descriptions, sellers have to verbally explain live special offers continuously without any indication of their expiration.
2.The discount amount for special-priced items is not shown, and fixed tags make it difficult to identify which product is being discussed.
Problem 02
Navigation Issues Between Live and Product Details
Clicking on a product redirects to the SmartStore, leaving the live broadcast screen (making it impossible to explore text and video simultaneously).
Pain Points from User Insights
01
02
Difficulty in quickly grasping key information upon entering the live event.
Insufficient mechanisms to encourage purchases during the live event.
Goals
Deliver impactful live experiences that drive engagement, foster seamless interactions, and amplify the value of real-time shopping opportunities.
Design Output
01
Live Discounts and Cart Feature to Enhance Convenience and Boost Sales
Highlight live-only discounts and mark the current product with an “Introducing now” label for easy tracking. Shoppers can quickly add items to their cart with a single button.
02
Real-Time Engagement Events Between Viewers and Sellers
Buyers can easily participate in events through buttons, enhancing their engagement and interactivity with the broadcast. This solves the sellers’ challenges of repeatedly creating panels and keeps consumers more immersed in the broadcast.
03
Q&A Interaction & Collection
Click the question button to ask separately. Sellers or managers provide answers in one place, addressed live or revisited after the session.
04
Dual-View Shopping Experience
Dual-view allows users to explore products seamlessly on Naver Smart Store while watching the live stream, solving the issue of interrupted views when clicking banners.
05
Linked Store and Explore all Products
The "See More" button lets users access the related store page and its information. Users can view previous live videos and browse all products in the store.
Takeaways
Turning Ideas into Results at Naver
I had the rare opportunity to present my design proposals to Naver’s design leaders and C-level executives. By analyzing user behaviors and platform bottlenecks, I proposed innovative solutions to enhance viewer engagement and streamline transaction flows. This led to tangible outcomes: a 119% increase in viewer influx and a doubling of transaction volume, solidifying the impact of my ideas across the platform.