Project Background

Naver Pay Stock is the largest domestic securities information service that many users visit.

The Stock Home is the second area with the most visitors and page views, following the detailed screens of each stock. However, there have been opinions internally that it should become a "page that users want to visit more frequently and has more to see."

After the proposal of the project, it proceeded in the following order.

1. First, we analyzed indicators to understand how users are using the service,

2. and we collected various voices and needs through workshops with related departments' employees.

3. Finally, we organized and structured the insights and ideas obtained from the first two steps and went through a visualization process.

   
   

Existing Design and Log Data Analysis

The results of the indicator analysis were somewhat disappointing. Over 70% of total clicks were concentrated solely on the area of interest stocks, and there was almost no response to other content provided on the home page. This confirmed that there is a significant gap between the goal of creating a 'page that users want to visit more often and has more to see' and the current state.

Workshop

At the initial stage of the project, an offline workshop session was held where all personnel related to securities—planning, design, development, QA, etc.—gathered to discuss what kind of space the Securities Home should be and the current issues.

The insights obtained from the workshop are summarized as follows.

1. While a lot of information is provided on the home page, it is difficult to determine what is relevant and important information for me.

2. There is a need for a revamp focused on personalization based on my interests and the latest market information that is currently trending.

New Role for Securities Home

After comprehensively reviewing the content discussed in the workshop, the results of the indicator analysis, and the information collected so far, we redefined the role of the new Securities Home as ‘a plaza that gives a panoramic view of my interests and market trends, serving as a guide that is the starting point for exploration.’

Approach

The method chosen to concretize conceptual expressions and ideas is as follows.

First, based on the information collected in the previous stages and the newly defined role of the Securities Home, we abstracted and organized the features to be included on the home page by module. At the same time, we tested the user flow on the screen and reviewed the layout of the features.

Later, after organizing the information structure and flow to a certain extent, we proceeded with the work of specifying each module and completed the final design.

Final Design

The final composition plan was designed with the following flow. First, it starts with major indicators that provide a view of the market and important notifications, followed by a priority display of stocks held by users, interests stocks, and research information about those stocks. Then, key information that cannot be missed in the market, such as trading trends, subscription information, and ranking information, is sequentially arranged to allow users to grasp the necessary information at a glance.

During the home revision, new pages complementing the content of the home were planned and launched together.

My Stocks

'My Stocks' is a screen that replaces the 'MY' screen of the existing service, allowing users to view not only the interested stocks they have managed but also stocks scattered across various securities accounts all in one place, giving a comprehensive view of their entire portfolio.

If I Had Bought Then

'If I Had Bought Then?' is a screen that allows users to find out what kind of performance/dividend they could have received if they had bought and held the stock in the past. It is primarily aimed at stocks that have been listed for at least five years.

Investment Information

The 'Investment Information' screen allows users to comprehensively understand where they purchased a stock based on their information linked with Naver Pay My Data, what the investor composition is, and what investors are thinking.

Results

After the launch, the page views (PV) of the entire Securities Home area increased by about 18%, indicating that the goal of providing reading materials and items for users to explore seems to have been achieved.

Additionally, the click share in the area of interest stocks that was pointed out as a problem during the indicator analysis also decreased by about 9 percentage points. While it did not meet expectations, we could still confirm that the indicators moved in the intended direction.