NAVER Financial
2024

Npay: Stock - Mobile Home

Role
Design/UX PL — set the redesign direction, coordinated stakeholders, defined detailed specs
Outcome

Securities Home PV +18%

Naver Pay Securities is Korea's largest stock information service. Home was the second-highest-traffic area after stock detail pages, but over 70% of clicks were concentrated on watchlisted stocks alone — in practice, it was little more than a bookmarks list.

The old Npay Securities home: tidy, but lacking visual cues like stock logos that help beginners discover stocks
Click analysis: over 70% of home clicks went to the Watchlist area, while content further down was barely touched

Through metric analysis and a cross-functional workshop, we redefined Home's role.

“A plaza where you take in your own interests and the market at a glance — the starting point for exploration.”

The home defined as tracking, where my interests overlap market trends, plus finding new opportunities

Based on this definition, we abstracted Home's features into modules and determined their placement by testing user flows.

Final Design

The page opens with market indicators and key alerts, followed by held/watchlisted stocks and their research information. Core market information — trading trends, subscriptions, rankings — follows in sequence.

The first three screens of the new home: indices, alerts and holdings; the watchlist; research on my stocks and real-time top 10
Three lower screens of the new home: investor trading trends, IPO subscriptions with market cap by sector, and rankings

New Screens Launched Alongside

We planned and launched three additional screens that complement Home's content.

  • My Stocks — view holdings scattered across multiple brokerages as a single portfolio on one screen
The My Stocks screen: holdings from multiple brokerages with total value, and a Watchlist tab grouped by list
  • What If I'd Bought Then? — simulate the returns/dividends you'd have today had you bought in the past
The What If screen: sliding the date shows the expected return and dividends had you bought on that day
  • Investment Info — using MyData to combine your buy-in position, investor composition, and investor sentiment
The Investment Info screen, showing where I bought as a building floor, followed by investor counts, age groups and portfolio weights

Outcomes

After launch, total page views on the Securities Home rose about 18%. Click concentration on the watchlist area dropped by 9 percentage points, confirming the metrics moved in the intended direction.

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