Naver Influencer Search
Developed Launched a new search tab to enhance the search experience, delivering advanced, high-quality results that help users effortlessly discover reliable content tailored to their interests. By refining search relevance and elevating creator-driven insights, Naver Influencer Search enhances the way users discover and interact with information.
Role Lead Design
Platform PC, Mobile Web
Year 2021-2023
Team 1 Product Designer, 1 Resercher, 1 Project Manager, 1 Product Owner, 2 Engineers
Background
Naver processes trillions of searches annually, delivering information in the most relevant formats,
from web pages to real-world data like maps and local inventories. Another part of search is now about exploration space,
not just answers. We identified an opportunity to enhance the search experience by integrating creator-driven content.
Naver users believe creators as reliable sources of information, whether for product real reviews, recommendations, lifestyle tips, or expert insights. However, still accessing high-quality, curated influencer content within search results remained a challenge.
Why did we focus on creators in Search results in the first place?
1. Highlighting Creators' Role in Content
Naver Search aimed to emphasise that creators are actively involved in crafting the content displayed in search results.
By making their contributions more visible, we reinforce their role as key participants in the information ecosystem.
2. Ensuring Transparency
Transparency is crucial in search results. To achieve this, we decided to clearly display information sources
by moving all attributions—
including website sources and creator profiles—to the top of the content.
Naver Search continuously evolves its algorithm to prioritise and display information while ensuring transparency about its origins.
Clearly indicating sources helps users assess the credibility and reliability of the information presented, making search results more trustworthy and informative.
This change improves visibility for creators who consistently deliver high-quality content. The click-through rate (CTR) for sources (creators, reporters) in VEW and news collections has significantly increased, with VIEW source CTR rising by 33% and reporter CTR by 104%, respectively.
Problem
Accessing high-quality and reliable creators’ content within search results has been a challenge.
Existing influencer search results are based on rankings, making it difficult to deliver dynamic or personalised experiences.
This static search experience frustrates users, limiting their ability to explore relevant content. The lack of personalisation restricts the discovery of fresh topics, while unreliable sources often dominate, impacting the overall quality of search results.
Solutions
Delievered advanced, high-quality search results that allow users to effortlessly discover reliable content
from creators tailored to their preferences. We aim to provide personalised recommendations, enabling users to seamlessly
explore new topics and interests.
Impact
CTR 14.5%
User Engagement 368%Create new content
447per hour
We achieved a significant increase in key success metrics, including a 368% growth in user engagement by following influencers and an impressive 447 new pieces of content created per hour. The Click-Through Rate (CTR) accounts for around 14.5% of the search volume. Additionally, influencers saw a threefold increase in profits after joining the platform, highlighting the impact of our strategic approach.
Three Takeaways
Developing a Strong Sense of Ownership for Success with Cross-Functional Teams
From the outset of the TF team, I actively participated in every phase, from planning to delivery, adopting an agile approach to align business goals with user needs.
Expanding the influencer search from a single collection to a broader tab significantly contributed to the Naver creator ecosystem. Throughout the project, I not only enhanced the design but also took ownership, fostering collaboration across teams to ensure its success.
Taking on Experimental Challenges and Leading New Feature AdoptionsTo provide users with advanced and more accurate searches, we faced the challenge of offering a personalised space within static and objective search results.
Striving to balance personalised information with general search results, we aimed to innovate and deliver valuable content to users. This led to more engaging personalised search results, enhancing user satisfaction and encouraging greater platform engagement.
Constantly Refining and Validating Through A/B Testing and Data-Driven DecisionsPost-launch, we refined the design using A/B testing and data analysis, focusing on key metrics such as CTR, session time, and conversion rates to assess the product objectively. By leveraging quantitative data, we improved the design with a user-centric focus, enhancing overall satisfaction. I balanced creativity with data-driven decision-making, ensuring that design solutions were both imaginative and underpinned by solid analytics.
Talks
In 2021, we presented our design and methodologies for Naver Influencer Search at Naver’s Design Colloquium. This annual conference serves as a platform for Naver's designers to share insights and project knowledge. Thetheme of the colloquium was 'Insights and Problem-Solving Processes of NAVER Designers for Various Partners.' I had the privilege of participating as a speaker in the seminar session titled '4. Design for Experts.' The conference consisted of a pre-recorded seminar and a live talk session, making it accessible to reach a wider audience.