Redesigning the Webtoon App: A UX Case Study
In this project, I am going to redesign the mobile app of Webtoon. Before diving into the development of the redesign Webtoon app, it was crucial to assess the existing user experience and identify key pain points that hindered seamless navigation and engagement.
Client Background: Webtoon, a South Korean webtoon platform established in 2004 by Naver Corporation, serves as a hub for webtoons and compact digital comics. With its presence on both web and mobile (Android and iOS), it boasts a sizable user base due to its free accessibility.
Project Goals: The primary goal of this redesign initiative was to address prevalent usability issues within the Webtoon app. As a long-term user, I recognized several areas for improvement, such as unclear comic classifications, repetitive features on the landing page, and a cumbersome selection process that impeded users from diving straight into their chosen comics.
Understanding the Audience: Targeting primarily teenagers and young adults, with a notable presence among individuals aged 13 to 24, the redesign aimed to cater to diverse user personas. One such persona, “Sarah,” an 18-year-old college student, sought a personalized comic discovery experience aligned with her interests.
Creative Process
UX Audit: Prior to initiating the redesign, an in-depth analysis of the existing app unearthed the aforementioned pain points, paving the way for targeted improvements.
- The classification of comics is not clear
- Many similar / repeat features in the landing page
- It makes users spend too much time choosing instead of reading
Deriving Inspiration: Drawing inspiration from comparable platforms such as Toomics, Tapas, and WebComics, I evaluated their strengths and weaknesses, utilizing them as benchmarks for this redesign endeavor.
Design Approach: Respecting Webtoon’s established brand identity, the redesign largely retained the existing color scheme while refining its usability and visual layout.
Design Evolution
User flow diagram: Sarah, 18-year-old college student persona. Her user flow begins with a personalized login experience, where she’s prompted with a set of tailored questions designed to understand her preferences. By providing insights into her favorite genres, art styles, and themes, Sarah effortlessly navigates through the app’s revamped interface. Upon completion, she enters a dynamic homepage, presenting a curated selection of comics perfectly matching her tastes.
Wireframe: Introduction of personalized queries during the login process aimed at tailoring recommendations. Users had the choice to skip these questions, receiving popular comic suggestions.
Mid-Fidelity Prototype: Evolutionary changes based on feedback, ensuring the sensitive nature of personal information was respected. The prototype showcased varied user pathways based on age, gender, and preferences, enhancing user-specific experiences.
Link to the mid-fidelity wireframe: https://xd.adobe.com/view/fb5bf0f1-a68d-4dd9-b147-74206495945e-ae08/
Final Deliverable: Introduces distinct pathways for users based on their age, gender, and preferences, catering to 15-year-old male users, 25-year-old female users, and those who initially skipped the questionnaire. Users encountering a change of heart or seeking personalized recommendations after skipping questions can effortlessly adjust their preferences via a convenient option located at the bottom of the homepage.
Moreover, the prototype showcases an intuitive comic selection interface, presenting various episodes and preview options. New users benefit from a preview feature, allowing them to explore before diving in, while returning users easily navigate to the latest episode through the ‘read the latest’ option. This high-fidelity prototype ensures a tailored and engaging journey for users, facilitating seamless comic discovery and enhancing the overall user experience within the Webtoon app.
Link to the final prototype: https://xd.adobe.com/view/55a848e0-42e0-4f7f-81b4-62fce1d8a99d-00fb/
Interaction video 1: 15 years old, male user
Interaction video 2: 25 years old, female user
Interaction video 3: Explore page
Comparison between new design and original design:
Reflections
The project presented challenges in refining the user flow and integrating new elements into the app’s simple branding. Balancing the needs of new and existing users proved intricate. Nevertheless, the experience was enriching, offering insights into the complexities of app redesign and instilling confidence for future UX endeavors. The journey of redesigning the Webtoon app was both challenging and rewarding. It not only honed my skills in UI/UX design but also emphasized the intricate balance required to cater to diverse user needs.