Soomgo
Soomgo
Main page renewal with data-driven design process and more
Product Design(UX/UI)
Company Detail
Company Detail
Soomgo
Series C
+150 members
Online Services Marketplace
Soomgo
Series C
+150 members
Online Services Marketplace
Type
Type
Main Page Renewal
Main Page Renewal
Timeline
Timeline
Nov 2022 - Jan 2023
Nov 2022 - Jan 2023
Role
Role
Product Design(100%)
Wireframe
Lo-Hifi Prototype
Overall Design
Research & Test(40%)
User Research
Usability Test
Feature Policy(30%)
Product Design(100%)
Wireframe
Lo-Hifi Prototype
Overall Design
Research & Test(40%)
User Research
Usability Test
Feature Policy(30%)
Soomgo is a service connecting users with local service providers and this is a project to build the main home page for Soomgo's strategic space for 100,000 providers.
I have experienced establishing hypotheses and deriving action plans based on quantitative and qualitative data, rather than just the designer's intuition, and reflecting on the results.
Soomgo is a service connecting users with local service providers and this is a project to build the main home page for Soomgo's strategic space for 100,000 providers.
I have experienced establishing hypotheses and deriving action plans based on quantitative and qualitative data, rather than just the designer's intuition, and reflecting on the results.
Soomgo is a service connecting users with local service providers and this is a project to build the main home page for Soomgo's strategic space for 100,000 providers.
I have experienced establishing hypotheses and deriving action plans based on quantitative and qualitative data, rather than just the designer's intuition, and reflecting on the results.
"Flexible and intuitive design"
"Flexible and intuitive design"
Background
Background
The story begins with the goal of improving the high churn rate, which contrasts with the sluggish acquisition of new users.
Through usability testing(UT) and previous user interviews, we investigated what should be prioritised for improvement.
The story begins with the goal of improving the high churn rate, which contrasts with the sluggish acquisition of new users.
Through usability testing(UT) and previous user interviews, we investigated what should be prioritised for improvement.
The story begins with the goal of improving the high churn rate, which contrasts with the sluggish acquisition of new users.
Through usability testing(UT) and previous user interviews, we investigated what should be prioritised for improvement.
Pain Points
Pain Points
We discovered several pain points, but the two tasks that need to be addressed as top priorities are as follows.
• high product complexity
• insufficient service onboarding
Several user interviews show that the majority of users who did not settle in failed to understand the product. They couldn't find existing features and found it difficult to use. Looking at the depth of the onboarding elements, they were positioned in areas with very low accessibilities.
We discovered several pain points, but the two tasks that need to be addressed as top priorities are as follows.
• high product complexity
• insufficient service onboarding
Several user interviews show that the majority of users who did not settle in failed to understand the product. They couldn't find existing features and found it difficult to use. Looking at the depth of the onboarding elements, they were positioned in areas with very low accessibilities.
User Interviews
User Interviews
User Interviews
As of 2021, 48% of skilled professionals on Soomgo did not enter payment settlement information. The reasons given were either not knowing about the feature or not understanding the necessity of providing settlement information.
Research related to Payment
Research related to Payment
... 53% of professionals found the activity analysis screen helpful, but only 28% reported having seen it. Meanwhile, 73% of people expressed a willingness to use it.
Research related to Profile Activity Analysis
Research related to Profile Activity Analysis
Research related to Profile Activity Analysis
Even experienced professionals who have become established find Soomgo difficult. Both the pathways and functions for meeting customers are complex, and this is because an adequate understanding of these aspects has not been accompanied.
Research related to Reservation
Research related to Reservation
Research related to Reservation
The reason for the increasing product complexity was the lack of a strategic space, such as a home. Notification components like alerts, modals, callouts, and tooltips were overwhelmed the pages, making the product difficult to navigate.
The reason for the increasing product complexity was the lack of a strategic space, such as a home. Notification components like alerts, modals, callouts, and tooltips were overwhelmed the pages, making the product difficult to navigate.
Goal Set
Goal Set
What we gonna make?
What we gonna make?
Home screen for professionals, onboarding flow for new sign-ups
Home screen for professionals, onboarding flow for new sign-ups
Hypothesis
Hypothesis
By creating a home screen and strategic spaces, product complexity can be reduced, and onboarding can be provided naturally. As a result, user churn will decrease.
By creating a home screen and strategic spaces, product complexity can be reduced, and onboarding can be provided naturally. As a result, user churn will decrease.
What business data should be observed?
What business data should be observed?
Quarterly Retention
Paid Conversion
Subdomain Conversion
VOC
VOC
VOC
Data Analysis
Data Analysis
Customization
Customization
What should we display? First, I listed the information that the user wants and the information that Soomgo must show.
Then, based on the expert RFM Segmentation data created by the Data Chapter, I organized the information for each segment and decided the order of content exposure on the home dashboard.
What should we display? First, I listed the information that the user wants and the information that Soomgo must show.
Then, based on the expert RFM Segmentation data created by the Data Chapter, I organized the information for each segment and decided the order of content exposure on the home dashboard.
What should we display? First, I listed the information that the user wants and the information that Soomgo must show.
Then, based on the expert RFM Segmentation data created by the Data Chapter, I organized the information for each segment and decided the order of content exposure on the home dashboard.
RMF(Recency/Frequency/Monetary)
RMF(Recency/Frequency/Monetary)
Design
Design
I tried to create it in the most flexible form possible. The home dashboard is an area that every squad may need to work on. Since it’s a space where content needs to come in and go out quickly, I designed the detailed content in the form of cards and established guidelines.
I tried to create it in the most flexible form possible. The home dashboard is an area that every squad may need to work on. Since it’s a space where content needs to come in and go out quickly, I designed the detailed content in the form of cards and established guidelines.
Before introducing screens with multiple segments, we decided to first test the hypothesis with two screens: one for newbie and one for existing provider. Since this screen is directly related to company revenue, we chose a safer approach for the experiment.
Before introducing screens with multiple segments, we decided to first test the hypothesis with two screens: one for newbie and one for existing provider. Since this screen is directly related to company revenue, we chose a safer approach for the experiment.
Result
Result
Result
Quarterly Retention
+6%
Quarterly Retention
+6%
Quarterly Retention
+6%
Paid Conversion
+1.4%
Paid Conversion
+1.4%
Paid Conversion
+1.4%
Subdomain Conversion
+1~4%
Subdomain Conversion
+1~4%
Subdomain Conversion
+1~4%
VOC
Font is too small
VOC
Font is too small
VOC
Font is too small
Foundation for a sustainable business
Foundation for a sustainable business
Foundation for a sustainable business
A tidy home screen and personalisation strategy allow providers to use the product more quickly and easily. Additionally, onboarding helps them understand the product and settle in faster. These changes were confirmed by reduced churn rates and improved subdomain conversion metrics.
The increase in quarterly retention rates has boosted LTV, which is a key indicator for long-term, sustainable business rather than short-term revenue.
A tidy home screen and personalisation strategy allow providers to use the product more quickly and easily. Additionally, onboarding helps them understand the product and settle in faster. These changes were confirmed by reduced churn rates and improved subdomain conversion metrics.
The increase in quarterly retention rates has boosted LTV, which is a key indicator for long-term, sustainable business rather than short-term revenue.
A tidy home screen and personalisation strategy allow providers to use the product more quickly and easily. Additionally, onboarding helps them understand the product and settle in faster. These changes were confirmed by reduced churn rates and improved subdomain conversion metrics.
The increase in quarterly retention rates has boosted LTV, which is a key indicator for long-term, sustainable business rather than short-term revenue.
Other projects at Soomgo
Other projects at Soomgo
I also worked on other tasks based on quantitative and qualitative user data. The most impactful projects included refining search results and filters, enhancing recommendations, and shortening key funnels.
Additionally, I led projects focused on usability, such as improving font accessibility, even if they didn’t directly impact business performance.
I also worked on other tasks based on quantitative and qualitative user data. The most impactful projects included refining search results and filters, enhancing recommendations, and shortening key funnels.
Additionally, I led projects focused on usability, such as improving font accessibility, even if they didn’t directly impact business performance.
I also worked on other tasks based on quantitative and qualitative user data. The most impactful projects included refining search results and filters, enhancing recommendations, and shortening key funnels.
Additionally, I led projects focused on usability, such as improving font accessibility, even if they didn’t directly impact business performance.
