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 Desktop, Mobile Web
Year 2021-2023
Team 2 Product Designers, 1 UX 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.
Takeaways
1. Ownership Beyond Design in Cross-Functional Teams
From the early planning phase through to launch, I took end-to-end ownership of the influencer search initiative,
working closely with product, engineering, and business teams. By expanding influencer search from a single collection into a dedicated tab,
I helped scale the creator ecosystem at Naver while aligning user needs with business goals.
2. Leading Experimental Features in a Constrained Search EnvironmentDesigning personalised experiences within traditionally static and objective search results was a key challenge.
I led experimentation to balance personal relevance with general search integrity, resulting in more engaging,
user-focused search experiences and increased platform engagement.
3. Refining Solutions Through Data and Continuous ValidationAfter launch, I continuously iterated on the experience using A/B testing and quantitative analysis.
By measuring metrics such as CTR, session time, and conversion rates, I validated design decisions and
improved the product through a balance of creative thinking and data-informed design.
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.