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Webtoon

As part of Co. Lab’s DTTP AI Product Management program, I was tasked with enhancing an AI feature within a product I would like to improve.

 

For this project, I analyzed the current online landscape of using the Webtoon platform with user research, created a Product Requirements Document (PRD), and designed WebRecs, a sophisticated AI-powered recommendation system to enhance the overall Webtoon browsing experience for comic enthusiasts and add business value.

 

By driving user engagement and content discovery, WebRecs can lead to increased ad revenue and paid content purchases. 

Timeline

January - February 2025

Tools

Figma, FigJam, Microsoft Word

Role

UX/UI Designer, Product Manager

The Problem Space

  • Currently, users have the capability to buy Coins to view comic chapters, but there are very few enticing factors as to why they should purchase these Coins in the first place.

  • There is also an overwhelming number of online comics to pick from, which can lead to a paradox of choice.

  • The current AI-recommendation system is very simple since it does not incorporate a hybrid mix of content-based and collaborative filtering.

    • Simple AI algorithms like Webtoon’s existing system often rely on basic metrics like popularity or recent activity. This leads to generic recommendations that may not align with individual preferences.

How might we enhance the consumer experience of browsing online comics using AI to increase Webtoon’s revenue?

Survey Research Analysis

What I did

  • I conducted a survey with 21 North American young adults who varied in usage of the Webtoon platform.

  • A concise survey was conducted due to limited time, gathering large-scale data efficiently and quickly, and providing a broader understanding of user opinions and preferences.

  • Five demographic questions, three close-ended questions, and six open-ended questions were asked.

Survey Insights

  • 86% of respondents do not purchase Coins because they don’t use the platform enough to feel incentivized to buy Coins or they find Coins too expensive to buy.

  • Out of three respondents who do purchase Coins, one respondent said they would continue buying more Coins if the AI feature provides them good recommendations.

  • 14 respondents felt that Webtoon’s recommendations were somewhat relevant to them, followed by three respondents who felt that the recommendations were irrelevant, revealing that this feature can be improved to enhance their comic reading experience.

  • 48% of respondents state that they would be willing to buy more Coins if an AI-recommendation algorithm was implemented.

    • Most respondents share that they would be interested in using the system if it accurately suggests comics they might enjoy.

Would you be interested in an AI recommendation system within the Webtoon app to suggest c

PRD

As part of my product manager role, I created a PRD, which is essentially a comprehensive blueprint that guides the product development process by outlining the purpose, features, functionality, and behaviour of my AI product feature enhancement. Having a PRD helps teams focus on building the right features and avoid unnecessary work. It facilitates effective communication between stakeholders and provides direction for ensuring that all teams are on the same page. You can view my PRD here. 

Solution: WebRecs

To solve the users' problems, I created WebRecs, which is a powerful AI comic discovery tool that transforms the online reading experience by offering an AI-powered recommendation algorithm that helps customers with choosing comics they enjoy.

 

WebRecs helps track comic browsing history and find similar comics based on genres or storylines as well as what other similar users have read.

 

Having WebRecs would enhance user engagement, leading to a stronger likelihood for customers to buy Coins in order to support their favourite creators and use Fast Pass.

Low-Fidelity Sketches

Low-fidelity sketches are quick and easy to create. This allows me to rapidly generate and experiment with many design ideas before creating high-fidelity mockups. My low-fidelity sketches emphasize the core functionality, information architecture, and user flow of going through WebRecs’ AI-powered survey.

High-Fidelity Mockups - Iteration #1 vs. Iteration #2

Before vs. After #1.png
Webtoon Lo-Fi 1.png
Webtoon Lo-Fi 2.png
Before vs. After #2.png

How I Prioritized Different Features

Based on preliminary research and brainstorming ideation, I prioritized certain features on the following points:

Personalization and curation: Doing the survey leverage social signals and human curation alongside the algorithm. For example, Webtoons would recommend certain comics based on what genres the user likes and what other similar users are reading.

Explanations and transparency: The survey results help users understand why they are seeing a particular recommendation (e.g., "Because you like X, Fans of Y also read this"). 

New and unexpected discovery: The survey has an additional feature of introducing users to content outside of their usual preferences.

Final High-Fidelity Prototype (Iteration #2)

Next Steps

Potential Issue to Address

  • Enticing users to click the survey feature on the homepage and reduce the drop-off rate is an important issue to address because I want to increase user engagement with the platform.

Conduct Usability Testing

  • Recruit a diverse group of users who represent the target audience.

  • Observe users as they complete the tasks and record their thoughts and actions.

  • Based on the feedback, make changes to the final prototype design before engineering hand-off.

Biggest Takeaways from DTTP’s AI Product Management Program

The Power of Business Storytelling

  • Storytelling is an important skill to hone in any tech career, whether it’s UX design, research, or product management.

  • In a business setting as a UX designer, I ultimately want to create a narrative that resonates with higher leadership executives.

  • This means doing my research to truly understand the stakeholders' goals, challenges, and concerns. 

  • Instead of simply presenting data and design mockups, a compelling narrative can help stakeholders empathize with users, understand the problem on a deeper level, and see the value of my proposed solution.

The Importance of Keeping Up With UX Design Trends and Technologies

  • To drive innovation, gain a competitive advantage, and stay ahead of the game, I always have to stay up to date with the latest trends and technologies.

  • The market landscape rapidly changes and evolves, which means I have to be ready to embrace it as a continuous learner and upskill myself. 

Create Ethically

  • I have a social responsibility to create products using ethical AI that have a positive impact on society and the well-being of users.

  • It matters to me that I am knowledgeable about ethics, so that I can demonstrate to stakeholders the importance of implementing responsible AI practices into the product while emphasizing the need for accountability. 

There is No Right or Wrong Answer in UX Design

  • As a UX designer, there truly is no right or wrong answer with what kind of product I build or features I implement.

  • Oftentimes, I have to make decisions with what I think and feel is best for the product.

  • And most of the time, it is all about getting my hands dirty in the process by hypothesizing, building, testing, and constantly iterating.

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