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UX Improvement

OBJECTIVE

Kakao Map is widely used by male users among map service apps, especially female users in their 20s. However, despite its high recognition as Kakao, it needs a new strategy because the number of users is lower than other map services such as Naver Maps, T-Map, and Google Maps.

PROCESS

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Start Date

2020.09 ~ 2020.11

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Duration

3 months

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Tools

Figma, Photoshop

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Participation

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The need for a new strategy for Kakao Map

Kakao Map is used by male users among map service applications.
In particular, female users in their 20s account for a high proportion.
But compared to other map services such as Naver Maps, T-Map, and Google Maps, a new strategy is needed because the number of users is low.

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Current Target Audience

Primary User

Mainly male users account for the majority. However, the proportion of female users in their 20s is particularly high.

User Number

About 8.4 million users

Map App Usage Status in Korea

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Identify Kakao Map Experience Elements

I was divided into four parts: "Exploring," "Checking the Path," "Navigation Bar," and "Place Information," where users usually use Kakao Maps. And I identified the elements of experience in the order of 'reliability', 'usability', and 'convenience'.

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Field Research

Listen to experiences such as route exploration or location information using map apps, and give users a task to use various services using Kakao Map apps and investigate actual behavioral observations. Before and after the observational survey, identify the Pain points and 
Needs for each utilization flow by In-depth interview.

Interview Techniques

Pre-survey

Word Concept

Open Questions

Closed Questions (5Whys)


Cognitive Maps

Observation Survey
Techniques

Tasks

Scenario

Section

01

Participant Information,
Directions App Background Information

Section

02

A Survey on the Use of Kakao Maps

Section

03

A survey of how Kakao Maps are used

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Interviewees
& Interview Procedure

The users of Kakao Map are wide ranging, so the age range was selected from teenagers to 60s. A total of eight interviews were conducted, categorized as Homebody, Traveler A, B, and Wander.

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Journey Map

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UX Concept

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UX Ideation

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User Scenario & Task Flow

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Final Touches & Delivery

​​1. Line-up function, Search tab UI, Route details information

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​​2. The function of using kaka Taxi Bubble Interaction on the map and public transportation congestion.

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​​3. Middle Point, Place Basket (Share, Vote, Place Selection) .

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