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.
2020.09 ~ 2020.11
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.
Current Target Audience
Mainly male users account for the majority. However, the proportion of female users in their 20s is particularly high.
About 8.4 million users
Map App Usage Status in Korea
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'.
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.
Closed Questions (5Whys)
Directions App Background Information
A Survey on the Use of Kakao Maps
A survey of how Kakao Maps are used
& 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.
User Scenario & Task Flow
Final Touches & Delivery
1. Line-up function, Search tab UI, Route details information
2. The function of using kaka Taxi Bubble Interaction on the map and public transportation congestion.
3. Middle Point, Place Basket (Share, Vote, Place Selection) .
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