Listen smart life
Building app/web site for media brand
and reinforce Brand guideline
Project
Category
Company (Joongang-ilbo)
Period
Aug 2023 - Mar 2023
Contribution
Research, Wireframe, UI Design
Interaction, BX Design, Motiongraphics
Overview
Media contents
Internal Venture • Strart-up
B2C • Platform
Mobile • Web
UX Research
BX Design
Motiongraphics
2023
01. Service overview
01. Service overview
Internal Venture at JoongAng Ilbo / JTBC : Multi-Platform Content & Events
This service was an internal venture startup within JoongAng Ilbo/JTBC,
a leading Korean media company, creating content for platforms like YouTube and
podcasts. It launched in 2018 with a focus on audio content. I joined in 2020,
at which point we significantly expanded our scope to include video production and
offline events. Throughout its operation, our podcast consistently ranked
in the top 3 in Korea, and we achieved a combined subscriber base of 700,000.
We successfully launched paid content, generating 200-300 million KRW annually in
KPI-aligned revenue. The service concluded in 2024.
Internal Venture at JoongAng Ilbo / JTBC : Multi-Platform Content & Events
This service was an internal venture startup within JoongAng Ilbo/JTBC,
a leading Korean media company, creating content for platforms like YouTube and
podcasts. It launched in 2018 with a focus on audio content. I joined in 2020,
at which point we significantly expanded our scope to include video production and
offline events. Throughout its operation, our podcast consistently ranked
in the top 3 in Korea, and we achieved a combined subscriber base of 700,000.
We successfully launched paid content, generating 200-300 million KRW annually in
KPI-aligned revenue. The service concluded in 2024.
02. Goal
02. Goal
Problem
Problem
Solution
Solution
Result
Result
We produced premium content to
drive monetisation, but lacked a
dedicated platform to sell
and manage it.
We produced premium content to
drive monetisation, but lacked a
dedicated platform to sell
and manage it.
Built a dedicated content platform
to allow users to discover, purchase,
and engage with premium content.
Built a dedicated content platform
to allow users to discover, purchase,
and engage with premium content.
₩100M in sales from the RACE
challenge validated our first
paid content model and
led to a successful series.
₩100M in sales from the RACE
challenge validated our first
paid content model and
led to a successful series.
Users didn’t recognise the content
as a unified brand,
since it was scattered
across different platforms.
Users didn’t recognise the content
as a unified brand,
since it was scattered
across different platforms.
Rebranded the content to ensure
consistency across platforms and
strengthen brand recognition.
Rebranded the content to ensure
consistency across platforms and
strengthen brand recognition.
+2,000 new YouTube subscribers
after brand integration, driven
by improved consistency and
higher conversion rates.
+2,000 new YouTube subscribers
after brand integration, driven
by improved consistency and
higher conversion rates.
Solution 01.
Solution 01.
Building our own app/web site
Building our own app/web site
Improving
the purchase flow
for paid content
Improving
the purchase flow
for paid content
Archiving content
through
a unified structure
Archiving content
through
a unified structure
My contribution
I designed the overall content architecture by organising a large volume of content
into a clear hierarchy, categorised by date, format, and topic.
I also simplified the purchase flow for paid content, making the process
more intuitive and conversion,focused to support monetisation.
My contribution
I designed the overall content architecture by organising a large volume of content
into a clear hierarchy, categorised by date, format, and topic.
I also simplified the purchase flow for paid content, making the process
more intuitive and conversion,focused to support monetisation.
Home
Home
Content recommendations
Content recommendations
Topic-based content selection
Topic-based content selection
Ongoing
RACE info
Ongoing
RACE info
Ongoing
Ongoing
Previous RACE
Previous RACE
Contents Home
Contents Home
Race Home
Race Home
Audio
Audio
Podcast
Podcast
YouTube
YouTube
Video
Video
All
All
All
All
Economy
Economy
Economy
Economy
Global
Global
User info
User info
Career
Career
Purchased content
Purchased content
Coupons
Coupons
Badges
Badges
Politics
Politics
Career
Career
Global
Global
Application
Application
Payment
Payment
Content
Content
Comments / Verification
Comments / Verification
Community
Community
.
.
.
.
.
.
Contents
Contents
Race
Race
VOD
VOD
My page
My page
📁
📁
Content Architecture
Content Architecture
🏁
🏁
Paid Content Purchase
Flow Design
Paid Content Purchase
Flow Design
IA
IA
🏁
🏁
Paid Content Purchase
Flow Design
Paid Content Purchase
Flow Design
Paid contents ‘RACE’ Purchase Flow Design
Paid contents ‘RACE’ Purchase Flow Design
01 Dedicated RACE Tab → Simplified User Journey
01 Dedicated RACE Tab → Simplified User Journey
Problem
Problem
Solution
Solution
Paid content was buried deep within
the general content section, requiring
multiple taps and reducing visibility.
Paid content was buried deep within
the general content section, requiring
multiple taps and reducing visibility.
Introduced a dedicated ‘RACE’ tab
to reduce user touchpoints.Added a fixed ‘View all RACES’ button
to improve content visibility and
re engagement.
Introduced a dedicated ‘RACE’ tab
to reduce user touchpoints.Added a fixed ‘View all RACES’ button
to improve content visibility and
re engagement.
Result
Result
The simplified flow reduced drop-offs and increased checkout speed and conversion.
The simplified flow reduced drop-offs and increased checkout speed and conversion.
Problem
Problem
Solution
Solution
The purchase button was hard to
find and the flow required too many
steps, creating friction.
The purchase button was hard to
find and the flow required too many
steps, creating friction.
Result
Result
The simplified flow reduced drop-offs and increased checkout speed and conversion.
The simplified flow reduced drop-offs and increased checkout speed and conversion.
02 Optimised CTA Placement & Streamlined Purchase Flow
02 Optimised CTA Placement & Streamlined Purchase Flow
We added multiple CTA buttons,
pre-selected a payment method.We added an auto-applied coupons
to enable one-tap purchases.
We added multiple CTA buttons,
pre-selected a payment method.We added an auto-applied coupons
to enable one-tap purchases.
By running a joint promotion with JoongAng Ilbo Plus, RACE secured a reliable
acquisition channel based on the parent brand's credibility.
This acted as a UX strategy that offered a seamless onboarding path for new users
through a familiar and trustworthy brand touchpoint.
By running a joint promotion with JoongAng Ilbo Plus, RACE secured a reliable
acquisition channel based on the parent brand's credibility.
This acted as a UX strategy that offered a seamless onboarding path for new users
through a familiar and trustworthy brand touchpoint.
03 JoongAng Ilbo Promotion
03 JoongAng Ilbo Promotion
📁
📁
Content Architecture
Content Architecture
Designed the overall content architecture
Designed the overall content architecture
We had 1,349 content items across different formats and categories.
We had 1,349 content items across different formats and categories.
Contents Home
Contents Home
Audio
Audio
Podcast
Podcast
YouTube
YouTube
Video
Video
All
All
Economy
Economy
Politics
Politics
Career
Career
Global
Global
.
.
.
.
.
.
Contents
Contents
I reorganised them into 833 structured items by merging duplicated audio/video
entries, and applied consistent tagging by date, category, and media type to build
a scalable content architecture.
I reorganised them into 833 structured items by merging duplicated audio/video
entries, and applied consistent tagging by date, category, and media type to build
a scalable content architecture.
What I learned
What I learned
Depth and simplicity should flex based on purpose.
Depth and simplicity should flex based on purpose.
1.
1.
Users need compelling UX to confidently make a purchase.
Users need compelling UX to confidently make a purchase.
2.
2.
Well-structured, persuasive UX directly impacts revenue.
Well-structured, persuasive UX directly impacts revenue.
3.
3.
Solution 02.
Solution 02.
Re-branded
Re-branded
Logotype
refinement
Logotype
refinement
Graphic system for
brand consistency
Graphic system for
brand consistency
Brand
guidelines
Brand
guidelines
Logo
Logo
The logo was designed around the Korean letter 'DDOK' (똑), symbolising personal
learning habits that build up over time. This modular motif extended into a visual system
using stackable shapes and punctuation inspired graphics.
The logo was designed around the Korean letter 'DDOK' (똑), symbolising personal
learning habits that build up over time. This modular motif extended into a visual system
using stackable shapes and punctuation inspired graphics.
My contribution
I refined the logotype and developed a modular, scalable graphic motif to establish visual consistency across touchpoints. I also created tailored brand guidelines for each platform to ensure cohesive implementation.
My contribution
I refined the logotype and developed a modular, scalable graphic motif to establish visual consistency across touchpoints. I also created tailored brand guidelines for each platform to ensure cohesive implementation.
!
!
+
+
DDOK
DDOK
Stack
Stack
'!'motif
'!'motif
Brand guide
Brand guide
+
+
Youtube
Youtube
SNS
SNS
Brand film
Brand film