Yeogi-eottae boosts purchase conversion rate with home screen seller card improvements: Effect of reducing 'Recently Viewed Items'

The Yeogi-eottae UX design team revealed the process of transforming and expanding the seller card module on the home screen by applying the JTBD (Jobs To Be Done) framework. The previous home screen had issues where the 'Recently Viewed Items' module occupied the first screen, obstructing the exposure of content below, and the roles of each module were unclear, disrupting the browsing flow.

Key Improvement Strategies

The design team defined the customer jobs for each module and redesigned the UI into an extensible form within the YDS SellerCard design system structure.

• Reducing 'Recently Viewed Items': Card sizes were reduced to display more products within the same width, and the coupon area at the bottom was made partially visible at the end of the screen to strengthen scroll-inducing signals.
• Emphasizing Elite Member Benefits: Discount rates were visualized with filled tags, and branding color gradients were applied to clearly indicate membership-exclusive benefits.
• Videoizing the 'Here and Now' Module: City videos previously located in the 2-depth were brought forward to the 1-depth as large square cards to instantly deliver travel inspiration.

A/B Test Results and Insights

In an A/B test conducted from March 16 to 24, 2026, targeting approximately 1 million users, the improved version (Group B) achieved a slight increase in purchase conversion rate and total transaction value per user compared to the original version (Group A), resulting in a win. However, data analysis revealed that the primary driver of performance was not the card design itself, but the improvement in browsing flow caused by the reduction of 'Recently Viewed Items', which increased attention to other modules on the first screen (categories, banners, etc.).

• Limitations of the Elite Module: While the click rate increased, the perceived value of benefits on actual product details was insufficient, leading to a slight decrease in purchase conversion rate.
• System Scalability: This improvement maintained a Scalable structure, ensuring it remains a reusable asset not only for the home screen but also for product lists, search pages, and other areas.