Yeogi-eottae Home Card Improvement Project: Redefining Module Roles and Restructuring Navigation Based on A/B Testing

Yeogi-eottae faced a persistent decline in click-through rates for product and benefit modules in the area below the ATF (Above The Fold) on its home screen. While the existing home screen displayed various products, it struggled to connect customer interest to subsequent navigation. In particular, there was a disconnect between the navigation area suggesting new options to customers who had not yet decided on a destination and the primary user base visiting with a destination already in mind.

Initially, there were internal doubts about the necessity of improving this navigation experience, but the team decided to verify the potential by using A/B testing to check for actual increases in transaction volume. Analysis of the existing home structure revealed that products with different characteristics (such as accommodations and flights) were housed in identical carousel modules, making it difficult to adjust information priority, disrupting the navigation flow, and limiting scalability.

Defining Module Roles and Design Goals

Through benchmarking, the team confirmed that various services vary the weight of images and information according to the purpose of the module. Consequently, they focused on defining the role of the module first, rather than the format of the card. To this end, they established three design goals.

• Seamless: Maintaining a natural navigation flow even when modules with different roles and formats coexist
• Discovery: Supporting the discovery of new products and travel options through information representation tailored to the module's purpose
• Scalable: Maintaining a consistent system structure while flexibly accommodating various products and purposes

They adopted an approach based on the existing design system's Seller Card, flexibly extending the information and expression required for each module's role.

Incorporating Requirements Based on JTBD

To concretize the role of each module, the team utilized the JTBD (Jobs To Be Done) framework. They analyzed what customers needed to obtain in specific situations when encountering a module to proceed to the next step, and reset the priority of information that allows for quick identification of reasons for selection, such as price or benefits.

Furthermore, considering not only customer experience but also business objectives and the requirements of the operations team, they found touchpoints that effectively conveyed the appeal of products while remaining operationally feasible. Part 1 shares the process of diagnosing the problem and setting the direction, while Part 2 will introduce the results of designing and refining the actual home modules and cards based on this.