PROJECT 1 | My Site

Project Info

SCOPE

Product Design

Product Research

DURATION

Industry

4 Months

Sept 2022- Dec 2022

Entertainment

PLATFORM

Mobile Application

Android , IOS

Challenge

Designing a user-friendly webtoon platform application that makes it easy for the audience to discover, navigate, and consume content requires thoughtful planning and consideration of user experience. Here's a basic outline for such an application:

My Understanding of the Problem Statement

GENERAL PURPOSE:

Understand the audience:-

Their behaviors
Their problems
The factors that influence their decisions

END GOAL:

Help the users navigate the app-Easily
Help them discover content effortlessly
Help the users consume information as quickly as possible

General Overview :

A webcomic is like a funny or interesting picture story you read on the internet, kind of like a comic book on your computer or phone. Instead of turning pages, you scroll down or click to see what happens next.

Think of your favorite TV show or book. You enjoy them because they're fun, right? Well, webcomics are like that, but shorter and with pictures and words to tell the story. Webcomics come in all sorts of styles. Some are funny, and some are more serious. Anyone can make them, like professionals or regular people, and they often get updated regularly, like TV shows.

People of all ages read webcomics, from kids to grown-ups. Some are made for kids, and others are for adults with more mature themes. There's a webcomic for almost everyone, no matter what you like – like science fiction, romance, or even learning stuff. You can find them online and have fun exploring!

Explore:

Competitive Analysis:

I did secondary research on Webtoon apps. I wanted to learn two main things:

how these apps compare to each other
What people like when they use them.

To do this, I looked at the apps themselves and what people were saying about them on places like the Play Store, App Communities, and App Store. It was like reading reviews to see what people love or don't like about their favorite applications and comics.

From all this, I learned what makes people really like these apps, and how they use them. This helps make these apps better for everyone. It was like a secret recipe to make the apps even more awesome for the people who love reading Webtoons."

Detailed Competitive Analysis

User Behavior Analysis:

I wanted to know how people like to read comics online and what they expect from the apps they use. So, did some research by looking at places where people talk about these things.

First, I watched YouTube channels that are popular with comic fans, just like you might follow a YouTuber who talks about games or cooking. Then, I visited pages where fans of anime and Manga hang out to see what they like. I also read what people say on the app stores and forums, like where they write reviews and share their thoughts. This helped us understand what people want from their comic apps and how we can make them even better."

User Behavior Discovery and Analysis

Understanding

Why Webtoon apps has a similarities with OTT Platforms

Webcomics and Over-the-Top (OTT) platforms share key similarities in the way they deliver content. Both offer digital entertainment accessible through apps or websites, making them convenient for users. They provide a wide range of content, catering to diverse tastes, just like OTT services offer movies and TV shows. Additionally, they often use subscription models, allowing users to access premium content. Both webcomics and OTT platforms aim to engage and entertain users through digital storytelling, creating a parallel in their approach to content consumption.

Despite these similarities, they also possess unique characteristics, content formats, and user experiences that set them apart.

In some way, webcomic engagement is characterized by its interactivity, direct communication between creators and fans, and the sense of belonging to a community. These aspects distinguish it from traditional entertainment consumption, which tends to be more passive and one-sided in terms of audience engagement.

It's important to understand that user preferences can vary widely, and some individuals may still prefer traditional entertainment platforms for different reasons. Additionally, some users may engage with a combination of both webcomics and other forms of entertainment.

Detailed Comaprition Between OTT and WEBTOON

Who are the Users of the Webtoon Platforms ?

Webtoon readers exhibit unique behaviors that foster loyalty to the platform and distinguish them from users of other Over-the-Top (OTT) apps:

Serial Storytelling: Webtoons are often published in episodic formats, creating a sense of anticipation and loyalty as readers eagerly await new episodes, unlike standalone content on most OTT platforms.
Interactivity: Webtoon creators often engage with their audience through comments and Q&A sessions, fostering a sense of community and personal connection.
Diverse Genres: Webtoon offers a wide array of genres and niche content, allowing readers to explore their specific interests, which might not be as readily available on mainstream OTT platforms.
User-Created Content: Webtoon platforms enable users to create and publish their own webcomics, engaging readers in a way that traditional OTT apps do not.
Freemium Model: While many webtoons are free, some premium content and perks are available through microtransactions, which can be a unique monetization strategy compared to OTT subscriptions.
Weekly Updates: Many webtoons adhere to regular update schedules, giving readers something to look forward to every week, and enhancing their loyalty.

These behaviors create a distinct and interactive experience, making webtoon users more connected and loyal to the platform compared to users of other OTT apps.

Apart From that the General Charectersics of of an Webtoon User are:

Demographics:

Age: Webcomics attract a broad age range. They can appeal to children, teenagers, young adults, and older adults. However, specific webcomics may cater to certain age groups more than others.
Gender: Webcomics are not limited by gender, but certain genres or themes within webcomics may attract more readers of a specific gender.
Location: Webcomics have a global audience, but readership may vary by region and language.
Education: Readers of webcomics come from various educational backgrounds, from high school students to those with advanced degrees.

Psychographics:

Interests and Hobbies: Webcomic readers often share common interests such as comics, graphic novels, and storytelling in visual formats. They may have a love for art, creativity, and storytelling.
Tech Saviness: Webcomics are typically consumed digitally, so readers tend to be comfortable with technology and online platforms.
Community Engagement: Many webcomic enthusiasts engage with online communities, forums, and social media platforms to discuss, share, and connect with other fans of their favorite comics.
Emotional Connection: Some readers may have a deep emotional connection to webcomics and the characters and stories they follow. They may appreciate the relatability and emotional impact of the content.

How is the User Journey looks like ?

Design

APP FLOW

Based on the Audit we did to other competitors and based on the business requirements we came up with App flow

Home Page

Team had collectively decided that the home page will have the following section from top to bottom to optimize the conversion

Banner: It will showcase new Comics which got released recently
Continue Reading: This section has the highest amount of conversion potential from a user-desire point of view. Users come to this section to read their previously read comics.
Latest and Trending: This section showcases the latest and trending comics on the platform. It is a great way to discover comics.
Upcoming Comics: As a new platform there will be a lot of new comics that will be present in the platform. This section will prime users to discover those comics and subscribe to them.
User-selected Genre (Genre Name): As a part of on boarding journey User has selected his top three genres. this section helps the user discover those comics which is in those genres
User consumed Genre( Genre Name): As part of consumption if a user is reading specific genres then this section shows those comics.
My Saved: If the user has saved comics to watch or explore in the future this section enables user to rediscover those comics.

Comic banner

It is used to showcase featured or recommended content to users, such as new releases, popular shows, or personalized recommendations. This helps users discover and access content they might be interested in.

The content is expected to have the highest conversion. so banners can be used for advertising purposes, promoting sponsored content or Original content to drive audience.

For these reasons, banners drive the complete attention of the users. In the app, we have decided to keep it up to 70% of the screenspace.

Continue Reading

The "Continue reading" section on the Webcomics platform serves a vital role in funnel conversion. It boosts user engagement and retention by allowing viewers to pick up where they left off, reducing content abandonment. Personalized recommendations within this feature enhance the user experience, fostering habitual use and increasing customer satisfaction. It also facilitates content discovery, guiding users toward more titles.

Latest and Trending

The "Latest and Trending" section on an entertainment platform is vital for funnel conversion. It attracts users with fresh, popular content, encouraging exploration and engagement. Trending content sparks interest and retention, while promoting premium content can boost monetization. Personalized recommendations enhance the user experience, fostering long-term engagement.

Upcoming section

The "Upcoming Release" section builds anticipation and excitement for future content, encouraging users to return and engage with the platform. It offers an opportunity to convert users into subscribers, particularly for premium or exclusive content, contributing to monetization. Additionally, it facilitates content discovery and user engagement, as users bookmark and await new releases. This feature also fosters habitual use, improving retention. Furthermore, users' excitement about upcoming content can lead to word-of-mouth marketing, expanding the user base.

User (Selected / Previously Consumed) Section

The "User-Selected Genre" section offers users a personalized experience, allowing them to select preferred genres and discover content that aligns with their interests. This not only enhances engagement and content discovery but also opens the door to tailored recommendations. Users who consistently find content they enjoy within their chosen genres are more likely to convert into paying customers or subscribers, driving monetization. Moreover, it fosters user satisfaction, and retention, and provides valuable data insights for refining content curation and marketing strategies, all contributing to funnel conversion.

See All Page

When users click "See all" on an entertainment app's home page section, they expect access to a broader selection of content related to that category, including sorting and filtering options. They want more content choices, detailed information, user control features, and a consistent, user-friendly experience that resembles the section they were initially exploring, facilitating informed content selection and personalization.

Search Page

The search Page has 2 sections first is search suggestions second is the search results page

Search Suggetions / Serach landing Page

A Good search landing page is a place where the user does not need to search anything.

A seamless search landing page in a Webcomics app is vital for user convenience. Key elements include a prominent search bar for quick access to desired content, search filters to refine results by genre, date, and more, and recommended searches to aid content discovery. These features offer users a user-friendly and efficient search experience, accommodating specific queries and content exploration. Ultimately, they enhance user engagement and help users find content that aligns with their preferences.

Search Result Page

The search result page in an app serves as a vital bridge between user queries and content discovery. Firstly, displaying the search query reaffirms that the system comprehended the user's input, fostering confidence. The organized display of results with visual thumbnails and concise titles and descriptions provides a user-friendly interface for content exploration. Filters enable users to precisely refine their search, tailoring results to their preferences. User actions like adding content to watchlists and sharing enhance user engagement. Related searches offer further content discovery, making the search result page a key element for efficient and personalized content access.

Comic Detail Page

When users decide to invest time in a webcomic, especially in the case of long-form comics like manga, they typically consider several key factors.

Considering the factors allows users to make informed decisions about which manga to invest their time in. How to provide this information to users on a priority when they seek.

Here are some of the factors users may look at before committing their time to a specific manga:

Genre and Theme: Users often have specific preferences for genres and themes. They look for manga that align with their interests, whether it's action, romance, fantasy, mystery, slice of life, or a combination of genres.
Art Style: The art style of a manga is crucial. Users may prefer certain art styles over others, as it can significantly impact their enjoyment of the story.
Plot Synopsis: Users want to have a general idea of what the manga is about. A concise and engaging plot synopsis helps them decide if the story is something they'd be interested in.
Reviews and Recommendations: Users often seek out reviews and recommendations from trusted sources or fellow manga enthusiasts. Positive feedback and high ratings can influence their decision to start reading.
Updates and Completion Status: Users may want to know if the manga is ongoing or if it has been completed. Some users prefer completed series to avoid cliffhangers or waiting for new chapters.
Length of the Series: Long-form comics can be a significant time investment. Users may consider the total number of chapters or volumes before committing to a manga.
Reader Ratings and Reviews: Users often look at reader ratings and reviews on platforms where the manga is hosted. Positive feedback and high ratings can instill confidence in the quality of the manga.
Cultural Appeal and Setting: Some users may be interested in manga that explore specific cultures or settings, which can provide a unique reading experience.
Recommendations from Trusted Sources: Users might rely on recommendations from friends, online communities, or reputable sources dedicated to manga and comics.

Other information that sometimes users look for :

Author and Artist Information: Established authors and artists often have a reputation for producing high-quality work. Users might be more inclined to invest time in a manga if they're familiar with the creator's previous works.

Common Section

The Information in the common section of the comic detail is primary to the decision-making of whether someone is willing to read or engage with the comic or not. also, it provides user actions to read from the beginning and start reading from the previously left place and save the comic for a later point of time to engage. which is meant to reduce the conversion funnel drop rate.

Episode List Section

This Section lists all the episodes that are present in the comic. The number of episodes of a comic can go up to 2000-3000 and in general, for an average comic, it will be around 200 to 500.

There are different statuses of Episodes. Users should have an easy of finding which episode to read and which episode cost them to read.

There are also challenges when the user wants to navigate between episodes as the number of episodes are huge so user need to scroll a lot reach the desired episode.

Detail Section

This section provides additional information to users if they want to understand further information. also has creator information.
Underneath that, there is a recommended section with a save option with provides the ability to quickly save recommended comics to explore further.

Comment Section

The comment section in a webcomic application is crucial for building a reader community, enabling interaction, and providing valuable feedback to creators.

It serves as a platform for readers to express their thoughts, discuss the story, and connect with the creator. This interaction fosters reader loyalty, generates excitement for updates, and can attract new readers through social sharing.

It also allows creators to improve their work based on constructive criticism and engage in cultural and social discussions, enriching the overall reading experience.

Comic Reader Page

A webcomics reader is like the heart of a webcomics platform, and its main job is to make reading webcomics super enjoyable. It has a special viewer to make the comics look cool, and buttons to help you move through the comics easily. There's even a dark mode for reading at night, and you can share your favorite comics with your friends. You can also leave comments to talk about the comics and tell the artists what you think. All these things together make reading comics online really fun and user-friendly.

User Behavior

People often discover webcomics on social media, but they struggle to figure out which episode to start within the official app. This can be frustrating and lead to them giving up. If the episode number was mentioned on social media, it would make things much easier, especially when comics have hundreds or even thousands of episodes. But usually, that number isn't there.

User Behavior

when users start reading a comic they immerse themselves in the story any potential break is a drop of experience for them. this happens regularly when a user finishes one episode and jumps to the next episode.

Solution

We provided a continuous scrolling kind of experience where users can scroll down and the next episode will load automatically. This eliminated the need to load the next page loading and created a continuous immersing experience.

Conclusion

UX design project for the webcomic app has reached an exciting milestone with the application now live on the Play Store. The journey has just begun as we enter the phase where user consumption data is being generated. These valuable insights will serve as our compass, guiding the next phase of design. By closely listening to our users, understanding their preferences, and adapting to their needs, we are committed to crafting an even more user-centric and engaging webcomic experience. The future of our app will be shaped by the very people who enjoy it, and we eagerly anticipate the continued evolution of our platform based on their invaluable feedback.