CASE STUDY
K-pop Fan Platform
Weverse : 透過增加日常訊息的互動感以及精簡資訊，提升回訪率
Industry
Entertainment
Service
Artist-to-fan
communication
Team Setup
-
Role
UX+UI design
Year
2024
Overview
About Weverse
Weverse is a global platform fostering connections and communication between artists and fans through comments, live streams, videos, and other content. Its primary user base spans South Korea, the United States, Japan, and Taiwan, with over 10 million monthly active users.
Problem
The analysis I conducted on Taiwanese users’ browsing habits revealed low revisit frequency(<3 times/w), short usage duration(<10 min/per use), and minimal engagement(rarely post or comments).
Goal
Identify pain points and create an environment that encourages fans to spend more time on the platform.
UX Metrics: Revisit Intention Score, Engagement Intention Score.
What I Built
Interactive TMI Feature:
Added interactive image content to attract users with real-time engagement.Simplified Information:
Streamlined content presentation based on fan browsing habits to ensure clarity and readability.
Research
User Research :
What's the core value users' looking for? How do they browse? Frustrations they encounter?
Research Goals
Understand user behaviors, needs, and pain points. Conduct pre-testing for UX metrics evaluation.
Research Methods
Given challenges in recruiting interview participants and the need to gather broader insights, I opted for an online questionnaire. To simulate real usage scenarios and minimize discrepancies between user statements and actions, survey participants also performed click tests on the original Weverse app.
Reference:
Data report from WISE App's, 2023 Most Influential Fan Communication Apps (user demographics).
Target Audience:
Women aged 15-30, recruited via purposive sampling.Channels
Dcard fan forums, Facebook university groups, survey communities.Number of responses
12 valid surveys and click tests.Tools
Questionnaire: Google Forms + Google Sheets
Click Analysis: Figma + Maze
Questionnaire Outline
Usage frequency, duration, and revisit intention for overall and specific features.
Factors influencing engagement and related experiences.
Exploration of other fan activities.
Connections and identification with artists/fans.
Click Testing
Preparation: A high-fidelity 30-page prototype of the Weverse app, integrated with Maze to track page dwell time, traffic flow, and click locations.
Task: Perform routine browsing tasks outside of artist comeback periods or special events.
User Demographics & Findings
Basic Information
Age & Gender: Female users aged 18-25.
App Usage Frequency: < 3 times/per week.
App Usage Duration: 0-10 min/ per session.
Total Online Fan Activity Time: 31-60 min/ per day.
Behavioral Characteristics
Based on the survey and behavior analysis, user browsing scenarios can be categorized into three types, with "routine browsing" being the most common:
Asynchronous Interaction:
Users browse the app at different times from the artist, primarily to check regular updates or pass the time.Passive Engagement:
Activities are mostly limited to skimming images and liking posts, with minimal commenting or posting.Fixed Browsing Paths:
Interaction is confined to artist-related content, following a predictable navigation pattern.Content Overlap:
83% of participants also browse similar content on other platforms in addition to Weverse.
User's Expectations
Authentic Artist Interaction:
Users desire a stronger sense of "liveliness" from artists. They are particularly interested in daily details or reactions, and hope to engage with and stay updated on these in real time.
Entertaining Content:
The survey revealed that the "level of content interest" is the most significant factor influencing user interaction. Since browsing Weverse is a way to pass the time, users seek compelling and enjoyable content to enhance their motivation for engagement.
Pain Points: Hard to catch up with info, Low Satisfaction
Keeping up with updates often involves a large volume of content, but the experience is hindered by the following issues, making the browsing process less enjoyable:
Repetitive Content:
Redundant posts diminish interest.Fragmented Information:
Scattered artist-related content makes it harder to follow and less engaging.Bad Translations:
Poorly translated content creates frustration and reduces accessibility.
These challenges highlight opportunities for Weverse to improve in three key areas: diversifying topics, enhancing content coherence and information intention to optimize the browsing experience.
HMW & Principle
How Might We?
How can we help asynchronous users access richer content and understand it effectively,
in order to foster closer and engaging everyday interactions
Design Principle & Consideration
Should align with users' browsing habits, fitting into quick browsing and familiar navigation paths.
Consistency of the platform's visual identity should be maintained.
Considering other competitors, it should offer unique features that make it necessary to use Weverse.
Develop
Ideation
In this ideation stage, I aim for maximum impact with minimal changes, building on the existing information architecture. I selected ideas based on impact (e.g., usage frequency, learning cost) and technical feasibility. Also using storyboards, wireframes, and sitemap to map out the experience and flow.。
Minimum Viable Products
I selected one proposal from each of the three ideation directions and created prototype for easy testing.
Proposal A : Trending topics in fandom - #Hashtag
Goal : Create engaging content
Proposal B : Chat-style Artist Replies - Comment Section UI Opt
Goal : Improve information readability
Proposal C : Interactive Image Captions - TMI Stickers
Goal：Enhance sense of involvement of asynchronous users
A/B Testing & Refine
I surveyed the same UX metrics from the pre-test and user attitudes toward the new features:
Willingness to interact with fan and artist posts
Willingness to revisit modules
Usability and revisit intent for new features
*Due to a small sample size (24 responses), the Mann-Whitney U test was used for analysis.
Results
User interaction and revisit intent for artist content increased, but fan content remained unpopular. As a result, the #Hashtag proposal was reduced, and TMI sticker interactions were adjusted to a "long press" to improve usability and ease of use.
Design system & Token practice
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