Place Matching based on OCR
Role
UX Designer
- Research & Ideation
- Strategy Development
- Data Flow & API Integration
- UX Writing
- Wireframing
- Spec DocumentationProject type
Launched Service @Naver (Seoul, Korea)Timeline
2 months
(Jan 2020 - Feb 2020)Team
- 1 UX Designers (incl. myself)
- 1 UI Designer
- 1 Back-end Developers
- 1 Front-end DevelopersAbout
the Receipt Review feature
NAVER believed that people who actually visited a place could provide the most reliable reviews, which reflects the service goal.
In November 2019, NAVER released a "Receipt Review" feature using OCR* technology.
Places that users have visited are exposed on the platform by simply scanning their receipt.
*OCR (optical character recognition) is a technology that can scan and save text from images.
Goal
To minimize errors and guarantee precise information entry
Solution
Provide clear guidelines for accurate scanning results and create personalized visit histories for each user.
Achievements
Six months release,
the number of receipt reviews exceeded 100M.
As of 2023, the number surpassed 400M.
Process
Background
After the post-release, the number of users and receipt reviews did not meet projected levels..
Users were not engaged and struggled to find trustworthy reviews.
They searched for reviews on other platforms. Our success metric was user engagement.
Directions the business strategy and operation teams pursued were as follows:
Business Strategy Team
“Our priority should be increasing the quantity of receipt reviews and location data. We are confident this data will eventually benefit the overall user experience, linked with other features such as search, navigation, and saving places.”
Operation Team
“Before developing the feature, existing users were not satisfied with the information provided. We need to prioritize the quality and satisfaction of existing data.”
Initial Goal
I had two missions: to establish a comprehensive solution to increase the number of users on the platform and to provide them with accurate location information.
Evaluate previous flow
The receipt verification process had a low probability of completion due to multiple potential points of failure.
01. Ambiguous guidance on required scanning information
While scanning a receipt, the user failed to find the necessary information due to unclear guidelines.
02. The need to display the information that the users want to see
Users could only edit the information when OCR correctly processed the receipt.
Exposing only location information was meaningless to users who had already visited the place.
03. The error guide only covered one scenario.
Difficulty in pinpointing the root cause of the error.
How can users accurately input information during the receipt verification to increase user engagement?
Design Goal
I changed the design goal as follows to reflect known problems.
Premise
When the reliability and quality of location information are improved, users enjoy using location-based services more.
Hypothesis
Standardizing and collecting various information that already exists in paper receipts improves the reliability and quality of place information.
To prove my hypothesis,
I focused my research on the following four perspectives.
Final design
Visibility
1. Emphasize the matched place name, address, and date information at the top of the screen.
2. Improved button labels for clearer actions.
The "No, I will look for another place" button led users to unintended pages,
so I moved the button below the location information to improve clarity.
Renamed the button to "Submit Receipt" to clarify the action users need to take.
Better guidelines for receipt scanning
Relocated the instructions to be more visible and emphasized the core information that needs to be scanned.
Identifying different error cases
Provide guides for different mismatch scenarios to help users rescan their receipt and prevent leaving the page.
Customizing information to drive lock-in effect
Enhanced a user's visit history as a 'personal record' by displaying "Visits," "Purchases," and "Visit History."
Achievements
Six months release,
the number of receipt reviews exceeded 100M.
As of 2023, the number surpassed 400M.
Takeaways
Learned how to reflect on back-end data bases and how data can play a crucial role in supporting design ideas which can increase metrics.
Working at a big tech company, there are occasions where additional features need to be added within tight deadlines. From this experience, I learned to facilitate efficient decision-making in limited timeframes. Understanding stakeholders’ needs and users’ pain points can be invaluable in driving the design process.