NAVER Strengthens Hyper-personalized Content Suggestions in the New NAVER App
NAVER Strengthens Hyper-personalized Content Suggestions in the New NAVER App
NAVER Strengthens Hyper-personalized Content Suggestions in the New NAVER App for Unmatched Usability and User Experience
- The updated NAVER app, organized into four tabs—Shopping, Home, Content, and Clip—now provides personalized content recommendations tailored to individual user
- Expanding hyper-personalized content recommendations will boost exposure for creators and their content, fostering various connections between creators and users
October 31, 2023
On November 2, NAVER will officially launch an updated NAVER app, harnessing its state-of-the-art hyperscale AI technology to expand hyper-personalized content recommendations. The new NAVER app will curate content closely aligned with user preferences on a broader spectrum of content categories, enabling users to explore new interests.
The updated NAVER app features a four-tab layout—Shopping, Home, Content, and Clip—ensuring swift access to desired services. At the bottom of the home screen features the newly introduced “Home Feed” section, offering personalized content recommendations for a diverse range of content tailored to the user’s preferences. NAVER plans to expand the AiRS-powered content recommendation area, aiming to increase and enhance visibility for creators and enrich the user experience by enabling them to explore and discover content aligned with their interests.
The Home tab, serving as the home screen of the NAVER app, has been enhanced for better user convenience by providing quick access to daily essentials like stock market updates, current weather conditions, and severe weather alerts through a widget board. Below the widget board, the Home Feed analyzes users’ interests based on their activities on NAVER, such as their subscriptions, consumed content, and search patterns, continuously curating content that aligns with their preferences. High-quality content from NAVER’s ecosystem, including blogs, influencer posts, trending cafe articles, premium offerings, and NAVER TV, can be accessed directly from the home screen without needing searches or navigation to individual services.
The Content tab at the right side of the home screen showcases carefully curated content organized by topic such as news, entertainment and economy. “Health” and “Game” sections are newly introduced with this update. The “Health” section offers reliable health information from over 100 specialized channels, including major hospitals, academic associations, and experts, and has added a “Pedometer” feature for tracking steps and setting fitness goals. On the other hand, the “Game” section provides useful information for gamer and e-sports followers, providing content such as live e-sports broadcasts and news, original gaming series and recommendations, reviews andstrategies, and updates on upcoming game releases. Additionally, the “Living,” “Recipes,” and “Trending Places” sections, which were previously in the Shopping tab, have been moved to the Content tab to continue providing practical daily life content. Meanwhile, the Shopping tab will prominently feature the personalized curation service “FOR YOU” and focus more on individualized product suggestions leveraging NAVER’s product recommendation technology AiTEMS.
The Clip tab at the far right introduces NAVER’s new short-form service, “Clip.” This innovative service recommends various short-form content spanning K-pop, fashion, beauty, sports, entertainment, food, travel, and everyday life based on users’ interests. It also offers unique convenience by integrating with various NAVER services such as booking, shopping, and blogs. The update includes a new “Popular” section where you can explore trending content based on your interests and discover new interests. This year, NAVER is committed to securing high-quality content centered around Clip creators and enhancing the quality of personalized content recommendations. Starting next year, NAVER plans to expand the opportunity for creators within the NAVER ecosystem, such as bloggers and influencers, to create content directly on Clip and a creator compensation program will be established to foster the expansion of the Clip service.
The updated 4-tab NAVER app will be implemented sequentially from November 2 to 13 without manual updates. Users transitioning to the new app will have access to an introductory tutorial screen that provides insights into each tab and its functions. The Home Feed, located at the bottom of the home screen, will be applied sequentially from November 2 to 16, independent of the app’s four-tab update.
Lee Jae-hoo, NAVER App Service Director, stated, “The latest NAVER app is designed to enhance user satisfaction by delivering content and products tailored to individual preferences. We expect to foster joint growth with quality content content and competent SMEs. NAVER is committed to refining our personalized recommendation technologies and services to offer a wider and richer array of recommendations within the NAVER app.”
