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[Case 03]

Visualized complex keyword logic into an intuitive funnel to guide user action

E-Commerce

Shifting From High Volume to High Usability in SEO Keyword Tools

Turning Keyword Data into Action for Entry E-commerce Sellers

[Problem Statement]

  • Entry-level sellers easily found high-ranking keywords, but couldn’t act on them due to high ad costs.

  • The tool prioritized volume over viability, leading to decision fatigue and high drop-off.

  • Users needed help identifying mid-tier keywords that offered a balance between visibility and affordability.

  • Overwhelming keyword data created friction in decision-making and tool engagement.

  • The UI lacked structure to help users prioritize and differentiate keyword types.

[Industry]

E-Commerce

[My Role]

UX/UI Designer, PM

[Scope]

Desktop

[Timeline]

Q1 2022- Q2 2022

View Live Project

View Live Project

View Live Project

[Target Persona]

Jihoon Kim

New e-commerce seller on Naver Shopping

“I know what I want to sell, but I don’t know what people are actually searching for.”

[Goal]

Discover keyword opportunities that are realistic and low competition

Launch and test product quickly without deep SEO knowledge

Understand what search terms customers actually use

[Frustrations]

Feels overwhelmed by irrelevant keyword suggestions

Doesn’t know how to judge keyword quality (volume? intent?)

Is this keyword actually working?

[Process]

[01] Problem Framing : Too Competitive to Act

Sellers could find high-ranking keywords, but couldn’t afford to compete on them.

Lack of guidance led to drop-off at the decision point.

Users needed a way to spot affordable, actionable keywords—not just what’s popular.

[01] Problem Framing : Too Competitive to Act

Sellers could find high-ranking keywords, but couldn’t afford to compete on them.

Lack of guidance led to drop-off at the decision point.

Users needed a way to spot affordable, actionable keywords—not just what’s popular.

[01] Problem Framing : Too Competitive to Act

Sellers could find high-ranking keywords, but couldn’t afford to compete on them.

Lack of guidance led to drop-off at the decision point.

Users needed a way to spot affordable, actionable keywords—not just what’s popular.

[02] Hypotheses: Structure over Popularity

volume ≠ viability

Mid-tail keywords with better cost–benefit balance would improve usability.

Visual structuring and contextual tags could reduce decision fatigue.

[02] Hypotheses: Structure over Popularity

volume ≠ viability

Mid-tail keywords with better cost–benefit balance would improve usability.

Visual structuring and contextual tags could reduce decision fatigue.

[02] Hypotheses: Structure over Popularity

volume ≠ viability

Mid-tail keywords with better cost–benefit balance would improve usability.

Visual structuring and contextual tags could reduce decision fatigue.

[03] Execution: Funnel & Filter Strategy

Introduced a 3-step keyword funnel: broad → mid-tail → niche.

Added simple labels like “low competition” or “entry-friendly.”

Reduced on-screen keyword volume and reorganized filter logic.

[03] Execution: Funnel & Filter Strategy

Introduced a 3-step keyword funnel: broad → mid-tail → niche.

Added simple labels like “low competition” or “entry-friendly.”

Reduced on-screen keyword volume and reorganized filter logic.

[03] Execution: Funnel & Filter Strategy

Introduced a 3-step keyword funnel: broad → mid-tail → niche.

Added simple labels like “low competition” or “entry-friendly.”

Reduced on-screen keyword volume and reorganized filter logic.

[04] Learnings: Clarity Drives Confidence

Mid-tail keywords were chosen 2× more than untagged options.

Users reported less hesitation and clearer next steps.

UX structure (filter keyword in color blocks, size) turned complex AI output into actionable insight.

[04] Learnings: Clarity Drives Confidence

Mid-tail keywords were chosen 2× more than untagged options.

Users reported less hesitation and clearer next steps.

UX structure (filter keyword in color blocks, size) turned complex AI output into actionable insight.

[04] Learnings: Clarity Drives Confidence

Mid-tail keywords were chosen 2× more than untagged options.

Users reported less hesitation and clearer next steps.

UX structure (filter keyword in color blocks, size) turned complex AI output into actionable insight.

[Outcome]

Reduced user drop-off and shortened decision time through funnel restructuring
Contributed to increased conversion rate and new user retention
The tool gained momentum across the year, including: Best award from Korea Financial Services Commission (D-Testbed), MOU signed with KB Bank

[Key Learnings]

"What’s popular" ≠ "What’s possible"

Volume isn't always viable—actionability depends on clarity and context

"What’s popular" ≠ "What’s possible"

Volume isn't always viable—actionability depends on clarity and context

"What’s popular" ≠ "What’s possible"

Volume isn't always viable—actionability depends on clarity and context

UX framing bridges AI output to human decision-making

Data alone doesn't drive action—users need structure, context, and clarity to make meaningful choices.

UX framing bridges AI output to human decision-making

Data alone doesn't drive action—users need structure, context, and clarity to make meaningful choices.

UX framing bridges AI output to human decision-making

Data alone doesn't drive action—users need structure, context, and clarity to make meaningful choices.

Small structural changes can drive measurable behavioral shifts

Even lightweight changes to information flow and UI logic can significantly reduce drop-off and decision time.

Small structural changes can drive measurable behavioral shifts

Even lightweight changes to information flow and UI logic can significantly reduce drop-off and decision time.

Small structural changes can drive measurable behavioral shifts

Even lightweight changes to information flow and UI logic can significantly reduce drop-off and decision time.

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