Hi, I'm Seongki Sohn.
I build services.
A senior PM who has taken securities and payment services from problem definition to launch. I started as a designer and have spent 18 years designing screen structures and service policies, and I test my plans by building prototypes with AI tools.
Projects
Npay: Stock – PC Renewal
A full redesign of PC Securities, a stock information site that has represented Korea for over 20 years. Its structure had remained largely unchanged since around 2008, reaching its limits both in what information it could offer and technically.
01 / 06
Npay: Stock - Mobile Home
Naver Pay Securities is Korea's largest stock information service. Home was the second-highest-traffic area after stock detail pages, but over 70% of clicks were concentrated on watchlisted stocks alone — in practice, it was little more than a bookmarks list.
02 / 06
Npay: Payment History
Among screens users navigate to on their own, Payment History has the highest page views in Naver Pay. Seeing that the existing navigation structure was blocking business opportunities such as repeat purchases, we redesigned the list structure and launched a new “Frequently Purchased Items” page.
03 / 06
Npay: Real Estate - Mobile Home
Naver Pay Real Estate's mobile Home was essentially a collection of links. Over 90% of clicks were just to navigate to Find Listings, and both PV per visit and time spent fell well below the service average — Home was little more than a place people passed through.
04 / 06
Hyundai Card DIVE
Hyundai Card DIVE is an app that unifies the full range of cultural assets Hyundai Card has built — the Library, Super Concert, Culture Project, and more — into one place. It started from the recognition that too many separate touchpoints were fragmenting communication, leaving these cultural investments under-recognized relative to what the company had put into them.
05 / 06
Npay: Full Menu
This was during the period when Naver Pay was expanding beyond payments into financial services. The Full Menu screen, which housed a rapidly growing list of services, failed to surface new menu items, and uneven group sizes made it harder to navigate.
06 / 06
About
I've worked across the whole arc of a service, from defining the problem and shaping the concept to detailed design, working with engineering, and improving it after launch. I currently plan products for Naver Pay Securities.
I started as a designer at LG Electronics, then designed screen structures and service policies at SK Telecom, Hyundai Card, and NAVER Financial. At Hyundai Card, I was the design team lead. These days I write PRDs and build prototypes with Claude to test my plans.
Experience
NAVER Financial
NAVER Financial
Hyundai Card
SK Telecom
LG Electronics
Awards
iF Design Award
Red Dot Design Award