YG presents US

Project Overview

YG Presents US is an e-commerce platform launched to promote and sell merchandise for multiple YG Entertainment artists.
While fundamentally an online store, the client wanted the platform to feel more like an immersive fan experience — allowing users to engage with their favorite artists in a personalized, vibrant environment.

The goal was to design a flexible platform that unified all YG artists under one ecosystem while giving each artist their own distinct identity and fan page experience.

My Role

As a UI Designer, I worked closely with the design lead, developers, and client stakeholders. My responsibilities included:

Designing the overall site architecture and user flows to support both e-commerce and fan engagement
Creating modular templates for artist pages, news sections, ticket sales, and merchandise
Defining unique color palettes and visual cues for each artist’s sub-site
Designing a fully responsive experience for desktop and mobile users
Collaborating with developers to ensure flexible CMS capabilities for future content management

Challenge

The core challenge was balancing two very different user goals:

Creating a seamless shopping experience for purchasing merchandise and tickets.
Building an emotional, fan-centric environment that felt tailored to each artist.

Additionally, we needed to design a flexible system that allowed site administrators to easily update, hide, or reorder content across multiple artist pages without extensive development work.

Design Approach

To address these needs, I focused on:

Unified Yet Flexible Navigation:
Designed a top-level menu (News, Goods, Tickets) that aggregated content across all artists, while also offering individual artist-focused views.
Artist-First Fan Pages:
Created customizable templates where each artist’s page featured their own news, events, tickets, and merchandise — making each feel like a mini fan site.
Color-Coded Identity System:
Assigned a unique color theme to each artist, applied subtly across page frames and accents, so users could instantly recognize whose page they were viewing.
CMS Flexibility:
Worked with developers to ensure content blocks could be shown/hidden or reordered easily by administrators, making content management highly adaptable without redesign.

Key Features

Aggregated view of news, goods, and tickets across all artists
Artist-specific fan pages with custom branding
Color-coded UI framework for easy navigation and brand distinction
Mobile-first responsive design to optimize browsing and shopping
CMS-controlled content visibility and arrangement

Outcome & Impact

The YG Presents US platform launched successfully, receiving positive feedback from both fans and internal stakeholders.
The site achieved strong early engagement metrics, with users spending extended time browsing individual artist pages — confirming the success of the artist-first design approach.

Additionally, the flexible CMS allowed YG’s marketing team to easily update content and promotions without technical bottlenecks, supporting faster campaign launches.

Reflection

This project challenged me to design for both emotional connection and commercial functionality at the same time.
It strengthened my skills in modular design thinking, brand differentiation within a shared system, and CMS-driven user experience design.
I learned the importance of building flexible frameworks that can evolve with both user needs and business strategies.