From Q3 2024 to Q2 2025, I led the design team for Coupang’s Pricing CX. To enhance both speed and quality, I introduced two key improvements to our design practice.
First, I restructured the design process by shifting from case-by-case documentation to a logic- and strategy-driven design template. This change improved efficiency, allowing designers to focus more on solving problems and accelerating end-to-end delivery.
Second, I developed a Pricing CX design strategy and a design system anchored in the principle of "Helping customers find competitive prices." This shifted the team’s focus from simply separating price cases to addressing real customer needs. I translated the strategy into actionable design concepts and led the end-to-end delivery of high-impact features.
Application Coupang mobile app & web
Role Team manager, Product designer
Contribution Work process management, Strategic design thinking, UX/UI design
Coupang is the leading player in the Korean e-commerce market and one of the fastest-growing companies in global e-commerce. Known for its aggressive strategy of rapid testing and iteration, Coupang continuously improves its services to move fast and dominate the market. Pricing CX sits at the core of this strategy, and I led an agile design team for Pricing CX to deliver high-impact improvements with maximum quality and efficiency.
Problem
Due to the complex pricing structure, the Pricing CX team was overly focused on how to present each individual pricing case. As a result, the team was lack of attention to the real customer problems that needed to be solved.
For example, when there were updates to price presentation, the team designed over 40 price cases and their variations without any unifying strategy or structural logic resulting in more than 300 user case mockups. While this process was consuming for the team, the differences between the cases did little to help customers find the most valuable or competitive prices.
320 use case mockups for different price type cases for a single feature design delivery
Solution & Approach
As a lead designer of the Pricing CX Design team, I aimed to improve the design process that was focused more on documenting use cases than solving customer-centric problems. Through collaboration and problem analysis with the team, I proposed three key solutions.
I led cross-functional collaboration among designers, product owners, developers, and QA to improve the design process. I also developed a design strategy and system to guide other designers, and designed customer-centric Pricing CX improvements both individually and in collaboration with the team.
Key Results
From Q4 2024 to Q2 2025, the Pricing CX team launched 16 features with strong results confirmed by A/B testing, a 60% increase compared to the previous three quarters.
New design deliverable template focused on the logical structure
One of the key improvements was refining the design template. I proposed a template that emphasized logic and structure rather than individual cases. This shifted the team's focus toward defining a clear strategy for differentiating price cases to convey meaningful messages to customers. It also improved efficiency, reducing the number of mockups needed per feature from over 300 to fewer than 20.
Pricing CX team Engineer's Quote:
"What I really like about the new guide is that it helps me understand the strategy and logic behind the feature. The previous version just listed a bunch of cases, which made it hard to see what was actually changing. But the new guide clearly communicates what’s being changed and why — and that makes all the difference."
New Pricing CX Design System to guide and accelerate design work process
I also built a design library for Pricing CX. It not only enabled designers to work more efficiently, but also helped the team communicate about various pricing cases and logic more effectively both internally and with stakeholders. As a result, we were able to resolve issues more quickly and collaboratively.
The Pricing CX design library included reusable components, a showroom to explain pricing patterns, and a collection of design elements used across the experience.
I also built a Figma automation plugin that replicates Pricing CX cases based on selected designs and real price case data. This allowed designers to generate use case mockups with minimal effort for testing with real data and for more effective internal and external communication.
Design Strategy & Key Features
Developing features aligned with the design strategy of “Helping customers find competitive prices” shifted the focus toward more customer-centric improvements, which significantly contributed to better business performance.
