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
Coupang mobile app & web
Role
Team manager, Product designer
Team manager, Product designer
Contribution
Work process management, Strategic design thinking, UX/UI design
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.
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
New Pricing CX Design System to guide and accelerate design work process
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."
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.
