JAEEUL BAE
WORKS
ABOUT
Product/UX Designer
Design Strategist
Ph.D. in Design
I drive product decisions by bridging business mission and design strategy. I deliver excellence in detail-level design by innovating process and leading collaboration.

Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
Directed end-to-end competitive Pricing CX strategy and customer journeys. Established a comprehensive design system and structured agile processes to streamline cross-functional workflows.
+$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
+60% feature improvement speed, -50% development cost
Show more

H&M Product Listing
Translating Brand Vision into Experience Design
Led the mobile PLP redesign by defining a brand experience-oriented UX strategy. Directed the end-to-end process by establishing the guiding principle and collaborating across product and brand teams.
+4.5% revenue, +4% conversion rate
12 successful design updates validated through A/B tests
Show more

H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
Designed and launched a mobile onboarding flow that helped customers to easily express their personal preferences. Delivered a cohesive, end-to-end journey from initial promotional marketing materials to the finalized UX questionnaire for successful launches in the Netherlands and Spain.
+1.68% conversion rate, 93.6% questionnaire completion rate
Drafting case study
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
Product/UX Designer
Design Strategist
Ph.D. in Design
I drive product decisions by bridging business mission and design strategy. I deliver excellence in detail-level design by innovating process and leading collaboration.

Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
Directed end-to-end competitive Pricing CX strategy and customer journeys. Established a comprehensive design system and structured agile processes to streamline cross-functional workflows.
+$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
+60% feature improvement speed, -50% development cost
Show more

H&M Product Listing
Translating Brand Vision into Experience Design
Led the mobile PLP redesign by defining a brand experience-oriented UX strategy. Directed the end-to-end process by establishing the guiding principle and collaborating across product and brand teams.
+4.5% revenue, +4% conversion rate
12 successful design updates validated through A/B tests
Show more

H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
Designed and launched a mobile onboarding flow that helped customers to easily express their personal preferences. Delivered a cohesive, end-to-end journey from initial promotional marketing materials to the finalized UX questionnaire for successful launches in the Netherlands and Spain.
+1.68% conversion rate, 93.6% questionnaire completion rate
Drafting case study
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
Product/UX Designer
Design Strategist
Ph.D. in Design
I drive product decisions by bridging business mission and design strategy. I deliver excellence in detail-level design by innovating process and leading collaboration.
Coupang
Lead UX Designer
2023 - Now
H&M
Senior UX Designer
2021 - 2023
ASML
Senior UX Consultant
2020 - 2021
T/U Eindhoven
Assistant Lecturer
2020
Naver
Senior UX Designer
2018 - 2019
Samsung SDS
Senior UX Designer
2015 - 2018

Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
Directed end-to-end competitive Pricing CX strategy and customer journeys. Established a comprehensive design system and structured agile processes to streamline cross-functional workflows.
+$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
+60% feature improvement speed, -50% development cost
Show more

H&M Product Listing
Translating Brand Vision into Experience Design
Led the mobile PLP redesign by defining a brand experience-oriented UX strategy. Directed the end-to-end process by establishing the guiding principle and collaborating across product and brand teams.
+4.5% revenue, +4% conversion rate
12 successful design updates validated through A/B tests
Show more

H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
Designed and launched a mobile onboarding flow that helped customers to easily express their personal preferences. Delivered a cohesive, end-to-end journey from initial promotional marketing materials to the finalized UX questionnaire for successful launches in the Netherlands and Spain.
+1.68% conversion rate, 93.6% questionnaire completion rate
Drafting case study
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
Product/UX Designer
Design Strategist
Ph.D. in Design
I drive product decisions by bridging business mission and design strategy. I deliver excellence in detail-level design by innovating process and leading collaboration.
Coupang
Lead UX Designer
2023 - Now
H&M
Senior UX Designer
2021 - 2023
ASML
Senior UX Consultant
2020 - 2021
T/U Eindhoven
Assistant Lecturer
2020
Naver
Senior UX Designer
2018 - 2019
Samsung SDS
Senior UX Designer
2015 - 2018

Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
Directed end-to-end competitive Pricing CX strategy and customer journeys. Established a comprehensive design system and structured agile processes to streamline cross-functional workflows.
+$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
+60% feature improvement speed, -50% development cost
Show more

H&M Product Listing
Translating Brand Vision into Experience Design
Led the mobile PLP redesign by defining a brand experience-oriented UX strategy. Directed the end-to-end process by establishing the guiding principle and collaborating across product and brand teams.
+4.5% revenue, +4% conversion rate
12 successful design updates validated through A/B tests
Show more

H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
Designed and launched a mobile onboarding flow that helped customers to easily express their personal preferences. Delivered a cohesive, end-to-end journey from initial promotional marketing materials to the finalized UX questionnaire for successful launches in the Netherlands and Spain.
+1.68% conversion rate, 93.6% questionnaire completion rate
Drafting case study
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
Product/UX Designer
Design Strategist
Ph.D. in Design
I drive product decisions by bridging business mission and design strategy. I deliver excellence in detail-level design by innovating process and leading collaboration.
Coupang
Lead UX Designer
2023 - Now
H&M
Senior UX Designer
2021 - 2023
ASML
Senior UX Consultant
2020 - 2021
T/U Eindhoven
Assistant Lecturer
2020
Naver
Senior UX Designer
2018 - 2019
Samsung SDS
Senior UX Designer
2015 - 2018

Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
Directed end-to-end competitive Pricing CX strategy and customer journeys. Established a design system and structured agile processes to streamline cross-functional workflows.
+$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
+60% feature improvement speed, -50% development cost
Show more

H&M Product Listing
Translating Brand Vision into Experience Design
Led the mobile PLP redesign by defining a brand experience-oriented UX strategy. Directed the end-to-end process by establishing the guiding principle and collaborating across product and brand teams.
+4.5% revenue, +4% conversion rate
12 successful design updates validated through A/B tests
Show more

H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
Designed and launched a mobile onboarding flow that helped customers to easily express their personal preferences. Delivered a cohesive, end-to-end journey from initial promotional marketing materials to the finalized UX questionnaire for successful launches in the Netherlands and Spain.
+1.68% conversion rate, 93.6% questionnaire completion rate
Drafting case study
This site is built with Figma Site