JAEEUL BAE

WORKS

ABOUT

Lead UX Designer with 11+ years of experience dedicated to bridging the gap between business goals and user needs in industry-leading large-scale organizations.

Built on a proven track record of delivering high-impact products across diverse global markets by leveraging data-driven insights and emerging technologies.

Experience

Coupang Staff UX Designer & Pricing CX Design Lead, Apr 2023 - Present, Seoul, South Korea

  • Led the Pricing CX design team in shaping customer experience across all price-related touchpoints on mobile and web platforms in an agile setup
  • Introduced a structured design process to enhance the quality and efficiency of design delivery, resulting in a 60% increase in launched features (16 features over three quarters) backed by strong A/B test performance
  • Defined a CX strategy for the pricing platform "Help customers find competitive prices in any situation" and delivered key features that contributed +$517K daily GMV, +3,129 daily buyers & +6,361 daily orders
  • Built a comprehensive Pricing CX design system including UX principles and guidelines, a Figma asset library, and automation plugins
  • Proposed and led a cross-functional initiative to align design and engineering component structures, reducing redundant specs and cutting dev cost by 50%.
  • Led Coupang’s mobile service globalization for the Taiwan market, supporting roadmap planning, translation workflow, and feature administration tools

H&M Senior Product Designer, Sep 2021 - Mar 2023, Stockholm, Sweden

  • Defined a UX strategy for the Product Listing Page (PLP) redesign, aligning it with the brand mission to become an “Inspirational Style Destination.” Developed the guiding principle “Inspiration & Usability” based on insights from user research and internal workshops. Collaborated with the H&M Brand Design Team to align design direction and content vision
  • Led the redesign of the mobile PLP experience from strategy to detail-level designs, collaborating with product, design, and brand teams. Delivered validated design updates through 12 A/B tests, contributing to +4.5% revenue and +4% conversion rate improvement
  • Designed and launched a new onboarding MVP in two pilot markets (Netherlands and Spain), achieving a 1.68% conversion rate and 93.6% questionnaire completion rate
  • Supported marketing and promotional activities for the landing page team, including promotion and campaign-related UX work

Off.live Design Advisor, Jan 2023 - Apr 2023, South Korea

  • Advised design strategy for a crypto-tech startup in early growth stage
  • Organized and facilitated a collaboration workshop between Off.live and H&M designers to help define and visualize brand identity

ASML Senior UX Specialist, Aug 2020 - Jul 2021, Veldhoven, Netherlands

  • Designed internal self-development tools used by 30,000+ employees. Created custom visual assets and interaction patterns to deliver an engaging and self-reflective user experience
  • Designed in five design projects for ASML business application development from gathering requirements to detailed designs, collaborating with project manager, work-domain experts

T/U Eindhoven Assistant Lecturer, Feb 2020 - Jun 2020, Eindhoven, Netherlands

  • Delivered lectures on design thinking and business innovation to over 50 master’s students
  • Coached student teams through end-to-end entrepreneurship project, providing hands-on mentoring and feedback

Naver UX Designer, Feb 2018 - Oct 2019, Seoul, South Korea

  • Designed mobile personal productivity applications including mail, calendar, cloud storage and photo album
  • Redesigned the Naver Cloud mobile app, streamlining the information architecture and UI based on behavioral data. Achieved a 136% increase in engagement through improved usability and clearer navigation

Samsung SDS Senior UX Designer & Manager, Apr 2015 - Jan 2018, Seoul, South Korea

  • Led over 20 business to business (B2B) UX design projects across internal and external clients, including AI-tech based chatbot dialog design tool design, next-generation workplace messenger app design, financial asset consulting solution design, etc.
  • Managed a team of 10+ designers, supervising project management, stakeholder communication, project delivery and design mentorship

Education

KAIST - Korea Advanced Institute of Science and Technology

Ph.D. in Industrial Design (MS Combined), Mar 2010 - Feb 2015, South Korea

  • Researched user experience on social media platforms

KAIST - Korea Advanced Institute of Science and Technology

BS in Industrial Design, Mar 2006 - Feb 2010, South Korea

  • Studied product design, interaction design, and service design

Skills & Focus

Design Leadership & Strategy

  • Design Strategy
  • Design Process Development
  • Team management
  • Cross-functional Collaboration & Workshop Facilitation

Emerging Tech & Design Innovation

  • AI-assisted Design, Generative Design Process, Design Process Automation
  • High-fidelity Prototyping
  • A/B Testing, Data-driven Design
  • Design Systems & Ops (components, principles, internal tooling)
  • Basic coding skills for design utility program (ex. Figma plugins) development

Holistic Product Experience

  • Product Thinking, Product Analytics
  • Mixed-methods Research (quantitative + qualitative)
  • Service Blueprint, Ecosystem Mapping
  • Stakeholder Management
  • UX writing

This site is built with Figma Site

JAEEUL BAE

WORKS

ABOUT

Lead UX Designer with 11+ years of experience dedicated to bridging the gap between business goals and user needs in industry-leading large-scale organizations.

Built on a proven track record of delivering high-impact products across diverse global markets by leveraging data-driven insights and emerging technologies.

Experience

Coupang Staff UX Designer & Pricing CX Design Lead, Apr 2023 - Present, Seoul, South Korea

  • Led the Pricing CX design team in shaping customer experience across all price-related touchpoints on mobile and web platforms in an agile setup
  • Introduced a structured design process to enhance the quality and efficiency of design delivery, resulting in a 60% increase in launched features (16 features over three quarters) backed by strong A/B test performance
  • Defined a CX strategy for the pricing platform "Help customers find competitive prices in any situation" and delivered key features that contributed +$517K daily GMV, +3,129 daily buyers & +6,361 daily orders
  • Built a comprehensive Pricing CX design system including UX principles and guidelines, a Figma asset library, and automation plugins
  • Proposed and led a cross-functional initiative to align design and engineering component structures, reducing redundant specs and cutting dev cost by 50%.
  • Led Coupang’s mobile service globalization for the Taiwan market, supporting roadmap planning, translation workflow, and feature administration tools

H&M Senior Product Designer, Sep 2021 - Mar 2023, Stockholm, Sweden

  • Defined a UX strategy for the Product Listing Page (PLP) redesign, aligning it with the brand mission to become an “Inspirational Style Destination.” Developed the guiding principle “Inspiration & Usability” based on insights from user research and internal workshops. Collaborated with the H&M Brand Design Team to align design direction and content vision
  • Led the redesign of the mobile PLP experience from strategy to detail-level designs, collaborating with product, design, and brand teams. Delivered validated design updates through 12 A/B tests, contributing to +4.5% revenue and +4% conversion rate improvement
  • Designed and launched a new onboarding MVP in two pilot markets (Netherlands and Spain), achieving a 1.68% conversion rate and 93.6% questionnaire completion rate
  • Supported marketing and promotional activities for the landing page team, including promotion and campaign-related UX work

Off.live Design Advisor, Jan 2023 - Apr 2023, South Korea

  • Advised design strategy for a crypto-tech startup in early growth stage
  • Organized and facilitated a collaboration workshop between Off.live and H&M designers to help define and visualize brand identity

ASML Senior UX Specialist, Aug 2020 - Jul 2021, Veldhoven, Netherlands

  • Designed internal self-development tools used by 30,000+ employees. Created custom visual assets and interaction patterns to deliver an engaging and self-reflective user experience
  • Designed in five design projects for ASML business application development from gathering requirements to detailed designs, collaborating with project manager, work-domain experts

T/U Eindhoven Assistant Lecturer, Feb 2020 - Jun 2020, Eindhoven, Netherlands

  • Delivered lectures on design thinking and business innovation to over 50 master’s students
  • Coached student teams through end-to-end entrepreneurship project, providing hands-on mentoring and feedback

Naver UX Designer, Feb 2018 - Oct 2019, Seoul, South Korea

  • Designed mobile personal productivity applications including mail, calendar, cloud storage and photo album
  • Redesigned the Naver Cloud mobile app, streamlining the information architecture and UI based on behavioral data. Achieved a 136% increase in engagement through improved usability and clearer navigation

Samsung SDS Senior UX Designer & Manager, Apr 2015 - Jan 2018, Seoul, South Korea

  • Led over 20 business to business (B2B) UX design projects across internal and external clients, including AI-tech based chatbot dialog design tool design, next-generation workplace messenger app design, financial asset consulting solution design, etc.
  • Managed a team of 10+ designers, supervising project management, stakeholder communication, project delivery and design mentorship

Education

KAIST - Korea Advanced Institute of Science and Technology

Ph.D. in Industrial Design (MS Combined), Mar 2010 - Feb 2015, South Korea

  • Researched user experience on social media platforms

KAIST - Korea Advanced Institute of Science and Technology

BS in Industrial Design, Mar 2006 - Feb 2010, South Korea

  • Studied product design, interaction design, and service design

Skills & Focus

Design Leadership & Strategy

  • Design Strategy
  • Design Process Development
  • Team management
  • Cross-functional Collaboration & Workshop Facilitation

Emerging Tech & Design Innovation

  • AI-assisted Design, Generative Design Process, Design Process Automation
  • High-fidelity Prototyping
  • A/B Testing, Data-driven Design
  • Design Systems & Ops (components, principles, internal tooling)
  • Basic coding skills for design utility program (ex. Figma plugins) development

Holistic Product Experience

  • Product Thinking, Product Analytics
  • Mixed-methods Research (quantitative + qualitative)
  • Service Blueprint, Ecosystem Mapping
  • Stakeholder Management
  • UX writing

JAEEUL BAE

WORKS

ABOUT

Lead UX Designer with 11+ years of experience dedicated to bridging the gap between business goals and user needs in industry-leading large-scale organizations.

Built on a proven track record of delivering high-impact products across diverse global markets by leveraging data-driven insights and emerging technologies.

Experience

Coupang Staff UX Designer & Pricing CX Design Lead, Apr 2023 - Present, Seoul, South Korea

  • Led the Pricing CX design team in shaping customer experience across all price-related touchpoints on mobile and web platforms in an agile setup
  • Introduced a structured design process to enhance the quality and efficiency of design delivery, resulting in a 60% increase in launched features (16 features over three quarters) backed by strong A/B test performance
  • Defined a CX strategy for the pricing platform "Help customers find competitive prices in any situation" and delivered key features that contributed +$517K daily GMV, +3,129 daily buyers & +6,361 daily orders
  • Built a comprehensive Pricing CX design system including UX principles and guidelines, a Figma asset library, and automation plugins
  • Proposed and led a cross-functional initiative to align design and engineering component structures, reducing redundant specs and cutting dev cost by 50%.
  • Led Coupang’s mobile service globalization for the Taiwan market, supporting roadmap planning, translation workflow, and feature administration tools

H&M Senior Product Designer, Sep 2021 - Mar 2023, Stockholm, Sweden

  • Defined a UX strategy for the Product Listing Page (PLP) redesign, aligning it with the brand mission to become an “Inspirational Style Destination.” Developed the guiding principle “Inspiration & Usability” based on insights from user research and internal workshops. Collaborated with the H&M Brand Design Team to align design direction and content vision
  • Led the redesign of the mobile PLP experience from strategy to detail-level designs, collaborating with product, design, and brand teams. Delivered validated design updates through 12 A/B tests, contributing to +4.5% revenue and +4% conversion rate improvement
  • Designed and launched a new onboarding MVP in two pilot markets (Netherlands and Spain), achieving a 1.68% conversion rate and 93.6% questionnaire completion rate
  • Supported marketing and promotional activities for the landing page team, including promotion and campaign-related UX work

Off.live Design Advisor, Jan 2023 - Apr 2023, South Korea

  • Advised design strategy for a crypto-tech startup in early growth stage
  • Organized and facilitated a collaboration workshop between Off.live and H&M designers to help define and visualize brand identity

ASML Senior UX Specialist, Aug 2020 - Jul 2021, Veldhoven, Netherlands

  • Designed internal self-development tools used by 30,000+ employees. Created custom visual assets and interaction patterns to deliver an engaging and self-reflective user experience
  • Designed in five design projects for ASML business application development from gathering requirements to detailed designs, collaborating with project manager, work-domain experts

T/U Eindhoven Assistant Lecturer, Feb 2020 - Jun 2020, Eindhoven, Netherlands

  • Delivered lectures on design thinking and business innovation to over 50 master’s students
  • Coached student teams through end-to-end entrepreneurship project, providing hands-on mentoring and feedback

Naver UX Designer, Feb 2018 - Oct 2019, Seoul, South Korea

  • Designed mobile personal productivity applications including mail, calendar, cloud storage and photo album
  • Redesigned the Naver Cloud mobile app, streamlining the information architecture and UI based on behavioral data. Achieved a 136% increase in engagement through improved usability and clearer navigation

Samsung SDS Senior UX Designer & Manager, Apr 2015 - Jan 2018, Seoul, South Korea

  • Led over 20 business to business (B2B) UX design projects across internal and external clients, including AI-tech based chatbot dialog design tool design, next-generation workplace messenger app design, financial asset consulting solution design, etc.
  • Managed a team of 10+ designers, supervising project management, stakeholder communication, project delivery and design mentorship

Education

KAIST - Korea Advanced Institute of Science and Technology

Ph.D. in Industrial Design (MS Combined), Mar 2010 - Feb 2015, South Korea

  • Researched user experience on social media platforms

KAIST - Korea Advanced Institute of Science and Technology

BS in Industrial Design, Mar 2006 - Feb 2010, South Korea

  • Studied product design, interaction design, and service design

Skills & Focus

Design Leadership & Strategy

  • Design Strategy
  • Design Process Development
  • Team management
  • Cross-functional Collaboration & Workshop Facilitation

Emerging Tech & Design Innovation

  • AI-assisted Design, Generative Design Process, Design Process Automation
  • High-fidelity Prototyping
  • A/B Testing, Data-driven Design
  • Design Systems & Ops (components, principles, internal tooling)
  • Basic coding skills for design utility program (ex. Figma plugins) development

Holistic Product Experience

  • Product Thinking, Product Analytics
  • Mixed-methods Research (quantitative + qualitative)
  • Service Blueprint, Ecosystem Mapping
  • Stakeholder Management
  • UX writing