Coupang Pricing CX

A Strategic, Holistic Design Approach to Drive Business Impact

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Coupang is a leading e-commerce platform in Korea, Japan, and Taiwan.

I lead the Pricing CX design team initiative to help customers discover and buy the best-priced items.

My Role

• Leading the Pricing CX Design team - managing 2 designers
• Establishing a design strategy and principles for Pricing CX
• Executing end-to-end UX design
• Developing the Pricing CX Design System - Principles, Guidelines,
  and Figma library
• Optimizing design-to-development workflows
• Driving cross-functional, cross-domain collaboration in an Agile process

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As Pricing CX spans the entire customer
journey, ensuring a holistic experience and
driving cross-domain collaboration within
high-complexity environments are the key challenges.

Coupang was losing its perception as a price leader.

Competition for price perception intensified between 2023 and 2024

However, Coupang did not sufficiently improve its price communication experience

Problem

Monthly new app installs in 24Q3 (YoY Growth)

YoY Comparison of Price Perception (23Q2-24Q2)

2.9M (+630%)

1.1M (+28%)

The price on Coupang makes
me think, “I have to buy this!”

On Coupang, it’s easy to fine
products with better prices

58.9

61.1

52.8

51.4

I led a structured approach to uncover both
customer-facing and internal root causes.

Customer Research

Identified customer needs and pain points
through interviews and surveys

Journey Analysis

Diagnosed issues in the customer journey
from an expert perspective

Design Process Analysis

Identified the process bottlenecks through
cross-functional workshops

Research

Design

Dev

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Layout

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Template

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Discount

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$13

($0.7 per 100m)

Welcomeback coupon applied

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(1,986)

Nike Free Metcon 6 Men's Workout Shoes

10

%

$88

($88/1 pair)

WOW discount · 22:12:51

$97

Arrives by tomorrow (Fri)

Free delivery ・ Free return

(1,986)

Nike Women's Low-Top Sneakers

19

%

$73

($73/1 pair)

WOW discount · 22:12:51

$90

Arrives by tomorrow (Fri)

Free delivery ・ Free return

(1,986)

99

Detail

+100 reviewers

are satisfied

Comet

(792,562)

Comet Sunbaek 3-Ply Lavender Vanilla Scented Toilet Paper, 30m x 30 Rolls

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For the Pricing CX team

Fragmented timer design

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Discount

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Undefined Design Objectives

Missing core value propositions caused incoherent design variations

Lack of Customer-Centricity

Resulted in a fragmented and overly complex customer experience

Process Complexity & Overhead

Non-standardized designs increased operational costs

Analysis

It highlights the need for a holistic solution, from design strategy to process improvement.

Solution & Approach

I led the development of a comprehensive design strategy, enhancing Pricing CX and improving the end-to-end work process.

Validation & Iteration

Design Strategy

Help customers discover
the most competitive prices
in any situation.

Prioritize

information that helps understanding value and decision-making

De-emphasize

Interest-free
Installment available

Cheaper than last
purchase

Better credit card discount

Lowest unit price

elements that is non-essential to understanding price

Actively leverage

consistency, standardization, and simplification

Drive impact

by accelerating the completion of the purchase journey

Principles

Execution

Validation

Scale

Help customers discover
the most competitive prices
in any situation.

Design Strategy