JAEEUL BAE
WORKS
ABOUT
Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
I have directed the Pricing CX team at Coupang since 2024. I established a core CX strategy and a comprehensive design system accelerating overall CX improvements to deliver significant business impact.
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
Impact
- +$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
- +60% feature launches compared to the same period before
- +70% growth rate of daily orders, daily GMV, and daily buyers
Highlights
Design Strategy & Principle
Through a comprehensive analysis of both business and customer needs, I formulated a core design strategy and defined guiding principles to align the team's direction.
Pricing CX Improvement
Guided by the established principles, I redesigned the price communication UI, optimizing the information hierarchy for customers. The established strategic framework streamlined the team's internal decision-making process.
Unlocking Customer Value
Identifying key user needs, I surfaced essential information that helps customers understand the value behind our pricing. To achieve this, I leveraged UI standardization, ensuring these value-adding details stand out clearly.
Pricing CX Design System
To accelerate the pace of CX improvements, I optimized our cross-functional workflows. The core of this initiative was establishing UI standardization, supported by a comprehensive design system that includes our guiding principles, a Figma asset library, and automation plugins.
Pricing CX Tech Platform
Going beyond design workflows, I proposed and co-created a dedicated Pricing CX tech platform to enhance cross-functional efficiency. By streamlining the development process, we reduced engineering resources by 50% and drastically accelerated our CX improvement velocity.
Read more about the project in detail
Challenge
Losing the competitive edge with stagnant Pricing CX
Despite leading the markets in Korea, Taiwan, and Japan, Coupang began losing its price reputation in 2023. At the same time, the company was not improving its price communication experience fast enough.
Monthly app installs in 24Q3 (YoY Growth)
Coupang’s price reputation (23Q2 → 24Q2)
Analysis
Structured approach to uncover both customer-facing and internal root causes
Viewing the declining reputation and slow improvement as a two-sided challenge, I designed and led comprehensive research to evaluate both the customer-facing experience and our internal workflows.
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
Defining Problem
Unclear design goals leading to cluttered Pricing CX
Without clearly defined core customer values, the Pricing CX team struggled with an inconsistent customer experience. This complexity not only cluttered the price communication but also increased design and development costs.
Fragmented timer design
Inconsistent discount representation
Solution
Driving CX enhancements by transforming end-to-end process
To accelerate the pace of CX improvements, I led the initiative to transform our end-to-end process—from establishing a comprehensive design strategy that targets the right customer problems, to optimizing design-to-development collaboration by building a robust design system and standardized templates.
Design Strategy
Help customers discover the most competitive prices in any situation
Drawing insights from research, I established a new Pricing CX strategy to serve as our foundational framework. By defining core customer values and design principles, I aligned the cross-functional team around a unified goal, enabling faster execution and decision-making.
Development & Validation
Leveraging cross-functional collaboration
For data-driven decision-making, I drove cross-functional synergy during the ideation and validation of Pricing CX and internal process enhancements.
Cross-functional Co-creation with All Team Members
Collected diverse insights on customer problems and process improvements
Hypothesis-Driven Testing with User Researchers
Conducted hypothesis-driven prototyping and testing, beyond collecting preferences
Holistic A/B Testing Analysis With Data Analysts
Measured comprehensive impact on customer behavior and interactions between features
Key Designs
Simplified & Unified Price Presentation
→ +1.1% GMV per Customer
Before the redesign, Pricing CX was inconsistent across the customer journey, and a poorly structured information hierarchy hindered customers from finding key information. I redesigned the hierarchy based on user needs and unified the end-to-end experience, ultimately delivering significant business impact.
Before
After - 1. Improved consistency / 2. Optimized visual hierarchy / 3. Improved scanability by grouping / 4. Removed irrelevant information
Quick Payment Option Picker
→ +0.12% Conversion Rate
Payment methods and rewards consolidated in a single viewfor effortless selection. It helps customers feel confident about their choicesand make informed purchase decisions
Cart Pricing CX Improvement
→ +0.06% Conversion Rate
In redesigning the cart page, strategic information is introduced to help customers make their final purchasing decisions. Unit price offers a clear measure of value, while the 'Price dropped' message provides a powerful nudge to finalize the purchase.
Competitive Benefit Nudge
→ +1.48% GMV per customer
It leveraged the visual real estate gained from the simplified layout to add contextual information that aids purchase decisions. All supplementary details were curated based on customer research regarding critical buying factors.
Workflow Improvement
Pricing CX Design System
I established a comprehensive Pricing CX Design System including a reusable Figma component library, design automation plugin, and documented CX design guideline.
Pricing CX Figma library
Pricing CX Platform
I led a cross-functional Initiative to build the Pricing CX Platform. I proposed a tech-solution to POs and engineers to centralize design updates by leveraging design standardization. This initiative reduced engineering effort by 50%.
Pricing CX Tech Platform centralizing design updates
Design-Dev Collaboration Template
Previously, the Pricing CX team’s design guides focused on enumerating every individual use case to visually depict applied changes. I guided designers to prioritize feature strategy and logic over use case enumeration in design guides.
It reduced the required mockups by 90% (from ~300 to ~30), allowing designers to dedicate more time to logic and strategy definitions.
Previous Figma design guide template for Pricing CX
Updated Figma design guide template for Pricing CX
Impact
Driving sustainable impact beyond short-term CX improvements through strategic design and optimized collaboration
Sustainable Business Impact
+60% increase in the number of feature launches compared to the same period before
The growth of daily orders, daily GMV, and daily buyers improved by 70%
Cross-Functional Team Alignment
Empowered cross-functional members to work cohesively as a single, strategy-driven team.
“What I really like about the new way of working is that it helps me understand the strategy and logic behind the feature. Previously we just listed a bunch of changes, which made it hard to see what was actually changing. But now we clearly communicate what’s being changed and why. That makes all the difference.”
— Pricing CX Engineer
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
I have directed the Pricing CX team at Coupang since 2024. I established a core CX strategy and a comprehensive design system accelerating overall CX improvements to deliver significant business impact.
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
Impact
- +$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
- +60% feature launches compared to the same period before
- +70% growth rate of daily orders, daily GMV, and daily buyers
- -90% design effort, -50% development resources
Highlights
Design Strategy & Principle
Through a comprehensive analysis of both business and customer needs, I formulated a core design strategy and defined guiding principles to align the team's direction.
Pricing CX Improvement
Guided by the established principles, I redesigned the price communication UI, optimizing the information hierarchy for customers. The established strategic framework streamlined the team's internal decision-making process.
Unlocking Customer Value
Identifying key user needs, I surfaced essential information that helps customers understand the value behind our pricing. To achieve this, I leveraged UI standardization, ensuring these value-adding details stand out clearly.
Pricing CX Design System
To accelerate the pace of CX improvements, I optimized our cross-functional workflows. The core of this initiative was establishing UI standardization, supported by a comprehensive design system that includes our guiding principles, a Figma asset library, and automation plugins.
Pricing CX Tech Platform
Going beyond design workflows, I proposed and co-created a dedicated Pricing CX tech platform to enhance cross-functional efficiency. By streamlining the development process, we reduced engineering resources by 50% and drastically accelerated our CX improvement velocity.
Read more about the project in detail
Challenge
Losing the competitive edge with stagnant Pricing CX
Despite leading the markets in Korea, Taiwan, and Japan, Coupang began losing its price reputation in 2023. At the same time, the company was not improving its price communication experience fast enough.
Monthly app installs in 24Q3 (YoY Growth)
Coupang’s price reputation (23Q2 → 24Q2)
Analysis
Structured approach to uncover both customer-facing and internal root causes
Viewing the declining reputation and slow improvement as a two-sided challenge, I designed and led comprehensive research to evaluate both the customer-facing experience and our internal workflows.
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
Defining Problem
Unclear design goals leading to cluttered Pricing CX
Without clearly defined core customer values, the Pricing CX team struggled with an inconsistent customer experience. This complexity not only cluttered the price communication but also increased design and development costs.
Fragmented timer design
Inconsistent discount representation
Solution
Driving CX enhancements by transforming end-to-end process
To accelerate the pace of CX improvements, I led the initiative to transform our end-to-end process—from establishing a comprehensive design strategy that targets the right customer problems, to optimizing design-to-development collaboration by building a robust design system and standardized templates.
Design Strategy
Help customers discover the most competitive prices in any situation
Drawing insights from research, I established a new Pricing CX strategy to serve as our foundational framework. By defining core customer values and design principles, I aligned the cross-functional team around a unified goal, enabling faster execution and decision-making.
Development & Validation
Leveraging cross-functional collaboration
For data-driven decision-making, I drove cross-functional synergy during the ideation and validation of Pricing CX and internal process enhancements.
Cross-functional Co-creation with All Team Members
Collected diverse insights on customer problems and process improvements
Hypothesis-Driven Testing with User Researchers
Conducted hypothesis-driven prototyping and testing, beyond collecting preferences
Holistic A/B Testing Analysis With Data Analysts
Measured comprehensive impact on customer behavior and interactions between features
Key Designs
Simplified & Unified Price Presentation
→ +1.1% GMV per Customer
Before the redesign, Pricing CX was inconsistent across the customer journey, and a poorly structured information hierarchy hindered customers from finding key information. I redesigned the hierarchy based on user needs and unified the end-to-end experience, ultimately delivering significant business impact.
Before
After - 1. Improved consistency / 2. Optimized visual hierarchy / 3. Improved scanability by grouping / 4. Removed irrelevant information
Quick Payment Option Picker
→ +0.12% Conversion Rate
Payment methods and rewards consolidated in a single viewfor effortless selection. It helps customers feel confident about their choicesand make informed purchase decisions
Cart Pricing CX Improvement
→ +0.06% Conversion Rate
In redesigning the cart page, strategic information is introduced to help customers make their final purchasing decisions. Unit price offers a clear measure of value, while the 'Price dropped' message provides a powerful nudge to finalize the purchase.
Competitive Benefit Nudge
→ +1.48% GMV per customer
It leveraged the visual real estate gained from the simplified layout to add contextual information that aids purchase decisions. All supplementary details were curated based on customer research regarding critical buying factors.
Workflow Improvement
Pricing CX Design System
I established a comprehensive Pricing CX Design System including a reusable Figma component library, design automation plugin, and documented CX design guideline.
Pricing CX Figma library
Pricing CX Platform
I led a cross-functional Initiative to build the Pricing CX Platform. I proposed a tech-solution to POs and engineers to centralize design updates by leveraging design standardization. This initiative reduced engineering effort by 50%.
Pricing CX Tech Platform centralizing design updates
Design-Dev Collaboration Template
Previously, the Pricing CX team’s design guides focused on enumerating every individual use case to visually depict applied changes. I guided designers to prioritize feature strategy and logic over use case enumeration in design guides.
It reduced the required mockups by 90% (from ~300 to ~30), allowing designers to dedicate more time to logic and strategy definitions.
Previous Figma design guide template for Pricing CX
Updated Figma design guide template for Pricing CX
Impact
Driving sustainable impact beyond short-term CX improvements through strategic design and optimized collaboration
Sustainable Business Impact
+60% increase in the number of feature launches compared to the same period before
The growth of daily orders, daily GMV, and daily buyers improved by 70%
Cross-Functional Team Alignment
Empowered cross-functional members to work cohesively as a single, strategy-driven team.
“What I really like about the new way of working is that it helps me understand the strategy and logic behind the feature. Previously we just listed a bunch of changes, which made it hard to see what was actually changing. But now we clearly communicate what’s being changed and why. That makes all the difference.”
— Pricing CX Engineer
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
Coupang Pricing CX
A Strategic, Holistic Design Approach to Drive Business Impact
I have directed the Pricing CX team at Coupang since 2024. I established a core CX strategy and a comprehensive design system accelerating overall CX improvements to deliver significant business impact.
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
Impact
- +$517K daily GMV, +3,129 daily buyers, +6,361 daily orders
- +60% feature launches compared to the same period before
- +70% growth rate of daily orders, daily GMV, and daily buyers
Highlights
Design Strategy & Principle
Through a comprehensive analysis of both business and customer needs, I formulated a core design strategy and defined guiding principles to align the team's direction.
Pricing CX Improvement
Guided by the established principles, I redesigned the price communication UI, optimizing the information hierarchy for customers. The established strategic framework streamlined the team's internal decision-making process.
Unlocking Customer Value
Identifying key user needs, I surfaced essential information that helps customers understand the value behind our pricing. To achieve this, I leveraged UI standardization, ensuring these value-adding details stand out clearly.
Pricing CX Design System
To accelerate the pace of CX improvements, I optimized our cross-functional workflows. The core of this initiative was establishing UI standardization, supported by a comprehensive design system that includes our guiding principles, a Figma asset library, and automation plugins.
Pricing CX Tech Platform
Going beyond design workflows, I proposed and co-created a dedicated Pricing CX tech platform to enhance cross-functional efficiency. By streamlining the development process, we reduced engineering resources by 50% and drastically accelerated our CX improvement velocity.
Read more about the project in detail
Challenge
Losing the competitive edge with stagnant Pricing CX
Despite leading the markets in Korea, Taiwan, and Japan, Coupang began losing its price reputation in 2023. At the same time, the company was not improving its price communication experience fast enough.
Monthly app installs in 24Q3 (YoY Growth)
Coupang’s price reputation (23Q2 → 24Q2)
Analysis
Structured approach to uncover both customer-facing and internal root causes
Viewing the declining reputation and slow improvement as a two-sided challenge, I designed and led comprehensive research to evaluate both the customer-facing experience and our internal workflows.
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
Defining Problem
Unclear design goals leading to cluttered Pricing CX
Without clearly defined core customer values, the Pricing CX team struggled with an inconsistent customer experience. This complexity not only cluttered the price communication but also increased design and development costs.
Fragmented timer design
Inconsistent discount representation
Solution
Driving CX enhancements by transforming end-to-end process
To accelerate the pace of CX improvements, I led the initiative to transform our end-to-end process—from establishing a comprehensive design strategy that targets the right customer problems, to optimizing design-to-development collaboration by building a robust design system and standardized templates.
Design Strategy
Help customers discover the most competitive prices in any situation
Drawing insights from research, I established a new Pricing CX strategy to serve as our foundational framework. By defining core customer values and design principles, I aligned the cross-functional team around a unified goal, enabling faster execution and decision-making.
Development & Validation
Leveraging cross-functional collaboration
For data-driven decision-making, I drove cross-functional synergy during the ideation and validation of Pricing CX and internal process enhancements.
Cross-functional Co-creation with All Team Members
Collected diverse insights on customer problems and process improvements
Hypothesis-Driven Testing with User Researchers
Conducted hypothesis-driven prototyping and testing, beyond collecting preferences
Holistic A/B Testing Analysis With Data Analysts
Measured comprehensive impact on customer behavior and interactions between features
Key Designs
Simplified & Unified Price Presentation
→ +1.1% GMV per Customer
Before the redesign, Pricing CX was inconsistent across the customer journey, and a poorly structured information hierarchy hindered customers from finding key information. I redesigned the hierarchy based on user needs and unified the end-to-end experience, ultimately delivering significant business impact.
Before
After - 1. Improved consistency / 2. Optimized visual hierarchy / 3. Improved scanability by grouping / 4. Removed irrelevant information
Quick Payment Option Picker
→ +0.12% Conversion Rate
Payment methods and rewards consolidated in a single viewfor effortless selection. It helps customers feel confident about their choicesand make informed purchase decisions
Cart Pricing CX Improvement
→ +0.06% Conversion Rate
In redesigning the cart page, strategic information is introduced to help customers make their final purchasing decisions. Unit price offers a clear measure of value, while the 'Price dropped' message provides a powerful nudge to finalize the purchase.
Competitive Benefit Nudge
→ +1.48% GMV per customer
It leveraged the visual real estate gained from the simplified layout to add contextual information that aids purchase decisions. All supplementary details were curated based on customer research regarding critical buying factors.
Workflow Improvement
Pricing CX Design System
I established a comprehensive Pricing CX Design System including a reusable Figma component library, design automation plugin, and documented CX design guideline.
Pricing CX Figma library
Pricing CX Platform
I led a cross-functional Initiative to build the Pricing CX Platform. I proposed a tech-solution to POs and engineers to centralize design updates by leveraging design standardization. This initiative reduced engineering effort by 50%.
Pricing CX Tech Platform centralizing design updates
Design-Dev Collaboration Template
Previously, the Pricing CX team’s design guides focused on enumerating every individual use case to visually depict applied changes. I guided designers to prioritize feature strategy and logic over use case enumeration in design guides.
It reduced the required mockups by 90% (from ~300 to ~30), allowing designers to dedicate more time to logic and strategy definitions.
Previous Figma design guide template for Pricing CX
Updated Figma design guide template for Pricing CX
Impact
Driving sustainable impact beyond short-term CX improvements through strategic design and optimized collaboration
Sustainable Business Impact
+60% increase in the number of feature launches compared to the same period before
The growth of daily orders, daily GMV, and daily buyers improved by 70%
Cross-Functional Team Alignment
Empowered cross-functional members to work cohesively as a single, strategy-driven team.
“What I really like about the new way of working is that it helps me understand the strategy and logic behind the feature. Previously we just listed a bunch of changes, which made it hard to see what was actually changing. But now we clearly communicate what’s being changed and why. That makes all the difference.”
— Pricing CX Engineer
This site is built with Figma Site