JAEEUL BAE
WORKS
ABOUT
H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
I designed the onboarding preference questionnaire by the concept of "Communicating with respect and empathy." Customers appreciated the concept, and it helped the team successfully launch the MVP in the Dutch and Spanish markets.
My Role
- Project coordination; leading collaboration with the Assortment teams and Data department
- Executing end-to-end UX design
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
Rapid design iteration
I led the project through hypothetical design testing. It brought out a deeper understanding of what customers wanted to tell and expect when they talk about their fashion tastes and lifestyle.
Leading collaboration
I led the collaboration among different stakeholders representing the wide range of H&M offers for fashion & lifestyle. I helped each team to apply wholistic, customer-centric framework to collect and interpret customer data.
Empowering self-expression through design in the customer’s voice
I replaced clinical data queries with an empathetic approach to invite self-expression, transforming functional onboarding into a meaningful, personalized, and style-driven discovery journey.
Direct execution from marketing to UX/UI design
I personally designed the full journey from marketing banners to onboarding flows, ensuring a seamless connection and consistent brand communication.
Read more about the project in detail
Challenge
Helping customers and service understand each other
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)
Analysis
Research through hypothetical design
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
Kep Findings
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.
The gap between “what we want to ask” vs. “what customers want to tell”
Collected diverse insights on customer problems and process improvements
The expectation for respect and inclusiveness
Conducted hypothesis-driven prototyping and testing, beyond collecting preferences
Solution
Onboarding as a conversation with respect and empathy
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.
Key Designs
Question design in customer’s language
Payment methods and rewards consolidated in a single viewfor effortless selection. It helps customers feel confident about their choicesand make informed purchase decisions
Clear and inclusive UX
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.
Impact
Driving impact by mediating conversations between business and customer
- 3% click rate on the onboarding questionnaire banner
- 76% success rate through whole onboarding flow
- 93.6% response rates to questions
- 1.68% (+80%) conversion rate with personalized style suggestion content
I transformed functional onboarding into a meaningful dialogue, establishing a high-fidelity data engine. This execution proves that aligning customer self-expression with business mission drives substantial, measurable growth.
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
I designed the onboarding preference questionnaire by the concept of "Communicating with respect and empathy." Customers appreciated the concept, and it helped the team successfully launch the MVP in the Dutch and Spanish markets.
My Role
- Project coordination; leading collaboration with the Assortment teams and Data department
- Executing end-to-end UX design
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
Rapid design iteration
I led the project through hypothetical design testing. It brought out a deeper understanding of what customers wanted to tell and expect when they talk about their fashion tastes and lifestyle.
Leading collaboration
I led the collaboration among different stakeholders representing the wide range of H&M offers for fashion & lifestyle. I helped each team to apply wholistic, customer-centric framework to collect and interpret customer data.
Empowering self-expression through design in the customer’s voice
I replaced clinical data queries with an empathetic approach to invite self-expression, transforming functional onboarding into a meaningful, personalized, and style-driven discovery journey.
Direct execution from marketing to UX/UI design
I personally designed the full journey from marketing banners to onboarding flows, ensuring a seamless connection and consistent brand communication.
Read more about the project in detail
Challenge
Helping customers and service understand each other
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)
Analysis
Research through hypothetical design
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
Kep Findings
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.
The gap between “what we want to ask” vs. “what customers want to tell”
Collected diverse insights on customer problems and process improvements
The expectation for respect and inclusiveness
Conducted hypothesis-driven prototyping and testing, beyond collecting preferences
Solution
Onboarding as a conversation with respect and empathy
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.
Key Designs
Question design in customer’s language
Payment methods and rewards consolidated in a single viewfor effortless selection. It helps customers feel confident about their choicesand make informed purchase decisions
Clear and inclusive UX
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.
Impact
Driving impact by mediating conversations between business and customer
- 3% click rate on the onboarding questionnaire banner (vs. avg. 1.5% click rate on promotion banners)
- 76% success rate through whole onboarding flow
- avg 93.6% response rates to questions
- 1.68% conversion rate with personalized style suggestion content (approximately 80% improvement from the general conversion rate)
I transformed functional onboarding into a meaningful dialogue, establishing a high-fidelity data engine. This execution proves that aligning customer self-expression with business mission drives substantial, measurable growth.
This site is built with Figma Site
JAEEUL BAE
WORKS
ABOUT
H&M Onboarding Experience
Strategic app onboarding for a personalized shopping experience
I designed the onboarding preference questionnaire by the concept of "Communicating with respect and empathy." Customers appreciated the concept, and it helped the team successfully launch the MVP in the Dutch and Spanish markets.
My Role
- Project coordination; leading collaboration with the Assortment teams and Data department
- Executing end-to-end UX design
Impact
- 3% click rate on the onboarding questionnaire banner (vs. avg. 1.5% click rate on promotion banners)
- 76% success rate of finishing onboarding questionnaire
- Avg 93.6% response rates to questions
- +1.68% conversion rate with personalized style suggestion content (approximately 80% improvement from the general conversion rate)
Highlights
Rapid design iteration
I led the project through hypothetical design testing. It brought out a deeper understanding of what customers wanted to tell and expect when they talk about their fashion tastes and lifestyle.
Leading collaboration
I led the collaboration among different stakeholders representing the wide range of H&M offers for fashion & lifestyle. I helped each team to apply wholistic, customer-centric framework to collect and interpret customer data.
Empowering self-expression through design in the customer’s voice
I transformed functional onboarding questionnaire into a meaningful, personalized, and style-discovery journey with empathic approach inviting self-expression.
Direct execution from marketing to UX/UI design
I personally designed the full journey from marketing banners to onboarding flows, ensuring a seamless connection and consistent brand communication.
Read more about the project in detail
Challenge
Helping customers and service understand each other
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)
Approach
Research through hypothetical design
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
Kep Findings
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.
The gap between “what we want to ask” vs. “what customers want to tell”
Collected diverse insights on customer problems and process improvements
The expectation for respect and inclusiveness
Conducted hypothesis-driven prototyping and testing, beyond collecting preferences
Solution
Onboarding as a conversation with respect and empathy
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.
Key Designs
Question design in customer’s language
Payment methods and rewards consolidated in a single viewfor effortless selection. It helps customers feel confident about their choicesand make informed purchase decisions
Clear and inclusive UX
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.
Impact
Driving impact by mediating conversations between business and customer
- 3% click rate on the onboarding questionnaire banner (vs. avg. 1.5% click rate on promotion banners)
- 76% success rate through whole onboarding flow
- avg 93.6% response rates to questions
- 1.68% conversion rate with personalized style suggestion content (approximately 80% improvement from the general conversion rate)
I transformed functional onboarding into a meaningful dialogue, establishing a high-fidelity data engine. This execution proves that aligning customer self-expression with business mission drives substantial, measurable growth.
This site is built with Figma Site