What is Coupang?
As Korea’s No. 1 e-commerce platform with 33 million monthly users, Coupang holds unrivaled market share.
With 14 million daily visitors and 15 million paid members, it commands exceptional customer loyalty.
Redefining logistics with 'Rocket Delivery', it has evolved into an essential lifestyle app.
data analysis
Finding a Small Usability Gap in the Purchase Path
40% of cart visitors drop off to product details via thumbnails
Of those who entered the SDP,
56% clicked the option selector
Of those who entered the SDP,
23% clicked the handler,
with nearly half re-adding the same item.
Interview
Customer Interview Insights on Why They Return to Detail Pages
To see larger images or additional product photos
To ensure no better alternatives were missed
To confirm their selections were correct
To review detailed information before deciding
To review detailed information before deciding
Problem
Analyzing the reasons for customer returns to the detail page
User Test
Cart Option Perception Test to Identify the Root Cause
Hypothesis
The current cart design fails to make product options adequately visible to users.
UT Method
We showed a cart page with three products and asked them what the option was for the top-listed cardigan.
Result
Customers struggled to identify product options when they were displayed only within the product title.
Benchmark
How Other Services Display Product Options in Cart
To address this issue, we reviewed how leading domestic and global commerce platforms present product options in the cart.
Most of them display options in a separate row within each product entry, making them easier to notice.
Text-only Options
11st
SSG
Flipkart
Boxed Options
AliExpress
Naver
Myntra
Solution
Hypothesis & Variants for A/B test
Control
Option included in the title
Variant A
Text-only options
Variant B
Boxed options
Solution Verification
A/B Test in Korea and Taiwan
Impact
A/B Test Results
Design
A
Option: Free, Black
+0.17%
+0.52%
B
Option: Free, Black
-0.09%
+0.10%
1
Variant A Selected for Launch
Generated an incremental ₩340M+(About $233K) in GMV compared to Variant B, proving its superior business impact.
2
Hypothesis Validated
Quantitatively confirmed that improving option name visibility strengthened customer confidence and boosted conversion.
3
Minimal Friction, Maximum Impact
Subtle UX refinements in the information architecture removed friction from the customer journey, ensuring a seamless experience.
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