Clarify Options Within Cart Product Unit

ABOUT

This project is a data-driven UX improvement case study that maximized customer purchase confidence and checkout efficiency by resolving a small usability gap.

By combining quantitative data analysis with qualitative research, we accurately identified the core insight: insufficient visibility of product options within the cart. Based on this finding, we redesigned the experience to eliminate unnecessary page navigation, effectively streamlining the customer's purchase journey.

As a result, we achieved the meaningful outcome of increasing the daily GMV by approximately KRW 340 million (approx. US$233K).

DURATION

2024, Q3

ROLE

Design Lead

TEAM

1 Product Designers

1 Product Manager

2 Engineers (Android/IOS)

1 Researcher

Clarify Options Within Cart Product Unit

ABOUT

This project is a data-driven UX improvement case study that maximized customer purchase confidence and checkout efficiency by resolving a small usability gap.

As a result, we achieved the meaningful outcome of increasing the daily GMV by approximately KRW 340 million (approx. US$233K).

DURATION

2024, Q3

ROLE

Design Lead

TEAM

1 Product Designers

1 Product Manager

2 Engineers (Android/IOS)

1 Researcher

Clarify Options Within Cart Product Unit

ABOUT

This project is a data-driven UX improvement case study that maximized customer purchase confidence and checkout efficiency by resolving a small usability gap.

As a result, we achieved the meaningful outcome of increasing the daily GMV by approximately KRW 340 million (approx. US$233K).

DURATION

2024, Q3

ROLE

Design Lead

TEAM

1 Product Designers

1 Product Manager

2 Engineers (Android/IOS)

1 Researcher

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

Discovery 01

Even though the cart is for finalizing purchases, 40% of customers click thumbnails to exit back to the product detail page.

Discovery 01

Even though the cart is for finalizing purchases, 40% of customers click thumbnails to exit back to the product detail page.

Discovery 02

Specifically, analysis of the behavior of customers who exited to the details page revealed that 56% clicked the product option selector area.

Discovery 02

Specifically, analysis of the behavior of customers who exited to the details page revealed that 56% clicked the product option selector area.

Discovery 03

Of those who moved to the detail page, 23% clicked the option handler, with nearly half re-adding the same item already in their cart.

Discovery 03

Of those who moved to the detail page, 23% clicked the option handler, with nearly half re-adding the same item already in their cart.

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.

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

01 View Images

Users returned to the Product Details Page to see larger images or additional product photos that weren’t visible in the cart.

01 View Images

Users returned to the Product Details Page to see larger images or additional product photos that weren’t visible in the cart.

02 Check Options

Users revisited product details to ensure no better alternatives were missed and to confirm their selections were correct.

02 Check Options

Users revisited product details to ensure no better alternatives were missed and to confirm their selections were correct.

03 Compare Details

When comparing multiple products, users went back to the Product Details Page to review detailed information before deciding.

03 Compare Details

When comparing multiple products, users went back to the Product Details Page to review detailed information before deciding.

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 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

Problem

Analyzing the reasons for customer returns to the detail page

01 To see larger images or additional product photos

Valid

Information not available in the cart

02 To ensure no better alternatives were missed

Valid

Information not available in the cart

03 To confirm their selections were correct

Invalid

Why do customers return to detail pages despite seeing their selected options in the cart?

04 To review detailed information before deciding

Valid

Information not available in the cart

User Test

Cart Option Perception Test to Identify the Root Cause

Hypothesis

ELLE PARIS Women’s Cardigan Sweaters 2025 Lightweight Fall Outfits Clothes Fashion Trendy Long Sleeve Tops Casual Jackets, Free, Black

Arrives tomorrow, Fri

51%

Coupon applied

₩26,300

₩12,980

Coupon applied at checkout

Discount ends in

5 days

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

“I saw the cardigan in the photo was black, but the price stood out more to me.”

“The product name was long, and I don’t remember the details.”

“There was an option? I didn’t notice because the product name was too long.”

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

Improving option visibility increases purchase confidence and GMV.

Control

Option included in the title

Variant A

Text-only options

Variant B

Boxed options

Solution Verification

A/B Test in Korea and Taiwan

Korean

The official language version for customers in South Korea.

Korean

The official language version for customers in South Korea.

English (for Korea)

The language version dedicated to foreign residents in South Korea.

English (for Korea)

The language version dedicated to foreign residents in South Korea.

Chinese (for Taiwan)

The language version specifically localized for the Taiwanese market, which serves as a crucial testbed for our broader expansion across Asia, leveraging its strong e-commerce potential.

Chinese (for Taiwan)

The language version specifically localized for the Taiwanese market, which serves as a crucial testbed for our broader expansion across Asia, leveraging its strong e-commerce potential.