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.
Why the Review Submission TF was formed
Review Submission Rate per Total Orders
Of these, Half write only one review per month
More than half of the products have no reviews
What is preventing customers from writing reviews?
Non-reviewer: Customers who haven't written a review in the last 3 months (249)
Occasional reviewer: Customers who wrote a review in the last 7 days (Vine: 334, General: 279)
The review process is inconvenient
17.2%
10.2%
27.6%
17.0%
Lack of monetary incentives
25.0%
11.8%
Not selected for the trial group
7.8%
12.7%
Nothing to say about the product
6.9%
10.0%
Can't remember the product
2.6%
3.2%
10.3%
18.0%
A repurchase of a previously reviewed product
-
13.6%
Others
2.6%
3.4%
Analyzing Issues in Legacy Review Submission Screen
What We Aimed to Move
*Quality review: Review including text or image.
*First review: Review on low-review products (<10).
ENTRY ACCESSIBILITY
KEY FEATURE 01 New Review Widget in My Page
User Flow for the Newly Added Widget
Entry Point Optimization
By migrating the review entry point from a hidden menu to a high-visibility home widget, we minimized user friction and achieved 178% of our daily review target.
178% of 100K Goal
147% of 45K Goal
7% of 10K Goal
SEAMLESS FLOW
KEY FEATURE 02 Nudge With Next Eligible Review After Submission
A/B Testing the landing page after review submission
Post-Submission Engagement
Optimizing the post-submission flow to focus on a single task significantly increased user focus.
This UX refinement led to a 147% achievement of the 'Quality Review' goal, outperforming the multi-item display approach.
34% of 100K Goal
45% of 45K Goal
UX REFINEMENT
KEY FEATURE 03 Improve First Review Nudge on Home
Psychological Nudge Contents
Focusing on the fact that 76% of users write reviews to help others, I refined the messaging to emphasize the value of their contribution.
By streamlining the flow with an auto-submit feature, this small UX adjustment successfully drove daily 'First Reviews' to 1.4k.
4% of 100K Goal
4% of 45K Goal
14% of 10K Goal
Review submission rate turns upward
Addressing pain points led to a sharp rebound in review rates.
UX improvements by the dedicated team drove a 1.8%p increase, proving a clear upward trend.
The entire process of recurring delivery
2025 Q3 Performance Results
Key Results
Weight
Goal
Score
Increase total # of daily reviews
0.5
100,000
253,820
254%
Increase total # of daily Quality reviews
0.25
45,000
Increase total # of daily First reviews
0.25
10,000
1
Exceptional Overachievement (254% & 227%)
Confirmed the effectiveness of the strategy in driving reviews by reducing psychological friction for customers.
2
Insight from Performance Gap (24%)
'First Reviews' (on products with <10 reviews) fell short of the target.
3
Strategic Focus for Next Quarter: Focus on getting First review
Building on this gap, we will prioritize features to activate 'First Reviews' for low-review products next quarter.
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