Optimizing Review Submission
ABOUT
This project began with the improvement of the legacy system of the ‘Review Submission TF,’ which was newly established for the first time in 10 years. Due to an outdated environment, the review submission rate was stagnant at the 3% level, which meant that the business impact that could be created through UX improvement was significant.
Among several friction points identified, review submission was prioritized because 60% of products had zero reviews — directly impacting purchase conversion across the entire platform. I derived the complex entry paths and low visibility that customers experience during the review writing process as key pain points through data analysis. To solve this, I redesigned the journey in a direction that strengthens customer participation motivation by diversifying entry points at key locations and refining content.
As a result, by overachieving the KPIs for the daily average total number of reviews and quality reviews* by 154% and 127% respectively, I proved that UX optimization can be a powerful business growth driver even in a legacy environment.
*Quality Review: A reviews that include photos, surveys, or text
DURATION
2025, Q3
ROLE
Design Lead
TEAM
2 Product Designers
1 Product Manager
9 Engineers (Android/IOS)
1 UX Researcher
1 Data Analyst
Optimizing Review Submission
ABOUT
This project began with the improvement of the legacy system of the ‘Review Submission TF,’ which was newly established for the first time in 10 years. Due to an outdated environment, the review submission rate was stagnant at the 3% level, which meant that the business impact that could be created through UX improvement was significant.
Among several friction points identified, review submission was prioritized because 60% of products had zero reviews — directly impacting purchase conversion across the entire platform. I derived the complex entry paths and low visibility that customers experience during the review writing process as key pain points through data analysis. To solve this, I redesigned the journey in a direction that strengthens customer participation motivation by diversifying entry points at key locations and refining content.
As a result, by overachieving the KPIs for the daily average total number of reviews and quality reviews* by 154% and 127% respectively, I proved that UX optimization can be a powerful business growth driver even in a legacy environment.
*Quality Review: A reviews that include photos, surveys, or text
DURATION
2025, Q3
ROLE
Design Lead
TEAM
2 Product Designers
1 Product Manager
9 Engineers (Android/IOS)
1 UX Researcher
1 Data Analyst
Optimizing Review Submission
ABOUT
This project began with the improvement of the legacy system of the ‘Review Submission TF,’ which was newly established for the first time in 10 years. Due to an outdated environment, the review submission rate was stagnant at the 3% level, which meant that the business impact that could be created through UX improvement was significant.
Among several friction points identified, review submission was prioritized because 60% of products had zero reviews — directly impacting purchase conversion across the entire platform. I derived the complex entry paths and low visibility that customers experience during the review writing process as key pain points through data analysis. To solve this, I redesigned the journey in a direction that strengthens customer participation motivation by diversifying entry points at key locations and refining content.
As a result, by overachieving the KPIs for the daily average total number of reviews and quality reviews* by 154% and 127% respectively, I proved that UX optimization can be a powerful business growth driver even in a legacy environment.
*Quality Review: A reviews that include photos, surveys, or text
DURATION
2025, Q3
ROLE
Design Lead
TEAM
2 Product Designers
1 Product Manager
9 Engineers (Android/IOS)
1 UX Researcher
1 Data Analyst
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
22 H2
7.63%
2.80%
3.79%
25 H1
24 H2
24 H1
23 H2
23 H1
Only 6% of buyers write reviews
Of these, Half write only one review per month
More than half of the products have no reviews
No review
60%
Review >=1
Ratings only (76%)
Reviews with text or media (24%)
40%
Review Submission Rate per Total Orders
22 H2
22 H2
7.63%
7.63%
2.80%
2.80%
3.79%
3.79%
25 H1
25 H1
24 H2
24 H2
24 H1
24 H1
23 H2
23 H2
23 H1
23 H1
Only 6% of buyers write reviews
Only 6% of buyers write reviews
Of these, Half write only one review per month
More than half of the products have no reviews
No review
No review
60%
60%
Review >=1
Review
>=1
Ratings only (76%)
Ratings only (76%)
Reviews with text or media (24%)
Reviews with text or media (24%)
40%
40%
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)
Reason
Reason
Non-reviewers
Non-reviewers
Occasional Reviewers
Occasional Reviewers
The review process is inconvenient
The review process is inconvenient
17.2%
17.2%
10.2%
10.2%
Just didn't feel like it
Just didn't feel like it
Just didn't feel like it
27.6%
27.6%
17.0%
17.0%
Lack of monetary incentives
Lack of monetary incentives
25.0%
25.0%
11.8%
11.8%
Not selected for the trial group
Not selected for the trial group
7.8%
7.8%
12.7%
12.7%
Nothing to say about the product
Nothing to say about the product
6.9%
6.9%
10.0%
10.0%
Can't remember the product
Can't remember the product
2.6%
2.6%
3.2%
3.2%
Too many products pending for review
Too many products pending for review
Too many products pending for review
10.3%
10.3%
18.0%
18.0%
A repurchase of a previously reviewed product
A repurchase of a previously reviewed product
-
-
13.6%
13.6%
Others
Others
2.6%
2.6%
3.4%
3.4%
While there is a clear demand for incentives, we decided to prioritize lowering psychological friction
as a cost-effective first step for this quarter's initial phase.
While there is a clear demand for incentives, we decided to prioritize lowering psychological friction as a cost-effective first step for this quarter's initial phase.
While there is a clear demand for incentives, we decided to prioritize lowering psychological friction as a cost-effective first step for this quarter's initial phase.
Analyzing Issues in Legacy Review Submission Screen
Minimal impact with persistent low engagement
Nudging limited to products with zero review
One more tap to write another review
Land on 'My Reviews' after submission
MY Page
'Reviews' is hidden in sub-menus
MY Page
MY Page
'Reviews' is hidden in sub-menus
'Reviews' is hidden in sub-menus
One more tap to write another review
One more tap to write another review
Land on 'My Reviews' after submission
Land on 'My Reviews' after submission
Minimal impact with persistent low engagement
Minimal impact with persistent low engagement
Nudging limited to products with zero review
Nudging limited to products with zero review
What We Aimed to Move
Our goal: Increase review submission rate by reducing psychological friction
Our goal: Increase review submission rate by reducing psychological friction
Our goal: Increase review submission rate by reducing psychological friction
Increase Total # of
Daily “Quality” reviews
Increase Total # of
Daily “Quality” reviews
Increase Total # of
Daily “Quality” reviews
45K
45K
45K
Current 31K
Current 31K
Current 31K
Increase Total # of
Daily First reviews
Increase Total # of
Daily First reviews
Increase Total # of
Daily First reviews
10K
10K
10K
Current 6.5K
Current 6.5K
Current 6.5K
Increase Total # of
Daily reviews
Increase Total # of
Daily reviews
Increase Total # of
Daily reviews
100K
100K
100K
Current 72K
Current 72K
Current 72K
Overall participation volume to measure submission growth.
Overall participation volume to measure submission growth.
Overall participation volume to measure submission growth.
Ensures quantity growth does not compromise review quality
Ensures quantity growth does not compromise review quality
Ensures quantity growth does not compromise review quality
*Quality review: Review including text or image.
*Quality review: Review including text or image.
Tracks new product engagement driven by reduced entry barriers.
Tracks new product engagement driven by reduced entry barriers.
Tracks new product engagement driven by reduced entry barriers.
*First review: Review on low-review products (<10).
*First review: Review on low-review products (<10).
ENTRY ACCESSIBILITY
KEY FEATURE 01 New Review Widget in My Page
Before
Before
Before
Hidden entry in full menu
Hidden entry in full menu
Hidden entry in full menu
After
After
After
Direct-access review widget
Direct-access review widget
Direct-access widget
Instant product rating via widget
Instant product rating via widget
Instant product rating via widget
Auto-submitted with optional detailed reviews
Auto-submitted with optional detailed reviews
Auto-submitted with optional detailed reviews
User Flow for the Newly Added Widget
User Flow for the Newly Added Widget
Entry Point Optimization
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.
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.
Increase Total # Of
Daily Reviews
Increase Total # Of
Daily Reviews
Increase Total # Of
Daily Reviews
178K
178K
178% of 100K Goal
178% of 100K Goal
Increase Total # Of Daily “Quality” Reviews
Increase Total # Of Daily “Quality” Reviews
Increase Total # Of Daily “Quality” Reviews
66K
66K
66K
147% of 45K Goal
147% of 45K Goal
Increase Total # Of Daily First Reviews
Increase Total # Of Daily First Reviews
Increase Total # Of Daily First Reviews
711
711
711
7% of 10K 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
A/B Testing the landing page after review submission
Writing a review page
Writing a review page
Writing a review page
Before
Variant A
Variant B
Before
Variant A
Variant B
Before
Variant A
Variant B
Landing on 'My reviews' tab
Landing on 'My reviews' tab
Landing on 'My reviews' tab
Thank-You page with the next item to review
Thank-You page with the next item to review
Thank-You page with the next item to review
Thank-You page with three items for next reviews
Thank-You page with three items for next reviews
Thank-You page with three items for next reviews
Variant A emerged as the winner
Variant A emerged as the winner
Focusing on a single task outperformed showing multiple items.
Although aimed at total volume, it significantly improved the quality of reviews as well.
Focusing on a single task outperformed showing multiple items.
Although aimed at total volume, it significantly improved the quality of reviews as well.
Post-Submission Engagement
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.
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.
Increase Total # Of
Daily Reviews
Increase Total # Of
Daily Reviews
Increase Total # Of
Daily Reviews
34K
34K
34% of 100K Goal
34% of 100K Goal
Increase Total # Of Daily “Quality” Reviews
Increase Total # Of Daily “Quality” Reviews
Increase Total # Of Daily “Quality” Reviews
20K
20K
20K
45% of 45K Goal
45% of 45K Goal
Increase Total # Of Daily First Reviews
Increase Total # Of Daily First Reviews
Increase Total # Of Daily First Reviews
135
135
135
1.3% of 10K Goal
1.3% of 10K Goal
UX REFINEMENT
KEY FEATURE 03 Improve First Review Nudge on Home
Before
Before
Before
After
After
After
What are your primary motivations for writing product reviews?
What are your primary motivations for writing product reviews?
What are your primary motivations for writing product reviews?
To help other customers
To help other customers
To help other customers
76.0%
76.0%
76.0%
Focusing on the customer's altruistic desire to help others, I replaced the generic 'First Review' label
with messaging that emphasizes how their feedback would be highly helpful to fellow shoppers.
Focusing on the customer's altruistic desire to help others, I replaced the generic 'First Review' label
with messaging that emphasizes how their feedback would be highly helpful to fellow shoppers.
Focusing on the customer's altruistic desire to help others, I replaced the generic 'First Review' label with messaging that emphasizes how their feedback would be highly helpful to fellow shoppers.
Before
Before
Before
After
After
After
Unlike the previous flow that required clicking 'Complete,'
star ratings are now registered automatically.
Unlike the previous flow that required clicking 'Complete,'
star ratings are now registered automatically.
Unlike the previous flow that required clicking 'Complete,'
star ratings are now registered automatically.
Psychological Nudge Contents
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.
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.
Increase Total # Of
Daily Reviews
Increase Total # Of
Daily Reviews
Increase Total # Of
Daily Reviews
4.3K
4.3K
4% of 100K Goal
4% of 100K Goal
Increase Total # Of Daily “Quality” Reviews
Increase Total # Of Daily “Quality” Reviews
Increase Total # Of Daily “Quality” Reviews
2.3K
2.3K
2.3K
4% of 45K Goal
4% of 45K Goal
Increase Total # Of Daily First Reviews
Increase Total # Of Daily First Reviews
Increase Total # Of Daily First Reviews
1.4K
1.4K
1.4K
14% of 10K 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.
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
Review Submission Rate per Total Orders
Review Submission Rate per Total Orders
Review Submission Rate per Total Orders
Review Team formed
Review Team formed
Review Team formed
24 Q3
24 Q3
24 Q3
5.68%
5.68%
5.68%
2.80%
2.80%
2.80%
3.86%
3.86%
3.86%
24 Q4
24 Q4
24 Q4
25 Q1
25 Q1
25 Q1
25 Q2
25 Q2
25 Q2
25 Q3
25 Q3
25 Q3
2025 Q3 Performance Results
Key Results
Key Results
Weight
Weight
Goal
Goal
Current Status
Current Status
Current Status
Score
Score
Increase total # of daily reviews
Increase total # of daily reviews
0.5
0.5
100,000
100,000
253,820
253,820
254%
254%
Increase total # of daily Quality reviews
Increase total # of daily Quality reviews
0.25
0.25
45,000
45,000
102,070
102,070
102,070
227%
227%
227%
Increase total # of daily First reviews
Increase total # of daily First reviews
0.25
0.25
10,000
10,000
2,428
2,428
2,428
24%
24%
24%
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.
Unlike existing reviewers who needed easier access, first-time reviewers likely require stronger motivation triggers —
suggesting that entry point optimization alone is insufficient.
'First Reviews' (on products with <10 reviews) fell short of the target.
Unlike existing reviewers who needed easier access, first-time reviewers likely require stronger motivation triggers — suggesting that entry point optimization alone is insufficient.
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.
BASED IN SEOUL, KOREA
open to work anywhere
ⓒ 2025 Beckie Baek
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