Deep Rooted Tree
100 Percent
Graj and Gustavsen


Work Cover Sinclair Old Style


Coupang is one of the largest and fastest growing e-commerce/logistic platforms in the world. I worked as a UX researcher and designer. I spent most of my time defining Rocket Fresh, the online grocery shopping experience. Rocket Fresh enables shoppers to place orders for millions of Rocket products as late as midnight and have them delivered to their door before 7AM. Rocket Fresh delivers fresh and organic items to consumers within hours of ordering and has been made available to more than half of South Korea. This was an end-to-end product development lifecycle project in agile environtment, which include following process:

  • Competitor analysis
  • Quantitative & qualitative customer research
  • Jobs-to-be-done discovery
  • Ideation
  • Hypothesis sketch
  • User testing and iteration
  • Final design delivery for software development

As a result, Coupang has acquired 1.7 million subscription based premium users.
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Landing Page

Rocket Fresh landing page help users to search and discover fresh/organic items through variety of widgets.
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Repurchasing Widget

One of the customer pain point identified was needs to repurchase staple products. So I designed a widget secifically aimed for this task.

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Cart Experience - Bundle

In order to make the service profitable, customers are required to purchase minimum of $15. So I designed a seperate digital cart to indicate the constraints associated with the Rocket Fresh.

I also worked on the following projects:

  • Re-defined the online fashion shopping experience.
  • Mapped out the product development process framework that incorporates design thinking for internal stakeholders. Click here to have a look
  • Initiative in designing a new favicon that better resonates/communicates brand identity.
  • Designed a new splash screen that serves as a branding/marketing platform and consequently impacts the sales.

I will omit details to comply with the NDA.

Other Project