Status : Launched
Checkout unification for users shopping within a fitness app
Status : Launched
Checkout unification for users shopping
within a fitness app
Status : Launched
Checkout unification for users shopping
within a fitness app
OVERVIEW
OVERVIEW
A fragmented checkout across multiple external sites was unified into a single in-app payment flow, driving 250% GMV growth and 6.8% conversion uplift
A fragmented checkout across multiple external sites was unified into a single in-app payment flow, driving 250% GMV growth and 6.8% conversion uplift
Jun 2024 - Dec 2024
Sole Product Designer
Jun 2024 - Dec 2024
Sole Product Designer
Jun 2024 - Dec 2024
Sole Product Designer
Vision & OKR planning // Customer facing app & Internal tools design // User research // Prototyping // Data-driven rapid iteration & testing
Vision & OKR planning // Customer facing app & Internal tools design // User research // Prototyping // Data-driven rapid iteration & testing
Collaborated with
4 Engineering & 5 Non-tech Teams
Collaborated with
4 Engineering
& 5 Non-tech Teams
Collaborated with
4 Engineering & 5 Non-tech Teams
As sole product designer, spearheaded 0-to-1 design process for customer-facing app and internal tools, collaborating with CPO to align end-to-end product vision in cross-functional Task Force
As sole product designer, spearheaded 0-to-1 design process for customer-facing app and internal tools, collaborating with CPO to align end-to-end product vision in cross-functional Task Force
IMPACT
IMPACT
I led the entire product lifecycle from beta to MVP, driving iterations that boosted discoverability, repurchase rates, and funnel conversion
I led the entire product lifecycle from beta to MVP, driving iterations that boosted discoverability, repurchase rates, and funnel conversion
Gross Merchandise Value
Gross Merchandise Value
Gross
Merchandise
Value
Purchase Conversion Rate
Purchase Conversion Rate
Purchase
Conversion
Rate
Repurchase Rate
Repurchase Rate
Product Detail Page Views
Product Detail Page Views
Return Visits
Return Visits
Return
Visits
Average Funnel Conversion Rate
Average Funnel Conversion Rate
Average Funnel
Conversion Rate
Repurchase
Rate
Product Detail
Page Views
PROCESS
Validated market potential with a beta, then maximized it by resolving the user pain points holding it back
BUSINESS PROBLEM
Korea's #1 subscription fitness app QUAT, facing post-COVID growth plateau
Korea's #1 subscription fitness app QUAT, facing post-COVID growth plateau
Monthly growth dropped to ~6% from Q1 2022 as the subscription model hit its ceiling. The core product paired fitness content with equipment and VoC analysis pointed to an untapped opportunity: could membership loyalty become a new growth engine by expanding into vertical commerce?
Monthly growth dropped to ~6% from Q1 2022 as the subscription model hit its ceiling. The core product paired fitness content with equipment and VoC analysis pointed to an untapped opportunity: could membership loyalty become a new growth engine by expanding into vertical commerce?
BETA VALIDATION
BETA VALIDATION
Beta validated strong purchase intent from existing subscribers
Beta validated strong purchase intent from existing subscribers
The beta hit 12% purchase conversion, 6x Korea's 2.06% e-commerce average, with 50% MoM GMV growth. Purchase intent was there. The question was how to scale it without breaking the experience.
The beta hit 12% purchase conversion, 6x Korea's 2.06% e-commerce average, with 50% MoM GMV growth. Purchase intent was there. The question was how to scale it without breaking the experience.
CHALLENGE
CHALLENGE
Fast validation, fragmented experience as the trade-off
Fast validation, fragmented experience as the trade-off
Fast market validation came at a cost. The beta redirected users to external sites for checkout, forced re-logins per item, and offered no centralized order tracking. Log analysis of 24,000 users confirmed significant drop-off at the purchase step. Fixing this fragmented flow became the critical priority before scaling.
Fast market validation came at a cost. The beta redirected users to external sites for checkout, forced re-logins per item, and offered no centralized order tracking. Log analysis of 24,000 users confirmed significant drop-off at the purchase step. Fixing this fragmented flow became the critical priority before scaling.
USER RESEARCH
USER RESEARCH
Diary study: capturing real purchase behavior in context
Diary study: capturing real purchase behavior in context
Standard interviews weren't enough. Purchase decisions happen over days, not in a session. I ran a diary study with 15 participants. A pilot revealed voice recording captured more authentic responses than written feedback, leading me to implement a photo diary method. This surfaced behavioral patterns and latent needs that lab-based research would have missed.
Standard interviews weren't enough. Purchase decisions happen over days, not in a session. I ran a diary study with 15 participants. A pilot revealed voice recording captured more authentic responses than written feedback, leading me to implement a photo diary method. This surfaced behavioral patterns and latent needs that lab-based research would have missed.
* (L) Photos from participants, (R) Guidelines sent to participants
* (L) Photos from participants, (R) Guidelines sent to participants
USER PROBLEM 1) PRE-PURCHASE FRICTION
USER PROBLEM 1) PRE-PURCHASE FRICTION
Fragmented checkout killed purchase momentum at every step
Fragmented checkout killed purchase momentum at every step
Unexpected redirects broke trust and context
Unexpected redirects broke trust and context
Product clicks unexpectedly lead to branded external sites, leaving users confused about leaving QUAT's app.
Product clicks unexpectedly lead to branded external sites, leaving users confused about leaving QUAT's app.
Forced re-logins per item killed conversion intent
Forced re-logins per item killed conversion intent
Login prompts disrupt checkout, forcing option reselection per item, potentially discouraging purchases.
Login prompts disrupt checkout, forcing option reselection per item, potentially discouraging purchases.
* Excerpt from log analysis (Feb 2023, 24,000 users) & usability test (Feb 2023, 28 participants)
* Excerpt from log analysis (Feb 2023, 24,000 users) & usability test (Feb 2023, 28 participants)
USER PROBLEM 2) POST-PURCHASE CHALLENGES
USER PROBLEM 2) POST-PURCHASE CHALLENGES
Post-purchase experience was just as broken as checkout
Post-purchase experience was just as broken as checkout
40%
40%
"No centralized order or shipping tracking"
"No centralized order or shipping tracking"
Users had no way to see what they'd bought or where it was.
28%
28%
"Loyalty points siloed across stores"
"Loyalty points siloed across stores"
Points were tied to specific links, making them nearly impossible to use.
20%
20%
"Reviews nearly impossible to leave"
"Reviews nearly impossible to leave"
Most users didn't even know they could write one.
* Excerpt from survey (Apr 2023, 350 participants) & VoC feedback (Dec 2022 ~ Feb 2023, 4,800 inquries)
* Excerpt from survey (Apr 2023, 350 participants) & VoC feedback (Dec 2022 ~ Feb 2023, 4,800 inquries)
HOW MIGHT WE
HOW MIGHT WE
Unify the fragmented purchase journey into a seamless, trust-building experience within a single app
Unify the fragmented purchase journey into a seamless, trust-building experience within a single app
PROCESS
Validated market potential with a beta, then maximized it by resolving the user pain points holding it back
STRATEGY WORKSHOP
STRATEGY WORKSHOP
Aligning stakeholders on our commerce positioning
Aligning stakeholders on our commerce positioning
I led a workshop with stakeholders to define our positioning : "Why would users choose to shop here over anywhere else?" We aligned on three pillars: Seamless Integration, Rewarding Rituals, and Curated Fitness Exclusives. This became the foundation for every design decision that followed.
I led a workshop with stakeholders to define our positioning : "Why would users choose to shop here over anywhere else?" We aligned on three pillars: Seamless Integration, Rewarding Rituals, and Curated Fitness Exclusives. This became the foundation for every design decision that followed.
DESIGN PRINCIPLE WORKSHOP
DESIGN PRINCIPLE WORKSHOP
Translating strategy into 3 design principles
Translating strategy into 3 design principles
Seamless
Seamless
Eliminate barriers in
user interactions
Eliminate barriers in user interactions
Eliminate barriers in user interactions
Beneficial
Beneficial
Make membership value visible at every touchpoint
Make membership value visible at every touchpoint
Guide users to relevant content effortlessly
Discoverable
Discoverable
Guide users to the right product at the right moment
Guide users to the right product at the right moment
Guide users to relevant content effortlessly
MVP EXPERIENCE
MVP EXPERIENCE
One app. One checkout. Full purchase visibility.
One app. One checkout. Full purchase visibility.
I redesigned the end-to-end purchase flow into a single in-app experience, eliminating external redirects, consolidating checkout, and centralizing order history, delivery tracking, and loyalty points in one place.
I redesigned the end-to-end purchase flow into a single in-app experience, eliminating external redirects, consolidating checkout, and centralizing order history, delivery tracking, and loyalty points in one place.
1) SEAMLESS INTEGRATION
1) SEAMLESS INTEGRATION
Surfacing products where purchase intent is highest
Surfacing products where purchase intent is highest
Four placements tested. Equipment info above the curriculum won. Users saw it before committing to a workout, not after. Below the curriculum, users missed it entirely. Above the detail image interrupted program discovery flow.
2) REWARDING RITUALS
2) REWARDING RITUALS
A unified loyalty loop that connects engagement to purchase
A unified loyalty loop that connects engagement to purchase
Four touchpoints evaluated. Store tab header went unnoticed. Home tab banner read as an ad. Two worked: points shown right after workout completion felt earned, and My QUAT tab met users' expectation of finding account-level info in one place. Both were adopted.
3) CURATED FITNESS EXCLUSIVES
3) CURATED FITNESS EXCLUSIVES
Making hidden membership value impossible to miss
Making hidden membership value impossible to miss
Rolling banner and carousel both worked. Banner for discoverability, carousel for depth. Thumbnail badge got overlooked during category browsing. Between-item placement felt like spam. Final design combined banner for flash deals with carousel for curated collections.
Rolling banner and carousel both worked. Banner for discoverability, carousel for depth. Thumbnail badge got overlooked during category browsing. Between-item placement felt like spam. Final design combined banner for flash deals with carousel for curated collections.
FURTHER ITERATION
FURTHER ITERATION
Surfacing hidden benefits and balancing promotional content
Surfacing hidden benefits and balancing promotional content
FURTHER ITERATION 1
Enhance membership price benefit visibility : 20% more product detail page views
Revealing member-only pricing more prominently during product exploration drove stronger engagement among loyal users, validating that pricing transparency is a key purchase motivator.
FURTHER ITERATION 2
Balance category visibility and promotions : 15% more product explorations per user
Restructuring the store layout to balance promotional content with clearer category navigation improved both product exploration depth and promotional conversion.
Final Output
The project evolved from beta to MVP, implementing one-stop in-app shopping to reduce friction. It differentiated itself by combining home fitness experiences with curated products and a point reward system. Later iterations improved product discovery and enhanced the visibility of existing member-only price benefits.
Concluding Thoughts
This project taught me that breaking ambitious goals into testable steps can be more effective than waiting for the perfect solution. The beta validated market fit quickly, but also exposed the real problem: a fragmented checkout flow that needed to be solved before scaling.
As the sole designer working across both customer-facing and internal tools, I learned that commerce design only works when every part of the journey is considered together: discovery, checkout, and post-purchase."
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FURTHER ITERATION 1
Membership pricing made visible, driving 20% more product detail page views
Revealing member-only pricing more prominently during product exploration drove stronger engagement among loyal users, validating that pricing transparency is a key purchase motivator.
FURTHER ITERATION 2
Category and promotion rebalanced, driving 15% more product explorations per user
Restructuring the store layout to balance promotional content with clearer category navigation improved both product exploration depth and promotional conversion.
Final Output
The project evolved from a lean beta into a fully integrated in-app commerce experience: unified checkout, loyalty rewards, and curated discovery in one place. Each iteration was driven by user feedback and data, progressively closing the gap between purchase intent and conversion.
Concluding Thoughts
Validating fast with a beta before building the full experience turned out to be the right call. It proved purchase intent existed and surfaced the exact friction points that needed solving before they became expensive to fix at scale.
The bigger lesson was scope. Commerce only works when discovery, checkout, and post-purchase are designed as one system. Working across both customer-facing and internal tools made that connection impossible to ignore.
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