Build healthcare commerce
0-to-1
Build healthcare commerce
0-to-1
OVERVIEW
OVERVIEW
End-to-end product strategy achieved a striking 250% GMV increase and 6.8% uplift in conversion rate
End-to-end product strategy achieved a striking 250% GMV increase and 6.8% uplift in conversion rate
From BETA's 12% conversion validating PMF, the project evolved through MVP and iterations, implementing vertical commerce for affordable healthcare. Optimized discovery experience, coupled with efficiency-boosting internal tools, led to significant gross merchandise value and conversion rate increases.
From BETA's 12% conversion validating PMF, the project evolved through MVP and iterations, implementing vertical commerce for affordable healthcare. Optimized discovery experience, coupled with efficiency-boosting internal tools, led to significant gross merchandise value and conversion rate increases.
Nov 2022 - Nov 2023
Sole Product Designer
Nov 2022 - Nov 2023
Sole Product Designer
Nov 2022 - Nov 2023
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
250% ↑
250% ↑
250% ↑
Purchase Conversion Rate
Purchase Conversion Rate
Purchase
Conversion
Rate
6.8% ↑
6.8% ↑
6.8% ↑
Repurchase Rate
60% ↑
Repurchase Rate
60% ↑
Product Detail Page Views
58% ↑
Product Detail Page Views
58% ↑
Return Visits
Return Visits
Return
Visits
50% ↑
50% ↑
50% ↑
Average Funnel Conversion Rate
Average Funnel Conversion Rate
Average Funnel
Conversion Rate
24% ↑
24% ↑
24% ↑
Repurchase
Rate
60% ↑
Product Detail
Page Views
58% ↑
BACKGROUND
BACKGROUND
South Korea's No.1 home fitness app QUAT expands to healthcare platform via vertical commerce
South Korea's No.1 home fitness app QUAT expands to healthcare platform via vertical commerce
With 520K+ members and 15M+ content views, QUAT offers 1.4K+ exclusive fitness programs and equipment. Now expanding beyond subscriptions, it's integrating vertical commerce to become an all-in-one healthcare and wellness platform, combining fitness expertise with comprehensive health management.
With 520K+ members and 15M+ content views, QUAT offers 1.4K+ exclusive fitness programs and equipment. Now expanding beyond subscriptions, it's integrating vertical commerce to become an all-in-one healthcare and wellness platform, combining fitness expertise with comprehensive health management.
BUSINESS OPPORTUNITY
BUSINESS OPPORTUNITY
I spearheaded a quick QUAT Store beta, hitting 12% conversion, 6x Korean average, validating market potential
I spearheaded a quick QUAT Store beta, hitting 12% conversion, 6x Korean average, validating market potential
QUAT Store beta, selling in-house exercise equipment to membership subscribers, achieved a 12% purchase conversion rate, 6 times Korea's 2.06% e-commerce average. Additionally, the store's Gross Merchandise Value grew by 50% month-over-month. These results confirm additional purchase intent from subscription-based users, strongly suggesting potential for expanding from a content platform to commerce.
QUAT Store beta, selling in-house exercise equipment to membership subscribers, achieved a 12% purchase conversion rate, 6 times Korea's 2.06% e-commerce average. Additionally, the store's Gross Merchandise Value grew by 50% month-over-month. These results confirm additional purchase intent from subscription-based users, strongly suggesting potential for expanding from a content platform to commerce.
CHALLENGE
CHALLENGE
QUAT Store beta achieved fast market validation, but left fragmented user experience as critical challenge
QUAT Store beta achieved fast market validation, but left fragmented user experience as critical challenge
The beta's market success has accelerated our MVP timeline, pushing user experience issues to the forefront. Our strategy of focusing on product display while redirecting purchases to external links enabled rapid market validation but compromised user experience, creating immediate friction in purchase flow and limitations in funnel optimization. As we prepare for the next growth phase, addressing these fragmented experiences has become our critical priority.
The beta's market success has accelerated our MVP timeline, pushing user experience issues to the forefront. Our strategy of focusing on product display while redirecting purchases to external links enabled rapid market validation but compromised user experience, creating immediate friction in purchase flow and limitations in funnel optimization. As we prepare for the next growth phase, addressing these fragmented experiences has become our critical priority.
OUR BELIEF
OUR BELIEF
Membership users expect to purchase curated healthcare items at fair prices
Membership users expect to purchase curated healthcare items at fair prices
USER NEEDS
USER NEEDS
Users favor one-stop expert-curated wellness platform, but seek stronger fitness-to-shopping connection
Users favor one-stop expert-curated wellness platform, but seek stronger fitness-to-shopping connection
One-stop health shopping
One-stop health shopping
Users appreciated bundled fitness equipment and healthy foods at competitive prices, streamlining their wellness shopping decisions.
Users appreciated bundled fitness equipment and healthy foods at competitive prices, streamlining their wellness shopping decisions.
Expert-curated selection
Expert-curated selection
Users expressed strong trust in QUAT's fitness expertise and showed particular interest in products selected by fitness professionals.
Users expressed strong trust in QUAT's fitness expertise and showed particular interest in products selected by fitness professionals.
Users expressed strong trust in QUAT's fitness expertise and showed particular interest in products selected by fitness professionals.
Workout-to-product connection
Workout-to-product connection
Users frequently pause workout videos to search for equipment, disrupting both exercise and shopping flow.
Users frequently pause workout videos to search for equipment, disrupting both exercise and shopping flow.
Exercise-driven shopping
Exercise-driven shopping
Users enter QUAT Store with workout momentum, but find a disconnect between fitness and shopping experience.
Users enter QUAT Store with workout momentum, but find a disconnect between fitness and shopping experience.
BEHIND THE FINDINGS
BEHIND THE FINDINGS
Diary study : capturing the end-to-end purchase journey
Diary study : capturing the end-to-end purchase journey
In March 2023, I conducted a diary study with 15 participants to understand user behavior throughout the complete purchase journey at QUAT Store. My initial pilot study revealed that voice recording was more effective than written feedback for capturing authentic user experiences.
In March 2023, I conducted a diary study with 15 participants to understand user behavior throughout the complete purchase journey at QUAT Store. My initial pilot study revealed that voice recording was more effective than written feedback for capturing authentic user experiences.
This insight led me to implement a photo diary method where participants recorded their thoughts while using the app daily. Through this approach, I was able to gain deeper insights into user motivations and behavioral patterns during extended purchase decisions, understand product integration into daily routines, and uncover latent user needs across the entire purchase journey.
This insight led me to implement a photo diary method where participants recorded their thoughts while using the app daily. Through this approach, I was able to gain deeper insights into user motivations and behavioral patterns during extended purchase decisions, understand product integration into daily routines, and uncover latent user needs across the entire purchase journey.
* (L) Photos from participants, (R) Guidelines sent to participants
* (L) Photos from participants, (R) Guidelines sent to participants
PRE-PURCHASE FRICTION
PRE-PURCHASE FRICTION
Users face login hassles with fragmented, redirected web links
Users face login hassles with fragmented, redirected web links
"External links keep disrupting my product browsing"
"External links keep disrupting my product browsing"
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.
"I have to log in again every time I try to buy something"
"I have to log in again every time I try to buy something"
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)
POST-PURCHASE CHALLENGES
POST-PURCHASE CHALLENGES
Cumbersome point usage and invisible purchase history leave users feeling no incentive to shop at QUAT Store
Cumbersome point usage and invisible purchase history leave users feeling no incentive to shop at QUAT Store
40%
40%
"No central place to view order or shipping status"
"No central place to view order or shipping status"
Users could only track if their purchased items were arriving properly through delivery company notifications. And there was no way to see a collection of what they'd bought.
Users could only track if their purchased items were arriving properly through delivery company notifications. And there was no way to see a collection of what they'd bought.
28%
28%
"Loyalty points incompatible across brand stores"
"Loyalty points incompatible across brand stores"
Points and coupons are confined to specific web links, preventing users from utilizing these benefits across the entire shopping journey.
Points and coupons are confined to specific web links, preventing users from utilizing these benefits across the entire shopping journey.
20%
20%
"Frustratingly difficult to write reviews for purchased items"
"Frustratingly difficult to write reviews for purchased items"
At first, most users didn't even know if they could write reviews. It was cumbersome to remember which web link they bought the item from and then have to revisit that link to write a review.
At first, most users didn't even know if they could write reviews. It was cumbersome to remember which web link they bought the item from and then have to revisit that link to write a review.
* 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
Weave shopping naturally into fitness moments while elevating our curated membership benefits
Weave shopping naturally into fitness moments while elevating our curated membership benefits
MVP EXPERIENCE
MVP EXPERIENCE
Enable one-stop browsing, checkout, and purchase history tracking without friction points within a single app
Enable one-stop browsing, checkout, and purchase history tracking without friction points within a single app
User research revealed over 50% drop-off, primarily due to external links and re-logins during purchases. Users also struggled to centrally view order history, delivery status, and points. I addressed this by creating a unified platform for browsing, checkout, and post-purchase tracking within a single app, streamlining the entire buying experience.
User research revealed over 50% drop-off, primarily due to external links and re-logins during purchases. Users also struggled to centrally view order history, delivery status, and points. I addressed this by creating a unified platform for browsing, checkout, and post-purchase tracking within a single app, streamlining the entire buying experience.
STRATEGY WORKSHOP
STRATEGY WORKSHOP
Merge fitness rewards and member exclusives into a seamless journey
Merge fitness rewards and member exclusives into a seamless journey
I led a key workshops exploring "Why QUAT Store?" with stakeholders. We focused on three market-positioning ideas: seamless in-app shopping, exercise-driven rewards, and exclusive fitness benefits. These concepts define QUAT Store's unique stance, merging fitness motivation and integrated retail.
I led a key workshops exploring "Why QUAT Store?" with stakeholders. We focused on three market-positioning ideas: seamless in-app shopping, exercise-driven rewards, and exclusive fitness benefits. These concepts define QUAT Store's unique stance, merging fitness motivation and integrated retail.
DESIGN PRINCIPLE WORKSHOP
DESIGN PRINCIPLE WORKSHOP
Provide a seamless experience, deliver clear benefits, and offer intuitive discoverability
Provide a seamless experience, deliver clear benefits, and offer intuitive discoverability
Seamless
Seamless
Eliminate barriers in
user interactions
Eliminate barriers in user interactions
Eliminate barriers in user interactions
Beneficial
Beneficial
Provide benefits that
fuel health goals
Guide users to relevant content effortlessly
Provide benefits that fuel health goals
Discoverable
Discoverable
Guide users to relevant
content effortlessly
Guide users to relevant content effortlessly
Guide users to relevant content effortlessly
SEAMLESS INTEGRATION
SEAMLESS INTEGRATION
Users seamlessly navigate from equipment discovery to workout recommendations
Users seamlessly navigate from equipment discovery to workout recommendations
I designed a user flow where individuals entering the app for exercise can instantly explore and purchase missing equipment. While browsing equipment, users receive recommendations for applicable programs, creating a seamless cycle between equipment discovery and workout suggestions.
I designed a user flow where individuals entering the app for exercise can instantly explore and purchase missing equipment. While browsing equipment, users receive recommendations for applicable programs, creating a seamless cycle between equipment discovery and workout suggestions.
REWARDING RITUALS
REWARDING RITUALS
Users cycle between earning workout reward points and spending them on fitness items
Users cycle between earning workout reward points and spending them on fitness items
This cycle integrates points across the user journey, addressing siloed loyalty benefits. Users earn points through workouts, purchases, and reviews, then spend them on fitness items. This loop links exercise habits with product engagement, enhancing the overall experience.
This cycle integrates points across the user journey, addressing siloed loyalty benefits. Users earn points through workouts, purchases, and reviews, then spend them on fitness items. This loop links exercise habits with product engagement, enhancing the overall experience.
CURATED FITNESS EXCLUSIVES
CURATED FITNESS EXCLUSIVES
Users discover exclusive membership perks through expert-curated fitness items and flash deals
Users discover exclusive membership perks through expert-curated fitness items and flash deals
Users struggled to uncover high-value benefits like event specials and 24-hour deals, despite their significance. They also sought expert-curated, personalized fitness item recommendations. I revamped the discovery experience to spotlight these exclusive, ongoing perks, making it easier for members to find and leverage valuable offers.
Users struggled to uncover high-value benefits like event specials and 24-hour deals, despite their significance. They also sought expert-curated, personalized fitness item recommendations. I revamped the discovery experience to spotlight these exclusive, ongoing perks, making it easier for members to find and leverage valuable offers.
FURTHER ITERATION IDEAS
MVP user feedback reveals two key challenges: hidden benefits and cluttered discovery
Enhance Membership price
benefit visibility
Members access competitive pricing benefits, yet this advantage remains hidden within product details. Beta research revealed loyal users actively seeking these benefits, suggesting untapped potential to drive membership value.
Balance promotional content
with clear product navigation
Balance promotional content with clear product navigation
As promotional content expanded, users reported increasing difficulty in product exploration. While promotions drive engagement, their prominence has created navigation friction, indicating a need to balance visibility with intuitive discovery.
FURTHER ITERATION IDEAS
MVP user feedback reveals two key challenges: hidden benefits and cluttered discovery
Enhance Membership price
benefit visibility
Members access competitive pricing benefits, yet this advantage remains hidden within product details. Beta research revealed loyal users actively seeking these benefits, suggesting untapped potential to drive membership value.
Balance promotional content
with clear product navigation
As promotional content expanded, users reported increasing difficulty in product exploration. While promotions drive engagement, their prominence has created navigation friction, indicating a need to balance visibility with intuitive discovery.
FURTHER ITERATION 1
Enhance membership price benefit visibility during product exploration
B Group saw a 20% overall increase in product detail page views. This led to a 0.2% increase in purchase conversion rate, with a notable improvement of over 8% among the segment of existing users who frequently explored products.
FURTHER ITERATION 2
Navigate users by enhancing category visibility and balancing promotions
In B Group, both product detail page views and the number of product explorations per user increased by over 15%. Additionally, the purchase conversion rate for promotional items rose by 0.15%.
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.
This large-scale commerce project highlighted the importance of breaking down complex tasks into actionable steps rather than aiming for an initial perfect solution.
Concluding Thoughts
This project taught me the value of adaptability in resource-constrained environments. Faced with creating a commerce MVP from scratch, I proposed a beta approach to test the market. I applied the strategy of breaking down ambitious goals into manageable steps, effectively navigating ambiguity. As the sole designer, I led cross-functional workshops to align our team's vision and refine our value proposition. This approach enabled steady progress despite limited resources. For future projects, I plan to implement this strategy early on by securing stakeholder buy-in and breaking down objectives into actionable steps, ensuring alignment and adaptability throughout the development process.
Furthermore, this project broadened my understanding of end-to-end product development. Working simultaneously on seller promotion tools and internal logistics tracking systems provided insights into the broader e-commerce ecosystem. This comprehensive approach enhanced my ability to design holistic solutions considering various stakeholders' needs. Moving forward, I aim to take a more proactive role in product development, balancing user-centric design with operational considerations to create comprehensive solutions that enhance both user experience and business efficiency.
Thanks for Watching!
FURTHER ITERATION 1
Enhance membership price benefit visibility during product exploration
B Group saw a 20% overall increase in product detail page views. This led to a 0.2% increase in purchase conversion rate, with a notable improvement of over 8% among the segment of existing users who frequently explored products.
FURTHER ITERATION 2
Navigate users by enhancing category visibility and balancing promotions
In B Group, both product detail page views and the number of product explorations per user increased by over 15%. Additionally, the purchase conversion rate for promotional items rose by 0.15%.
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.
This large-scale commerce project highlighted the importance of breaking down complex tasks into actionable steps rather than aiming for an initial perfect solution.
Concluding Thoughts
This project taught me the value of adaptability in resource-constrained environments. Faced with creating a commerce MVP from scratch, I proposed a beta approach to test the market. I applied the strategy of breaking down ambitious goals into manageable steps, effectively navigating ambiguity. As the sole designer, I led cross-functional workshops to align our team's vision and refine our value proposition. This approach enabled steady progress despite limited resources. For future projects, I plan to implement this strategy early on by securing stakeholder buy-in and breaking down objectives into actionable steps, ensuring alignment and adaptability throughout the development process.
Furthermore, this project broadened my understanding of end-to-end product development. Working simultaneously on seller promotion tools and internal logistics tracking systems provided insights into the broader e-commerce ecosystem. This comprehensive approach enhanced my ability to design holistic solutions considering various stakeholders' needs. Moving forward, I aim to take a more proactive role in product development, balancing user-centric design with operational considerations to create comprehensive solutions that enhance both user experience and business efficiency.
Thanks for Watching!
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