Commerce Conversion UX
UX redesign for Hwahae, a K-beauty product discovery app. Turned product research into purchase decisions — contributing to ₩200M+ GMV and a shopping-tab conversion lift from 1.8% to 30%.
Year
2023
Role
UX Strategy, Product Design, UI Design
Contribution
70%
Focus
Shopping-tab conversion, product discovery, retention
Challenge
Hwahae had user trust. It didn't have user spend. The app was expanding from a cosmetics ingredient analyzer into a full beauty commerce platform. The risk: bolting on a shopping layer that users would ignore — or worse, distrust. The shopping feature needed to feel like a natural extension of the product, not a monetization pivot.
Problem
Users came to Hwahae to research. They bought somewhere else. The core behavior was clear: search, check rankings, read ingredients, validate reviews — then leave to purchase on another platform. When the shopping tab launched, it didn't change that pattern. Shopping-tab conversion sat at 1.8%. Short-term and monthly retention ticked down. The gap wasn't product catalog depth. It was the missing link between research confidence and purchase action. Users finished their research and had nowhere to go with it inside the app.
Solution
Rebuilt the shopping experience around the actual decision-making sequence: Search → Review → Compare → Decide → Buy Rather than designing a standard product listing page, I connected Hwahae's existing content assets — ingredients, reviews, rankings — directly to the purchase flow. The goal was to make checkout feel like the logical next step after research, not a separate mode. - Monthly GMV: ₩34.6M → ₩228.2M - Purchase-detail page conversion: 2.58% → 10.57% - Product page purchase conversion reached 10% - 1-week retention reached 50% - 1-month retention reached 60%
₩200M+
GMV
1.8 → 30%
shopping-tab CVR
+60%
shopping-tab CTR
Ready to ship?
Pick a plan. Submit your first request today.
No calls required.
