Context
Coupang reaches millions of customers in Korea every day. The organisation had scaled fast across product design, research, content, brand, design systems, and design technology. What it needed was a leadership bench, a shared point of view on AI, and an operating model that could move at the company’s pace without losing taste.
Approach
Built and scaled the leadership bench — four directors and a principal-level North Star group focused on forward-looking vision. Set a direction where AI runs the cadence of ops, testing, and synthesis; designers set strategy and own the decisions that require taste.
On the product side: AI composition tables that dynamically generate cross-product content, product imagery that animates into video, AI summaries that interpret each item’s top selling point, and review highlights generated for every page.
Agent mode — conversational shopping
A conversational shopping assistant built directly into the storefront. The customer talks, the agent finds, compares, and composes. I’m currently building this with the team; the prototype below shows the working interaction model.
Fresh
Designing for the fresh category brings a different cadence — perishability, time-of-day shopping, freshness as a visible quality. The prototype reframes the discovery flow around immediacy.
Outcome
Output efficiency lifted up to roughly 80 percent in parts of the organisation. The bench is now self-directing on most operational decisions, freeing me to spend more time in the work itself. R.LUX, the luxury beauty product I led design for, shipped under this same period and won the iF Design Award for UX — its own page is here.