Coupang
Org & AI products
Putting directors in place
and shipping AI at Coupang
I run the design and research org at Coupang. I set our AI direction and the way the org runs day to day.
- My role
- Sr Director, Head of Product Design & Research. Product direction, leadership bench and operating model.
- Disciplines
- Product design, research, content, brand, design systems and design technology.
- Org outcome
- My directors now run day-to-day product reviews and delivery without me needing to be in every room.
Org structure
Stepping out of
day-to-day signoff
I put directors and a North Star group in place. Directors now run daily reviews and delivery, so I can spend my time on where we’re going, like AI in the app.
How the org is split
Directors: daily delivery and the quality bar.
North Star group: concepts for future bets.
Everyone: shared career ladders, clear hiring criteria and AI tools in research.
Internal interaction prototypes from the Coupang org.
Both prototypes in motion
Internal interaction prototypes · Screen recordings
Fresh camera search
Pointing the camera at a custard apple, then landing on matching results and recipe ideas.
Agent Mode trip planning
Agent Mode gathering items for a family trip to Hawaii and laying out the plan day by day.
Live in the app
Shipping AI tools across the catalog
We built our AI features as reusable modules that work across categories.
- 01
Product comparisons
Generated comparison and spec tables across similar items.
- 02
Review summaries
Condensed customer review highlights and key product pros on the page.
- 03
Catalog video
Turning static product photos into short videos across the catalog.
Concept prototype
AI filters right on
the grocery results page
In this Fresh prototype, AI filters sit right above the product grid and shoppers can add straight to their cart.
Why we built it this way
Shoppers buying groceries want to filter fast and check out, so we kept AI controls inline next to the products.
Internal Fresh interaction prototype.
Filtering and checkout in motion
Internal Fresh interaction prototype · Screen recordings
AI filters on results
Turning on AI filters above the milk results and adding items straight to the cart.
Cart to checkout
Reviewing the cart, paying and landing on the order confirmation.
Working interaction prototypes
Product direction · Interaction prototypes
Fresh grocery filters
Quick filters above grocery search results, with direct add-to-cart.
Agent Mode (in build)
A trip-planning prototype that gathers and groups items from across the catalog on one screen.
Note: Fresh and Agent Mode shown here are internal interaction prototypes; the Agent Mode shopping flow is still in development.