KurlyPay
KurlyPay
Company
Company
Kurly (E-commerce)
Kurly (E-commerce)
Feature
Feature
Payment
Payment
Role
Role
End-to-end Product Designer
End-to-end Product Designer
Worked with
Worked with
3 Product managers , 10 Developers(Android, iOS, Web), QA, Payment Service Providers, PLCC stakeholders, Brand team(card design)
3 Product managers , 10 Developers(Android, iOS, Web), QA, Payment Service Providers, PLCC stakeholders, Brand team(card design)
Overview
About
Overview
About
Overview
About
More benefits, faster payments
Kurly, a leading online grocery service, offers KurlyPay, a secure, fast, and user-friendly payment system that streamlines the checkout process and facilitates seamless future transactions.
Press : TechCrunch, JoongAng Daily
Kurly, a leading online grocery service, offers KurlyPay, a secure, fast, and user-friendly payment system that streamlines the checkout process and facilitates seamless future transactions.
Press : TechCrunch, JoongAng Daily
Kurly, a leading online grocery service, offers KurlyPay, a secure, fast, and user-friendly payment system that streamlines the checkout process and facilitates seamless future transactions.
Press : TechCrunch, JoongAng Daily
Overview
Goal & Result
Overview
Goal & Result
Overview
Goal & Result
The goal was to integrate a PLCC card into the order process and enhance the overall user experience to achieve key business KPIs. As a result, within just two months of its launch, KurlyPay reached 83,000 users and accounted for 6.4% of all payment transactions by early June 2023.
The goal was to integrate a PLCC card into the order process and enhance the overall user experience to achieve key business KPIs. As a result, within just two months of its launch, KurlyPay reached 83,000 users and accounted for 6.4% of all payment transactions by early June 2023.
My Role
My Impact on the Project
My Role
My Impact on the Project
My Role
My Impact on the Project
✓
✓
Led the design process with full ownership, ensuring alignment with project goals and timelines.
Led the design process with full ownership, ensuring alignment with project goals and timelines.
✓
✓
Designed user-friendly UI to improve the overall experience
Designed user-friendly UI to improve the overall experience
✓
✓
Communicated and aligned with stakeholders total over 50
Communicated and aligned with stakeholders total over 50
✓
✓
Collaborated with project planners on follow-up projects, handling ideation and UI design
Collaborated with project planners on follow-up projects, handling ideation and UI design
✓
✓
Created promotional banners for PLCC cards on the order confirmation page
Created promotional banners for PLCC cards on the order confirmation page
✓
✓
Designed Kurly Card benefit banners for product detail pages
Designed Kurly Card benefit banners for product detail pages
✓
✓
Used and expanded the design system to maintain consistency and scalability
Used and expanded the design system to maintain consistency and scalability
Problem
The Needs Behind a Better Checkout
Problem
The Needs Behind a Better Checkout
Problem
The Needs Behind a Better Checkout
User Perspective
⚡️ Speed
Users wanted a fast and secure payment experience during the checkout process.
💵 Benefits
Integrated discounts and rewards encouraged users to adopt PLCC cards.
Business Perspective
👤 Independence
Kurly reduced its dependence on external payment services by building KurlyPay as an in-house solution.
📈 Retention
A key focus was using PLCC cards to bring in loyal users and keep them engaged over time.
Solution
How I Solved It
Solution
How I Solved It
Solution
How I Solved It
Competitive Research & UI Analysis
Through market research, I found that most competitors used either button-based selections or radio buttons for checkout payment options. Based on this insight, I proposed a clear design direction to ensure a familiar and user-friendly experience.
Over 100 A/B Tests
I created and tested more than 112 UI variations, including flows. As a result, the final design was developed to resemble the existing checkout UI, considering both user confusion and development effort. (Following Jakob’s Law, this ensured a familiar and intuitive experience)
* Popped up a system memory warning due to excessive file storage
Obsessed with Covering Every Case
Since payment is a critical part of the user experience, I ensured that no edge cases were overlooked. I carefully reviewed and validated all possible payment flows to prevent errors and create a seamless checkout process with Product Requirements Document.
Challange
Challenges along the Way
Challange
Challenges along the Way
Challange
Challenges along the Way
🤼♀️ Cross-Functional Collaboration
Coordinated with 8 teams, including product managers, Android, iOS, and Web developers, QA, payment service providers, PLCC stakeholders, and the brand team. Among these, I had the most back-and-forth communication with PM regarding flows and UX.
Coordinated with 8 teams, including product managers, Android, iOS, and Web developers, QA, payment service providers, PLCC stakeholders, and the brand team. Among these, I had the most back-and-forth communication with PM regarding flows and UX.
* I became personally close with PM
⏳ Tight Timeline
Operated under a six-month project timeline, with less than four weeks allocated for design, excluding planning and development phases. Design and development proceeded concurrently, necessitating immediate handoff of completed flows to developers.
Operated under a six-month project timeline, with less than four weeks allocated for design, excluding planning and development phases. Design and development proceeded concurrently, necessitating immediate handoff of completed flows to developers.
🚧 Complex
Considering the agreement with KakaoPay and the restriction that PLCC KurlyPay discounts could not be combined with other discounts, I focused on designing a simple and easy-to-understand UI.
Considering the agreement with KakaoPay and the restriction that PLCC KurlyPay discounts could not be combined with other discounts, I focused on designing a simple and easy-to-understand UI.
Execution
Visuals
Select Kurly card
When users choose KurlyPay, they can also select linked cards. The design was refined through team discussions and thoughtful review of potential issues.
Encouraging KurlyPay Sign-Up
For users who haven’t used KurlyPay, a banner is shown on the order confirmation page to guide them to sign up through a dedicated funnel.
Throughout the project, I was responsible for delivering multiple design solutions across both mobile and PC platforms.
Designing the KurlyPay order flow for mobile and PC
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
Displaying installment payment information within the order page
Creating credit card and account card chip visuals
Designing benefit banners and badges for Kurly Card payments
Adding PLCC promotional banners to the order confirmation page
Introducing a card management menu in the “My Kurly” settings page
Updating the order history to include KurlyPay as a payment method
Designing PLCC promotional banners for the product detail page
Following up on subsequent tasks
Results
After launched we got..
83K Users
Within two months of the grand opening, 83,000 users completed payments using KurlyPay
*As of early June 2023
+6.4%
The proportion of payments made through KurlyPay increased to 6.4% of all transactions
*As of early June 2023
Top 4
KurlyPay ranked 4th among 11 payment methods in terms of usage
*As of September 2023
Execution
Visuals
Select Kurly card
When users choose KurlyPay, they can also select linked cards. The design was refined through team discussions and thoughtful review of potential issues.
Encouraging KurlyPay Sign-Up
For users who haven’t used KurlyPay, a banner is shown on the order confirmation page to guide them to sign up through a dedicated funnel.
Throughout the project, I was responsible for delivering multiple design solutions across both mobile and PC platforms.
Designing the KurlyPay order flow for mobile and PC
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
Displaying installment payment information within the order page
Creating credit card and account card chip visuals
Designing benefit banners and badges for Kurly Card payments
Adding PLCC promotional banners to the order confirmation page
Introducing a card management menu in the “My Kurly” settings page
Updating the order history to include KurlyPay as a payment method
Designing PLCC promotional banners for the product detail page
Following up on subsequent tasks
Results
After launched we got..
83K Users
Within two months of the grand opening, 83,000 users completed payments using KurlyPay
*As of early June 2023
+6.4%
The proportion of payments made through KurlyPay increased to 6.4% of all transactions
*As of early June 2023
Top 4
KurlyPay ranked 4th among 11 payment methods in terms of usage
*As of September 2023
Execution
Visuals
Execution
Visuals
Select Kurly card
When users choose KurlyPay, they can also select linked cards. The design was refined through team discussions and thoughtful review of potential issues.
Encouraging KurlyPay Sign-Up
For users who haven’t used KurlyPay,
a banner is shown on the order confirmation page to guide them to sign up through a dedicated funnel.
Throughout the project, I was responsible for delivering multiple design solutions across both mobile and PC platforms.
Designing the KurlyPay order flow for mobile and PC
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
✔︎
Displaying installment payment information within the order page
Creating credit card and account card chip visuals
Designing benefit banners and badges for Kurly Card payments
Adding PLCC promotional banners to the order confirmation page
Introducing a card management menu in the “My Kurly” settings page
Updating the order history to include KurlyPay as a payment method
Designing PLCC promotional banners for the product detail page
Following up on subsequent tasks
Results
After launched we got..
Results
After launched we got..
83K Users
Within two months of the grand opening, 83,000 users completed payments using KurlyPay
*As of early June 2023
+6.4%
The proportion of payments made through KurlyPay increased to 6.4% of all transactions
*As of early June 2023
Top 4
KurlyPay ranked 4th among 11 payment methods in terms of usage
*As of September 2023
Reflection
What I Learned
Reflection
What I Learned
Reflection
What I Learned
Despite being a highly complex project with numerous stakeholders and countless issues, it achieved broad success and it was one of the most rewarding projects for me personally. The feature was even covered in the news and received significant attention from those around me. I believe this outcome reflects the high demand and expectations for this feature.
The biggest growth for me during this project was in communication. Given the tight timeline, over-communication became crucial. Whenever there were concerns, even about small details, I took the initiative to schedule meetings and ensure everyone was aligned. I actively utilized coffee chats as much as possible(except Covid situation)
Although the payment adoption goal of 30% was not immediately achieved, the project had a significant business impact. On a personal level, it brought positive feedback from related teams and deepened my attachment to the company. It remains one of the projects I am most proud of.
Despite being a highly complex project with numerous stakeholders and countless issues, it achieved broad success and it was one of the most rewarding projects for me personally. The feature was even covered in the news and received significant attention from those around me. I believe this outcome reflects the high demand and expectations for this feature.
The biggest growth for me during this project was in communication. Given the tight timeline, over-communication became crucial. Whenever there were concerns, even about small details, I took the initiative to schedule meetings and ensure everyone was aligned. I actively utilized coffee chats as much as possible(except Covid situation)
Although the payment adoption goal of 30% was not immediately achieved, the project had a significant business impact. On a personal level, it brought positive feedback from related teams and deepened my attachment to the company. It remains one of the projects I am most proud of.
“
“
Throughout the KurlyPay project, you navigated numerous decision-making challenges involving various departments, including the KurlyPay subsidiary, planning, and FA teams, which could have been exhausting. However, you consistently maintained a meticulous and structured approach, proactively communicating and coordinating to achieve the best possible outcome. Through these efforts, your teammates have also come to recognize your strengths as a designer.
Your strong design sensibility and structured workflow have not only contributed to successful project outcomes but have also positioned you as an influential designer within the team.
Throughout the KurlyPay project, you navigated numerous decision-making challenges involving various departments, including the KurlyPay subsidiary, planning, and FA teams, which could have been exhausting. However, you consistently maintained a meticulous and structured approach, proactively communicating and coordinating to achieve the best possible outcome. Through these efforts, your teammates have also come to recognize your strengths as a designer.
Your strong design sensibility and structured workflow have not only contributed to successful project outcomes but have also positioned you as an influential designer within the team.
Jee Hoon Oh, Product Design Manager @Kurly
Jee Hoon Oh, Product Design Manager @Kurly
