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Engagement
Features
Engagement
Features
Role & Responsibility
Role & Responsibility
PRODUCT DESIGN
PRODUCT DESIGN
Design, product & branding ownership, hands-on contribution
Design, product & branding ownership, hands-on contribution
PRODUCT RESEARCH
PRODUCT RESEARCH
E2E research ownership
E2E research ownership
PRODUCT STRATEGY
PRODUCT STRATEGY
Strategy roadmap & stakeholder alignment
Strategy roadmap & stakeholder alignment
Collaborators
Collaborators
Co-founder · Engineering · Sales Associate
Co-founder · Engineering · Sales Associate
The Home Meal Replacement market in South Korea had grown into a $4B category with 32% year-over-year growth, driven by increasingly busy lifestyles and a rise in single-person households. As major brands accelerated product launches, consumers were left with an overwhelming number of options and no trusted way to discover products that matched their preferences.
QPQ was a B2B2C marketplace and social platform that I co-founded to address this gap and capture a focused segment of the market.
As a co-founder, I led design, product, and branding. I also operated remotely from the United States while the rest of the team was based in South Korea, which required establishing clear processes for async collaboration and decision making.
The Home Meal Replacement market in South Korea had grown into a $4B category with 32% year-over-year growth, driven by increasingly busy lifestyles and a rise in single-person households. As major brands accelerated product launches, consumers were left with an overwhelming number of options and no trusted way to discover products that matched their preferences.
QPQ was a B2B2C marketplace and social platform that I co-founded to address this gap and capture a focused segment of the market.
As a co-founder, I led design, product, and branding. I also operated remotely from the United States while the rest of the team was based in South Korea, which required establishing clear processes for async collaboration and decision making.
Problem
Problem
Following the MVP launch, QPQ struggled to gain traction. Conversion rates were low, and user engagement with content creation was limited, which directly impacted the health of the marketplace.
Following the MVP launch, QPQ struggled to gain traction. Conversion rates were low, and user engagement with content creation was limited, which directly impacted the health of the marketplace.
Initial PDP & User Engagement
Initial PDP & User Engagement
The original product detail page displayed user-generated content beneath product photos and descriptions.
While the team assumed the credit-based incentive would drive participation, engagement and conversion rates remained low.
Recognizing deeper usability and value alignment issues, I advocated for a comprehensive investigation into user behavior and the overall product strategy to prevent further decline.
The original product detail page displayed user-generated content beneath product photos and descriptions.
While the team assumed the credit-based incentive would drive participation, engagement and conversion rates remained low.
Recognizing deeper usability and value alignment issues, I advocated for a comprehensive investigation into user behavior and the overall product strategy to prevent further decline.
Initial PDP flow.
Initial PDP flow.
Research
Research
To diagnose the issue, I needed first-hand user insights. However, I was based in the U.S., while both the product and target demographic were in South Korea. I developed a remote research strategy, mentoring my team to conduct interviews locally while I collaborated with the founder on competitive analysis.
Simultaneously, I conducted what I termed “field notes” research; an informal ethnographic observation of real dining conversations to capture authentic behaviors around food sharing and recommendations.
To diagnose the issue, I needed first-hand user insights. However, I was based in the U.S., while both the product and target demographic were in South Korea. I developed a remote research strategy, mentoring my team to conduct interviews locally while I collaborated with the founder on competitive analysis.
Simultaneously, I conducted what I termed “field notes” research; an informal ethnographic observation of real dining conversations to capture authentic behaviors around food sharing and recommendations.
Some example pages of “Field notes” taken by me. Legible handwriting was not a priority, which I later came to regret when I decided to put them in my portfolio.
Some example pages of “Field notes” taken by me. Legible handwriting was not a priority, which I later came to regret when I decided to put them in my portfolio.
I synthesized my notes and led a team brainstorming session to extract potential design opportunities. I identified recurring behavioral patterns and translated the most promising five into preliminary feature concepts.
I synthesized my notes and led a team brainstorming session to extract potential design opportunities. I identified recurring behavioral patterns and translated the most promising five into preliminary feature concepts.
1. Comparing a same cuisine from different brands/restaurants
"This curry from Brand A is less intense than Brand B’s, I actually like it better"
1. Comparing a same cuisine from different brands/restaurants
"This curry from Brand A is less intense than Brand B’s, I actually like it better"
2. Comparing certain menu with another menu that shares similar flavor
“If you want something spicier than this tteokboki, try one of those mala stir fry with Chinese wide noodles, it’s all the rave nowadays”
2. Comparing certain menu with another menu that shares similar flavor
“If you want something spicier than this tteokboki, try one of those mala stir fry with Chinese wide noodles, it’s all the rave nowadays”
3. Recommending food/beverage pairing
“It might sound crazy but I love having naengmyun with a fried chicken”
3. Recommending food/beverage pairing
“It might sound crazy but I love having naengmyun with a fried chicken”
4. Recommending flavor enhancements
“Adding a dollop of ketchup into your ramen will bring it up to 11, trust me”
4. Recommending flavor enhancements
“Adding a dollop of ketchup into your ramen will bring it up to 11, trust me”
5. Recommending another menu that fits the current vibe
“Rainy days like this calls for pajeon with makgeolli, but does that make me sound old?”
5. Recommending another menu that fits the current vibe
“Rainy days like this calls for pajeon with makgeolli, but does that make me sound old?”
I moved on to testing these ideas to see if they have potential to be converted into a feature.
I moved on to testing these ideas to see if they have potential to be converted into a feature.
Exploration
Exploration
I created hand-drawn sketches for each idea, mapping user flows and interface elements. Designing across cultural boundaries was challenging, as South Korean UX expectations differ from Western patterns. To mitigate risk, I conducted frequent feedback sessions with the local team to ensure alignment with user expectations and cultural nuances.
I created hand-drawn sketches for each idea, mapping user flows and interface elements. Designing across cultural boundaries was challenging, as South Korean UX expectations differ from Western patterns. To mitigate risk, I conducted frequent feedback sessions with the local team to ensure alignment with user expectations and cultural nuances.
Ideation sketches.
Ideation sketches.
After reviewing feedback and testing feasibility, I narrowed the list to three actionable concepts: “VS Comparison”, “Still Not Sure?”, and “Pairing Recommendation”. I then began developing wireframes to explore these ideas in greater depth.
After reviewing feedback and testing feasibility, I narrowed the list to three actionable concepts: “VS Comparison”, “Still Not Sure?”, and “Pairing Recommendation”. I then began developing wireframes to explore these ideas in greater depth.
While building the wireframes, I collaborated with the founder and sales associate to refine copywriting—critical for the clarity and tone of certain features. I also led an additional round of user testing to validate the concepts before moving into high-fidelity mockups.
While building the wireframes, I collaborated with the founder and sales associate to refine copywriting—critical for the clarity and tone of certain features. I also led an additional round of user testing to validate the concepts before moving into high-fidelity mockups.
Low fidelity wireframes.
Low fidelity wireframes.
Final Design
Final Design
The refined product detail page now introduced three new sections following the main product details: “VS Comparison”, “Pairing Recommendation”, and “Still Not Sure?”
The original user-generated content remained, as they were still requested by the research participants.
Alongside the UX overhaul, QPQ also pivoted its business model—from being a direct vendor to an aggregator platform. Users could now compare prices and benefits across multiple markets and make purchases directly through QPQ, transforming large retailers into partners rather than competitors.
The refined product detail page now introduced three new sections following the main product details: “VS Comparison”, “Pairing Recommendation”, and “Still Not Sure?”
The original user-generated content remained, as they were still requested by the research participants.
Alongside the UX overhaul, QPQ also pivoted its business model—from being a direct vendor to an aggregator platform. Users could now compare prices and benefits across multiple markets and make purchases directly through QPQ, transforming large retailers into partners rather than competitors.
Updated PDP prototype.
Updated PDP prototype.
VS Comparison
VS Comparison
This feature allows users to tag specific product attributes and compare them against alternatives. For example, one brand’s yukgaejang (spicy beef soup) may have richer flavor but less spice than another brand’s version.
This peer-driven comparison empowers users to make confident, informed choices. I conducted several iterations to ensure clarity and usability, refining both labeling and interaction patterns through testing.
This feature allows users to tag specific product attributes and compare them against alternatives. For example, one brand’s yukgaejang (spicy beef soup) may have richer flavor but less spice than another brand’s version.
This peer-driven comparison empowers users to make confident, informed choices. I conducted several iterations to ensure clarity and usability, refining both labeling and interaction patterns through testing.
VS Comparison iterations.
VS Comparison translations.
VS Comparison translations.
Pairing Recommendation
Pairing Recommendation
Recognizing the cultural significance of food pairing in Korean dining, I designed a feature that lets users recommend complementary dishes.
Early prototypes resembled a diagram, which users found confusing—it looked like branching navigation rather than pairings. Simplifying the interface with a “+” icon made the intent clearer, and feedback revealed users wanted to add descriptions or recipe notes, which were integrated into the final design.
Recognizing the cultural significance of food pairing in Korean dining, I designed a feature that lets users recommend complementary dishes.
Early prototypes resembled a diagram, which users found confusing—it looked like branching navigation rather than pairings. Simplifying the interface with a “+” icon made the intent clearer, and feedback revealed users wanted to add descriptions or recipe notes, which were integrated into the final design.
Pairing recommendation iterations.
Pairing recommendation iterations.
Pairing recommendation translations.
Pairing recommendation translations.
Still Not Sure?
Still Not Sure?
This feature drew inspiration from the now-defunct website whatthehellshouldiwatchonnetflix.com, which offered context-based recommendations (e.g., “If you want a horror movie with less gore, try [Y].”). I adapted this concept to food discovery, creating prompts that suggested alternative products based on user intent or preference.
Early iterations struggled because users were unsure how to generate meaningful content, so I transitioned to curated prompts supported by illustrations and witty copy. This change significantly improved engagement and enjoyment.
This feature drew inspiration from the now-defunct website whatthehellshouldiwatchonnetflix.com, which offered context-based recommendations (e.g., “If you want a horror movie with less gore, try [Y].”). I adapted this concept to food discovery, creating prompts that suggested alternative products based on user intent or preference.
Early iterations struggled because users were unsure how to generate meaningful content, so I transitioned to curated prompts supported by illustrations and witty copy. This change significantly improved engagement and enjoyment.
Still not sure? iterations.
Still not sure? iterations.
Still not sure? translations and flow.
Still not sure? translations and flow.
Outcome
Outcome
Subsequent iterations on the product experience led to meaningful improvements in engagement and retention, helping establish early brand loyalty. Alongside broader shifts in the business model, these improvements also contributed to securing additional vendors and strategic partnerships.
Subsequent iterations on the product experience led to meaningful improvements in engagement and retention, helping establish early brand loyalty. Alongside broader shifts in the business model, these improvements also contributed to securing additional vendors and strategic partnerships.
53%
53%
Increase in
user interactions
Increase in user interactions
4x
4x
Increase in
conversions
Increase in conversions
3x
3x