In just one year, Coupang Play's user base surged dramatically from 0.8 million to 3.8 million as of Mar 2022. To distinguish itself from competitors like Netflix, the company aimed to transform into a content community platform, inspired by Coupang e-commerce's successful review feature. Our squad introduced the Content Rating & Review feature, enabling users to share viewing experiences and interact, significantly boosting engagement.

The primary challenge was integrating a seamless review feature across platforms without disrupting the content playback experience.

Discovery of the Most Helpful Review

Set a logic and related sub-features to highlight the most useful reviews for users

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Seamless Encouragement to Add User Reviews

Designed intuitive prompts and reminders to nudge users to write reviews without interrupting their experience

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"Spoiler Warning" Feature as a WOW Factor

Introduced a spoiler warning to protect key plot points, enhancing user trust and satisfaction

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UX Optimization for Each Platform

Tailored the user experience to fit the unique needs and constraints of mobile, web, and TV platforms

Research

In this challenging business situation, market research and user research were must. After the research, I set the constructive design concept that aligned with business goal.

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This was my final design concept for a successful review feature for CoupangPlay:

1. Undisturbed Playback: To ensure business success, the review feature should integrate seamlessly without hindering content playback.
2. Informative Reviews: For readers, the review feature should be easily discoverable and feel beneficial.
3. Seamless Interaction: For reviewer, to a rating and review process should be natural and engaging.

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Structuring

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Solving design problem

1. How might discover others' review & rating easily?

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2. How might encourage to write a credible review?

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3. How might user feel that you are contributing to CoupangPlay content community?

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4. How might tailored the user experience to fit the unique needs and constraint of Smart TV?

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Finally Review and Rating Ver.1.0

After multiple rounds of usability testing and internal user feedback, CoupangPlay's first review and rating feature was successfully released to the world.

This new feature, embodying the concept of "Credible for Readers, Encouraging for Reviewers," has already started enhancing user engagement and content discovery on the platform.

CoupnagPlay's first Content Rating & Review feature led to increased user interaction and retention:

• Total Reviews & Ratings: Collected over 2.6 million reviews and ratings by December 2022.
• Enhanced Retention: Users who utilized the review and rating feature had a 10% higher next-month real streamer retention rate compared to those who did not use the feature.

Users appreciated the ability to share and read reviews, which helped them make informed viewing choices. This feature was pivotal in transforming CoupangPlay into a vibrant content community platform.