The Oliveyoung Store Upgrade Journey: Designing the Store Discovery Process

The starting point for upgrading Oliveyoung Store was a bottleneck discovered in 'Purchasable Oliveyoung Store,' the page with the highest traffic within the service. Inventory information was sufficient, but customers dropped off because it was unclear what they could do next, so to solve this, the Add to Pickup Cart button was placed front and center. As a result, within a month of launch, pickup orders routed through Oliveyoung Store more than doubled.

Through this experience, the direction was confirmed: Oliveyoung Store should not be a simple information-providing feature, but a space for discovery that generates customer actions. If 2024 was the period focused on solidifying data consistency and the system foundation for the store guide service, 2025 was the year that fully pursued design aimed at driving customer behavior on top of that foundation.

There were two core questions for the upgrade: how to display in-store-only promotions and benefits online, and how to connect that information to actual visit and pickup behavior. To address this, the following hypotheses were established.

• Expanding touchpoints: Widening the organic traffic touchpoints leading to Oliveyoung Store increases overall access volume.
• Content visibility: Making store-specific content and benefits visible increases discovery consumption.
• Behavior prompting: Presenting the next action alongside promotion information raises the action conversion rate.

Structurally, 'Oliveyoung Store' was placed as an independent space in the bottom Tab Bar of the Oliveyoung app, tying together everything from store discovery and benefit checking to purchase/pickup and actual visits into a single flow. The home screen was designed as a comprehensive guide space where all store-related discovery begins, made not merely as a feature for checking pickup or inventory, but as a gateway through which every customer could naturally explore stores.

To persuade customers of a reason to visit in advance, two pillars were reinforced.

• Content: Through 'This Month's Store Content' and 'Unique Stores,' concept stores such as Trend Pot and N Seongsu were introduced through storytelling.
• Benefits & promotions: Store-specific benefits, such as limited free gifts at favorited stores and region-tailored discount coupons, were made more prominently visible.

As a touchpoint driving direct purchase conversion, the Pickup Dashboard was placed at the very top of the home screen. Pickup status, previously visible only through My Page or KakaoTalk notifications, could now be checked directly on the Oliveyoung Store home screen, and it was designed so that the next action available would naturally surface depending on the status. The key was reflecting real-time order status to simplify information, so that customers could understand it at a glance and act immediately.

After the improvements, quantitative changes also appeared. Direct traffic share increased by about 10 percentage points, PV, Unique Visitors, and MAU trended upward month over month, and the share of Oliveyoung Store UV relative to Oliveyoung's overall UV also grew. However, the pickup conversion rate did not rise as much as expected, confirming that accessibility and conversion are separate issues.

The remaining challenges are clear. Customers need to be more persuaded of why they should choose pickup, and a structure must be built so that value can be felt even before a store is set as a favorite. The future direction lies not in adding more features, but in refining the context and persuasion that make customers come back repeatedly, turning it into a habit.