Driving Cashback Touchpoints
When I took over a series of Coupang Cash projects, the work was already moving. Cashback highlights on the search results page. A nudge when users leave the checkout without applying their cash. Each initiative had its own rationale, and each was being pushed forward independently. The problem was that there was no thread connecting them. Some projects were following Korea's lead. Some were experiments we'd initiated ourselves. But the trigger for new work was often a single request from leadership — a good idea, pursued without a deeper question underneath it. I was executing across different touchpoints simultaneously without being able to answer a more basic question: what was Coupang Cash actually supposed to mean to users in Taiwan?
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