Reimagining the review into a new experience

for 08liter

08liter is a commerce platform where sellers provide products at 3,000 / 5,000 / 9,000 KRW (or free) on the condition that buyers share reviews on their SNS. Unlike competitors, no follower count restriction, enabling high accessibility.

Competitive positioning: High-accessibility, low-price quadrant vs. StyleSeller, Hott, Marketit, Sellovely, Social Club+.

Problem Discovery

The model's competitive advantage (cheap products for SNS reviews) was being exploited. Buyers taking goods without completing the review obligation increased. Seller satisfaction scores (tracked 2017–2020) declined consistently, reaching a worrying trend in 2020. Sellers leaving → fewer products → worse user experience. A structural loop failure.

User Research

1:1 interviews with users who had purchased but not written reviews, or written hollow reviews.

Key insight (#memorable experience, #recommendation): Users naturally and spontaneously recommend products that gave them a genuinely memorable experience. The word "recommendation" was the signal, not "review," not "share."

• "I naturally recommend products that were memorable."
• "When something comes at an unbelievably cheap price, I always tell people around me."
• "When a friend tries my recommended product and likes it, I feel a sense of achievement."

Pain Points (Review Friction)

Survey of users who didn't complete reviews. Keywords: #homework, #reason, #annoying.

Root problem: lack of motivational trigger for the behavior.

• "Feels like homework I keep putting off."
• "I don't know why I absolutely have to write a review."
• "It's annoying."

Flywheel Design

Designed a flywheel circulating both "making them experience" and "motivation" simultaneously.

Seller → Low price → Potential consumer → Joyful experience → New consumer → Sales reward → Recommendation share → Loyal consumer → Sales growth through viral marketing → (back to Seller)

Core hub: 'Recommend' Flywheel. User voluntarily shares a joyful experience → referral results in new user purchasing → user receives a reward → viral marketing for sellers → sellers can offer better products more affordably → loop continues.

'Recommend' Main Flow Design

Key distinction: 'Recommend' differs from 'Share' in authenticity. Designed around "sharing what you directly experienced" and receiving rewards, not generic sharing.

Key screens: Experience Writing page, SNS chat integration, reward screen (+350L), updated profile with reward balance. As-Is → To-Be redesign of product detail page and Joyful Discovery feed to be user-centric and image-forward with price element prominently surfaced.

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