MUSINSA Curator Coupon System Improvement
Rebuilt how customers claim and use curator coupons on MUSINSA, achieving 91.3% direct-path adoption and 45.38% coupon GMV routed through the redesigned flow.
Platform
Mobile/PC
My role
Product Designer
Timeline
Jan 2026 -
Mar 2026
Team
1 Product Designer (me)
1 Project Manager
2 Front-End Engineer
2 Back-End Engineer
Overview
Curator coupon UX redesign achieved 91.3% direct-path visits and 45.38% coupon GMV attribution
Starting from a 28% attribution leak surfaced by usage data and curator interviews, the project redesigned the coupon claim journey. Designing it to never leave the entry path drove the visit and GMV attribution results above.
Impact
Coupon Page Direct Visit
91.3%↑
Coupon GMV Attribution
45.38%↑
Contribution Revenue (est.)
+39%↑
Background
MUSINSA is Korea's #1 online fashion platform, with about 6.3M monthly active users and around 16M members.
MUSINSA
6.4M
ABLY
5.4M
ZIGZAG
3.7M
QUEENIT
2.4M
Fashion App in Korea | MAU (June.2026)
In 2024, it became the first Korean fashion platform to surpass KRW 1 trillion (approx. USD 700M) in annual revenue.
It also runs a private label (musinsa standard), 60+ offline stores as of the end of 2025, a growing China and global business, and creator and ad services.
Context
MUSINSA Curator is MUSINSA's influencer marketing service. Brands and influencers set up a affiliate link, and MUSINSA pays commission on the sales that link generates.
10K+ partner brands
5K+ Curators
9,999,999 Products
* How curator commerce works
Picks products, builds a curation shop
Posts the
product link in social content
Taps that link and buys on MUSINSA
Attributes the sale to that link
Pays commission on the tracked sales
Curator
Followers
MUSINSA
MUSINSA Curator is the company's official affiliate program for influencers. Approved curators share MUSINSA product or shop links on social media, and when a sale comes through their link, they earn a commission.
For that commission to count, one thing has to be true: the customer has to arrive through the curator's affiliate link.
Situation Statement
Curator contribution was going uncounted in the system.
Customers could copy the coupon code shown in curator content and redeem it directly via MUSINSA App > My Page > Register Coupon, without ever using the affiliate-link. On that path, the affiliate-link event is never logged.
Curator content
(social post)
Copy coupon code
from curator content
Go to MUSINSA
Curator Shop
via affiliate-link
Go to MUSINSA App
(affiliate-link bypassed)
Go to My page → Coupons
Register coupon
Return to Curator Shop and purchase
Social post
💰 Tracked Happy Path
⚠️
Get Code
VX1234
😱 Attribution lost
AS-IS
Problem
Because a coupon can be used just by copying the code, real contribution never shows up in the system.
81.8%
“Curators who saw a need to improve the coupon system”
Real contribution kept getting missed in payouts, and the complaints and requests to fix it kept coming.
28%
“Curator coupon GMV with missing attribution”
Hard to read true ROI, which chips away at trust in coupon collaborations and puts re-participation at risk.
From interviews with top and mid-tier curators/brands (Sept 2025)
How might we
Design a single-page journey where claiming a coupon, browsing, and buying all happen without leaving the entry path, so we don't lose either the customer or the attribution?
Hypothesis
01
In-page claiming: Keep the referral path intact
If customers claim the coupon directly on the page reached through a curator’s affiliate link, the referral path remains intact and attribution is preserved.
Social post
Affiliate-link
Coupon page
Claim coupon
Purchase
Attribution preserved
02
Single-page journey: Reduce transitions and drop-off
If customers can claim the coupon, browse eligible items, and purchase without leaving the page, fewer transitions should reduce drop-off and improve conversion.
Claim coupon
Browse
eligible items
Purchase
Single-page
Design Principles
Keep the entry path intact
Bring the claim action into the entry page so the customer never leaves the affiliate-link path. This is the direct fix for the broken tracking.
Cut the steps
Fewer steps to claim means less drop-off and less tracking breakage at the same time.
Stay consistent with the app
Even though this is curator-only, I followed the MUSINSA Store coupon-box guidelines so it feels familiar and is easy to learn.
Design Solution
01
Entry point : How to prompt the coupon claim.
A coupon-box button in the curator shop's profile area, with different copy for the curator view and the customer view.
Design Decision
v.3
Keep the entry Prominent,
but still a generic CTA intact
Clear and prominent, but still reads
like a generic CTA.
v.2
Visible, but competing with
another action
More visible, but competing actions weaken the coupon’s prominence.
v.1
Compact, but easy to miss
Compact, but easy to miss as a new coupon entry point.
Final
More recognizable
coupon entry point
The final design turns the entry point into a coupon-like UI improves
both recognition and visibility as
a new entry point.
02
Redesigning the claim flow
I compared the two flows by the in-app steps after the customer clicks the affiliate link.
Design Decision
A one-page flow that connects claim, browse, and buy
Curator content
(social post)
Go to MUSINSA
Curator Shop
via affiliate-link
Claim coupon
Browse
eligible items
Product
detailed page
Purchase
Outcome
Most customers now claim and buy without ever leaving the tracked path, with 91.3% landing there directly and 45.38% of coupon GMV flowing through it.
Coupon Page Direct Visit
91.3%↑
Customers reach the claim page without leaving the affiliate-link route, so the condition for holding attribution is working
Coupon GMV Attribution
(up to 73.27%)
45.38%↑
bout half of coupon buyers went through the redesigned journey
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