oFlower
oFlower
Early-stage startup experience
Early-stage startup experience
PM, Product Designer
Company Detail
Company Detail
oFlower(End of Service)
Series B
10 > 42 members
Cold Chain E-Commerce
oFlower(End of Service)
Series B
10 > 42 members
Cold Chain E-Commerce
Timeline
Timeline
Sep 2020 - Mar 2022
Sep 2020 - Mar 2022
Role
Role
Product Design(100%)
Wireframe
Lo-Hifi Prototype
Overall Design
Research & Data(80%)
Field Research
Mixpanel Data Analysing
Project Management(80%)
Business Strategy
Task/Date Managing
Product Design(100%)
Wireframe
Lo-Hifi Prototype
Overall Design
Research & Data(80%)
Field Research
Mixpanel Data Analysing
Project Management(80%)
Business Strategy
Task/Date Managing
Experienced the journey from pre-funding to Series A in an early-stage startup.
I had the opportunity to be involved in every aspect of creating a new e-commerce service, from A to Z.
Beyond design, I also contributed to planning, including areas such as admin pages, fulfillment logistics cycles, and last-mile optimization. It was also a time to deepen my understanding of business through IR and investor meetings.
Experienced the journey from pre-funding to Series A in an early-stage startup.
I had the opportunity to be involved in every aspect of creating a new e-commerce service, from A to Z.
Beyond design, I also contributed to planning, including areas such as admin pages, fulfillment logistics cycles, and last-mile optimization. It was also a time to deepen my understanding of business through IR and investor meetings.
"Self-growth and pain"
"Self-growth and pain"
Pre Series
Pre Series
Harshest experience
Simplified South Korea's inefficient flower market flow to reduce costs, aiming to create an e-commerce business model that offers customers early-morning deliveries and reasonably priced flowers.
I was involved in strategic planning and IR pitching. While we made interest through our MAU and market potential, we ultimately failed to secure investment due to the lack of a clear expansion plan and quantitative appendices. As a result, we faced the tough experience of losing half of our team.
Simplified South Korea's inefficient flower market flow to reduce costs, aiming to create an e-commerce business model that offers customers early-morning deliveries and reasonably priced flowers.
I was involved in strategic planning and IR pitching. While we made interest through our MAU and market potential, we ultimately failed to secure investment due to the lack of a clear expansion plan and quantitative appendices. As a result, we faced the tough experience of losing half of our team.
Pre Series IR pitching deck
Pre Series IR pitching deck
Series A
Series A
Rise after adversity
Rise after adversity
After the initial failure, we quickly halted new projects and leveraged the legacy service to strengthen the IR deck. As a result, we secured investments from three VCs and concluded the series with a post-valuation exceeding 15 billion KRW.
I was involved in strategic planning, product design, and IR pitching throughout this process. My contributions spanned across various areas without boundaries, from IR pitch deck and packaging design to service planning, legacy features refactoring, and even offline store interior design.
After the initial failure, we quickly halted new projects and leveraged the legacy service to strengthen the IR deck. As a result, we secured investments from three VCs and concluded the series with a post-valuation exceeding 15 billion KRW.
I was involved in strategic planning, product design, and IR pitching throughout this process. My contributions spanned across various areas without boundaries, from IR pitch deck and packaging design to service planning, legacy features refactoring, and even offline store interior design.
Series A IR pitch deck.
Series A IR pitch deck.
Signed an MOU with a large company to expand distribution channels and designed related packaging.
Signed an MOU with a large company to expand distribution channels and designed related packaging.
Collaborated with the TPM to refactor legacy services and established a monitoring environment for stable operations.
Collaborated with the TPM to refactor legacy services and established a monitoring environment for stable operations.
I did whatever I could without boundaries.
I did whatever I could without boundaries.
Product Design
Product Design
Cold-chain e-commerce
Cold-chain e-commerce
I have experience improving legacy services with extremely limited budgets, manpower, and resources. This included handling everything from payments, partial refunds, shipping, logistics, admin, last-mile optimization, and QC control, giving me comprehensive, hands-on experience with all aspects of e-commerce.
I have experience improving legacy services with extremely limited budgets, manpower, and resources. This included handling everything from payments, partial refunds, shipping, logistics, admin, last-mile optimization, and QC control, giving me comprehensive, hands-on experience with all aspects of e-commerce.
In addition to the client-side, I collaborated with backend developers to create internal operations tools, including admin panels and an automated invoice generation program.
In addition to the client-side, I collaborated with backend developers to create internal operations tools, including admin panels and an automated invoice generation program.
Design System
Design System
Leverage Strategy
Leverage Strategy
Many teams hesitate to create a design system due to the perceived communication costs and time involved. However, if a small team has a certain level of autonomy, building a design system can proceed faster than expected. At oFlower, I developed a lightweight version of a design system that significantly improved collaboration speed. As a result, it allowed us to focus more on critical business considerations.
Many teams hesitate to create a design system due to the perceived communication costs and time involved. However, if a small team has a certain level of autonomy, building a design system can proceed faster than expected. At oFlower, I developed a lightweight version of a design system that significantly improved collaboration speed. As a result, it allowed us to focus more on critical business considerations.
By focusing communication on improving collaboration speed rather than theoretical debates, a design system can be built faster than anticipated.
By focusing communication on improving collaboration speed rather than theoretical debates, a design system can be built faster than anticipated.
Branding
Branding
Visual Identity
Visual Identity
After Series A funding, I led competitive analysis and the creation of brand guidelines. This involved identifying fragmented brand colors and logo usage, and establishing clear rules for the product.
After Series A funding, I led competitive analysis and the creation of brand guidelines. This involved identifying fragmented brand colors and logo usage, and establishing clear rules for the product.
The approach went beyond visual appeal, factoring in the industry context and the lifestyle, age, and gender of the target users.
The approach went beyond visual appeal, factoring in the industry context and the lifestyle, age, and gender of the target users.
The goal was to unify fragmented usability and tone of voice by creating guidelines and defining clear usage for the brand elements.
The goal was to unify fragmented usability and tone of voice by creating guidelines and defining clear usage for the brand elements.
