04
Branding
Piuul was a Korea-based luxury lifestyle service that provided exclusive discounts for Seoul's esteemed food, beverage, and hospitality businesses. Piuul catered to the ever growing demand for luxury goods and services, which Koreans, on average, spend 5% of their income on. Founded by four other CMU graduates and myself, Piuul operated from 2012 to 2013.
UX Problems
How can Piuul, which provides luxury goods and services, differentiate its user experience from other group buying services, which imply cheapness and mediocre quality?
Group buying services fail to capture user interest beyond the sales price, so how can Piuul direct more attention to each of their coveted partner businesses?
Problem
How can Piuul, which provides luxury goods and services, differentiate its user experience from other group buying services, which imply cheapness and mediocre quality?
Solution
Piuul strictly curated its partner businesses and provided limited quantities of each offer to its private membership. This business strategy of exclusivity set the direction for the product design and associated luxury with the brand.
Problem
Group buying services fail to capture user interest beyond the sales price, so how can Piuul direct more attention to each of their coveted partner businesses?
Solution
Piuul crafted a weekly editorial about each of its new partner businesses and told tell their unique story. By engaging members and nonmembers with the latest lifestyle trends, Piuul provided more than just great deals.
