Coupang Onboarding: Turning Onboarding into a Moment, Not a Module
Design Case Study | #commerce
Context & challenges
Coupang wanted to reimagine its onboarding journey. Their goal was simple but ambitious: to create an experience that felt consistent, inspiring, and unmistakably “Coupang” from day one.
The existing process did the job, but lacked connection. New hires across regions had very different first impressions, and the emotional spark wasn’t quite there. Coupang asked us to help build something more cohesive. Something that would help new joiners feel proud, excited, and ready to lead.
Solution
We set out to design an onboarding experience that went beyond information. We wanted it to feel like Coupang: fast, bold, and full of purpose.
Our studio brought the journey to life through three creative touchpoints:
Preboarding animation
A lively introduction to Coupang’s story, culture, and values. Designed to make new hires feel part of something big before they even start.
eLearning module
A practical, story-led exploration of what great leadership looks like at Coupang. Interactive, visual, and grounded in real behaviour.
Welcome kit
A set of tactile, beautifully branded items, from stickers to merchandise, that carried that same tone and personality into the physical world.
This was a rare opportunity to build something new. We created a fresh visual identity just for onboarding, a look and feel that felt unmistakably Coupang, yet distinct from the corporate brand.
Every detail was crafted with purpose. The motion design, colour palette, and typography worked together to capture the energy of a first day while keeping the tone warm and human. The digital learning and welcome kit carried this identity across every new hire touchpoint, creating a cohesive and elevated experience.
The result felt fresh, personal, and proud, a standalone brand within a brand, designed to welcome people into the world of Coupang.
Results
The new onboarding suite transformed how new hires experience Coupang from day one.
People described feeling “welcomed and excited” even before joining.
The creative approach became a new internal benchmark for learning design.
It created a consistent, engaging experience across regions, strengthening connection and belonging.
Impact
The new onboarding suite transformed how new hires experience Coupang from day one. The creative approach quickly became a new internal benchmark for learning design.
More than that, it turned onboarding into a story worth remembering. When design, motion, and learning work together, information becomes emotion—and that emotion builds belonging faster than any slide deck ever could.
For our studio, it was a project that brought motion, learning, and design together in the best possible way. From the first storyboard sketch to the final animation, every detail was crafted to make onboarding feel like a moment, not a module.
