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From the 14th Annual Shorty Awards


Entered in UX/UI

About this entry

As a major contributor to their annual sales, Coway’s US ecommerce website is a core digital touchpoint for the brand and its consumers. As Digital AOR for Coway USA (, AMP is responsible for crafting Coway’s brand tone, design and digitally-driven strategy, with objective to help grow Coway's direct-to-consumer business, and increase sales and margin by strengthening their brand awareness and driving consideration in the U.S.

In 2020, Coway engaged AMP to replatform and redesign Coway had outgrown their current Wordpress/Woo-commerce platform, so in 2020 we migrated their website to the Shopify platform – a cost-effective solution that covered most of the business’s core needs out of the box. The redesign in 2021 focused on improving Coway's overall design and user experience, accessibility, and conversion rate optimization. We needed to succinctly embody the Coway brand and products while showcasing the research and technology that is at the core of their company. 

Why does this entry deserve to win?

A major component to Coway's website re-envisioning was rethinking their navigation and shortening the path to conversion. Our initial research indicated that when users shopped for air purifiers, they shopped by the size of the space that the air purifier would reside in. Based on this finding, we adjusted the site’s navigation into these square footage categories to allow for quicker conversion and a more streamlined shopping experience. 

AMP also focused redesign efforts on creating a more useful and engaging product detail page. We highlighted the  research and statistics on the product detail pages into digestible content to help consumers make more informed and educated decisions while in the purchase funnel. 

These updates were at the core of what allowed AMP to completely re-envision the website’s user experience, customer journey and visual expression resulting in a beautifully crafted highly functional ecommerce experience. 


The site redesign unlocked Coway’s ability to scale their number of monthly sales - helping them to reach their annual sales goal before Q4 2021. Now in early 2022, Coway is on pace to once again increase their sales by 76.92%.


Video for Coway

Entrant Company / Organization Name

AMP Agency, Coway


Entry Credits