Padobox

Building Trust Through Delivery-Phase Content Design

Designed a story-driven content system to build emotional trust during post-purchase wait time.

Designed a story-driven content system to build emotional trust during post-purchase wait time.

Client project

Client project

Community SaaS company, cand

Community SaaS company, cand

Community SaaS company, cand

6 months

6 months

6 months

Product Designer

Product Designer

Product Designer

Web, Mobile

Web, Mobile

Web, Mobile

Project Overview

A seafood direct-trade platform connecting small-scale fishermen with customers.

Designed a storytelling feature that turns delivery wait time into community-driven engagement.

The Problem Isn’t the Fish,

It’s the Silence

Even though Padobox offers fresh fish and fair prices, users were still hesitant to buy.

“Although I value fair trade and the quality of fresh fish, the uncertainty in delivery times and variables makes me hesitant to purchase.”

− Customer interview

Hypothesis

Stories that Sell

What if posts could fill the silence?

Turning the waiting time into shared, trust-building stories.

Solution

01

Discovery

Contents-driven Product Discovery

Users encounter products through vivid stories

of fishermen’s daily operations.

02

Purchase Decision

Content-Rich Product Pages

with Custom Curation

Content-Rich Product Pages

with Custom Curation

Content-Rich Product Pages

with Custom Curation

Users explore various stories about fishing operations, cooking tips from other users,

and direct insights from fishermen, making

the purchasing experience rich and engaging.

Users explore various stories about fishing operations, cooking tips from other users,

and direct insights from fishermen, making

the purchasing experience rich and engaging.

Users explore various stories about fishing operations, cooking tips from other users,

and direct insights from fishermen, making

the purchasing experience rich and engaging.

03

Post Purchase

Real-time updates about the fishing process

Real-time updates about the fishing process

Real-time updates about the fishing process

And other operational variables keep

the customers informed and engaged,

reducing anxiety and boosting enthusiasm.

And other operational variables keep

the customers informed and engaged,

reducing anxiety and boosting enthusiasm.

And other operational variables keep

the customers informed and engaged,

reducing anxiety and boosting enthusiasm.

73 Comments

Sam

Stay safe, Captain! Appreciate all your hard work.🥂

WaveW

Thanks for the update! 🙏

SpursFan99

Nature can be tough. Thanks for pushing through for us!

OceanAdvocate

Can’t wait to taste the freshness. 🐟

FishLover

Your efforts are truly appreciated. 🥹

Comment...

⚓️ Braving the Rough Seas

The weather is challenging today🌩️ , but we are committed to bringing you the freshest catch! 🛳️

9:41

Nari No.

132

Live

73 Comments

Sam

Stay safe, Captain! Appreciate all your hard work.🥂

WaveW

Thanks for the update! 🙏

SpursFan99

Nature can be tough. Thanks for pushing through for us!

OceanAdvocate

Can’t wait to taste the freshness. 🐟

FishLover

Your efforts are truly appreciated. 🥹

Comment...

⚓️ Braving the Rough Seas

The weather is challenging today🌩️ , but we are committed to bringing you the freshest catch! 🛳️

9:41

Nari No.

132

Live

04

After purchase

Community Engagement

Community Engagement

Customers can write reviews and interact

with fishermen and other customers, strengthening community ties and

encouraging repeat purchases.

Customers can write reviews and interact with fishermen and other customers, strengthening community ties and encouraging repeat purchases.

04

After purchase

Community Engagement

Customers can write reviews and interact with fishermen and other customers, strengthening community ties and encouraging repeat purchases.

Waiting is no longer passive.

It’s participatory.

Waiting is

no longer passive.

It’s participatory.

“Hearing about your efforts

firsthand really makes me appreciate the seafood even more.”

User Hun****

“Our partnership with canD has tripled our sales in three months

by harnessing community power, unlocking our market potential.”

“Our partnership with canD has tripled our sales in three months by harnessing community power, unlocking our market potential.”

Cho Hyun-wook, CEO of Padobox

Achievements

Padobox boosted sales by 700% and hit a 78% repeat purchase rate nearly double the industry average. This strong retention helped secure Series A funding, proving the power of community-driven growth.