➀ Company Overview

• Used by more than half of all Koreans in their 10s-30s, MUSINSA is evolving from a fashion platform into a full-fledged fashion brand and company.

➁ Why MUSINSA Chose Dataspace

• Despite operating an internal research panel, MUSINSA struggled with tools that lacked advanced logic and required time-consuming manual tasks before analysis.
• To drive product-led growth, they wanted to collect customer feedback more frequently and find a solution that worked for both the research team and their customers.

➂ Key Results

• Satisfaction scores rose by 24% after customer feedback was incorporated into app updates.
• Enhanced survey logic and a user-friendly interface improved response experience and trust.
• Cross-team collaboration from the survey planning stage increased data accessibility across the product division.

Musinsa Overview

MUSINSA, once an online sneakerhead community in the early 2000s, has evolved into Korea’s leading fashion platform, used by over half the population aged 10 to 30. With flagship offline stores in Seoul’s trendiest districts like Hongdae, Hannam, and Seongsu, MUSINSA has built a brand that symbolizes Korea’s fashion culture. Beyond expanding as a fashion marketplace and launching hit private labels like MUSINSA Standard, the company continues to invest in promising brands and leads the global expansion of K-fashion.

Constantly evolving, MUSINSA’s next goal is enabling product-led growth through differentiated product experiences that go beyond just shopping. To prepare for one of their biggest service updates yet, the resource-constained team knew they needed a dedicated platform to conduct robust research and streamline their workflow. 

Context & Challenge

Choosing the Right Research Platform to Prioritize Product Improvement Decisions

At Musinsa, the focus isn’t just on user flows and user experience, it is on product experience. While most tech or app‑based companies focus on UX, Musinsa emphasizes designing and analyzing the full product experience. For Musinsa, this means not only considering feature usability for using the app and making a purchase, it also entails considering every touchpoint before and after. They’re interested in creating a holistic product experience that feels seamless, satisfying, and complete. 

Ahead of a major app redesign earlier this year, Musinsa urgently needed robust customer feedback to decide on key focus areas and priorities. They also needed metrics to evaluate post‑update experience.

Like most tech companies, Musinsa has long analyzed in‑app behavioral data, segmenting by gender and age to understand user behavior. But they also recognized the value of research data and knew that asking customers directly is the clearest way to understand the “why.” That’s why Musinsa managed its own customer research panel and invested in qualitative research.

However, their previous survey tool couldn’t keep up with their need for richer data. Limited logic settings reduced survey quality, and extracting results meant downloading files, uploading to Excel or Google Sheets, and repeating manual work just to set up survey data for analysis. Sharing findings with other teams was slow. If you had new questions or wanted to dig deeper during the analysis process, it often meant starting the analysis from scratch.

This pushed Musinsa to look for a research platform solution that could support product, customer‑experience–based decisions and make data easier to access and use across teams.

Solution

Implementing a Customer‑Focused Professional Solution

To set up infrastructure that gathers customer feedback efficiently and supports data‑driven decisions, Musinsa switched to Opensurvey’s Dataspace.

With Dataspace, Musinsa systematically manages product experience. Before their major update, Musinsa conducted panel research to identify pain points and set improvement priorities. After the update, they began sending regular satisfaction surveys to measure the impact of changes.

Loyal and frequent users were quick to notice even small improvements and were eager to provide detailed feedback. Musinsa applied insights generated from these users to enhance experiences and while also deepening customer interaction and engagement.

Example: Redesigning the App’s Filter Feature

The previous shopping filter opened left-to-right and took up a lot of screen space, yet filter options still weren’t very visible. Through usability testing, Musinsa redesigned the filter to a bottom‑up panel with category tabs, making it easier to navigate. Then, Musinsa sent surveys to evaluate whether this change improved product experience. It did – customer satisfaction increased significantly following this update.

Improved Panel‑Management Efficiency

About 60–70% of Musinsa’s research is qualitative (interviews, usability tests). Before Dataspace, screening and recruiting respondents was resource‑intensive. Now, with advanced logic for screening and routing in qualitative research recruitment surveys, Musinsa can segment customers into over 10 groups and send simultaneous invitations. This allowed Musinsa to conduct 111 interviews (in‑person and remote) within five months during the app redesign.

Results

Data‑Driven Product Improvement & Enhanced Internal Usage

With Dataspace, Musinsa has driven data‑driven product improvement and delivered better customer experiences.

• After integrating customer feedback, app satisfaction scores rose approximately 24%.
• User interviews shifted from fragmented answers to detailed, positive feedback on specific features.
• Teams without a dedicated researcher are able to easily analyze data on their own to measure redesign impact and identify further improvements.

Initially, there were concerns about the resources needed to scale research. But after adopting Dataspace, Musinsa found they could go from data collection to analysis and insights within one day. As a result, the team ran over 50 studies in 2024. Efficiency gains freed the team of two dedicated researchers to focus on more strategic, time‑intensive work like generative research.

Survey experience also improved. Dataspace’s intuitive survey editor enables logical and smooth question flows. Even lengthy 50+ question surveys can deliver high‑quality data. Branded UI elements (brand color schemes, start/end page customization) reinforce trust and reduce concerns about phishing or responding to unfamiliar links.

Most importantly, Dataspace became part of Musinsa’s research infrastructure and changed work culture. Survey designs are now shared across departments, improving understanding and engagement. Survey results on Dataspace are shared in real time across the product organization, boosting accessibility and utilization. Teams now examine cross‑tabs of survey responses on Dataspace to make customer-backed improvements.

Teams without a research background are now launching surveys on their own—for HR, strategic planning, and partner growth. With easy editing, trusted branding, and secure data handling, Dataspace empowers teams to run and analyze surveys independently.

Driving Product Change Through Customer Insights

Musinsa continues to improve product experiences while strengthening a culture of data‑driven decision-making to fuel business growth. Dataspace powers Musinsa’s shift toward product‑led growth backed by customer insights.

Dataspace is a scalable survey and insights platform built for teams managing customer, user, and product experiences. Create, launch, and analyze high-quality surveys with advanced logic, real-time results, and secure sharing. Join teams that are building better customer experiences through research. Start for free today.