LINE Travel is an e-commerce platform developed by LINE, the iconic Asian communication app. It offers travel shopping guides and price comparison features to meet diverse travel needs, while also providing LINE POINTS rewards to support both online and offline consumption cycles. In response to the global pandemic, LINE Travel redefined its strategy and positioning, continuously optimizing the user experience and creating new service value.
LINE Travel rethinks the shopping journey to better guide users from inspiration to purchase. By creating a seamless content-to-product experience, we aim to expand our user base and reach potential travelers beyond those with immediate plans.
Working in a Scrum framework with Business, PM, developer, and QA. I oversee end to end design tasks. From problem definition to design deliverable and design system maintenance.
We coordinate and prioritize tasks to ensure timely deployment of new features, keeping pace with current societal expectations.
Over the past year, resulting in steady growth in metrics. By leveraging topic curation to align with travel trends, we achieved a maximum 20% increase of GMV in a single month.
Difficulty Finding Desired Products
Poorly tailored UX and weak search functionality make it difficult for users to find what they need.
Connecting Inspiration to Action
Before I joined the team, preliminary research—including internal workshops, surveys, and in-depth interviews—had been conducted to define product goals and direction.
After joining, I collaborated on developing the product roadmap based on business objectives and user insights. We prioritized and phased project items, discussing how to seamlessly integrate new features into the existing environment while considering design systems and future scalability. Throughout the process, we ensured continuous alignment within the team and actively communicated with developers on technical feasibility and execution. I was responsible for producing design deliverables, building prototypes, conducting user testing, and tracking data effectiveness for ongoing iterations.
1
1st Internal Workshop
Discuss current status with cross-departmental members, gather ideas for future direction, and define target users.
2
Survey and User interviews
1 month-long questionnaire deployment, retrieval, and analysis. Invite users for in-depth interviews.
3
2nd Internal Workshop
Integrate results from survey and interview, along with business goals and ideas, to define core issues.
4
Vision and Mission
Define service vision with business team and product manager, and make a consensus with team members.
5
Strategy and Roadmap
Based on target vision, build a product roadmap, set priorities, and break down into different phased project.
6
Phased Project and Hypothesis
Define problems and pain points based on project scope, refer to data and research, then propose hypothesis.
7
Wireframe and Feasibility
Create wireframe and flowchart for discussion, ensure team consensus, and discuss development constraints.
8
Prototype and Specification
Deliver design specification documents. For complex features, will create prototype to facilitate communication.
9
Testing, Validation, Iteration
Conduct design testing before launch. Track data performance, validate hypothesis, and continuously iterating.
The previous legacy version required users to open another page to input search criteria, while the new version utilizes a Bottom Sheet to minimize page switches, allowing users to stay on the same screen to complete search criteria input.
In travel planning, it's common to search for the same criteria multiple times to check for price changes, such as flight ticket. By retaining the previous search criteria, users can conveniently plan their trips and compare prices more effectively.
By displaying the number of search results in filter, users are reminded to avoid situations where no search results are generated.
LINE Travel loads a large amount of data from multiple partner platforms during the search process. To avoid prolonged waiting times, we display the loaded content first. Meanwhile, using animations and text to softly communicate the loading status, reducing user impatience.
Most LINE Travel users are used to "self-planning trips." We offer a journey planning tool to enhance service usage, while further enriching the travel content within the service, and precisely reach users with purchasing needs.
The Journey planning tool incorporates numerous complex features, yet not all functionalities are necessary to configure during the initial creation. We offer default cover images, suggested title to enable users to swiftly access their itinerary list.
Presenting complex itineraries in a simple list format, maintaining the same logical editing sequence as the list. Consider the synchronization when editing collaboratively with friends.
Users can seamlessly add booked hotels, flights, experiences directly to their itinerary. We offer an enhanced itinerary planning experience with adding notes, photos, and times for greater customization.
Increase service usage by better experience. Display weather forecasts on the interface one week before the trip and send push notifications via the official account to keep users informed.
We observe that many users create LINE groups for discussion about itinerary details before traveling. For easier share itinerary to chat groups, we provide template messages, flex Message. Additionally, users can conveniently access their joined journey directly from the chat room's “plus menu”.
Holistic Thinking, Meticulous Crafting
Understanding the LINE family service involves recognizing how each service interacts and its role in users' daily lives. Before tackling any task, it's crucial to comprehend the broader context and grasp the overall framework. This helps ensure that each feature aligns with the service's objectives.
Colleagues always say I have meticulous attention to detail in my design work. I strive to strike a balance between focusing on the nuanced details and maintaining a holistic view. It fosters collaboration with colleagues, ensuring we stay aligned on goals, avoid narrow viewpoints, and ultimately deliver successful outcomes.
