Zach Li｜LINE Shopping - Shifting from marketing content to Personalization

From Marketing to Personalized Efficiency

About

LINE Shopping

About

Strategy

Design

Research

From Marketing to Personalized Efficiency: Be a Tailored Assistant

LINE Shopping faced a challenge with declining traffic. To address this, we pivoted from marketing content to data-driven personalization, specifically designed to re-engage heavy users and align with their high-intent habits.

In the initial phase, we simplified the service structure and optimized the balance between business promotions and user experience. By reducing choice overload, we turned LINE Shopping into a tailored shopping assistant. We aimed to help users make decisions easier, shortening the shopping journey while boosting both retention and conversion rates.

😢Traffic↓

😭Traffic↓↓

🫨Traffic↓↓↓

Objective

Increase Retention and Conversion Rates↑↑

Problem

Limited Engagement Beyond LINE POINTS Rewards

User traffic relied heavily on LINE POINTS reward. Without deeper incentives, it struggled with a lack of engagement and retention.

Problem

Overloaded Ads and Fragmented Personalization

Marketing ads achieved only 1% CVR, leading to low awareness of recommend that misalign with user behavior, resulting in high bounce rate.

Problem

Decision Friction Caused by Information Gaps

Insufficient information made it difficult for users to explore and evaluate options effectively, reducing willingness to explore.

Strategy

Slimming Down for Clarity

Streamlining LINE Shopping by reducing irrelevant marketing noise, simplifying the home structure with user intent.

Simplifying Decision Journey

Leveraged personalization to act as a tailored assistant, helping users evaluate choices efficiently and fostering engagement.

Reposition

Strategy

Campaign based Content

Specialty

Sales & Marketing Driven

Strategy

Exclusivity based Discovery

Specialty

User Preferences & Benefits

Customer Jobs

Only come here to

Get LINE POINTS

Only come here to

Get LINE POINTS

Only come here to

Get LINE POINTS

Find what I want EASIER

while also earning points

Find what I want EASIER

while also earning points

Find what I want EASIER

while also earning points

Homepage Structure

To Part I

To Part II

To Part III

Part I

Core Value

Immediate Action: Prioritizing high-effectiveness modules in the first screen to highlight core values and ensure a seamless start for users.

Part II

Encourage Exploration

Discovery: Driving users toward potential favorites through preference-based content, encouraging deeper scrolling and engagement.

First Screen

Part III

Personal Recommendation

Long-Term Retention: Offering a tailored exploration experience to familiarize users with service features and build long-term shopping habits.

Strategy

Design

Research

People Don’t Buy What You Do

They Buy Why You Do It.

People Don’t Buy What You Do

They Buy Why You Do It.

People Don’t Buy What You Do

They Buy Why You Do It.

— Simon Sinek

Personal Hub! Less Friction, More Retention

We positioned the Personal Hub on the first screen to minimize journey friction and help users reach goals faster. This centralizes high intent actions to strengthen loyalty and provide a clear understanding of the service value.

Make Ads Smarter

Dynamically prioritized more relevant ads to make content easier to scan and reduce ad fatigue and cognitive load while maintaining business exposure.

Intent-Driven Exploration

Mapping key intentions based on user current needs. This made the structure more intuitive, and increased visibility for content below the fold.

Smart Sorting & Contextual Alerts

Automatically organizing shortcuts based on user behavior to improve relevance and efficiency. Delivering real-time updates through subtle prompts to enhance user awareness without disrupting the shopping flow.

Super Shortcuts Personalized Assistant

Serving as a shortcut to the personal hub while reinforcing the core value of earning points, we used a dynamic ticker to display personalized, points-related notifications. It acts as a smart, practical shopping assistant that’s always tuned to the user’s needs.

Dynamic Notification

Celebration Animation

Seamless Access to Personalization

Integrated “my page” into the homepage as a modal overlay for a smoother, uninterrupted experience. This made personalized content more accessible and intuitive, right where users need it, without breaking their browsing flow.

Smarter Categories, Deeper Discovery

Categories are dynamically sorted based on user behavior, with AI-generated titles to spark curiosity. Instead of showing brand logos, we enhanced brand modules with contextual visuals and key product tags. Helping users discover unfamiliar brands while driving higher conversion rates.

Real-Time Brand Stories

We implemented a story like format to surface the latest product details from followed brands. This immersive content encourages return visits and drives higher follow through and engagement rates.

Personalized Sorting

Better Understanding, Higher Conversion

User Research revealed that existing modules lacked sufficient product context, making it difficult to engage with unfamiliar brands. We addressed this by adding contextual images and product tags to encourage exploration of emerging brands.

Upcoming Bonus Alerts: Driving GMV Growth

Insight: Heavy users often plan their best deals and timing around brand promotions. They need to know the best timing in advance to feel confident about their shopping decisions.

Strategy: By surfacing upcoming events in advance. This helped users catch the right moment effortlessly.

Insight: Heavy users often plan their best deals and timing around brand promotions. They need to know the best timing in advance to feel confident about their shopping decisions.

Strategy: By surfacing upcoming events in advance. This helped users catch the right moment effortlessly.

Impact: The feature successfully delivered a 174%+ increase in CTR and over 5%+ of the overall GMV.

Follow Top Shoppers: Social-Driven Conversions

Integrated a gamified community leaderboard that showcases the purchase behaviors of top users to provide a clear roadmap for maximizing rewards. By observing how others purchase, users are encouraged to follow similar paths. This drives engagement and increases conversions.

Trending Tabs & Similar Items: Boost Exploration

Leveraging trending topic tabs to increase user awareness for deeper exploration. As users transition from discovery to the research phase, they typically seek similar products to build familiarity and feel more confident in their choices. To support this behavior, we introduced a More Similar Items button to help users evaluate options with confidence to the conversion process.

Compare Smarter, Decide Faster

When users are unfamiliar with a product they often spend significant time seeking specifications and price comparisons across stores. We simplified this research phase by centralizing key product details and price ranges to help users find the best value faster. This streamlined experience allows users to evaluate options efficiently and make purchase decisions with greater confidence.

Topic Inspiration

Curated personalized topic bundles based on browsing history to inspire deeper exploration.

Turn Hesitation into Action

Surfaced browsed or carted items to encourage users to set up price drop alerts, driving further purchase intent.

Better Ad Placement, Better Engagement

We reassessed the revenue efficiency of every ad placement across the platform. Ineffective ads were either reformatted or removed, streamlining the homepage to balance usability with ad revenue optimization.

Research showed that when the ad density within a module exceeded user expectations, users tended to ignore or abandon the entire section.

Strategy

Design

Research

Data Analysis

Evaluate homepage performance, map user decision paths. Hypothesize solution for underperforming issues:

↓ Declining Exploration Behavior

↓ Less Session Duration

↓ Low Participation in Benefit Mission

↓ Declining Retention

↓ Declining Exploration Behavior

↓ Less Session Duration

↓ Low Participation in Benefit Mission

↓ Declining Retention

↓ Declining Exploration Behavior

↓ Less Session Duration

↓ Low Participation in Benefit Mission

↓ Declining Retention

Competitor Analysis

Analyze homepage structures across 4 dimension based on "module usage" by referencing competitor layouts.

Discover

start shopping journey

Recommend

personalized exploration

marketing content

Benefit

benefit mission area

Hypothesis & Segmentation

Segment users based on their entry purpose and familiarity with the service, hypothesize about homepage exploration and key feature usage, then develop prototype for further testing.

Heavy User

Visit frequency 4-7 times/week.

More than 4 orders placed in 3 months

→Find Brand and Benefit Easier

Medium User

Have purchased but haven't used key features or participated in benefit

→Increase Feature Awareness

Goal-Oriented User

Users with a clear purchase intention, such as specific products, brands, or platforms

Browsing User

Users who browse casually triggered by points or advertising information

POC: Interview & Usability Testing

To validate our conceptual design, we conducted qualitative interviews and usability testing with 10 selected users.

Vision and Mission

Re-align Product Direction
Support to Epic themes & Roadmap
Define Problems
Develop Design Hypotheses

Re-align Product Direction
Support to Epic themes & Roadmap
Define Problems
Develop Design Hypotheses

A/B Testing

Develop Modules
Keep Tracking Data Performance

Develop Modules
Keep Tracking Data Performance

Separate channel entrances from special offer module increased CTR by over 90%.

Thank you for watching

Shifting from marketing content to Personalization

Zach Li

2023 — 2024

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Let’s connect 👋🏻

Hi, this is Zach Li

Please feel free to reach out below

Hi, this is Zach Li

Please feel free to reach out below

zachli0604@gmail.com