Strategy
Strategy
Strategy
Design
Design
Design
Research
Research
Research
Shifting from marketing content to Personalization to boost user engagement and Shorten Shopping Journey
Shifting from marketing content to Personalization to boost user engagement and Shorten Shopping Journey
Shifting from marketing content to Personalization to boost user engagement and Shorten Shopping Journey
LINE Shopping, an e-commerce guide service, is considered a mature offering among LINE’s family of services. However, it has seen a decline in traffic in recent years.
Our first phase focuses on simplifying the service structure and leveraging personalized features to help users make decisions more easily, reduce choice overload, and boost both retention and conversion rates.
😢Traffic↓
😢Traffic↓
😢Traffic↓
😭Traffic↓↓
😭Traffic↓↓
😭Traffic↓↓
🫨Traffic↓↓↓
🫨Traffic↓↓↓
🫨Traffic↓↓↓
Objective
Objective
Objective
Increase Retention and Conversion Rates↑↑
Increase Retention and Conversion Rates↑↑
Increase Retention and Conversion Rates↑↑
Problem
Problem
Problem
01
01
01
Limited User Motivation and Engagement
Limited User Motivation and Engagement
Limited User Motivation and Engagement
Traffic heavily relies on limited motivation from LINE POINTS reward, leading to minimal engagement and retention.
Traffic heavily relies on limited motivation from LINE POINTS reward, leading to minimal engagement and retention.
Traffic heavily relies on limited motivation from LINE POINTS reward, leading to minimal engagement and retention.
Problem
Problem
Problem
02
02
02
Overloaded Ads and Fragmented Personalization
Overloaded Ads and Fragmented Personalization
Overloaded Ads and Fragmented Personalization
Marketing ads with only 1% CVR, leading to low awareness of recommend that misalign with user behavior, resulting in high bounce rate.
Marketing ads with only 1% CVR, leading to low awareness of recommend that misalign with user behavior, resulting in high bounce rate.
Marketing ads with only 1% CVR, leading to low awareness of recommend that misalign with user behavior, resulting in high bounce rate.
Problem
Problem
Problem
03
03
03
Lack of Information Makes Shopping Decision Harder
Lack of Information Makes Shopping Decision Harder
Lack of Information Makes Shopping Decision Harder
Insufficient information make it difficult for users to explore and consider effectively, reducing exploration willingness.
Insufficient information make it difficult for users to explore and consider effectively, reducing exploration willingness.
Insufficient information make it difficult for users to explore and consider effectively, reducing exploration willingness.
Strategy
Strategy
Strategy
Slimming Down LINE Shopping
Slimming Down LINE Shopping
Slimming Down LINE Shopping
Streamline LINE Shopping by reducing irrelevant advertisements and simplifying the information architecture.
Streamline LINE Shopping by reducing irrelevant advertisements and simplifying the information architecture.
Streamline LINE Shopping by reducing irrelevant advertisements and simplifying the information architecture.
Simplify Shopping Decision
Simplify Shopping Decision
Simplify Shopping Decision
Provide personalization to help users make satisfying choices effectively to foster more frequent and meaningful interactions.
Provide personalization to help users make satisfying choices effectively to foster more frequent and meaningful interactions.
Provide personalization to help users make satisfying choices effectively to foster more frequent and meaningful interactions.
Reposition
Reposition
Reposition
Strategy
Strategy
Strategy
Exploration with Campaign
Exploration with Campaign
Exploration with Campaign
Specialty
Specialty
Specialty
Sales, Marketing Driven
Sales, Marketing Driven
Sales, Marketing Driven
Strategy
Exploration with Exclusivity
Exploration with Exclusivity
Exploration with Exclusivity
Specialty
User Preferences, Benefits
User Preferences, Benefits
User Preferences, Benefits
Customer Jobs
Customer Jobs
Customer Jobs
Come here Just to
Get LINE POINTS
Come here Just to
Get LINE POINTS
Come here Just to
Get LINE POINTS
Find what I want EASIER
and also Earn Points
Find what I want EASIER
and also Earn Points
Find what I want EASIER
and also Earn Points
Homepage Structure
Homepage Structure
Homepage Structure
To Part I
To Part I
To Part I
To Part II
To Part II
To Part II
To Part III
To Part III
To Part III
Part I
Part I
Part I
Core Value
Core Value
Core Value
Evaluate the effectiveness of modules and highlight core values in the first screen to make it easier for users to get started.
Evaluate the effectiveness of modules and highlight core values in the first screen to make it easier for users to get started.
Evaluate the effectiveness of modules and highlight core values in the first screen to make it easier for users to get started.
Part II
Part II
Part II
Encourage Exploration
Encourage Exploration
Encourage Exploration
Inspire users to reach potential favorite content by their preference, and encourage users to scroll down for further exploration.
Inspire users to reach potential favorite content by their preference, and encourage users to scroll down for further exploration.
Inspire users to reach potential favorite content by their preference, and encourage users to scroll down for further exploration.
First Screen
First Screen
First Screen
Part III
Part III
Part III
Recommendation
Recommendation
Recommendation
Offer a more personalized exploration experience, and help users become familiar with service features through exploration.
Offer a more personalized exploration experience, and help users become familiar with service features through exploration.
Offer a more personalized exploration experience, and help users become familiar with service features through exploration.
Strategy
Strategy
Strategy
Design
Design
Design
Research
Research
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
— Simon Sinek
Personal Hub! Less Friction, More Retention
Personal Hub! Less Friction, More Retention
We positioned the personal hub on the first screen of the homepage to reduce friction in the user journey and help users reach their goals faster. It strengthens long-term user retention and loyalty, while giving new users a clear understanding of the service structure and value proposition.
We positioned the personal hub on the first screen of the homepage to reduce friction in the user journey and help users reach their goals faster. It strengthens long-term user retention and loyalty, while giving new users a clear understanding of the service structure and value proposition.
Make Ads Smarter
Make Ads Smarter
Dynamically prioritized more relevant ads and used guideline for consistency to make content easier to scan and reduce ad fatigue and cognitive load.
Dynamically prioritized more relevant ads and used guideline for consistency to make content easier to scan and reduce ad fatigue and cognitive load.
Intent-Driven Exploration
Intent-Driven Exploration
Mapped key user intentions based on user current needs. This made the structure more intuitive, and increased visibility for content below the fold.
Mapped key user intentions based on user current needs. This made the structure more intuitive, and increased visibility for content below the fold.
Smart Sorting & Contextual Alerts
Smart Sorting & Contextual Alerts
Automatically sorts shortcuts based on user behavior to improve relevance and efficiency. Real-time prompts important updates, enhancing awareness without disrupting the flow.
Automatically sorts shortcuts based on user behavior to improve relevance and efficiency. Real-time prompts important updates, enhancing awareness without disrupting the flow.
Super Shortcuts Personalized Assistant
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.
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
Dynamic Notification
Celebration Animation
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 flow.
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 flow.
Smarter Categories, Deeper Discovery
Smarter Categories, Deeper Discovery
Categories are dynamically sorted based on user behavior, with AI-generated titles to spark curiosity and engagement. Instead of just showing brand logos, we enhanced brand modules with contextual visuals and key product tags. Help users discover unfamiliar brands and driving higher conversion rates.
Categories are dynamically sorted based on user behavior, with AI-generated titles to spark curiosity and engagement. Instead of just showing brand logos, we enhanced brand modules with contextual visuals and key product tags. Help users discover unfamiliar brands and driving higher conversion rates.
Real-Time Updates for Brand Engagement
Real-Time Updates for Brand Engagement
Surfaces the latest content from followed favorite brands. This encourages return visits and drives higher follow-through and engagement rates.
Surfaces the latest content from followed favorite brands. This encourages return visits and drives higher follow-through and engagement rates.
Personalized Sorting
Personalized Sorting
Better Understanding, Higher Conversion
Better Understanding, Higher Conversion
Added contextual images and product tags to encourage exploration of emerging brands.
User Research revealed that existing modules lacked sufficient product context, making it difficult for user to get familiar with unfamiliar brands.
Added contextual images and product tags to encourage exploration of emerging brands.
User Research revealed that existing modules lacked sufficient product context, making it difficult for user to get familiar with unfamiliar brands.
Upcoming Bonus Alerts: Driving GMV Growth
Upcoming Bonus Alerts: Driving GMV Growth
Heavy users often plan their best deals and timing around brand promotions. By surfacing upcoming bonus events in advance, we helped users catch the right moment effortlessly. This boosted revisit rates and significantly increased GMV.
Heavy users often plan their best deals and timing around brand promotions. By surfacing upcoming bonus events in advance, we helped users catch the right moment effortlessly. This boosted revisit rates and significantly increased GMV.
‘Bonus Calendar’ successfully increased CTR by over 174%+ and over 5%+ of overall GMV.
‘Bonus Calendar’ successfully increased CTR by over 174%+ and over 5%+ of overall GMV.
Follow Top Shoppers: Earn More Points, Higher Conversions
Follow Top Shoppers: Earn More Points, Higher Conversions
Integrated a gamified, community-driven leaderboard to showcase top users’ point-earning purchase behaviors. By learning how others shop, users are encouraged to follow similar paths. This drives engagement and increases conversions.
Trending Tabs & Similar Items: Boost Exploration to Convert
Trending Tabs & Similar Items: Boost Exploration to Convert
Leveraged trending topic tabs to boost user awareness for deeper exploration.
As users move from awareness to the research phase, they typically seek more similar products to build familiarity with the category and feel more confident in their choices.
To support this behavior, we introduced a “More Similar Items” button, helping users build familiarity and confidence to convert.
Leveraged trending topic tabs to boost user awareness for deeper exploration.
As users move from awareness to the research phase, they typically seek more similar products to build familiarity with the category and feel more confident in their choices.
To support this behavior, we introduced a “More Similar Items” button, helping users build familiarity and confidence to convert.
Compare Smarter, Decide Faster
Compare Smarter, Decide Faster
In the shopping journey, users unfamiliar with a product often seek its specifications, price range, and best deals across stores.We simplified this research phase, helping users find the best value faster and make decisions more confidently.
In the shopping journey, users unfamiliar with a product often seek its specifications, price range, and best deals across stores.We simplified this research phase, helping users find the best value faster and make decisions more confidently.
Topic Inspiration
Topic Inspiration
Curated personalized topic bundles based on browsing history to inspire deeper exploration.
Curated personalized topic bundles based on browsing history to inspire deeper exploration.
Turn Hesitation into Action
Turn Hesitation into Action
Surfaced browsed or carted items to encourage users to set up price drop alerts, driving further purchase intent.
Surfaced browsed or carted items to encourage users to set up price drop alerts, driving further purchase intent.
Better Ad Placement, Better Engagement
Better Ad Placement, Better Engagement
Reassessed the revenue efficiency of each ad placement. Ineffective ads were either reformatted or removed, streamlining the homepage to balance usability with ad revenue optimization.
Reassessed the revenue efficiency of each ad placement. 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.
Research showed that when the ad density within a module exceeded user expectations, users tended to ignore or abandon the entire section.
Strategy
Strategy
Strategy
Design
Design
Design
Research
Research
Research
1
1
Data Analysis
Data Analysis
Data Analysis
Evaluate homepage performance, map user decision paths. Hypothesize solution for underperforming issues:
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
2
2
Competitor Analysis
Competitor Analysis
Competitor Analysis
Analyze homepage structures across 4 dimension based on "module usage" by referencing competitor layouts.
Analyze homepage structures across 4 dimension based on "module usage" by referencing competitor layouts.
Discover
Discover
Discover
start shopping journey
start shopping journey
start shopping journey
Recommend
Recommend
Recommend
personalized exploration
personalized exploration
personalized exploration
Advertisement
Advertisement
Advertisement
marketing content
marketing content
marketing content
Benefit
Benefit
Benefit
benefit mission area
benefit mission area
benefit mission area
3
3
Hypothesis
Hypothesis
Hypothesis
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.
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
Heavy User
Visit frequency 4-7 times/week.
More than 4 orders placed in 3 months
→Find Brand and Benefit Easier
Medium User
Medium User
Have purchased but haven't used key features or participated in benefit
→Increase Feature Awareness
Goal-Oriented User
Goal-Oriented User
Users with a clear purchase intention, such as specific products, brands, or platforms
Browsing User
Browsing User
Users who browse casually triggered by points or advertising information
4
4
POC: Interview & Usability Testing
POC: Interview & Usability Testing
POC: Interview & Usability Testing
Create prototype, invite 10 users for usability testing and qualitative interviews, and validate the conceptual design.
Create prototype, invite 10 users for usability testing and qualitative interviews, and validate the conceptual design.
5
5
Vision and Mission
Vision and Mission
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
6
6
A/B Testing
A/B Testing
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%.
Separate channel entrances from special offer module increased CTR by over 90%.
Thank you for watching
Thank you for watching
Thank you for watching
Shifting from marketing content to Personalization
Shifting from marketing content to Personalization
Shifting from marketing content to Personalization
Zach Li
Zach Li
Zach Li
2023 — 2024
2023 — 2024
2023 — 2024
Let’s connect 👋🏻
Let’s connect 👋🏻
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
zachli0604@gmail.com