2021 — 2023
2021 — 2023
Beyond Shopping: From Inspiration to Checkout
Beyond Shopping: From Inspiration to Product
Beyond Shopping: From Inspiration to Checkout
LINE Travel is an iconic travel metasearch and affiliate platform within the LINE ecosystem. Integrating price comparison features with a LINE POINTS reward cycle. During the global pandemic, the platform pivoted its positioning and optimized user experiences to unlock new service value and resilient growth.
LINE Travel is an iconic travel metasearch and affiliate platform within the LINE ecosystem. Integrating price comparison features with a LINE POINTS reward cycle. During the global pandemic, the platform pivoted its positioning and optimized user experiences to unlock new service value and resilient growth.
Pivot
Pivot
Design Strategy
Product Thinking
Product Thinking
Design System
Design System
Goal & Strategy
Goal & Strategy
Shifting after Covid-19 : From Direct Purchase to Exploring-First
Shifting after Covid-19 : From Direct Purchase to Exploring-First
LINE Travel redefined the shopping journey to guide users from inspiration to purchase. By creating a seamless content-to-commerce experience, we aim to scale our user base and engage more potential travelers.
LINE Travel redefined the shopping journey to guide users from inspiration to purchase. By creating a seamless content-to-commerce experience, we aim to scale our user base and engage more potential travelers.
Shopping Journey
Shopping Journey
User Growth
User Growth
Role
Role
End to End Design
End to End Design
Leading design in a Scrum team. I own the lifecycle from problem definition to high-fidelity deliverables and design system evolution.
Leading design in a Scrum team. I own the lifecycle from problem definition to high-fidelity deliverables and design system evolution.
Challenge
Challenge
Resource Constraints
Resource Constraints
Navigating resource constraints to ensure rapid deployment. Focused on high-impact features aligned with shifting pandemic user behaviors.
Navigating resource constraints to ensure rapid deployment. Focused on high-impact features aligned with shifting pandemic user behaviors.
Impact
Impact
20% GMV Boost
20% GMV Boost
Drove a 20% peak increase in monthly GMV. Leveraged trend-driven curation to achieve sustained growth and unlock new revenue streams.
Drove a 20% peak increase in monthly GMV. Leveraged trend-driven curation to achieve sustained growth and unlock new revenue streams.
Problem
Problem
Disconnected Content to Checkout
Disconnected Content to Checkout
Lack of content structure limits discovery and weakens the link between exploration and conversion.
Lack of content structure limits discovery and weakens the link between exploration and conversion.
Frictional Product Discovery
Poorly tailored UX and weak search functionality make it difficult for users to find what they need.
Challenge in User Growth
Challenge in User Growth
Relying solely on official account message pushes makes it difficult to attract and engage users with potential purchase intent.
Relying solely on official account message pushes makes it difficult to attract and engage users with potential purchase intent.
Hypothesis
Hypothesis
Seamless Content-to-Commerce
Topic curation strengthens the flow from inspiration to purchase, driving higher conversion rates.
Topic curation strengthens the flow from inspiration to purchase, driving higher conversion rates.
Intent-Driven Search
Intent-Driven Search
Optimizing search structure to deliver accurate results and reduce user decision friction.
Optimizing search structure to deliver accurate results and reduce user decision friction.
Engagement Through Planning Tools
Engagement Through Planning Tools
Providing self-planning tools to enrich service usage and capture high-intent users through interactive travel organizing.
Providing self-planning tools to enrich service usage and capture high-intent users through interactive travel organizing.
Social Growth via Chatrooms
Social Growth via Chatrooms
Integrate chatrooms and group features to facilitate travel discussions among friends, expanding service exposure to potential users through social sharing.
Integrate chatrooms and group features to facilitate travel discussions among friends, expanding service exposure to potential users through social sharing.
Whole Picture
Whole Picture
Design Process
Design Process
Strategic Foundation: Leveraging preliminary research to align product goals with business objectives and user insights.
Roadmap & Prioritization: Collaborating on phased roadmaps to balance feature integration, design system scalability, and technical feasibility.
Execution & Alignment: Ensuring team consensus through continuous communication with developers to maintain execution quality.
Delivery & Iteration: Producing high-fidelity deliverables and prototypes, followed by user testing and data tracking for ongoing optimization.
Strategic Foundation: Leveraging preliminary research to align product goals with business objectives and user insights.
Roadmap & Prioritization: Collaborating on phased roadmaps to balance feature integration, design system scalability, and technical feasibility.
Execution & Alignment: Ensuring team consensus through continuous communication with developers to maintain execution quality.
Delivery & Iteration: Producing high-fidelity deliverables and prototypes, followed by user testing and data tracking for ongoing optimization.
1
Internal Workshop
Collaborating with cross-functional stakeholders to align on future directions and define target user segments.
2
User Research
Deploying questionnaires and conducting in-depth interviews to gather qualitative and quantitative user insights.
3
Problem Definition
Synthesizing research findings with business goals to identify core product issues and opportunities.
4
Vision Alignment
Defining a unified service vision with product managers and business teams to ensure stakeholder consensus.
5
Strategic Roadmap
Building a prioritized product roadmap and breaking down complex goals into actionable project phases.
6
Hypothesis Framing
Defining specific pain points within project scopes and proposing data-backed hypotheses for design solutions.
7
Conceptual Design
Creating wireframes and flows to facilitate technical feasibility discussions and ensure team-wide alignment.
8
Prototyping & Spec
Delivering detailed design specifications and prototypes to streamline development and communication.
9
Validation & Iteration
Conducting usability testing and tracking post-launch data to validate hypotheses and drive continuous optimization.
Principles
Principles
Consistency
Aligning with the LINE ecosystem to ensure a familiar experience across products and reduce the learning curve for users.
Consistency
Aligning with the LINE ecosystem to ensure a familiar experience across products and reduce the learning curve for users.
Intuition
Providing accessible interface cues and communication to ensure ease of use for a diverse generational audience.
Intuition
Providing accessible interface cues and communication to ensure ease of use for a diverse generational audience.
Scalability
Using atomic design components to manage complex experimental projects and support rapid service growth effectively.
Scalability
Using atomic design components to manage complex experimental projects and support rapid service growth effectively.
Home
Home
Efficient Inspiration Discovery
Insight: Official account articles drive significant holiday traffic, but many users exit immediately after reading.
Strategy: Placing Topic Curation on the first screen to bridge the reading gap and prepare users for the next stage of the purchase funnel.
Impact: Streamlining the discovery-to-checkout path via effortless scrolling to drive scalable conversion growth.
Insight: Official account articles drive significant holiday traffic, but many users exit immediately after reading.
Strategy: Placing Topic Curation on the first screen to bridge the reading gap and prepare users for the next stage of the purchase funnel.
Impact: Streamlining the discovery-to-checkout path via effortless scrolling to drive scalable conversion growth.
Reward Value Transparency
Insight: High-priced travel products often have lower reward rates, making it difficult for users to perceive the actual value of LINE POINTS.
Strategy: Calculating the exact point rewards directly on product cards to reduce cognitive load and capture user attention.
Impact: Enhancing purchase motivation to drive higher checkout intent.
Insight: High-priced travel products often have lower reward rates, making it difficult for users to perceive the actual value of LINE POINTS.
Strategy: Calculating the exact point rewards directly on product cards to reduce cognitive load and capture user attention.
Impact: Enhancing purchase motivation to drive higher checkout intent.
Visual Rhythm and Attention
Insight: Standard grids can lead to "scroll blindness," causing users to skip content without deep engagement.
Strategy: Implementing a staggered masonry layout to disrupt linear scanning and re-engage attention via visual rhythms.
Impact: Enhancing discovery depth and increasing time spent exploring, supporting the shift to inspiration-driven browsing.
Insight: Standard grids can lead to "scroll blindness," causing users to skip content without deep engagement.
Strategy: Implementing a staggered masonry layout to disrupt linear scanning and re-engage attention via visual rhythms.
Impact: Enhancing discovery depth and increasing time spent exploring, supporting the shift to inspiration-driven browsing.
Holiday Event Experience
Insight & Research: Over 70% of traffic originates from official account. However, users often experience a visual disconnect between marketing content and the homepage. 2023 Research indicated that holiday-themed interfaces significantly increase click rates.
Strategy: Designing event-specific interfaces to bridge the transition from social notifications to the service, leveraging holiday-driven emotional engagement.
Insight & Research: Over 70% of traffic originates from official account. However, users often experience a visual disconnect between marketing content and the homepage. 2023 Research indicated that holiday-themed interfaces significantly increase click rates.
Strategy: Designing event-specific interfaces to bridge the transition from social notifications to the service, leveraging holiday-driven emotional engagement.
Search
Search
Intent-Driven Search Experience
Intent-Driven Search Experience
Insight: Users with purchase intent but undefined criteria often face "choice paralysis" when global search results mix diverse product types, leading to high friction.
Strategy: Providing predefined search filters and category-specific icons to simplify decision-making, while utilizing a dynamic scroll-to-collapse header to maximize result visibility.
Impact: Reducing cognitive load and search time, allowing users to navigate complex results with higher precision and efficiency.
Insight: Users with purchase intent but undefined criteria often face "choice paralysis" when global search results mix diverse product types, leading to high friction.
Strategy: Providing predefined search filters and category-specific icons to simplify decision-making, while utilizing a dynamic scroll-to-collapse header to maximize result visibility.
Impact: Reducing cognitive load and search time, allowing users to navigate complex results with higher precision and efficiency.
Geographic Proximity Context
Integrating geo-location data to automatically calculate distances between products, helping users build efficient itineraries with immediate geographic context.
Integrating geo-location data to automatically calculate distances between products, helping users build efficient itineraries with immediate geographic context.
Search Suggestion for Different City Name Translation
Cross-referencing multi-supplier data to provide intelligent search suggestions that match various city name translations and English-to-Mandarin queries, ensuring accurate results regardless of user input.
Product Search
Product Search
Seamless Search Interaction
Using a Bottom Sheet to enable quick criteria input on the same screen, eliminating unnecessary page transitions for a more continuous search flow.
Keep the Previous Search Criteria
Retaining previous search criteria to reduce repetitive input, enabling users to monitor price changes and compare products more efficiently.
Adaptive Product Interfaces
Tailoring layouts to product types by offering swipeable image for Hotels and condensed list views for Tickets to optimize browsing efficiency.
Tailoring layouts to product types by offering swipeable image for Hotels and condensed list views for Tickets to optimize browsing efficiency.
Dynamic Search Result Counts
Displaying real-time result counts within filters to prevent zero-result scenarios and guide users toward successful searches.
Loading! Reduce User’s Impatience
Insight: Aggregating data from multiple suppliers causes unavoidable latency, leading to user frustration.
Strategy: Implementing a progressive loading that displays available content immediately while using animations to communicate progress.
Impact: Reducing perceived wait time and user impatience, ensuring a smoother transition from search input to result discovery.
Detail Page
Detail Page
Seamless Content-to-Commerce Integration
Bridging the gap between inspiration and booking by embedding relevant product recommendations directly within travel articles and attraction pages to shorten the conversion path.
Bridging the gap between inspiration and booking by embedding relevant product recommendations directly within travel articles and attraction pages to shorten the conversion path.
Provide users with key information, such as aggregated reviews from multiple platforms and the opening hours of attractions to streamline the purchasing process.
Provide users with key information, such as aggregated reviews from multiple platforms and the opening hours of attractions to streamline the purchasing process.
Price Tracking & Instant Alerts
Enabling users to monitor price changes through automated tracking, with real-time LINE push notifications that ensure they never miss a price drop.
Enabling users to monitor price changes through automated tracking, with real-time LINE push notifications that ensure they never miss a price drop.
Journey
Journey
Most users prefer self-planned itineraries. Providing a collaborative journey planning tool that enriches user-generated content, and enables precise targeting of specific purchasing needs.
Most users prefer self-planned itineraries. Providing a collaborative journey planning tool that enriches user-generated content, and enables precise targeting of specific purchasing needs.
High-Efficiency Collaborative Planning
Strategy: Streamlining the end-to-end journey by integrating smart defaults for rapid itinerary creation and a simple, list-based collaborative editor to ensure real-time synchronization among group members.
Impact: Reducing user friction during initial setup while enabling a seamless transition from booking to planning, fostering deeper engagement through group-driven content.
Strategy: Streamlining the end-to-end journey by integrating smart defaults for rapid itinerary creation and a simple, list-based collaborative editor to ensure real-time synchronization among group members.
Impact: Reducing user friction during initial setup while enabling a seamless transition from booking to planning, fostering deeper engagement through group-driven content.
Seamlessly syncing booked hotels, flights, and activities into a customizable itinerary that allows users to enrich their plans with personal notes, photos, and time-specific details.
Seamlessly syncing booked hotels, flights, and activities into a customizable itinerary that allows users to enrich their plans with personal notes, photos, and time-specific details.
Thoughtful Weather Reminder
Enhancing the travel experience by providing real-time weather forecasts one week before departure and sending timely LINE push notifications to assist users in their final preparations.
Enhancing the travel experience by providing real-time weather forecasts one week before departure and sending timely LINE push notifications to assist users in their final preparations.
Ecosystem-Driven Social Sharing
Bridging itinerary planning and group discussions by offering customizable Flex Messages and direct "Plus Menu" access within chat rooms, enabling users to share and access journeys without leaving the conversation.
Bridging itinerary planning and group discussions by offering customizable Flex Messages and direct "Plus Menu" access within chat rooms, enabling users to share and access journeys without leaving the conversation.
Referral Event
Referral Event
Scalable Referral Incentive System
Driving user acquisition and engagement through a dual-reward referral program designed with a scalable framework to support diverse future marketing campaigns.
Driving user acquisition and engagement through a dual-reward referral program designed with a scalable framework to support diverse future marketing campaigns.
Explore
Explore
Visual-Led Inspiration Discovery
Integrating user-generated photos and reviews into itineraries and attractions to inspire users through visual storytelling while encouraging content creation to sustain a high-quality community ecosystem.
Integrating user-generated photos and reviews into itineraries and attractions to inspire users through visual storytelling while encouraging content creation to sustain a high-quality community ecosystem.
Design System
Design System
Managing design systems with standardized design tokens to ensure a flexible, efficient, and scalable collaboration with the engineering team.
Managing design systems with standardized design tokens to ensure a flexible, efficient, and scalable collaboration with the engineering team.
Takeaway
Takeaway
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.
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.
More Effective Intuition
More Effective Intuition
When tackling tough problems, I always remind myself that not to get stuck in narrow thinking, and not rely solely on past experience. Instead, should gather diverse data and focus on current goals to form more effective strategies that lead us closer to the best solutions.
For me, efficiency means more than just completing tasks quickly; it's about ensuring that our actions align closely with our objectives. I've been training myself to think more flexibly. Embracing open and adaptable thinking helps sharpen intuition and ensures that every decision counts.
When tackling tough problems, I always remind myself that not to get stuck in narrow thinking, and not rely solely on past experience. Instead, should gather diverse data and focus on current goals to form more effective strategies that lead us closer to the best solutions.
For me, efficiency means more than just completing tasks quickly; it's about ensuring that our actions align closely with our objectives. I've been training myself to think more flexibly. Embracing open and adaptable thinking helps sharpen intuition and ensures that every decision counts.
Thank you for watching
Thank you for watching
Thank you for watching
Beyond Shopping: From Inspiration to Checkout
Beyond Shopping: From Inspiration to Checkout
Beyond Shopping:
From Inspiration to Product
Zach Li
Zach Li
Zach Li
2021 — 2023
2021 — 2023
2021 — 2023
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