LINE
Building a Growth Framework for Designers at LINE
Overview
As our design team at LINE expanded, we faced an increasing challenge: many designers lacked clarity around what was expected of them at different stages of their careers. This ambiguity affected motivation, led to inconsistent performance evaluations, and made career development conversations more difficult. It became clear that we needed a scalable, transparent system to guide designer growth, empower autonomy, and drive excellence.
Role
As the Design Lead, and alongside other 2 Managers and 1x Senior designer we ran the initiative to create a comprehensive Designer Growth Framework.
“I spent my first-half at LINE observing how the current team was set up, what the most important OKRs/metrics were for the product and the business. A big chunk of my time and capacity also went into arranging 1:1s with all the designers and listening to their challenges.”
“One of many issues is that designers are having a hard time navigating through career ladders and growth, especially in having clarity on their role expectations and planning their goals.”
What growth looked like beyond their current role
How to navigate performance reviews or get promoted
What expectations came with different titles (Eg: L1, L2, L3)
Building process
You need password to read the rest of the case study.
For recruiter and hiring manager, password are attached in my resume.
Issue on access email to ikramfaizal@gmail.com
❤️
A big thank you to my Manager (Neti), Hank and Haeji (my Senior Designer). It was so much fun building this together with all of you. We did a great job and hopefully the seed that we planted then will bring so much value to the whole design team.
Check out other work
Digi
Redesigning the entire digi.com.my with guided experience for clarity and conversion
Impact
10%↑
Increased in AOV
44%↑
In MCR
LINE
Case study In Progress
Shaping UX strategy and future experience directions for LINE Shopping
Impact
UX direction
For 2025
SEEK Asia
Simplifying transitional commercial model through research and iteration
Impact
65%↑
Click-through rate
22%↑
Users adoption
Ikram Faidzal 