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LINE
Shaping UX strategy and future experience directions for LINE Shopping
Context
In a highly competitive social commerce market, LINE’s board tasked us to increase GMV per seller but without relying on heavy subsidies. We needed to focus only on existing sellers and deliver measurable results within 3 months.
Role
Together with my Manager, 2x UXRs, 1x PO, we designed and led a 5-day design sprint with stakeholders from Product Owners, Growth & Strategy, Marketing, Data Analytics and Engineering team.
Disclaimer
This case study focuses on how we shaped the UX direction and strategy for LINE Shopping for 2024 onwards, and does not deep-dive into detailed UI or flow redesigns.
Deliverables
Clearer ux direction for 2025
Completed the workshop prep in 2 weeks time
Getting the buy-in from stakeholders
LINE Shopping snapshot. Multiple entry-path to access. Via Home, Chat, Wallet and more.
The problem
While the seller base was growing, GMV per seller remained stagnant. Many sellers were only using LINE MyShop as a passive storefront without actively promoting their products or converting visitors into sales.
Business goal
Business shifted to a bottom-line growth strategy (zero marketing budget, reaching breakeven). An effort to reduce buyer’s dependant on subsidies or discounts.
Approach
Data deep dive & user research synthesis.
Aligned on problem framing and success metrics.
Idea generation and prioritisation.
Context
Starting late 2021-2023, GMV growth had become increasingly dependent on subsidies and discount campaigns. For 2023 onward, business shifted to a bottom-line growth strategy (zero marketing budget, reaching breakeven), another problem surfaced, GMV per seller was stagnating, and the number of active sellers began to decline.
Challenge
Flat and declining seller GMV trends
Poor cross-shop discovery and repeat purchases
Low visit frequency and engagement
My role
I was responsible for shaping the UX strategy and leading a high-impact design sprint in close collaboration with my Manager, UX Researcher, and Product Owner.
Thoughtful partner
Led the end-to-end UX strategy and workshop facilitation process.
Ran a 5-day design sprint with key cross-functional partners.
Delivered a strategic UX blueprint to guide experience direction.
Workshop snapshot
I got praised for the good design for boards from folks :D
I’m in the midst of completing this case study. Check on later.
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❤️
Ultimately, a big thank you to all my sparring partners, Neti (My Manager), Jah & Amm (My UXR), Oat (My PO) for being such thoughtful sounding board in making this strategy workshop a success. With initially what we thought it was impossible to prep and organised the workshop in 2 weeks time. To all the participants from all the folks in Product Owner, Engineering, Growth & Strategy and Marketing.
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