UX Design

LINE PAY

LINE PAY

UX Design

LINE PAY

Overview

LINE Pay is a mobile payment service. 

After joining the team, I proposed the introduction of an iOS widget in response to emerging tech trends, and took the lead in identifying pain points in the payment flow, proposing improvements to reduce user drop-off during transactions. 

I also contributed to the LINE Pay Map from the early business planning phase, helping improve it over time. Today, it’s considered one of the most crucial services for expanding payment features in Taiwan.

Overview

LINE Pay is a mobile payment service. 

After joining the team, I proposed the introduction of an iOS widget in response to emerging tech trends, and took the lead in identifying pain points in the payment flow, proposing improvements to reduce user drop-off during transactions. 

I also contributed to the LINE Pay Map from the early business planning phase, helping improve it over time. Today, it’s considered one of the most crucial services for expanding payment features in Taiwan.

Role

UX Design lead / 5 direct reports

- Discovered key problems.
- Defined UX strategies and principles.
- Conducted and collaborated on extensive user research.
- Hands-on wireframes, Hi-fi mock-ups for project approval.

Role

UX Design lead / 5 direct reports

- Discovered key problems.
- Defined UX strategies and principles.
- Conducted and collaborated on extensive user research.
- Hands-on wireframes, Hi-fi mock-ups for project approval.

Period

Jun, 2020 -

Impact

- User drop-off rate was decreased by 40%.

Case study

Transaction

flow

2021

In the payment scene, user drop-off rate was decreased by 40%.

I noticed that the confirmation popup shown after entering the payment password, while intended to be helpful, might actually be unnecessary. I discovered that users had to tap the “OK” button on the popup after entering their payment password in order to receive the payment confirmation message. 

So, I requested data to analyze the user funnel. The conversion rate from the payment screen to payment completion was unexpectedly low, so I instrumented metrics for each screen to investigate further. I found that most users dropped off after entering their payment password. It turned out that many users assumed the payment was complete once they entered the password.

Before

The payment experience differed between online and offline channels, which led to user drop-offs during online checkout. This was validated through metrics indicating a high mid-payment abandonment rate.

After

UX Exploration

Over five years, I worked on various LINE Pay initiatives. I continuously identified areas for improvement through user voices and App Store reviews, implemented enhancements, and validated the results through user metrics and updated reviews in an iterative cycle.

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