UX Design / Product Management

LINE Wallet - Redefining

UX Design / Product Management

LINE Wallet - Redefining

Overview

Users primarily perceived the Wallet as a payment tool, with little awareness or expectation of additional content. To shift this perception, we established a new product strategy, leading to the "Redefining Wallet’s Identity" project. The large-scale project involved comprehensive user research, continuous refinement of business requirements, and a phased implementation strategy.

Overview

Role

UX Design lead / 5 direct reports

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

Product manager / +70 project members

- Facilitated business requirement alignment.
- Established key milestones.
- Formulated strategies for project approval and execution.

Role

UX Design lead / 5 direct reports

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

Product manager / +70 project members

- Facilitated business requirement alignment.
- Established key milestones.
- Formulated strategies for project approval and execution.

Period

Apr, 2023 -

Impact

As of Apr, 2025, Launch in progress

Challenges

Shifting the deeply rooted perception of the wallet as merely a payment tool by establishing a new identity, and navigating the cultural nuances and varying user expectations for "Life" content across different markets.

Product Strategy

I refined three areas to give team laser-focused priorities. They are all backed by multiple years user insights and business requirements, to transform Wallet into something new. These were expected to increase user retention within Wallet and improve engagement metrics.

Clearer grouping

To improve user focus on new content, I established a clear separation between the payment tool and other features.

"Incorporating shopping/delivery service is needed."

Seamless E2E journey

The new design encouraged them to navigate within Wallet and complete their actions directly.

"It's inconvenient to access each services to check informations of coupon, flyer, and so on."

Enable discovery journey

This approach encouraged users to feel, 'There’s something fun in Wallet,' helping to redefine its image.

"It's hard to recognize changes of LINE Wallet."

UX Principles

Giving users agency

Most users visit Wallet for payments. UX should support both journeys, not force one path.

Frictionless discovery

To build a stand-alone lifestyle platform, user journeys must be complete and context-aware, with clearly categorized content.

UX Solution

Clearer grouping

A new homepage UX that can give users two distinctive paths - Payment and Content. As user scroll up, modal becomes full screen providing immersive experiences.

Before

After

Seamless
E2E Journey

Enhanced the user experience by consolidating services — previously accessed separately — into a single view within Wallet, and streamlining the offline payment journey by integrating all essential tools into one seamless screen.

User journey & tasks - Explore a restaurant & visit a restaurant

Before

After

Impact

Achievement

Since the project is still pre-launch. I don't have impact metrics to share yet.

Drove Large scale initiative

By defining the problem more clearly, I was able to develop a long-term roadmap and UX strategy, align with various stakeholders, and build organizational consensus, which helped me grow my personal competencies.

Pushed the boundaries

By empathizing with different cultural contexts and country-specific requirements without bias, and obsessing over the details, we were able to elevate the product’s completeness.

Led a strong collaboration

Collaboration is a key driver of product excellence. Through positive working relationships, we were able to approach problems from diverse perspectives and enhance the overall quality of the product.