LINE MAN Redesign Exercise

A 4-day personal design challenge to improve the food ordering flow of LINE MAN app.

LINE MAN Redesign Exercise

A 4-day personal design challenge to improve the food ordering flow of LINE MAN app.

LINE MAN Redesign Exercise

A 4-day personal design challenge to improve the food ordering flow of LINE MAN app.

Project

Mobile App UX/UI Redesign

Duration

20 Mar 2024 - 24 Mar 2024 (4 days)

Category

On-demand delivery application

Project

Mobile App UX/UI Redesign

Duration

20 Mar 2024 - 24 Mar 2024 (4 days)

Category

On-demand delivery application

Project

Mobile App UX/UI Redesign

Duration

20 Mar 2024 - 24 Mar 2024 (4 days)

Category

On-demand delivery application

Skills

User Research

Wireframing

Prototyping

Visual Design

Problem Solving

Tools

Figma

Skills

User Research

Wireframing

Prototyping

Visual Design

Problem Solving

Tools

Figma

Skills

User Research

Wireframing

Prototyping

Visual Design

Problem Solving

Tools

Figma

Project Overview

LINE MAN, a popular on-demand delivery app in Thailand, serves as a versatile platform for various delivery needs, including food orders and package deliveries. With a focus on enhancing digital user experiences, I undertook a personal redesign project targeting LINE MAN's packages purchasing flow.

Motivated by an opportunity to improve user satisfaction, I aimed to streamline the process of purchasing packages within the app. Over four days of dedicated effort, I engaged in design exploration and iterative prototyping to inform my decisions. Through this process, I aimed to create a more intuitive and engaging user experience, ultimately seeking to strengthen user engagement and loyalty to the LINE MAN platform.

Understanding the Current User Flow

Currently, the discount package purchasing process on LINE MAN faces a notable visibility challenge. The "Packages" button, positioned beneath the prominent "Ride" button on the home screen, may not receive sufficient attention from users.

To purchase packages and apply them to orders, users must navigate to this separate page, then backtrack to the main food ordering flow to locate the "Coupon" button. This disjointed process introduces inconvenience and friction, potentially hindering seamless engagement with the package feature within the ordering journey.

In line with my goal of enhancing user experience, optimizing this flow entails improving visibility and streamlining functionality to effectively drive conversions.

The current user flow

  • Low visibility of "Packages" button beneath "Ride" button.

  • Disrupted flow due to separate navigation for package purchase.

  • Backtracking required to apply purchased coupons, causing disjointed experience.

The goal

  • Improved visibility: Packages integrated within "Coupon Book" sub-page.

  • Streamlined process: Seamless package purchase during checkout.

  • Enhanced convenience: Direct application of purchased coupons.

User Persona

Natthaphon Wongnai

  • Age: 30

  • Location: Bangkok, Thailand

  • Occupation: Digital Marketing Specialist

Background

Natthaphon, a digital marketing specialist living in Bangkok, frequently utilizes food delivery services due to his demanding job. He is a savvy shopper who actively seeks out discounts and promotions to maximize savings on his orders. Natthaphon appreciates convenience and efficiency when ordering food online, and he values platforms that offer seamless experiences for applying discounts and coupons during checkout.

Challenges

  • Balancing a busy work schedule with managing personal expenses and budgets.

  • Finding time to explore and take advantage of available discounts and promotions.

  • Ensuring that discount offers are easily accessible and applicable to his orders.

Pain points

  • Difficulty in discovering relevant discounts or coupons that align with his preferences and ordering habits.

  • Confusion or frustration when attempting to apply discounts during the checkout process.

  • Missed opportunities to save money due to limited visibility or availability of discount offers.

Opportunities for service

  • Enhancing the visibility and accessibility of discount offers within the app's interface, ensuring they are prominently displayed and easy to apply.

  • Streamlining the checkout process to make it seamless and intuitive for Natthaphon to redeem discounts and coupons, ultimately enhancing his overall user experience.

User Journey Map

After analyzing user research findings, I've chosen to prioritize:

  • Streamlining the coupon application process to enhance user experience.

  • Tailoring displayed packages to match the user's context, such as showing only food packages during the food checkout.

  • Improving clarity and transparency in presenting order details and delivery information.

Low-Fidelity Wireframes

In crafting the low-fidelity wireframes, I meticulously designed every essential page in the user flow to delve deeper into the existing designs and components, given the absence of access to LINE MAN's design system. This approach was particularly critical in integrating the new feature, requiring a redesign of key pages like the Coupon Book to enable seamless purchase and utilization of packages. Moreover, prioritizing wireframes for vital pages such as home, packages, food selection, checkout, Coupon Book, and order confirmation ensured a holistic and user-centric design solution.

The incorporation of the redesigned discount packages feature elevates user experience by providing effortless access to discounts. The flow simplifies the process into three straightforward steps: users directly select their desired package within the Coupon Book page, where options for various coupon quantities are presented. Upon selecting the preferred package option, users seamlessly proceed to make the purchase. Importantly, the purchased coupons are automatically applied to their current order, ensuring immediate utilization of discounts without any additional steps. This streamlined process significantly enhances convenience and encourages users to leverage available savings effortlessly.

1.Select your package

2.Pick your option

3.Instant purchase and saving

In the original Coupon Book layout, the presence of both usable and unusable coupons led to clutter on the interface. In the redesigned version, I replaced unusable coupons with a new feature, displaying only usable ones by default. This optimization maximizes screen space and streamlines the user experience, with all coupons accessible by tapping 'View all'

Before

After

Low-Fidelity Prototype

In the low-fidelity prototype, I translated the wireframes into simple, grayscale representations to focus on layout and functionality. This prototype serves as the foundation for further iteration and testing of the user flow and interactions.

View Prototype

User Feedback

I shared this design with my friends and family members and asked for feedback. Their thoughts included:

  • The checkout process feels smoother with the new discount options.

  • It's easier to understand which coupons are available during checkout.

  • The introduction of the new feature simplifies the use of discounts.

  • The Coupon Book layout is clearer and easier to navigate.

  • Overall, the changes seem to improve the user experience without being overwhelming.

Recap

"Uncovering Insights Through Iteration"

  • Conducting thorough user research was essential before designing. It enabled me to generate numerous ideas and solutions tailored to user needs.

  • Initially, I underestimated the complexity of optimizing the Coupon Book page. However, through evaluation and research, I identified areas for improvement, which broadened my perspective on design.

  • While many ideas emerged during user research, time constraints limited their exploration. Given the chance, I'd eagerly delve deeper into these propositions to further enhance the user experience.

Thank you for reading this case study!

I would greatly appreciate your feedback. Feel free to reach out with any questions or suggestions you may have :)

© 2024 Shawn Chinnanon