LINE Case Study - Sign Up, Log In, Log Out, and Switch Account
Disclaimer: This is a group final project at PZSIB (Zenius). Here I share the process to complete this project.
Introduction
Hello, my name is Aveenda Zhafira. Currently, I’m studying UI/UX Design at PZSIB (Zenius). As I dive deeper into UI/UX Design world, I have learned a lot of things such as design thinking, wireframing, usability testing, and many more. In this final project, I want to discuss a case study about the LINE application. The final project was carried out in groups. Here are the members:
1. Aveenda : UI Designer, Prototyping, Testing
2. Nico : UX Researcher, Prototyping, UI Designer
3. Izdihar : UX Researcher, Documentation, Testing
4. Dhila : UX Researcher, Documentation, UI Designer
5. Tito : UX Researcher, Documentation
Tools
Figma
Google Docs
Google Form
Zoom Meetings
Step 1. Empathize
Overview
What is Line App?
Line is a free instant messaging app that can be used on electronic devices. Line users exchange text, images, video and audio, and conduct free VoIP conversations and video conferences.
The service is operated by Line Corporation, Naver Corporation based in Seoul and a Tokyo-based Softbank Group subsidiary.
Background
LINE experienced a decline in monthly active users of two million people between July and September 2017. This decline occurred in three countries in Asia: Taiwan, Thailand, and Indonesia.
This app began to be abandoned due to some problems inside and outside the Line app itself. Some users complain about the level of convenience of the Line application so we conducted surveys and interviews through the G-form to obtain information directly from Line users. Based on the survey we have done. Here is the result.
From the results of our survey we found a user problem is the LogIn page, where many user problems are difficult to enter the Line and methods for LogIn are also limited. From this data, it can be seen that the convenience of the user in creating and logging on the account they have plays an important role in improving the quality of the User Experience.
Objectives
The purpose of this is to understand the needs and satisfaction of the user towards the line application as a whole.
“ Increase the number of active users “
Research Methodology
We use the method:
-Quantitative - Survey, because we need a large sample first so we try a survey first.
-Qualitative – In Depth Interview, because we need direct validation to the user and need to dig deeper into the problem.
Respondent Criteria
-Collage Students
-Age 19 to 22 years
-Often use Line as a medium of communication
Step 2. Define
User Persona
User personas are used to describe the characteristics, actions, and more of our users. Information from our users is crucial for us to improve and develop the Line app so that we can choose the best methods and actions.
Customer Journey Map
We created Customer Journey Map to identify different ways that users can get to their goals as quickly and easily as possible.
Affinity Diagram
We found the core of the problem and then sorted and categorized it using the affinity diagram technique.
Step 3. Ideate
Priority Matrix
Priority Matrixis a matrix for prioritizing user research.
Proposed Solution
Therefore, the UX Research team proposed flow and design solutions to address difficult “LogIn process” problems and “Change Accounts” from LINE as a solution based on research results. These flows and designs are designed to improve efficiency and help users to become easier in the LogIn process and add accounts in the LINE app. Expected flow and design can increase from a business perspective as well as user satisfaction in using the LINE App as their primary message.
User Flow
user flow is a series of tasks or steps that a user needs to go through from start to finish to be able to run a feature.
Information Architecture
Includes the organization of information presented to the user to make it easier to navigate, search, and understand.
Wireframe (low-fi)
A wireframe is a simple visual representation of the layout and structure of the app’s user interface.
Design System
A design system is a collection of reusable components, guided by clear standards, that can be assembled together to build any number of applications.
Mock up (hi-fi)
High fidelity (hi-fi) design closely matches the final result of a product's design.
Step 4. Prototype
After the empathize, define, and ideate stages have been carried out, We create a Figma prototype. This prototype contains include activities to Log in, Sign Up, Switch Account, and Log out created using Figma.
Click link below to see the prototype :
Step 5. Test
Objective
-Identify user behavior
Understand user behavior when using Signup, Login, Switch Account, and Logout features.
-Evaluate suitability of features and functions
Find out if the features we create can solve user problems.
-Identify user barriers and difficulties
Include an understanding of user difficulties in using features.
-Gather feedback on suitability
Feedback here to develop the design or can be further improved.
Methodology
We used qualitative methods with in-depth interviews and conducted user testing prototypes with task scenarios.
Process & Findings
Scenario 1
You want to create a new account on the Line. What will you do so that you can make it?
Task :
You need to sign up with a variety of options. There is a list with email and phone numbers.
Scenario 2
You want to log out and then try to log in back to the account that has been created to make sure the account is properly available. What will you do to it?
Task :
You need to login by choosing one of the different options.
Scenario 3
You now need to log in to another account for the organization’s needs. Without logouting out of your current account, what would you do?
Task :
You need to log out from the account you are logging in to.
Scenario 4
Your needs have been completed in this account, so you want to return to your personal account. What will you do to get back to that account?
Task :
You need to switch to another account but without logging out first on the current account.
Summary
After conducting a qualifying test, respondents gave various responses to the features we have developed. All respondents worked well.
80% of respondents feel this User Testing is easy to understand. The main reason is the login page, which is more user friendly by providing many choices of login and registration methods, while on the account page, there is a logout account button and switching accounts without logging out first, making it easier for users to manage their accounts and have more than 1 account.
Conclusion
During the process of creating the UI/UX design by following this design thinking process, Line can identify and meet the needs of the users. By improving the user experience, we as a group try to ensure that the application remains relevant and competitive in the market.
This project is also very helpful for us to learn more about UI/UX with real cases. Moreover, our improvisation will grow with time and experience. Stay tuned for our next portfolios with different and more exciting cases!
