Revitalizing app design for a new version

Timeline
Dec 2016 - Sep 2017
Role
UI/UX Design
Team
LINE Manga Business
3 Designers
6 Engineers(iOS, And, Web)
Platform
Mobile

About Service

As a chart-topping manga service in Japan, LINE Manga is designed to help users to enjoy a number of manga with easy and intuitive UI. With a consistent brand color and simple layout, this service provide fun and smooth experience to users while reading catalog of manga.
LINE Manga has had a reputation as a pioneer in digital platforms for manga services in Japan since its initial launch in 2013.

Project Goal

Enhance brand value by renewing the app design
LINE Manga has had a reputation as a pioneer in digital platforms for manga services in Japan since its initial launch in 2013. After the service had solidified its status as a top manga service, the LINE Manga business planned to renew the whole UI/UX design and most importantly integrate it with the LINE messaging app for users to get deeply involved in it. With an improved design, LINE Manga wanted to enhance its brand value.

Problem Space

The old design was causing pain points for users, which in turn led to a decrease in user engagement and satisfaction
The initial version of LINE Manga had a bit of an old look to stay in the flat design trend, and also we found out that there were some pain points that users felt uncomfortable in the old design. So after we had research representing that it needed improvement, we conducted a renewal project for better UI/UX and renewing the brand image.

Design Solution

Revamp the structure that users experience through the navigation by placing the main menus on it
The initial version of LINE Manga had a bit of an old look to stay in the flat design trend, and also we found out that there were some pain points that users felt uncomfortable in the old design. So after we had research representing that it needed improvement, we conducted a renewal project for better UI/UX and renewing the brand image.
FINAL DESIGN

Seamless experience with neat UI

These are the key pages of this service. Using these pages, users can navigate all of the sites content. The navigation bar consists of 5 tabs that all perform major functions. Users are able to enjoy all kinds of contents through the menu on the navigation bar without confusion.
Purchasing manga catalog
through the store menu on global navigation
From the moment a user accesses the store menu, they are able to make a purchase. These pages help users easily and quickly buy what they want. All of these pages are easy to understand for customer and consistently show brand identity.
FREE MANGA
Limited-time free catalog access with clear expiry status and intuitive UI
For a limited time, users are able to read some books free of charge. The time remaining before a book is displayed at the top of this page. Additionally, the status of each issue is listed and the expiration date is displayed with an intuitive UI.

Result

The cumulative download volume of the app in Japan exceeded 23 million
It is still the champion of downloading Japanese mobile comics app. The service has continued to grow since the beginning of the past six years.
Result
23M
The app has been downloaded in Japan more than 23 million times as of April 2019, topping the smartphone manga app download rankings
Turnover
76.5%
In the second quarter results of FY 2019, LINE Manga’s turnover in the latest quarter reached 6.3 billion yen, an increase of 76.5%.
Engagement
3H 17M
People using LINE Manga app usually stay in the service generally 3hrs 17mins a month, which is topping among the manga app rankings
MAU
20M
Monthly active users of the app have been rapidly increased since the renewal project, while attracting users to stay in the app longer.

Takeaway

Embracing continuous improvement in the service leads to an ever-enhanced user experience
LINE Manga was already Japan’s most popular manga app when the renewal project was pitched. Even if it attained enough users to be on the top chart of the app, there were some struggles and needs while users are using the service. We did not pass over it but rather took it as an important point to look back on. Then we move on to the renewal project followed by the user's needs and aimed for consolidating the brand image. Since the service was renewed with improved UI/UX, LINE Manga has had success in inducing more users to the service and getting satisfying feedback from the current users as well. Through this project, I got to realize that there's no end to the service as long as users are actively using the service, and the designers should put their effort to hear the user's voice.

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