We need another service followed by the success of the delivery service, 'Delima' from the E-Commerce business in LINE. Since the service built stability in the field and obtained more than 1.5M users, the business was in a position where it needed to accelerate its business in food. Therefore, we were targeting a take-our service using the LINE app, which means users can simply use the service within the LINE. By launching the service, we were expecting more active use in LINE and further its E-Commerce business.

After multiple iterations of the concept on the service leading up to the initial launch, we were confident in the final design and proceeded with implementing it across all pages. However, after the launch, we encountered an issue with a high bounce rate, meaning that users were leaving the application quickly rather than continuing to browse the service. This was a significant concern and required immediate action to be taken to address the issue.

We discovered that users left the service upon landing on the first page, as they were not progressing to the next step due to a lack of information. They were unable to obtain sufficient information to understand and engage with the service.

I observed that Japanese customers have a preference for seeing as much information as possible when looking at websites or applications. In contrast, the American site I observed had a lot of white space with minimal text. This difference in preferences can be seen in the Japanese site, which is covered in data and facts, catering to the Japanese craving for detailed text information.

After the initial launch, we identified some issues that needed to be improved in the user experience. To address these issues, I put in more effort into the discovery and design phases to better understand user needs and create a more effective design.

I continued the iterations to find the best user experience, applying the design solutions along the way. For example, I prioritized providing the menu images and essential information such as the price and name of each dish. Additionally, I improved the visual cues for setting the location and integrated a map with a floating button.

PV(Page Views) and Average time spent on the service increased significantly. The number of users who stayed on the service increased as well.

I designed the very first page of the service with images and icons which had less text information, assuming that people prefer looking through visually eye-catching images not reading a text. However, it affected the page view rate significantly resulting in them leaving the service quickly. In order to solve this issue we did research again about users' patterns using takeout/delivery services and figured out they want to know at least enough information to understand what image/picture stands for. It was more obvious to Japanese users since they have a tendency to be exposed to as much text information as they can since they feel comfortable with text when navigating the information.