LINE Travel

Collaborations of cross platforms

Users can book accommodations, purchase flight tickets, and access various travel products from multiple travel agents through "LINE Travel." To ensure a seamless and efficient experience for users, it is crucial to integrate cross-platform information and provide clear and comprehensive information. Therefore, it is essential to thoroughly understand the technical limitations and API specifications of our partners. This knowledge will enable us to create a superior cross-platform experience on "LINE Travel."

Create exclusive Taiwan Line Travel

LINE acknowledges that travel habits vary among different countries, and these habits greatly influence the product's functionality and planning. As a result, the Taiwanese version of LINE Travel is not a direct replica of the Japanese version. To develop a platform exclusively for Taiwanese users, we conducted detailed desktop research to understand the profile of our target users based on various information and contexts. This approach allows us to tailor the design and features of LINE Travel to cater specifically to the needs and preferences of Taiwanese users.

Based on the specific travel scenarios and habits of Taiwanese users, we have developed a tailored version of "LINE Travel" to cater to their needs. We have accurately segmented the service roadmap to ensure that the platform fully satisfies users' fundamental requirements upon its launch. This approach allows us to provide a seamless and user-centric experience for Taiwanese travelers using "LINE Travel."

Based on the level of autonomy travelers have in planning their itineraries, we have categorized users into three types. Among them, we have identified Semi-group Tourists and Self-guided Travelers as our target users. Our research has shown that the core functions of LINE Travel can effectively cater to the specific needs and behaviors of these two user groups when planning their trips. By focusing on these target users, we can ensure that the features and functionalities of LINE Travel align closely with their preferences and provide them with an enhanced travel planning experience.

Through the research findings and the habits of our target users, we have identified three key Value Propositions for this project. These propositions serve as guiding principles throughout the entire design process, allowing us to ensure that the service remains on the right track. By continually referring to these Value Propositions, we can prioritize user needs and validate that the service aligns with their expectations and requirements.

From the findings in desktop research and indicators of Value Proposition, service roadmap is extended. We divide the entire using process into "Before Trip", "Order", "During Trip" and "Post Trip" to ensure product’s function in version 1 can respond target user’s need precisely.

Review API Documentation 

If we want LINE Travel to effectively connect with travel product platforms, we must understand their technical limitations and find design clues from the API documentations.

Wireframe

To facilitate more precise discussions during the design meeting, we have implemented a process where the client will receive the wireframe for each function of the project with detailed remarks on the procedure, status, and page numbers, two days prior to the meeting. This allows engineers to utilize the wireframe almost immediately for development purposes. By using this communication tool, we aim to expedite and enhance the efficiency of discussions within the team.

For the participant screening section, we are targeting individuals who have prior experience with self-guided tours. Additionally, we are specifically looking for users who are active and engaged in earning and utilizing points at various levels. This is because users of LINE Travel have the opportunity to earn corresponding reward points through their travel product purchases. During the testing phase, we not only want users to perform task-based operations but also assess their acceptance of point consumption and reward points, along with any related suggestions they may have.

Key Finding #01
The description in the go-to page of shopping makes users’ misunderstanding

The existing button label "前往購買" in the current guided navigation screen can easily mislead respondents into thinking that it leads to adding items to the shopping cart or directly to the payment page. However, for travel products, as opposed to general retail products, respondents typically need to explore more details and compare different options before considering a purchase. This makes the description of the existing button inappropriate.

Key Finding #02
Different using routes affect the smoothness of users while using LINE Travel

Different testing routes can significantly impact the smoothness of participants' experience when using LINE Travel. Participants who start by creating a journey, operating the journey page, and then purchasing experience products tend to navigate smoothly. However, participants who begin with the purchasing process and then move on to creating the journey often become confused and misinterpret the page layout. This confusion might arise because they did not anticipate LINE Travel to have the co-editing function for journeys. As a result, they tend to misunderstand the functions and approach the operations with hesitation.

Since we cannot predict which entry point users will choose to access the service in the future, it is crucial to ensure a clean and clear interface design. Continuous communication with users is essential to reduce the frequency of misunderstandings. By maintaining a clear and intuitive interface and engaging in ongoing dialogue with users, we can minimize confusion and improve the overall user experience on LINE Travel.

LINE Travel is the first project in which I have participated as a design consultant. While the basic functions of the app are similar to other products on the market, I initially believed that I could design a standardized process by drawing inspiration from these similar products. However, through my involvement in this project, I have come to realize the importance of localization in the design process. Considering the unique features and habits of the target users, I have learned that fine adjustments to the function details are necessary to align with their specific preferences.

Furthermore, I have gained an understanding that evaluating each function cannot be simplified to a binary "good or bad" assessment. There are multiple aspects that need to be considered, including user habits, technical limitations, and business considerations. All of these factors play a significant role in shaping the design of each function. It is crucial to carefully balance these considerations to create a cohesive and user-centric experience.