Reduce the app bounce rate on the first screen
Role
Led project(UI/UX)
Industry
E-commerce
Team
LINE E-commerce biz
2 PMs, 4 Engineers
Timeline
Apr 2019 - May 2020
Overview
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.
In 2019, We built and launched a brand-new take-out service from scratch expanding our restaurant partnerships with the goal of reaching over 30,000 shops to attract more users.
Problem Space
The bounce rate was high exceeding 60% after the initial launch
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.
Discover
Users lacked the information needed to proceed
We discovered that many users dropped off on the landing page because they lacked the information needed to move to the next step. Without sufficient context, users struggled to understand the service and engage with it.
How might we reduce the bounce rate on the Home screen and make users engaged in the service to stay longer?
Process
Put effort into the design iteration to identify possible solutions
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.
Design Strategy
Utilize map view on feed
Provide map view through floating button since it was not easy for users to get the sense of distance to the restaurant
Strongly intuitive CTA
Clarify the main button that requires setting the current area by changing it from icon to text
Enough context
Provide essential information upfront on the home screen for users to get the enough context
Iteration
Enhancing location-based service experience with relevant information
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.
Final Design
Informative Design
Home Screen
This is the final output of the home screen after the discovery and design process. Having more detailed information such as price, name, and picture of menus helps users to get what they want to know while browsing the content. It is easier to navigate the service in the first place compared to the previous design as well as makes users stay in the service longer.
AS-IS
Navigation menu icons lacked labels
Cart notifications appeared at the bottom
Area selection was unclear
Menu items lacked essential information
Store distance was not visible
TO-BE
Added labels to navigation icons
Moved cart notifications to the top
Introduced a clear area selection button
Provided key information for each menu item
Added map view with a floating action button
Searching through map
We implemented the use of map view more actively to provide users with better context and information. Users can easily navigate and search what they look for by using a map.
Achievements
Page views and time spent on the service increased 20-fold, dropping the bounce rate by 30%
PV(Page Views) and Average time spent on the service increased significantly. The number of users who stayed on the service increased as well.
Next work
