Shipped
Product
Mobile
Contributions
Market & user research
Product design
Content design
Interactive prototyping
My role
Timeline
Q2 2024
Problem
A post-purchase experience that struggled to convert first-time users into long-term, engaged advocates.
Built for the Japanese market, GLO positioned itself as a wellness-focused alternative to traditional smoking. However, the post-purchase experience offered limited ongoing value, relying heavily on the product itself rather than sustained emotional or behavioural engagement.
Current capabilities on LINE are not being well utilised for building 1 to 1 customer relationships. We didn’t leverage its built-in functions to support product discovery, learning, or comparison, missing an opportunity to help users evaluate offerings quickly and intuitively before entering the experience.
Current situation
Design challenges
Context
GLO was shifting focus from acquisition to retention, aiming to grow consumable usage and increase CLTV by strengthening customer loyalty.
Why are we optimising LINE?
Approximately 80% of the Japanese population use the LINE app. However from previous findings, GLO hadn’t leveraged chat-based engagement to connect with younger audiences. We used this opportunity to tap into LINE's conversational ecosystem by creating a conversational quiz to penetrate into this user segment in a playful way and pilot future campaigns.
Observations
7/8 users felt encouraged to engage more. Our top-line findings show that IF gamified onboarding consists of rewards and challenges, THEN customers will be more willing to engage.
Business goal
+43,000 Monthly active users
Reduce the switch-out rate to 10%
We identified four main design goals we wanted to achieve:
Combining fun and functionality
Ensuring the quiz feels engaging and playful while still educating users about product benefits and driving repeat purchases.
Balancing user value with business needs
Making the experience playful for users while still collecting useful behavioural insights for the brand.
Optimizing for LINE’s Conversational Interface
Adapting game mechanics, pacing, and visual hierarchy to fit within LINE’s chat-based constraints (limited screen space, message flow, tone).
Maintaining Natural Conversation Flow
Crafting quiz dialogues that not only feel human and conversational, but also encouraged users to participate and share, without feeling like a survey.
Exploration
Conversational design
Conversation architecture
LINE's messaging architecture functions through chat messages, quick replies and rich menus. Each user action (e.g. tapping a button) triggers a messaging node, creating a linear experience that feels conversational, rather than navigational.
This meant that we had to design in sequenced messages and reactions one message at a time, engaging through tone, timing, and feedback. We shifted from screen-based UI thinking to narrative design.
Quiz theme exploration
We needed to identify which type of gamified quiz experience could best motivate users with different behavioural drivers: knowledge, identity, challenge or emotions-based.
To strengthen long-term retention and advoacy, we wanted to understand what users care about, so that we can tailor campaigns and content that resonate on a personal, emotional level, not just a functional one.
Solution
Designing engagement through conversation
We designed a conversational quiz on LINE that blended playful interactions with personalised feedback, making participation feel light and engaging. By carefully shaping the questions to spark curiosity and deliver insights that felt meaningful to users, we created an experience that not only entertained but also aligned with the business goal of uncovering behavioural habits.
End note
Reflections
I completed the contracting project shortly after the sprint phase, so long-term impact data wasn’t available. We received positive feedback from the internal team, and the design team invited me to join the next sprint. I didn't continue due to health reasons.
Success would have been measured by metrics such as:
Quiz activation
Number of users who initiated the quiz from LINE (indicating effectiveness of pre-quiz notifications and entry touchpoints)
Engagement
Quiz completion rates and repeat participation for future activations. (number of users engaging, and frequency of engagement reflect curiosity and interest)
Perceived value
User feedback on the relevance and enjoyment of insights delivered (gathered post-quiz surveys and interviews)
Increased uptime within GLO's LINE ecosystem
Growth in time spent exploring GLO's content and other offerings on LINE, signalling stronger engagement and ecosystem stickiness.