LINE Webtoon: Roll Over Your Coins, Keep Reading!
Adding a hypothetical feature of a rollover coin system to enrich the user experience, offering flexibility and value by allowing users to retain unused coins for future enjoyment.
Project Type:
Proof of Concept
My Role:
User Research
User Interviews
Wireframing
Prototyping
Usability Testing
My Team:
Me, Myself & I
Tools Used:
Figma
Timeline:
2 Months
Overview
How can unused coins be made more valuable?
Ever since I started using LINE Webtoon, the coin system has been a fantastic way for me to unlock new and exciting stories from my favorite creators. By purchasing coins, I can access premium content and support the artists I love. All I need to do is buy coins through the app and use them to unlock episodes whenever I'm ready. It's a win for me, it's a win for the creators, and it's a win for the platform!
But what happens when the pressure to use coins before they expire becomes too much? Many users, myself included, have found the expiration system to be quite stressful. Unsurprisingly, the most common complaint in user reviews is about the rigid coin expiration dates. The system currently lacks flexibility, forcing users to rush through content to avoid losing their coins.
Even the most avid readers, whom I interviewed, expressed a desire for more control over their coins. What an intriguing design challenge – to create a system that maintains the value and exclusivity of premium content while offering users greater flexibility and peace of mind!
The Problem
Users have addressed a significant issue with the current LINE Webtoon Coin System: the rigid expiration of coins. Users often feel pressured to spend their coins quickly before they expire, leading to a rushed and less enjoyable reading experience. This system not only frustrates users but also diminishes their overall engagement and satisfaction with the platform. The case study aims to tackle this problem by introducing a more flexible and user-friendly solution that enhances the value and usability of coins.
The Solution
The solution is the implementation of a Rollover Coin System, allowing users to keep unused coins beyond the current expiration period. This feature gives users more flexibility and control, reducing stress and encouraging ongoing engagement with the platform for a more satisfying experience.
User Interviews
This project began with the hypothesis that a rollover system could improve the coin experience.
Part of the challenge with the current LINE Webtoon coin system is the pressure users feel to spend their coins before they expire. My initial assumption was that this expiration system creates
unnecessary stress and hinders a more relaxed, enjoyable reading experience. I believed that a rollover feature could solve this problem, offering users more flexibility and control over their coin usage.
Of course, this was just a hypothesis. I interviewed five LINE Webtoon users over Google Meet to understand their experiences better. I wanted to know what they enjoyed about the platform, their motivations for purchasing coins, and their pain points with the current system, aiming to devise a practical solution.
The Objective
Uncover the main frustrations and challenges users face with the current coin expiration system.
Determine users' interest in a rollover feature and how it would impact their experience with the platform.
Gather user feedback on different concepts for the rollover system to refine and improve the feature.
Identify what users enjoy most about LINE Webtoon and what motivates them to purchase coins.
Assess how a rollover system might influence users' engagement and spending behavior on the platform.
Findings &
Anaylsis
Interviewing users revealed that flexibility matters more than urgency.
I quickly discovered that an immediate overhaul of the coin system wasn't the optimal solution. Users reported that the pressure to spend coins before they expire made their reading experience feel rushed and less enjoyable. They valued flexibility over urgency, preferring a system that allows them to use their coins at their own pace.
Additionally, knowing their coins wouldn’t expire soon alleviated stress and made them feel more appreciated by the platform. This sense of freedom and control over their spending led to a more satisfying and engaging experience with LINE Webtoon.
I organized these insights in an affinity map to uncover patterns and better understand user preferences and needs.
Major Findings
Users reported feeling stressed by the current coin expiration system, making their reading experience feel rushed and less enjoyable. They open LINE Webtoon to relax and immerse themselves in stories, not to feel pressured.
The users I interviewed prefer a more flexible coin system that allows them to spend their coins at their own pace. They value control over their usage and feel more appreciated when they aren’t forced to spend quickly.
People generally enjoy their experience more when they don’t have to worry about coins expiring. They tend to engage more with the platform when they can use their coins freely.
4 out of 5 users mentioned that the freedom to explore content without expiration constraints enhances their satisfaction with LINE Webtoon. They appreciate the ability to interact with stories without feeling rushed.
Every participant expressed a desire for a rollover coin system, highlighting the need for a more flexible approach. Unsurprisingly, users feel more positive about their experience when they have greater control over their coin usage.
Persona
I developed a persona to encapsulate the recurring goals, motivations, and pain points shared by users.
Point of View
Design
How can I create solutions to improve the coin system while preserving LINE Webtoon's core experience?
Everyone I interviewed expressed a desire for more flexibility in the coin system, particularly the ability to roll over unused coins. But how can we implement this without disrupting the existing balance and rewards structure of LINE Webtoon? Wouldn’t allowing indefinite rollover alter the platform’s revenue model, which users also appreciate for its fairness?
I grabbed my tablet and brainstormed various approaches. One promising idea was to introduce a rollover system that allows users to extend the life of their unused coins for a limited period, refreshing their balance every month while maintaining the platform's financial stability.
User Flow Navigation
Using Coins with Rollover
Monthly Coin Rollover Process
Checking Coin Expiration & Rollover
Mid-Fidelity
Frames
I moved to mid-fidelity screens to concentrate on integrating the rollover process with the existing functionality.
Using Coins with Rollover
Monthly Coin Rollover and Expiration Checking
High-Fidelity
Frames
My first iteration of high-fidelity screens.
Using Coins for Rollover
Monthly Coin Rollover and Expiration Checking
Usability Testing
I evaluated five users to assess their understanding of the new feature and their ability to navigate it independently.
I asked users to check their coin expiration dates, understand the rollover system, and navigate through the process of rolling over unused coins.
Most participants found the rollover option somewhat unclear at first glance.
While most understood the purpose of the rollover feature after exploring it, they felt the instructions could be more explicit.
Some users expected to be notified automatically about coins eligible for rollover, rather than having to check manually.
All participants expressed that the integration with the existing coin system was promising but could benefit from better visibility and guidance.
In designing the rollover system, I assumed that users would naturally understand how their unused coins were carried over each month and that they would appreciate the flexibility it provided. However, during usability testing, it became clear that my assumption was flawed. Many users found the process unclear and were unsure how or when their coins would roll over.
While I thought that a simple explanation within the app would suffice, users repeatedly expressed the need for more proactive notifications and clearer, step- by-step guidance. Instead of feeling empowered by the feature, some felt confused or even skeptical about how it worked.
Final Design
The updated design helps users understand the rollover process clearly while maintaining the simplicity of the feature.
While users now have a clear view of how their unused coins roll over into the next month, there’s still an element of flexibility and control that keeps the experience engaging. The system provides notifications and a dedicated page to track coin expiration and rollover, ensuring transparency without overwhelming users.
Additionally, the rollover occurs monthly and applies to all eligible coins, allowing users to plan their purchases without feeling rushed or pressured. This balance maintains simplicity while addressing user pain points effectively.
The original version had a simple, but unclear rollover announcement.
My solution: enhance clarity in the conversion process.
Reflection
This feature is a work-in-progress, shaping how a rollover system could better support Webtoon readers.
Research and testing showed that readers want more flexibility and clarity in managing their coins. While the rollover system helps reduce frustration with expired coins and boosts engagement, it also highlighted the need for clearer communication and seamless integration. Overall, the project revealed how small design improvements can create a more satisfying reader experience.