LINE TV App Transfer

LINE TV is a mobile video streaming platform launched by LINE, a subsidiary of the South Korean company NAVER, in Taiwan. Users can watch TV dramas, movies, variety shows, cartoons, and other online videos through applications available on iOS, Android, the web, and TV. In 2018, LINE TV merged with Taiwan's CHOCO TV while retaining its original brand, and integrating services. This is the extended project related to that merger.

The design for the brand transition needed to be completed within 2 months. After discussions with the original LINE TV UI team in Korea to establish specifications, the project began. LINE TV supports multiple devices, from apps to the web to TV. To maintain a consistent user experience, in addition to creating guidelines, the design followed the brand's original aesthetics. This involved removing many of the shadows that were heavily used in CHOCO TV's interface, resulting in a flatter and cleaner overall UI. This transition also provided an opportunity to optimize many interface details.

The objectives for this project are :

The tasks for this project include process planning, UI/UX design, and the development of design guidelines.

The discussion with the original LINE TV UI team during the product handover meeting focused on various details to ensure that all products maintain LINE's brand style and tone. The entire product interface will align with the direction of "simplicity, cleanliness, and flat design." This means that the design will emphasize a clean and minimalistic visual approach, avoiding excessive use of shadows and complex elements. The goal is to create a more straightforward and user-friendly user interface that reflects LINE's brand values and aesthetics.

CHOCO TV - Used more shadows, lines, and a wider variety of visual effects and colors in its design before the redesign.

LINE TV - Following corporate guidelines, the overall page elements were streamlined to create a cleaner and flatter design.

In this redesign, we gathered a lot of feedback and found that users were most concerned about drama information, especially the "episode update time." Users who follow multiple shows often forget the specific days when their favorite shows are updated. Therefore, we added this information to address this issue.

In the old version of the drama page (the first optimized page), it was difficult to find and click the problem reporting button. This issue caused users to directly report video problems in the discussion section. Therefore, the old version of the comment page had a reporting button. However, it further affected the usability of comments. The optimization of the drama page and comment page aimed to address this problem.

The information structure of the personal page was reorganized, reducing the number of clicks required to access various functions.

Users can see the latest drama updates and online/offline events as soon as they open the app. They can also click directly to view dramas or participate in events. Additionally, users have the option to set it to random, ensuring different content every time they open the app!

The Android and iOS interfaces will be adjusted to meet user usability according to the respective system's design principles: