IQOS Conversational E-commerce
- Conversational commerce
- Sep 30, 2021
- 2 min read
Updated: May 15, 2023
Timeline: 2021.06-2020.08
Client: Philip Morris International
Role: UI/UX direction, UI/UX design
Brief
Conversational E-commerce plays an integral role in digital engagement within the IQOS Japan market. Through the use of LINE, it facilitates a broad spectrum of customer experiences, from product discovery and purchase to customer support and loyalty program enrollment. It's worth noting that around 30% of total eCommerce sales in Japan are generated through LINE, demonstrating its significant impact. In alignment with the introduction of the new generation IQOS device and the rollout of the new brand guidelines, we undertook a comprehensive redesign of the UI/UX for this Conversational E-commerce channel. Our goal was to create a more intuitive, conversation-centric experience that allows all customers, including those accustomed to the previous system, to navigate and interact smoothly, particularly when purchasing the new generation IQOS device. 会話型EコマースはIQOS日本市場でのデジタルな顧客エンゲージメントの主要な部分を占めています。LINEを利用し、商品の概要から購入、カスタマーサポート、ロイヤリティプログラムへの登録など、幅広い顧客体験を実現しています。実際、日本のEコマース全体の約30％の売上がLINEを通じて生まれており、このチャネルの価値は明らかです。新世代IQOSデバイスの登場と新ブランドガイドラインの導入に伴い、私たちはこの会話型EコマースチャネルのUI/UXを全面的に見直しました。目指したのは、全ての顧客が新世代IQOSデバイスの購入を含む全てのインタラクションを、より直感的で自然な会話ベースの体験として享受できるようにすることでした。
Research
Subscriber Attributes
Approximately 30% of LINE users and around 24% of the IQOS database comprise individuals aged 50 and above.
Compared to both the overall IQOS and LINE user bases, the IQOS LINE platform is underrepresented among the 50+ demographic.
We are confident that simplifying and making LINE more intuitive will effectively reach and engage the late majority within this age group.
Target User Persona
Consumer Journey
Brand Guideline
Re-design
Design System for LINE Channel
Legacy Menu and Product Cards Re-Design
Legacy Product Detail Page
Product Detail Page Re-Design
UI Flow for New Product
Rapid Prototype for Consumable Introduction
Rapid Prototype for New Product Introduction
Rapid Prototype for New Product Purchase Flow
New Product Cards Design
New Product Introduction Flow Production Version
New Product Purchase Flow Production Version
Result
LINE Channel NPS
Post-launch of the new design, LINE's Net Promoter Score (NPS) reached its peak for the year, indicating the design's positive reception.
A minor decrease in the NPS was observed in October, primarily linked to issues with stock availability.
No negative feedback regarding the design change was reported by existing users, with many expressing positivity towards the update.
Sep. Daily Sales
Upon release, we witnessed a significant surge in orders via LINE, aligning with our expectations. This response underscores that users had no difficulties navigating the new design to make purchases.
While LINE typically accounts for 30% of Japan's overall eCommerce sales, it contributed to nearly 50% on the release date. This spike demonstrates substantial user engagement and acceptance of the new design.
Based on sales reports, it's evident that the LINE channel continues to grow in importance within the Japanese market, reinforcing its role as a pivotal eCommerce platform.
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