LINE Bank MGM Mission Hub
Redesigned LINE Bank’s MGM to enhance experience and drive conversions through a more engaging, dual-role journey.
Role
Channel Planning Manager
Timeline
Mar.-Sep. 2023
Background
The LINE Bank MGM Program aimed to boost user acquisition and ongoing sharing. We enhanced user control, blurred the line between referrer and invitee, and introduced a rewards dashboard to drive sustained engagement.
Desktop Research
Due to financial privacy regulations, we couldn't interview users directly. Instead, we gathered insights through desktop research and competitor analysis, identifying strategies and user attitudes from forum discussions and market practices.
User Journey
After reviewing feedback from users across multiple forums on different banks’ MGM (Member-Get-Member) programs, we mapped the user journey into distinct stages. We identified user tasks, goals, thoughts, and potential questions at each stage.
Competitive Analysis
Based on the user journey, we explored how key competitors address each stage. We analyzed the strengths and weaknesses of their approaches and created a comparative table focusing on each bank’s MGM reward structure.
Intrinsic Motivation Behind Sharing Behavior
We also drew on a NYT Insider study, which found that sharing is driven by self-expression, social validation, and strengthening personal connections—key insights we used to shape our referral strategy.
SWOT Analysis
With our research findings consolidated, we conducted a SWOT analysis to assess LINE Bank's competitive position. This helped us identify the problems we needed to address and the design direction to take
Key Findings
Our research showed that both referrers and invitees care most about personal rewards, often switching platforms for better incentives. With external factors beyond our control, the key challenge was finding alternative ways to motivate user sharing.
Problem & Opportunity Definition
Since we cannot control future reward offerings, we focused on enhancing the MGM program to sustain user engagement beyond the initial share. By providing more engaging information and incentives, we aimed to draw users back repeatedly. Here’s how we identified key problems and opportunities.
Problems
Barriers to Access MGM Information & Participation
Accessing information about points earned, program terms, or sharing invitations requires logging in, creating a barrier to participation.Fragmented Information on Activities
Various product MGM pages are scattered, lacking a centralized area where users can view or share all activities.Difficulty in Tracking Progress and Engagement
Users find it challenging to track invitee actions, referrer rewards, and personal progress due to multiple entry points and a lack of clear tracking.
Opportunities
Lowering the barriers for both referrers and invitees to access program information and participate.
Aggregating information on different products’ MGM activities for one-click sharing and fast access.
Providing users with tracking tools to empower them with control over "reward accumulation" and "progress tracking."
Goal
Our design solution aims to create a sustainable cycle of user engagement for the MGM program.
Outcome
At LINE Bank, UI/UX designers were based in Korea, while I, as Channel Planning Manager, bridged business needs and design execution. Beyond coordinating requirements and development constraints, I translated business goals into clear design specs and maintained a comprehensive Design Wiki—detailing regulations, flows, and functions—to ensure smooth cross-border collaboration.
Design Highlight
Concept: Referral Mission Center
The design centers on personalized reward accumulation to motivate users to set goals, complete referral tasks (for referrers), or participate in tasks (for invitees) to earn program rewards.
Lowering Barriers to Access Information & Participate
By centralizing all activity information and highlighting rewards, users can access key information and join events with a single click, without the need to log in.
Rewards Dashboard
The dashboard places personal rewards progress at the forefront, encouraging users to set goals and work towards earning rewards.
One-Click Activity Sharing
Previously, users had to send separate links for different activities. Now, with a single click, they can share all activities or join multiple events via a unified link.
Flexible Roles as Referrer & Invitee
By merging referrer and invitee roles, users can both recommend activities and participate in MGM events within the same Referral Task Center.
Invitee Choice Control
Invitees may receive multiple invitations from different referrers. The design empowers invitees to choose which referral to accept, making mutually beneficial choices more transparent.
Feedback
Due to privacy policies in finance, data could not be publicly shared, so we interviewed colleagues and friends to gain insight into their understanding and perceptions of the Line Bank MGM Program.
User A
"I like that I can see all sharing activities at once, so I don’t need to search each one individually."
User B
"Besides inviting others, I can see which other activities I can unlock—pretty fun!"
User C
"Seeing the page made me realize Line Bank has added a lot of new features."
User D
"Choosing which friend's invitation to join is great because I know exactly who gets my referral benefit."
Reflection
The key challenge was balancing the differing needs of referrers, invitees, and marketing stakeholders. After initially focusing too much on individual roles, shifting to a neutral, scenario-based perspective helped us design a more realistic and user-aligned experience—highlighting the importance of positioning and context in UX design.