Project overview
BIBIAN is a cross-border e-commerce service for purchasing products from Japan. I worked across the customer journey, translating business requirements and existing system constraints into clearer membership, LINE integration, and checkout experiences.
Scope:
Product Design
UX Architecture & User Flows
Interaction Design
Design System
01 | ACCOUNT & MEMBERSHIP
LINE Account Linking & Membership Experience
BIBIAN wanted to use LINE as a more immediate channel for shipment updates while reducing the cost of traditional SMS notifications. The challenge was that users could enter the membership experience through multiple paths — email registration, third-party accounts, or LINE — each with different account states and linking requirements.
One goal, multiple entry points.
Before designing individual screens, I mapped the existing registration and login paths to understand how different account states eventually converged on LINE linking.
Turning multiple paths into one coherent experience
With multiple registration paths feeding into the same membership system, I focused on identifying what needed to remain path-specific and what could become a shared experience.
01 — Keeping account logic flexible while sharing the core experience
Email, third-party, LINE, and existing members entered with different account states and requirements. Rather than treating each as a separate journey, I identified which steps needed to remain path-specific and which could share the same membership experience.
This allowed the experience to preserve the logic each account state required without duplicating the entire registration flow.
02 — Making unavoidable complexity easier to navigate
Service and privacy terms were mandatory parts of cross-border membership, so removing the content was not an option. Instead of simplifying the information itself, I focused on making the complexity easier to navigate through a structured table of contents and direct access to specific sections.
03 — Encouraging LINE adoption without removing user choice
LINE offered a more immediate and cost-efficient channel for shipment updates. I designed the experience around different LINE account states, guiding users who were not yet connected toward the required next step while keeping the transition clear and contextual.
What this project taught me
This project reminded me that making an experience simpler doesn’t always mean removing complexity. Sometimes the complexity is just part of the product, and the real design work is figuring out how to handle it. Mapping the system first helped me see what needed to stay different, what could be shared, and where I could make things easier for users without losing sight of the business goal.
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