LINE Shopping:
Content Experience Strategist

2017 | Jakarta, Indonesia

As a content planner and designer for the CRM project at Line Shopping, my goal was to create compelling and personalized content that will increase engagement and conversion rates. By understanding the needs of our target audience as well as recent trends, I developed a content strategy through utilizing creativity and design skill which led LINE Shopping to be the e-commerce that is “close to consumers” at that time.

Main responsibilities:

  • Strategic planning

  • Design content (UX writing and digital banner)

  • Broadcast planning on LINE

  • Data analysis

Creative Output

Content design | Graphic design | Copywriting

Campaign banner

In-chat & home page (tab)

  • What kind of content is it (quiz, article, etc)?

  • What to sell? What do I want users to click?

  • How should I design the visual so it won’t be boring but still on-brand?

  • When should I post this content?

Tools

  • Banner design: Adobe Illustrator and Adobe Photoshop

  • Content management: LINE CMS

  • Data analysis: Google Analytics

Example

After the campaign has been blasted… things to check and analyze:

  • User impressions (how many views do we get for this content?)

  • User engagement (how interesting the content is, what type of content that users like?) e.g. click rate

  • User acquisition (how many new users do we gain from this content?)

  • User conversion (how many users did purchase the items that we listed on that content?)

Key Outcomes:

  • Produced contents on daily basis (2x blasts per day) and weekly basis.

  • Established content patterns and templates for easier reproduction and efficient workflow for designers

  • Contributed in helping the growth of LINE Shopping in Indonesia as one of the first joiners when this service was launched.

About LINE Shopping (Indonesia)