LINE Design System
Design principles for LINE's design system that guide their products using common values and design principles focused on user needs and chat-first experience.
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WE ≠ USERS
As designers, we are not the main target of our designs. We must investigate what users actually need rather than assuming they share our perspectives.
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Clear primary tasks
Make primary tasks intuitive so users can perform important tasks without overthinking, as users gauge LINE on functionality beyond aesthetics.
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Chat comes first
LINE’s first priority is enabling conversations between people, with new features designed to reinforce the core chat experience.
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Reliable design
Pursue trustworthy design that is intuitive for all ages across multiple use cases, maintaining LINE’s aesthetic standards.
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A cohesive experience
Strive to provide a singular, consistent experience across screens, ensuring seamless flow that considers context and relationships between screens.
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Respect for legacy
Respect what’s already there and phase in changes appropriately, as users may have unexpected usage patterns or familiarity with existing UX.