Introducing the new LINE Group Call!

LINE Group Video Call and Line Group Call Service updated in February 2022 with alluring new look

2022.05.19

In February 2022, LINE's Group Call service changed its look. LINE Group Call had long been loved by users worldwide, including in Thailand, Taiwan, Japan, and Indonesia, as a free call service that connects with families, friends and loved ones, and with the emergence of COVID-19, usage increased rapidly. It also grew more diverse, as users used it as a remote communication tool that supports non-face-to-face activities, such as communicating with friends, meeting with coworkers, and taking lessons from coaches.

To meet these user needs, the LINE product design team struggled to create a service that was easier for global users to understand and more fun to use. We tested several designs to identify needs, review design improvements from different angles, and provide an optimal user experience, resulting in a new group call service for today's LINE, which is both sophisticated and more convenient. (Wow)

What was the design process for LINE Group Call?

LINE's call service is a service that everyone uses regardless of device or age. There are many factors to consider when designing because functions in various situations, such as voice and video calls, are intertwined. The design organization analyzes the problem with the planning part, tests the design in several directions, and then proceeds to optimal usability. All of the teams responsible for the call service were quite fond of the service, which allowed us to discuss and improve the service throughout the process.

A user survey was conducted to carefully understand user needs according to various gender and age groups. For example, the survey found that women value decorating their faces, such as through effects and filters, during video calls, and young users tend to press the menu a lot and use the search function. In contrast, older people tend to focus on calls rather than the menu because they worry about pressing the wrong buttons. All of this user feedback was tested and then used to make the current LINE Group Call design, including key menu areas and clear menu labels that are distinct from the image area.

What is the most important thing in group call design? "Easy", "Simple", "Interesting"

What comes to your mind when you think of "LINE"? The friendly Brown character? Simple and clean graphics? Green speech bubbles?

Users of LINE Group Call were using group calls as a communication tool to share their daily lives with friends, such as at school or work. While meeting these users' expectations, we defined key design concepts as easy, simple, and fun, as a remote real-time communication platform to meet the usage environment and develop the design. In particular, LINE Group Call is for all ages, from teenagers to senior citizens, around the world, so it is essential to ensure that the best call experience is provided for anyone in response to various devices and multilingual environments.

Therefore, we focused on providing a connected experience and considered group conversations as the top priority. For example, video calls provide an optimized view type to focus on camera images and separate image and main menu areas on the screen, making it easier for users to find menus. Multilingual menu labels were added to make it easier for users to understand and accomplish key tasks.

Unified design elements were utilized to maintain a consistent call experience when switching to video calls. Minimal icons and layouts in the main menu show visual continuity and similar graphic motifs have been applied to the speaker's profile and animations in the equalizer to deliver consistent LINE call services. These micro-interactions are applied in green and blue colors, LINE's key visual identities representing friendliness and comfort. How about trying a new group call?

Fun features to enhance the enjoyment of your calls

The revamp of LINE Group Call also has further enhanced the emotional call experience! You can react by sending cute LINE stickers to each other during the call or using various face effects to decorate your face and participate in the conversation. You can also use various background effects, such as a beach and an atmospheric bar, to make it look like you are in a new place instead of your house or office. When you want to turn off the sound and participate in the conversation, you can express your opinion with LINE's sticker reaction. (Of course, you can enjoy looking at cute stickers~)

Additionally, YouTube's SyncTube and Screenshare features have been enhanced. These are functions that allows you to watch YouTube videos together on group calls, share screens, discuss specific topics together, and freely share your opinions. In the new LINE Group Call, both view types are provided considering the various needs of users who want to focus only on shared content or seeing the user's camera video larger when watching videos they are interested in, such as movies and sports. Screen sharing also provides an environment where users can be more immersed by choosing the view type they want. In addition, you can use the functions of LINE Group Call in other ways, such as doodling (drawing on the screen) and having discussing with each other.

    Written by

    Communication Product Design 1