Project — 04

LINE Delivery

A food-ordering experience where customers order inside LINE and shop staff fulfil every order on a POS mobile app — one connected flow from cart to kitchen.

Role
UX/UI Designer
Scope
Research · UX Flow · UI Design ·
Design System · Handoff
Platform
LINE Mini App + POS Mobile
Overview

Project overview

LINE Delivery is a food-ordering experience built where customers already are — inside LINE. Diners browse the menu, customise their order and pay in a few taps, with no extra app to download — while shop staff receive and fulfil every order on a POS Mobile app.

The idea behind it: let shops open their own delivery channel directly through LINE — without the GP commission a marketplace charges. The shop owns its delivery and its customers, runs everything from a phone, and keeps diners updated with LINE flex-message notifications. It's designed as a two-sided system — one connected order queue from cart to kitchen to doorstep.

The problem

The hidden cost of the marketplace

When a shop sells through a delivery marketplace, both sides quietly lose — the shop to commission, the customer to friction and price.

  • High GP commissionShops pay 25–35% commission per order — and raise prices to cover it.
    Merchant
  • Limited access to customer dataCustomer data sits with the platform, making it hard for the shop to reach customers, run promotions, or build a direct relationship.
    Merchant
  • Yet another app to installDownload, sign up, re-enter your address — just to order nearby.
    Customer
  • Pricier than in-storeMenu mark-ups mean paying more than buying direct.
    Customer
Research & insights

Reading the signals

Insights drawn from shadowing shop staff during peak hours and interviewing regular customers. Four themes shaped every decision that followed.

LINE is infrastructure everyone already has

No app download, no sign-up required — removes all barriers to getting started.

Shops and customers suffer from the same problem

GP fees cut shop margins and raise prices for customers — remove the middleman and both sides win at once.

Nearby restaurants = highest friction

Short distance, long process — ordering should be faster than calling the shop directly.

Staff work in conditions the UI must support

Hands busy, time tight, decisions fast — design for this context from day one, not as an afterthought.

Design goal

Order easy. Deliver direct. No middleman.

The solution

What I designed

One connected system, two apps — a LINE mini-app for ordering, a POS app for fulfilment, sharing one real-time order queue. No marketplace, no GP commission.

Two journeys, one connected system

Customer workflow

Open the shop's LINE Official
Choose address (new or saved)
Browse menu & order
Confirm cart
Pay
Track order status
Order received
Saved address & favourites auto-fill

Key design decisions

  • Everything happens inside LINE — no separate app to install.
  • Returning customers reorder favourites in a few taps.
  • A live status timeline removes the need to message the shop.

Merchant workflow

New order arrives
Review & accept order
Prepare the food
Assign a rider for delivery
Out for delivery
Confirm delivery complete
Each status sends a LINE flex-message notice to the customer

Key design decisions

  • Orders arrive structured — staff never re-type from chat.
  • One shared queue keeps counter and kitchen aligned in the rush.
  • Status updates are one tap and notify the customer automatically.
Both sides · one order

One order, both sides in sync

The customer watches the order update inside LINE while you — the shop — drive it forward on POS Mobile. Tap through the merchant side and watch the customer's LINE notifications update in real time.

ขอบคุณสำหรับการสั่งซื้อ กรุณารอการยืนยันออเดอร์สักครู่ค่ะ
Key design decisions

The reasoning behind the moves

01

Order inside LINE

Decision — The whole ordering flow runs as a mini-app inside LINE — no separate app download.

Why — Customers are already in LINE. Meeting them there removes the biggest drop-off before they even start.

02

One shared POS queue

Decision — Counter and kitchen work from a single order queue instead of relaying tickets by hand.

Why — Removes the manual re-typing and keeps the team in sync. Visibility of System Status — Nielsen #1.

03

Status pushed back to chat

Decision — Every status change (accepted → preparing → out for delivery) notifies the customer in LINE automatically.

Why — Cuts follow-up messages and the anxiety of waiting in the dark.

Structure & system

The design system I built

A clean type scale, dual brand colours — blue for the customer app, orange for merchant POS — over a neutral base, and a reusable component set shared across both apps.

Color · brand & neutrals

primary/consumer
#005EEC
consumer/dark
#013EC8
primary/merchant
#FFA622
merchant/soft
#FFF7D4
background
#F7F8F9
text/primary
#141825
text/secondary
#6A6D76

Type scale · Noto Sans Thai

heading 1 / 62 · 3.812remHeading 1
heading 2 / 48 · 3.062remHeading 2
heading 3 / 38 · 2.438remHeading 3
body / 16 · 400Body text — the default for reading.
caption / 12 · monoCAPTION / META LABEL

Components · built once, every state defined

Key features

Ordering, right inside LINE

Before an order ever reaches the kitchen, it all happens in the chat — browse the menu, adjust the cart, then confirm and pay in a few taps.

MenuBrowse dishes, photos & options.
CartAdjust items & quantities.
Checkout & payConfirm address, then pay.
Results & impact

One flow,
cart to kitchen

−40%
Order handling time — orders arrive structured, with nothing to re-type.
+25%
Repeat orders — saved favourites make reordering a few taps.
2Roles, one system
Customer ordering and merchant POS, perfectly in sync.
✓Live status
Order updates pushed straight back into LINE chat.
Reflection

What I'd carry forward

What worked

Meeting users where they already are

Building on LINE instead of a standalone app removed the biggest adoption barrier — no download, no sign-up — and let the ordering flow stay radically simple.

What I'd do differently

Prototype the shop side sooner

Most early effort went into the customer flow. Testing the shop-staff POS flow earlier would have caught order-handling friction before it reached development.

Next project

Exology →

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