LINE Voice Message

2018 / LINE / Product Designer 

LINE Voice Message had never been improved after its first release. It only provided the minimum function, and its interface clearly had room for improvement, so our team decided to start from ground zero.


When users tap the ‘voice’ button, the keypad disappears and switches into a bigger ‘voice’ button. In order to send a voice message, users then need to press-and-hold the button, rather than to simply tapping it. We discovered that about 40% of the users fail to realize this second step, and ultimately fail to send a voice message.

AS-IS Voice Message Interface

Pain Points

After conducting an internal and external research, we organized the paint points as below :

1. 40% of users fail to send a voice message.
2. Users have to tap TWICE for a simple voice message.
3. The press-and-hold limits users to send longer voice message.


Cultural Differences 

Research data revealed that there was a cultural difference in sending voice mails; Taiwanese users tend to send more voice mails compared to other users with different nationalities. The reason for such statistics lied in the Taiwanese language itself; sending a voice message was easier and faster than typing a text message.


Based on research data, our team explored a couple of prototypes to improve LINE voice message.

Type A
  • Record a voice message with a press-and-hold button
  • Request confirm before sending the message
  • Swipe to lock a recording state ( Users don’t need to hold the button to finish recording. )

Type B
  • Record a voice message with a press-and-hold butto
  • Request confirm before sending the messag
  • Swipe the message bubble upward to send without confirmation
  • Swipe to lock a recording state ( Users don’t need to hold the button to finish recording. )

Narrowing down
After reviewing a couple of prototypes, we agreed :

1. Press-and-hold button is needed for a quick share.
2. No request for confirm is needed.
3. Adding swipe-to-left to hold the recording state can be useful.
4. UX should be intuitive.


Finalized version of the voice message experience

User test

To validate the improved version of voice mail, I arranged user test sessions before the final release. Our team gains insight as below :

  • Users were fascinated by the interactive moving voice bubble
  • The improved version is more intuitive compared to the old version.
  • The newly added ‘Hold-to-Lock’ function was popular. 
  • The onboarding of the ‘Hold-to-Lock’ function needed improvement. ( Users failed to realize the feature’s purpose at first. )


The new LINE Voice Message was globally released in September 2019. Its improvement was a success as failure to send voice messages had decreased by 30%. However, the total amount of sent voice messages also decreased. Our team waited for the users to get used to the new version of the interaction.

After three months of the new release, we realized that the users longed for the old version with a big hold-to-press button. Accordingly, our team rolled back this feature to provide what users wanted.

Related Achievements

Meanwhile, we were able to explore the possibilities of adapting the long-press feature to emoji, camera, and photos. Although the feature couldn’t be added as it rolled back in the Voice Message UX, we were able to get a patent on this feature.