Real people. Real videos.

TikTok was launched in 2017 by Chinese company, ByteDance, for markets outside of China. In February 2019, TikTok hit one billion downloads globally. Available globally in over 150 markets and 75 languages.

Our goal is to create a revenue-generating feature.

Duration

2 weeks

Role

UX/UI Designer
UX researcher

Tools

Sketch

pHotoshop
Invision

Prototype

Overview

In a team of 2, I led the user research, wireframing, UI design, and prototyping. We conducted competitive analysis, SWOT analysis, interviewing, user flows, usability tests, and created high fidelity mockups.

RESEARCH

SWOT Analysis

We conducted a SWOT analysis to identify TikTok's direct competitors and evaluate the strengths and weaknesses in order to identify untapped revenue streams.

Feature Exploration

To start ideating, we headed to the whiteboard to brainstorm. In that process, we identified that TikTok needed a premium subscription option for its TikTok creators.

User Survey

To better understand the userbase and learn about the demographics, through the power of Google Forms, we created survey with 14 questions that would bring clarity on the user's relationship with content creation and consumption.

The survey was shared on Reddit and to family and friends.

With 60 responses, the quantitative data collected is statistically significant.

65%

of the population is
14 -16 year olds

60%

are creators and
‍consume content

33%

Would pay to consume
short-form video content

The Survey

Interviewing Content Creators

In order to better understand the problem and know which features to develop, I focused on procuring qualitative data from content creators who regularly create content for social media.

Through email and direct messaging, I messaged 20 content creators across multiple platforms, I got responses of 3 content creators on Instagram within our project duration.

Building upon my research, I crafted the following questions to better understand on what their relationship is like with using social media:

What social media platforms do you use?

How do you interact with your audience?

Do you care about the type of audience you reach? If so, why?

Do these social media platforms generate any revenue for you?

As a content creator, what are the frustrations/pain-points you have with these social media platforms?

Are there any social media platforms you are interested in getting into? (Twitter, YouTube, Snapchat, TikTok, etc.)

Design

User flows & Initial Sketchs

To understand the different entry points for a user to "join", we created a livestream scenario where the user can "join" their TikToker for a monthly payment plan.

Ideating and sketching allowed us to visualize and understand how the feature would work, a rudimentary sketched-out user flow was made.

Testing various designs

Usability Testing

To understand which user-interface is most intuitive for users to be able to "join" with their TikToker, a preference test was conducted through UsabilityHub.