The Brief

How could the user experience in TikTok could be transformed in a more organic way, and without any restrictions?

UX Research

Basing us on the Design Thinking model, I empathized with the user's needs and the context in which Tik Tok was used. As a result of this research, I found out that most of the users of Tik Tok use the application at any time of the day and while they are doing an other activity. The proof can be seen in the results of the survey below: 

Value Proposition Canvas

Thanks to the data above, I decided it was needed to do a Value Proposition Canvas, with the main goal of finding a balance for the needs of the business and users. This VPC can be seen in the picture below. 

As a result of this technique, I found out that Tik Tok needed a new feature, that allowed users to do AutoSwipe in order to have more content in the least amount of time. 

Style Guide & New Feature 

For the realization of the new button I had to take into account the style guide of the product. This led me to the next solution: 

Result

Next Steps

• Continue developing the iconography of the new button because some of the interviewed found it confusing. 

• Do a new A/B Testing in order to find out a better location for the new button.

Roles

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Tools