TikTok is a widely-used social media app that enables users to create and share short videos with music, filters, and various creative features. This platform has been criticized by many users for its insufficient content moderation and blocking features, resulting in a time-intensive content discovery experience, which ultimately leads to estimated 32% loss of new users.
This project aims to enhance user retention by 30% through revamping the onboarding processes and optimizing the interest customization features.
Due to unclear blocking features and insufficient content moderation and customization options, new users are compelled to spend an excessive amount of time in swiping content and lost interest in TikTok.
1. Improve new user retention and viscosity
2. Improve feature navigations
3. Improve customization options
Create a more intuitive and effective feature onboarding process and improve the customization options to enable changes that align with topics, themes, and individual preferences at any time.
In order to gain a general understanding of user feedback and experience of TikTok, I collected and analyzed data from observation, interview, and online reviews and surveys.
Most users revealed frustrations with auto-play, features navigation, and content search.
Following the collection and analysis of user data from primary research, I conducted a competitor analysis to identify the strengths and unique value of TikTok compared to other short video sharing platforms in the market. TikTok is a short video sharing platform that encourages user creativity and engagement.
To gain a more comprehensive understanding of the users' painpoints and emotional touchpoints, I created a user journey map and identified the following key opportunities to improve the user experience:
1. develop a more intuitive onboarding process
2. add content filters and link to user profile
3. add stop autoplay function
Based on the research findings, I created a feature prioritization matrix to identify the key areas for the redesign. Following this strategic planning, I developed a low-fidelity wireframe to effectively map out an onboarding process that aligns closely with the needs of our users.
I developed an annotated mid-fidelity wireframe to better illustrate the entire onboarding user flow.
I conducted 10 user testings in total to gather user insights regarding the onboarding process and feature navigations.
