Tiktok Stash: A Hypothetical Solution for Offline Viewing
My Role
UX Researcher
UX Designer
Timeline
Sept.-Oct. 2023
Why?
Create a new feature
Tools Used
Figma
Maze.co
Background
Tiktok currently hosts 1 billion monthly users on it's platform. While it has grown continuously in popularity, competitors have begun to implement features to mimic Tiktok's layout for their own sites. Youtube, with 2.2 billion monthly users and Instagram with 1.4 billion, have implemented Shorts and Reels to compete with Tiktok.
Problem
As users can receive Tiktok content on other platforms, users need a reason to stick with the original provider of content in any situation. Tiktok content is only able to be viewed while online, and users report leaving when content continues to buffer.
Solution
In order to compete with platforms like YouTube, TikTok will allow offline viewing to contrast YouTube's premium download feature. This allows avid TikTok users to have access to their favorite content at any time in an organized and accessible fashion.
Using a survey, I did a pulse check for interest in the feature. I then moved to user interviews to get more in depth insights.
Insights
Using my user responses, I analyzed the main needs for the project using the mindset of "How Might We…"
Ideation
To ensure that I was using my insights to personify my users and their needs. I created personas that provided a guideline for how, when, and why people will use Tiktok Stash.
To ensure that I was using my insights to personify my users and their needs. I created personas that provided a guideline for how, when, and why people will use Tiktok Stash.
To fit these users' needs, I began to sketch out different ideas for placement of the product and what it could look like to set up an individual Stash.
@someone
0
Following
0
Followers
0
Likes
Edit Profile
A world traveler and mom of 2
@someone
0
Following
0
Followers
0
Likes
Edit Profile
A world traveler and mom of 2
@someone
0
Following
0
Followers
0
Likes
Edit Profile
A world traveler and mom of 2
@someone
0
Following
0
Followers
0
Likes
Edit Profile
A world traveler and mom of 2
To fit these users' needs, I began to sketch out different ideas for placement of the product and what it could look like to set up an individual Stash.
@someone
0
Following
0
Followers
0
Likes
Edit Profile
A world traveler and mom of 2
Deliver
Adding onto a recognized and beloved application meant I needed to ensure that the TikTok Stash had the same look and feel of the app while incorporating an entirely new function within. I started simplistic, but focused heavily on incorporating the branding and color scheme.
After receiving feedback on these designs, it became clear that I needed to create entirely new elements that fit into the native TikTok app by incorporating a library style archive for the Stash.
Deliver
Adding onto a recognized and beloved application meant I needed to ensure that the TikTok Stash had the same look and feel of the app while incorporating an entirely new function within. I started simplistic, but focused heavily on incorporating the branding and color scheme.
It was also important to create a way for users to manage their Stash separate from traditional TikTok settings to ensure that what the necessary changes were always just a few clicks away.
Testing
Using Maze.co, I conducted moderated user testing for this product. This allowed me to watch and talk to users throughout their experience and get direct comments that I wouldn't normally be able to receive using Maze.co alone.
Iterations
By listening to my user's concerns, I decided to make changes to terminology and menu placement. Since 'categories' had caused some confusion for my users, I changed the selection screens to say 'tags'. This blended better with the terms used in the native TikTok app. I also enabled editing to happen straight from a Stash rather than forcing a user to enter the entire menu to enable change.
Conclusion
Working on an application that already has such a strong and loyal following was such a fun experience and added extra motivation to ensure that the functionality of the feature was recognizable yet unique.
The Problem
TikTok is a saturated application, but has room to grow to compete with other platforms. In creating this product, I was able to practice my skills in working with an already existing platform to find new and creative ways to implement features in a way that still fits the existing users' mental model of the app. I knew that I had done this successfully when TikTok users were able to quickly navigate the feature during my usability testing.
Feedback
Showing peers and mentors my design for TikTok Stash was a vital part of ensuring that my design was not only understandable to me, but to others as well. Utilizing feedback allowed me to further brainstorm the possibilities of presentation as well as ensure that others were able to understand my product and purpose. The elevation of my design was born from critique and heavy questioning that pushed me to open up my own mental framework and give myself the flexibility to make this product my own.
Impact
While my initial research interviews went well, some participants were hesitant that they would use this feature outside of airline travel. Some participants who had children or lived in remote areas were more quickly able to see the impact. Yet, after participating in usability testing, many users' stated that since they had now used and visualized the product, they would use it often and wished that TikTok would pick up the feature so that they could begin creating their own Stashes. This taught me that users may be hesitant for change due to current mental models, but that showing them the possibilities results in a better understanding and therefore acquisition for new product and features.
Future
In regards to this project, I believe there is a world where TikTok utilizes this idea and is able to keep users active despite being offline, which would increase the overall satisfaction for regular users. With a saturated online market, using the skills and lessons from creating TikTok Stash will allow me to assess other markets and discover how to elevate products to keep up with the ever-evolving standards of modern technology. Using competitive analysis along with usability assessments and opens the door for many simple upgrades with large impacts.
After receiving feedback on these designs, it became clear that I needed to create entirely new elements that fit into the native TikTok app by incorporating a library style archive for the Stash.
It was also important to create a way for users to manage their Stash separate from traditional TikTok settings to ensure that what the necessary changes were always just a few clicks away.
Testing
Using Maze.co, I conducted moderated user testing for this product. This allowed me to watch and talk to users throughout their experience and get direct comments that I wouldn't normally be able to receive using Maze.co alone.
Usability.Guru
I think it is confusing to call the tags “categories” because I select my topics by tags.
127
Tiktok-Lover
As someone who uses TikTok everyday, this felt very native to the application and was very easy for me to understand.
145
i.love.thetok
I’m surprised by how intuitive and easy this is. Even though there is a lot of options I feel like I know what to do.
122
Tiktoktesting
The settings menu is overwhelming! I want a faster way to edit my tags.
101
Iterations
By listening to my user's concerns, I decided to make changes to terminology and menu placement. Since 'categories' had caused some confusion for my users, I changed the selection screens to say 'tags'. This blended better with the terms used in the native TikTok app. I also enabled editing to happen straight from a Stash rather than forcing a user to enter the entire menu to enable change.
Conclusion
Working on an application that already has such a strong and loyal following was such a fun experience and added extra motivation to ensure that the functionality of the feature was recognizable yet unique.
The Problem
TikTok is a saturated application, but has room to grow to compete with other platforms. In creating this product, I was able to practice my skills in working with an already existing platform to find new and creative ways to implement features in a way that still fits the existing users' mental model of the app. I knew that I had done this successfully when TikTok users were able to quickly navigate the feature during my usability testing.
Feedback
Showing peers and mentors my design for TikTok Stash was a vital part of ensuring that my design was not only understandable to me, but to others as well. Utilizing feedback allowed me to further brainstorm the possibilities of presentation as well as ensure that others were able to understand my product and purpose. The elevation of my design was born from critique and heavy questioning that pushed me to open up my own mental framework and give myself the flexibility to make this product my own.
Impact
While my initial research interviews went well, some participants were hesitant that they would use this feature outside of airline travel. Some participants who had children or lived in remote areas were more quickly able to see the impact. Yet, after participating in usability testing, many users' stated that since they had now used and visualized the product, they would use it often and wished that TikTok would pick up the feature so that they could begin creating their own Stashes. This taught me that users may be hesitant for change due to current mental models, but that showing them the possibilities results in a better understanding and therefore acquisition for new product and features.
Future
In regards to this project, I believe there is a world where TikTok utilizes this idea and is able to keep users active despite being offline, which would increase the overall satisfaction for regular users. With a saturated online market, using the skills and lessons from creating TikTok Stash will allow me to assess other markets and discover how to elevate products to keep up with the ever-evolving standards of modern technology. Using competitive analysis along with usability assessments and opens the door for many simple upgrades with large impacts.