In 2021, Code and Theory pitched a new strategy and designs for the TikTok For Business marketing site. I worked on the UX and interaction patterns for this project.
The New TikTok For Business
The project involved creating a new strategy and conceptual designs for the redesign of the TikTok For Business website. The goal was to enhance user experience and increase engagement across various business sizes and industries.
In our proposed strategy, the new TikTok For Business needed to accomplish 3 key things:
Awareness - Introduce our offerings and solutions by communicating how we can help audiences achieve their objectives across any industry or business size.
Consideration - Demonstrate ease of use and emphasize ROI by offering audiences informative content and previews of functionality where you can "try it out."
Conversion - Leverage high engagement hooks and an experience that provides easy access to “get started” at any time, from any point in the site.
View Live Project
Details
2021
Code and Theory
Role
UX Research
Wireframes
Interaction Design
Feature Annotations
The Challenge
The TikTok For Business website had a few areas with room for improvement to better serve its dynamic and diverse audience. While how-to guides were popular, there was an opportunity to enhance their format for greater engagement. Additionally, the content, although plentiful, could benefit from improved search engine visibility. Given its wide range of customers from different industries and business sizes, a more tailored approach was needed. The uniform site design across global markets called for better localization to meet the specific needs of various regions. We also saw potential to streamline the user experience and create more unique opportunities for engagement.
UX Phase
With a fast turnaround, we focused on three key areas to showcase our vision for the new TikTok For Business: the Homepage, Resource Page, and an enhanced Trial Video Template Creator feature. These areas highlight how easy TikTok ads are to create and drive user conversion. Guided by strategic design principles and UX research, we utilized the TikTok format as a communication device, incorporated audience insights and SEO to boost organic traffic, and personalized content to meet diverse user needs. Our design approach was reusable and flexible, ensuring scalability and adaptability.
Visual Design
Bringing to life the organic nature of a realness of the TikTok brand we highlighted the stories and ease of creation front and center. Large typography drove home simple messaging. Quirky design elements helped bring to life the ease and delight of creating content in an unpretentious natural way. We also showcased a Chinese version of the Homepage to show an example how we plan to have a localized design strategy for different regions.
Outcome
We pitched our overall strategy and design to TikTok and went on to get the work to redesign the TikTok For Business website.
More Work
Creating a new experience for small and medium-sized business developers.
Enhancing the management of research insights.
Reimagining the way auditors streamline their workflows.