Apr 2024 - Oct 2024
Overview
We are enhancing the left navigation bar by removing features that are less used and elevating specific categories from the Categories page. This initiative aims to deliver a streamlined watching experience, minimizing user decision fatigue.
Role
Lead Product Designer
Skills
UX design / Visual design
PLATFORM
TV
Problems
Choice impact
According to Netflix research, streaming services should help users find something to watch in 90 seconds to keep them from looking elsewhere. The idea here is that too many choices might slow down how fast users can pick something to watch and might make them leave the platform.
the fact
Necessary but not important
Not all categories get the same attention. Most categories, Family, News, Fashion, Daily Life, Beauty, Autos, Animals, Food, Lip Sync, and Animation - attract less than 2% of users who check out the Categories tab.
FYF
penetration
48.59%
trending
penetration
6.79%
following
penetration
6.09%
comedy
penetration
4.88%
dancing
penetration
4.51%
entertainment
penetration
3.81%
Fashion
penetration
0.96%
news
penetration
0.65%
Family
penetration
0.58%
NEW experience
Open and Watch
Exploration
Upon arrival, users should be able to start watching a video promptly. It is important to shorten the search time because TikTok operates differently from other subscription service platforms; unlike those platforms, where users typically need to browse through content or have a specific video in mind that they wish to watch.
V1: Nav covered on videos too much
V2: Transition of animation on large screen is too dramatic
V3: Go to setting & feedback tab take too much effort
V4: Covered too much on landscape videos
NEW visual
Reduce visual disruption
The video content is a top priority in TikTok TV, We aim to minimize the impact of other elements on the page that may distract from the viewing experience.
However, we also encourage users to explore content from other categories. We have made the navigation a vessel for category discovery, as the nature of short videos allows for the navigation to remain partially visible during consumption, rather than being completely hidden.
We consistently aimed to simplify its interface, focusing on a dark aesthetic and line iconography to reduce visual disruption and emphasize the content in the feed, using the red bar to emphasize which category users are watching.
animation
Tracking user attention
The navigation will have 48-pixel offset animation to more effectively capture and track users' attention. This same logic will also apply to the secondary navigation.
The Result
The new nav design has shown good feedback from data. after the Full launch of the navigation TikTok TV playback time, video view, user active days, etc. Have all improved significantly.
Play Duration
1.02%
Video View
1.2%
14-day active days
0.7%
Features
TONY
TONY