Apr 2024 — Oct 2024

TikTok TV Profile

Overview

We are optimizing the 'My Profile' and 'Other's Profile' features to deliver enhanced value to TikTok TV users. The updated profiles will allow users to effortlessly access their curated content assets and quickly build relationships through other creators' profiles.

Role: Lead Product Designer
Skills: UX design / Visual design
Platform: TV
Patents: 1 Design Patent

1 Design Patent

Video related interactive patent
Design inventions
Apr 2024 — Oct 2024

Problems

What's the difference?

The initial profile pages were built in 2020. It's an MVP version for users to view the creator's details.

We found out that interactions vary between 'My Profile' and 'Others Profile': focus on Liked and Favorited video consumption in 'My Profile', with no social features. In 'Others Profiles', prioritize social attributes, placing user info at the top visual area.

My Profile

Others Profile

The fact

On TV, around 20% of logged-in users access their profile daily, averaging 2.6 visits per day. Among them, 73% consume videos from “My Videos” and “Liked Videos,” while 32% visit other profiles via “Following” and “Followers.” My profile, the place for logged-in users to consume videos, shouldn’t have the same structure as other’s profile.

Possibility

Wireframing

Hover to play

Left-right & Waterfall

✅ Show 8 videos
✅ Easy to follow the creators
✅ Intentionally feeling of searching consuming
❎ Return to the Nav will take two steps
❎ Focus position is not stable

Hover to play

Left-right & Rows

❎ Show 4.5 videos
❎ Hard to follow if the users browse too many videos
✅ Return to the Nav can be only one step
❎ Other rows may disturb the user
❎ Returning to the front of the row is hard after focusing a history video

Hover to play

Up-down & Waterfall

❎ Show 5 videos
❎ Waste too much white space
✅ Intentionally feeling of searching not consuming
✅ Always show the creator's info and follow the button
❎ Hard to follow if the users browse too many videos

Hover to play

Up-down & Rows

❎ Show 5.5 videos
❎ Waste too much white space
✅ Return to the Nav can be only one step
❎ Returning to the front of the row is hard after focusing a history video

Conclusion

Waterfall, left & right

Waterfall Format

The waterfall format allows users to search certain content, but the rows format will enable users to consume content continuously. In the case of the profile page, the waterfall format is the best solution.

Left & Right

To improve the capacity of the screen but not too overwhelming, we are using left & right structures for both my profile & other's profiles. The right side of the content area can show 8-12 videos at a maximum.

New experience

Differentiated profile

In 'my profile', users are already somewhat familiar with the content they have previously viewed. In this scenario, they are more concerned with searching for videos rather than consuming them.

My profile

To allow users to access their collected videos more quickly, the user bio is no longer emphasized on TV. Instead, navigation is prioritized to help users find the right content.

Others profile

Keep the social genes as the core content on other's profiles. Users can press 'left' for at most 5 steps to follow the creators no matter how many videos they browsed.