Background

TikTok for Business is a resource designed to educate business account users on how to utilize ads, creative and other existing solutions that can help users maximize on creating effective ads and content. With the serge of TikTok content creators still on the rise comes a variety of business needs per individual cases. TikTok for Business wants to encourage content creators to create a TikTok for Business Account to join the community and gain access to their digital marketing resources.

Problem

TikTok for Business recommends a variety of solutions and platforms to their content creators per use case; but sometimes the amount of information can cause confusion for users who are looking for the right tools to utilize.

Challenge

Design a questionnaire for business account users that can clearly guide them to which platform would be most beneficial to them depending on their current needs. Giving our business account users very clear direction and planning as to what next steps should be taken with alignment of their own personal goals overview. In addition, design emails and H5 landing pages in tandem while following the TikTok brand guidelines.

Role

Interaction Designer

Duration

100+ Hours

Tools

Figma

Deliverables

Design System
Email & H5 Pages
Responsive Web Design
Prototypes

Mobile Prototype Desktop Prototype

01 |

Design System

During the preliminary phase of this new business plan, our team gathered data from stakeholders and other resources to get a better understanding of our clients brand guidelines and to create an internal Figma file containing foundational elements of the TikTok design system. Our goal was to build out reusable elements to be able to quickly and efficiently design emails as project briefs came in.

Foundational Elements

Using multiple resources provided by the client while following the TikTok for Business Brand Style Guide, the foundational elements of an internal design system was built. This was an important preliminary step that enabled the team to build assets quickly using prebuilt templates and libraries as new projects came in. Preparation in the early term helped us maximize efficiency in the long term.

Typography
Iconography
Color Palette
Layout Grids
Templates
Patterns
Buttons
Form Fields

02 |

Email & H5 Landing Pages

A majority of what the TikTok for Business Growth Marketing team does is work toward increasing clicks and conversion rates to direct their users to the wide array of resources available on TikTok. The client wants business account users to utilize tools such as Ads Manager and Creative Hub to maximize on ad creation. The goal is to improve overall outgoing communications and convey the availability of tools like Ads Manager to drive increases in TikTok business advertisements.

03 |

Responsive Web Design

As TikTok continues to grow, so do the number of business account users. TikTok came to our team with a project in mind to develop a guided, digital experience that provides new SMB advertisers with an actionable, personalized, and easy-to-follow plan to get their business started advertising on TikTok.

TikTok Small Business New Advertiser Journey

Business Goals

- Increase new advertiser retention
- Increase in TikTok for Business Advertisements
- Increase in Cash Active accounts on TikTok Ads Manager

User Flow

Working in tandem with the client and the strategy team, we created a user journey map to help visualize our user’s path. The next step in the process is to create a functional prototype of two possible paths a user could divert to in this personalized questionnaire.

04 |

Prototypes

Using our internal style library, we opted to create high-fidelity wireframes and then go straight into the prototyping phase once the design and style was approved by client from there. The ask was to create a total of four prototypes for final delivery; scenario #1 TikTok Ads Manager (desktop and mobile), scenario #2 Promote (desktop and mobile).

05 |

Takeaway

Working with a large client such as TikTok gave me a new perspective on how cross-functional teams require a proper amount of over-communication, both internally within our own teams, as well as externally with our clients and stakeholders. In situations where we communicate directly with stakeholders and leaders, feedback can easily become directional rather than a collaborative and it is important to refer back to our strategy when making changes.

TikTok

For Business