A solution to when you fall down the TikTok rabbit hole
Project
ROLE
Product Designer
UX Researcher
TIMELINE
Oct 2020 - Dec 2020
OVERVIEW
"Explore" feature
The For You page algorithm shows related content based on your likes, but it can get too specific, limiting exploration of other TikTok trends and communities. I explored solutions for a more customized experience, proposing an "Explore" feature to personalize the For You page.
While hypothetical, TikTok later implemented similar features, validating my research, design thinking, and solution.
Problem
TikTok's algorithm can lead to echo chambers and rabbit holes, against users wishes.
Business Goal
Increase user retention by showing content that aligns with user's preferences while still allowing users to explore new content.
Solution
Design an "Explore" feature that allows for direct user-controlled customization of content on the For You page.
TIKTOKS ALGORITHM PROBLEM
I liked one #DracoTok video, but now it's my entire feed.
The TikTok algorithm is scary. I liked ONE video about Draco Malfoy, and then my entire For You page feed became #DracoTok.
I was stuck on that "side" of TikTok for a long time and felt frustrated trying to discover other types of content.
How can I see a different types of TikTok on my For You page?
INITIAL UX RESEARCH
Through user interviews and journey maps, I learned how TikTok users feel and act.
This is the journey map I created after interviewing TikTok users.
I conducted interviews to understand if others faced similar issues. I focused on how users find desired content types, explore trends, and their actions for liked/disliked content.
TIKTOK INSIGHTS
Users only trust their For You page, but struggle to find content they want to see.
I was able to identify 4 main trends of a user's TikTok experience:
When I use TikTok, I want to find videos that align with my interests so that I can explore communities within TikTok. However, I can't do that well because
1. I don't have enough control over the content on my For You page
2. It's hard to discover new types of content I want to see
THE SOLUTION
After market research, analyzing TikTok's mission, SWOT analysis, feasibility x impact matrices, and ideation, the "explore" feature is born.
The "Explore" feature is a feed with no algorithm, showing content outside the user's known preferences (since it has no input on preferences).
However, when users "like" a TikTok they find using Explore, it adds that data to the For You algorithm. This allows the For You page to suggest more relevant TikToks based on these newly discovered interests, helping users uncover content they may have never seen on their For You page.
Pros
- Won’t get stuck on a “side”
- No manually search to find specific “sides”
- Autonomy and authority
- Security for knowing what is added to FYP
- Same scrolling behavior
- Easy to implement, high impact
Cons
- Initial distrust of using new features
INFORMATION HIERARCHY
"Explore" flow diagram
DESIGN DECISIONS
After many iterations and design crits, this is the basic flow.
Keeping consistent with the current visual design, I chose this basic flow for navigating to and from "Explore".
ANIMATION CUES
Visually showing "💖" adds the TikTok to the FYP page
Taking inspiration from saving a post on Instagram, I added this animation to show a TikTok being added into the For You page's algorithm.
ONBOARDING
Onboarding tutorials show how to use "Explore"
Keeping consistent with the current visual design on onboarding, I chose replicated the hand movements and gestures for navigating to "Explore".
FINAL PROTOTYPE
Choosing what YOU want on the For You page.
The "Explore" feature is a simple and elegant way to give people control over what they choose to show up on their For You page, allowing them to crawl out of TikTok rabbit holes.
SIMILAR FEATURES IMPLEMENTED
Validation of my designs by TikTok features implemented years later
These screenshots are from 2023, and I believe they validate a lot of my solutions and insights in late 2020.
Refresh your FYP
Refreshing the FYP shows users can get stuck with feeds they don't enjoy. It's similar to the Explore feed but loses a feed that partially knew your interests. Relearning preferences takes time, so not everyone will want to restart the process.
STEM feed
The STEM feed focuses on STEM content, aligning with the idea of exploring TikToks you might not otherwise see on their For You page alone.
Visual design
The STEM feed design matches the visual design I chose for the "Explore" feature, demonstrating my design intuition and expertise.
