SELECTED WORK / 02
EVOLVING TIKTOK’S CORE PRODUCT Foundations.
Core Product
Foundations
Product Design Lead, Core Experiences & Foundations · Jul 2023 – Jun 2024
A holistic UX strategy across Feed, Profile, and Inbox, with matrix leadership of 8 designers.
Context
Feature growth had outpaced the structures of Feed, Profile, and Inbox, crowding content and limiting room for new capabilities.
Setting Experience Standards
Established a shared experience metric to evaluate trade-offs across business lines. Introduced a mandatory code gate to uphold core experience standards.
Peak Stay Duration Lift ·
Core Experience
Business Use Cases ·
Feed Architecture
Business lines under required
experience standards
From Interface to
Architecture.
Simplify
Restored content priority across Feed.
Playtime Lift
User Lifetime Lift
Extend
Established a native Feed format beyond video and photo.
Target-market
DAU Lift
Less Engineering
Effort
Restructure
Set the structural direction for a content-first Profile.
Feature Revisit Lift
Later LaunchNew Connections Lift
Later Launch