TikTok for Business
Defined the UX strategy, driving a 33% increase in unique page views and enhancing SMB adoption.
B2B Onboarding and Engagement
The homepage parallax interaction offers an immersive experience that enhances user engagement and educates them on the benefits of TT4B.
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Interaction Design Lead, partnering with design, research, marketing, and engineering teams.
Site architecture, UX strategy, wireframing, prototyping, testing, QA, mentorship.
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I aimed to create a dynamic marketing hub that improved content discovery and user engagement for TikTok Ads. By redesigning site taxonomy, key pages, and user journeys, I enhanced navigation, accessibility, and alignment with business goals.
These efforts drove an 18.5% increase in unique blog views, a 33% rise in inspiration page engagement, an 80% boost in CTR to the SMB page, and an 11% uptick in Ad Manager registrations, all while establishing scalable design patterns for long-term consistency.
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Mentoring LaQuana, the Junior Interaction Designer on this project, was a highlight for me — her proactive approach, collaboration, and openness to feedback made the process incredibly rewarding. Watching her grow and contribute to a cohesive, user-centered experience was one of the most fulfilling aspects of the project.
PROBLEM
TikTok revolutionized social media with short-form video, but its scattered efforts to expand its B2B user base failed to address advertisers' needs or align with internal operations.
OPPORTUNITY
A dynamic content platform that empowers businesses and creators to advertise on TikTok, while developing a design system that aligns with the brand and meets audience needs.
Site navigation was streamlined to encourage deeper exploration of the TT4B platform and provide easier access to previously hard-to-reach pages.
“We built the site architecture with flexibility in mind so that TikTok would be able to expand the goals and ambitions of the site as the larger ecosystem is consolidated around it.”
The Brand Discovery component enables users to filter by category and browse a carousel of engaging examples from successful brands and creators on the platform.
The Stories Filter component organizes and aggregates the extensive educational content for SMBs, allowing them to easily filter based on their specific needs.