UX Research

TikTok

Business objective: To encourage more users aged 18-25 to upload and share content.

Research approach: Moderated Digital Ethnography involving 20 users from UK and Germany posting photo/video diaries and in-the-moment narrated screen recordings.

Outcomes:

  • An understanding of user needs and current app pain points
  • A review of the user experience (e.g. it’s usefulness, value, credibility, accessibility and navigation)
  • Identification of how the app needs to improve to deliver an optimal experience and engage users