User persona for TikTok

Rationale

Platform & Device

• Platform: TikTok
• Device: Android
• Market: Brasil.

Project Preparation

The project began with the systematic organization of available information, followed by the definition of project goals, research questions, and success metrics for persona creation. A structured methodology was then developed, combining both qualitative and quantitative approaches, and tailored interview questions were created to support data collection.

To ensure credible insights, sources were selected strategically, including interviews, contextual inquiries, surveys, and secondary data of TikTok market and behavioral reports. Data was cross-verified using Datareportal and Opinion Box reports, while deliberately excluding app store reviews and ratings due to their limited reliability for behavioral insights.

A three-week timeline was established:

• Week 1–2: Data collection (interviews, surveys, contextual inquiries).
• Week 3: Data processing, synthesis, and translation into actionable user personas, presented in Figma.

AI tools were used throughout to refine research questions, optimize interview scripts, and support data analysis.

Methodology

The research design aimed to capture a range of behaviors and preferences among Brazilian TikTok users:

• Secondary Data Review: Market and behavioral data sourced from Datareportal and Opinion Box to establish context and identify national trends.
• Target Audience: Soft focus on Millennials and Gen Z (ages 21–44) to align with TikTok’s most active user base in Brazil (25 and 34 years old).
• Interviews: Conducted 5 direct interviews with TikTok users to gather qualitative insights.
• Contextual Inquiries: Observed those same 5 interview participants while they demonstrated their feeds and described their usual interaction patterns.
• Surveys: Distributed among the interviewees and their contacts, gathering responses from 10 participants in total to broaden input.

This combined approach balanced qualitative depth (interviews, observations) with quantitative indicators (survey data, market reports).

Data Analysis & Synthesis

Collected data was organized, synthesized, and analyzed to identify patterns, behavioral trends, and recurring themes. AI tools were consulted to:

• Highlight patterns in user behavior.
• Run basic statistical checks when applicable.
• Optimize data organization for clarity and usability.
• Summarize key insights into persona foundations.

Deliverables & Design Considerations

Findings were translated into at least two user personas, formatted on a dedicated Figma presentation page. The deliverable ensured clarity, professionalism, and readiness for internal review or portfolio inclusion.