User Persona for TikTok

Design Scenario

TikTok is experiencing a decline in user engagement. To address this issue and regain user interest, a comprehensive user research study was necessary.

Platform and Device

• Platform: Mobile App (iOS and Android)
• Device: Smartphone

User research

• Methodology: A combination of user interviews and surveys was done to gather qualitative and quantitative data.
• Research Focus: Understanding why the app experiencing decline in user engagement.
• User Needs: Understanding core motivations for using the platform, such as social connection, entertainment, or self-expression.
• Pain Points: Identifying specific frustrations and obstacles that users encounter, such as poor performance, confusing interface, or lack of personalized content.
• User Behavior: Observing how users interact with the app, including their content consumption patterns, feature usage, and time spent on the platform.

User Persona Development

I created 3 detailed user personas that represent the target audience.

• Persona 1: The Casual Scroller
• Persona 2: The Aspiring Creator
• Persona 3: The Silent Observer

Conclusion

TikTok can enhance user experience by addressing key pain points.

For Casual Scrollers improving the search, offering more personalized content, and enhancing the overall app experience are crucial.

For Aspiring Creators provide more insights into how the algorithm works, helping creators understand why certain videos perform better than others.

For Silent Observers enhance content filtering, improve search functionality, periodically remind users to take breaks and prioritize other activities.

By focusing on these areas, TikTok can foster a more engaging and satisfying user experience.