Researcher & Designer
Enhancing Engagement Through Group Messaging
ROLE TIMELINE SKILLS TOOLS
Jan 2024 - Present
In Progress…
User Research, Interaction Design, Visual Design
Figma, Miro
Project Overview
Background
On Tiktok, conversations thrive off of sharing content to unite common interests.
Sharing videos is a top priority for the app, as it increases engagement and encourages users to participate in trends and challenges. This dynamic sharing of content fosters a sense of community, connecting people globally through creative expression and shared interests.
"Sharing TikTok videos individually with my friends is a bit tedious. It would be great if TikTok could introduce a group messaging feature to make this process more efficient."
“I've found myself wishing for a more streamlined way to share videos with my friends. Group chats would make this social aspect much smoother."
"The current process of sharing TikTok videos with friends feels a bit outdated.”
However….
There is no feature that allows for Tiktok’s users to create group chats in order to share videos to friend groups, communities, etc.
Problem Discovery
There are several existing methods that allow for users to share content to group chats. It is just inconvenient, a multi-step process, and requires the usage of other apps.
Despite TikTok including multiple ways to share videos, there is no built-in feature where messages can be sent to groups without leaving the app. This causes a gap in the level of engagement and connectivity between users.
So the question is…
How can we drive up engagement levels among TikTok users, especially when sharing content?
The available sharing options allow for content to posted, viewed, and shared by users across the globe.
Let’s take a look at some statistics…
Users and counting on the app
Videos posted daily
Videos watched by users per hour
What does this mean for Tiktok?
From the available options, the copy link feature proves to be most convenient as it allows for the user to share on any platform with a simple copy-paste action.
Yet, we’re still facing an issue: multi-step process 🚫
The Goal?
To integrate a user-friendly group messaging feature on TikTok, fostering a more inclusive and efficient environment for sharing.
Researching
PRIMARY PAIN POINTS
(1) Individually Sharing Content
Users need to individually share their videos with multiple friends or contacts.
(2) Multi-step Process
Users need to hit the Share button, select their method of sharing, type in the contact name, and then proceed to sending the vid.
(3) Lack of Privacy
An option for sharing content with others is by tagging the username in the comment section of the video. While efficient, the tag is visible to anyone who views the video.
Competitive Analysis
Social Media Platforms with Available Group Messaging
Snapchat
To better understand the existing mechanics of group messaging, I analyzed a competitive audit of four other social media apps. Each app serves its own unique purpose for messaging but still allows for the creation of group chats.
Instagram’s Messenger
Out of all the aforementioned platforms, Instagram’s messaging features are the most well established and refined.
The group can be created with 2+ users, and has settings that include a generated invite link, members list, and group name.
Research concluded that,
Group messaging is a much needed feature on social media, especially if the app strives to increase engagement and collaboration among users.
Content needs to be SHARED.
Unlike its competitors, TikTok h holds the unique aspect of a
between users.
TikTok Connect can be an aaccessible feature that only aenhances the app’s overall aperformance.
Identify & Synthesize
﹒
Identify & Synthesize ﹒
Defining Crucial Product Interactions
PRODUCT PRINCIPLES
(1) Ease of Access
Allow for content to be shared at the touch of a button.
(2) Increased Engagement
Implementing features and tools that captivate and sustain the user's interest, promoting active participation and interaction.
(3) Connectivity
Maintain communities, friend groups, and bonds by allowing them to communicate on the app, TikTok, itself.
1.
2.
PRIMARY RESEARCH METHODS
I curated a set of questions and conducted a comprehensive survey with over 50 participants to gather insights and perspectives on TikTok usage.
I also proposed the group messaging feature to be enabled and inquired on whether or not this would bring about change to their user experience.
To view the survey form and questions, click here.Data Collection & Prototyping
In progress…