TikTok for Business
Defined the UX strategy, driving a 33% increase in unique page views and enhancing SMB adoption. Portfolio View
3 minute read
The homepage parallax interaction offers an immersive experience that enhances user engagement and educates them on the benefits of TT4B.
TikTok is one of the world’s premier social media platforms.
They are supported by the world’s best creatives, provide easy-to-use content tools, and foster the growth of countless budding media talents.
THE CHALLENGE
Building a Cohesive B2B Experience.
Despite its dominance with consumers, its B2B presence lacked structure. Our team discovered that the TikTok for Business site was part of a disjointed network of one-off pages, launched by various internal teams without a cohesive strategy.
These scattered efforts failed to address the needs of advertisers or align with the company’s internal operations.
“We first focused on deeply understanding TikTok for Business’s core audiences — SMBs, large businesses, agencies, and creators. These users came to the site actively seeking guidance, eager to learn about advertising capabilities and find inspiration for their campaigns.”
THE SOLUTION
Empowering Advertisers with a Cohesive Content Hub.
A focused, dynamic content hub that empowers businesses and creators with the knowledge and tools to confidently advertise on TikTok — leveraging TT4B’s unique strengths, prioritizing what matters most, and adapting to diverse audience needs.
To achieve this, we developed a design system that complemented the TikTok brand while highlighting the platform’s accessibility, impact, and breadth.
GETTING YOUR DUCKS IN A ROW
“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.”
Site navigation was streamlined to encourage deeper exploration of the TT4B platform and provide easier access to previously hard-to-reach pages.
Our first task was to overhaul their information architecture into a global navigation system that prioritized key user journeys, including onboarding, solutions, and proof of concept, ensuring a seamless and intuitive experience.
SPOTLIGHT YOUR TARGET AUDIENCE(S)
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.
Next, we developed components that highlighted TikTok for Business' target audiences, showcasing the simplicity and advantages of creating ads on the platform. We emphasized clear, user-friendly content to enhance engagement and communicate value effectively.
WIREFRAMES TO COMPONENTS
ORGANIZE YOUR ASSETS
The Stories Filter component organizes and aggregates the extensive educational content for SMBs, allowing them to easily filter based on their specific needs.
Once the audience was defined, we designed components to structure the available resources, developing the site architecture to house them — this included landing pages, aggregators, and detailed resource pages. We focused on intuitive navigation and seamless content organization to enhance the user experience and make resources easily accessible.