Project
For our Deceptive Design class, our team developed a TikTok reward loyalty feature for TikTok Shop. While TikTok has driven sales through discounts, only 30% of daily users have used TikTok Shop, with 33% interested but yet to try it. To boost engagement and profits, we added deceptive design strategies.
Goal
How may we introduce a point system to the TikTok shop that compels current and new users to engage more with TikTok shop?
Collaborators
Cindy Chen
Result
This project was user-tested in real-life scenarios, leading to a 50% sales increase on TikTok Shop with the addition of the reward loyalty points feature. It was also recognized by the TikTok E-commerce Team.
Heuristic Analysis
How are people interacting with TikTok Shop currently?
A) The primary focus of user attention is the For You page, where an increase in ads and sponsored product posts subtly directs them toward in-app shopping.
B)TikTok heavily promotes discount coupons to incentivize purchases and drive higher engagement with TikTok Shop.
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👀 Observing current user behavior on TikTok Shop led us to ask the following questions:
1) How can we incorporate a reward system into the highly active TikTok For You page?
2) With an audience already willing to shop or potentially shop, how can we leverage the reward system to drive more conversions?
Inspiration
We Audited Leading Apps With Reward-Based Feature for Insight
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We analyzed the reward systems in top apps to understand how they are designed to encourage more purchases and create an addictive shopping experience. The goal of this audit was to study the UI flows of various reward platforms and how they foster a cycle of buying behavior, identifying strategies that could be applied to TikTok Rewards.
Key Insights
💡We learned that...
All major reward-based platforms rely on these various features to maintain customer retention and encourage repeat purchases.
Different ways to earn points and bonus points through engaging and interactive activities
Free samples, services, shipping vouchers encourage customer retention and satisfaction
The visibility of a progress bar gives customers a sense of moving closer to their goal, thereby inducing their decision to make a more purchase each time.
Different status for more rewards and benefits and exclusivity
Our Design Strategy: integrating challenges that resonate with TikTok culture, encouraging creation, sharing, and influencing purchasing decisions.
By seamlessly integrating TikTok rewards into the cultural framework and incorporating elements from audits of other prominent reward system platforms, customers will engage actively with TikTok and its rewards program.
User Persona & User Story
Target User: TikTok users who engage with content on the platform and occasionally browse TikTok Shop.
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Final Solution