Creator Sheet
11 - 23
Background
I joined TikTok Shop in mid-2023 to shape Creator experiences. A primary source of income for Creators are affiliate commissions. Previously, users had a disjointed experience of finding information and actions to efficiently promote products. My goal was to improve this experience for users.
| Price 67% | Products with competitive prices are more likely to sell. If the price is too low, it may be counterfeit |
| Sample 40% | Products that offer free samples are more desired. Previously, Creators requested free samples, but never heard back from Sellers |
| Ratings 36% | Not only scores, the review details are important to help Creators assess product quality before requesting or buying samples |
| Sale count 36% | Low sales dissuade Creators from promoting items. Attractive qualities are top selling, trending, and “easy to sell” products |
| Commission 32% | Products with good commission rates are naturally more attractive to Creators. |
Design
Improving the user experience would enhance user satisfaction and address challenges of scaling two product pages (Product Marketplace's creator version and Shop tab's buyer version) over time. There were also minor differences between the two pages, that did not provide substantial added value to users.
The initial stage was to collaborate with our Buyer designer, Joseph Keller, to define the direction of our new product detail experience. Amongst three contenders, we agreed to move forward with a swipable sheet.
For both closed and open states of the sheet, my approach was consistent; I determined what was critical to communicate and how. With consideration for most important information to display and the order of operations Creators would take to promote products, I delivered the final proposal.
Impact
+200%
Conversion
+42%
Sales
+10%
Videos posted
For TikTok Shop, this was a huge success. We overall had 3X conversion rate (users viewing the product detail page) compared to our previous version. It also positively benefited metrics for related workflows.
🏆 Granted the TikTok Shop Innovation Award.
Looking ahead
There are ongoing updates: supporting new markets, improving related workflows (Inspiration Center coming soon), and refining interactions.