UX Design - UI Design - Data Visualization - User Research
TIKTOK INSIGHTS
Transforming behavioral data into strategic decision power for advertisers
Overview
TikTok advertisers were making campaign decisions without fully understanding platform behavior, audience dynamics, or creative performance trends. While the Data team collected extensive behavioral and brand data across the app, that information wasn’t being translated into an actionable resource.
The brief was to help bridge that gap, transforming complex datasets into an intuitive insight experience.
TEAMMATES
Kenneth Liew, Kristina Borgwing, Hamilton Tamayo
The Challenge
The opportunity went beyond just data. It focused on transforming insights into a strategic tool for campaign planning and education. The advertisers required:
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1. Clear understanding of TikTok audience behavior |
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2. Actionable insights to inform campaign strategies |
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3. Educational resources to guide messaging and creative direction |
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4. Confidence that their decisions were backed by real platform data |
My Role
Translate multi-source behavioral and brand datasets into usable insight modules.
Structure messaging and educational content around real behavioral patterns.
Design an experience that helps brands discover, filter, and apply insights to their marketing plans.
Position TikTok Insights as both a creative inspiration tool and a strategic planning resource.
Design Decisions Driven by Insights
Educational Framing
Instead of presenting dashboards full of metrics, we structured insights around behaviors and narratives.
This allowed marketers to better understand why users behave the way they do.
Flexible Filtering
For strategic relevance, insights can be filtered by: Location, Audience, Industry, and Events & holidays
To allow brands to contextualize trends and apply them directly to their own campaign objectives.
Actionable Output
Marketers can download insight cards and integrate them directly into marketing plans for an active strategic planning.
Living Knowledge System
The platform was designed as a continuously updated resource, ensuring brands to have access to current trends and behaviors.
Impact
- 85% interaction rate in the first 6 months
- 4 in 5 brands said they gained confidence and improved decision-making
- TikTok Insights is recognized as a vital resource within the ecosystem
- Campaigns using TikTok Insights saw a 2.5x higher relative purchase lift
