Many products have tried to replicate TikTok's success, but without understanding the underlying chemistry, they simply copy the full-screen layout and swipeable navigation. While these may be popular trends, they alone are not the key to success.
TikTok's advantage
The biggest achievement of TikTok is its understanding of users' interests - the younger generations are often bored and seeking free sources of endorphins. Short videos provide a quick fix, but why is TikTok still a leader when other platforms offer similar content? The answer lies in TikTok's exceptional personalization. The app adapts quickly and constantly tests users' interests, creating a community with shared interests like Booktok, Cottagecore, LGBT TIkTok, Skincare TikTok, and more. This creates a sense of belonging and relevance unique to TikTok's users.
Why it's important
The importance of personalization is often overlooked by many companies, as was the case in my past experience working on a TikTok-like layout. Despite user feedback requesting more personalization, the business prioritized a new UI with demographic-based content suggestions. However, research shows that demographics alone are not sufficient for guessing someone's interests, as even people in the same country and age group can have vastly different interests. This approach led to extra development and missed opportunities, as investing solely in a new UI without improving the content it displays is not enough.
The importance of personalization is often overlooked by many companies, as was the case in my past experience working on a TikTok-like layout. Despite user feedback requesting more personalization, the business prioritized a new UI with demographic-based content suggestions. However, research shows that demographics alone are not sufficient for guessing someone's interests, as even people in the same country and age group can have vastly different interests. This approach led to extra development and missed opportunities, as investing solely in a new UI without improving the content it displays is not enough.
While there was a team working on personalization, it wasn't given enough priority, and it seems that many products miss this aspect. Push notifications showing popular content in a user's country may work for some, but the "For you" feed is a more effective way to personalize content for individual users. Additionally, the full-screen layout may perform well in user tests, but it still may not always be the best solution for every problem.
Why it's important
Here is an example of a platform that has successfully implemented personalization and has often been overlooked —Pinterest. The platform has been known for its aesthetic and personalized feed for years due to its curated community content. Over time, Pinterest has evolved and added video content, seamlessly incorporating advertisements that act as aesthetic content as well. However, there are instances when personalization is ignored, and the platform starts showing ads that are set country-wide, which can be frustrating for users. Also, they can try to test other interests to be an inspiration for something new, not only what you already like. Overall, Pinterest is a great example of how personalization can enhance the user experience and create a successful product.
Here is an example of a platform that has successfully implemented personalization and has often been overlooked —Pinterest. The platform has been known for its aesthetic and personalized feed for years due to its curated community content. Over time, Pinterest has evolved and added video content, seamlessly incorporating advertisements that act as aesthetic content as well. However, there are instances when personalization is ignored, and the platform starts showing ads that are set country-wide, which can be frustrating for users. Also, they can try to test other interests to be an inspiration for something new, not only what you already like. Overall, Pinterest is a great example of how personalization can enhance the user experience and create a successful product.
On another hand, YouTube's personalization algorithm kept me locked in my interest in news about the Russian war in Ukraine for a year, ignoring my previous interests in cooking, travel, and design. As a result, every time I opened the homepage, I had nothing to view. That makes me think twice if I need my subscription.
Another example is the new Spotify layout, which recently started to use match larger cards instead of shelves. While the personalization is good, this TikTok-inspired layout takes more time to interact with, leading to frustration for users who want to select music quickly while driving or taking a shower. And all user experiences of selecting/changing playlists become more complex.
Youtube Homepage
Spotify Homepage
What can you do
Incorporating personalization into your app or platform is not just a technical responsibility but a critical aspect of the user experience. As a designer, it's your duty to create an emotional connection with the user through what they see on their screen. Enhancing the "back end" user experience, which is now more and more backed by ML you still can help from UI by implementing an onboarding survey or gathering user feedback can greatly impact the success of your product. Remember, the success of a product ultimately rests on the entire team, with designers serving as vital user advocates. Make it a priority to ensure that your users get what they desire.
