This is an innovation effect combining audio detection and face transformation. The goal of this effect was to inspire TikTok creators to create funny videos through unexpected animal results. I worked with engineers, interaction designers, and designers.
What I did
Worked with engineers to implement UX wireframes into interactive product.
Created multiple UX interaction flow options
Conducted internal A/B testing to determine most user experience
Created multiple UI animations based on A/B test results
Impact
Over +200 million views and posts on TikTok
Introduced new audio detection technology to TikTok app
Effect Experience Breakdown
The Research and Development team approached us with a new technology that detected animal sounds from a user’s voice. They asked us to come up with a way to integrate the new technology into the app that both supported TikTok’s ecosystem and showcased their research. Here is the effect we made:
User Flow
UX Interaction Iterations
1. Decrease user choice fatigue:
The audio tech had an option to detect up to 6 different animals. One goal for our effect was to allow users the freedom to choose any of the 6 animals. Following this logic, I created an initial interaction that gave people all animal options after the wheelspin UI finished.
After conducting 10 internal user tests, we found that users were overwhelmed by the number of choices and had trouble deciding within the 4 seconds allotted. I then changed the UI interaction to prompt users with 2 choice options, decreasing friction from choice fatigue.
2. UI animation variations:
Here are the different approaches to displaying the wheelspinning UI to encourage user’s to make animal sounds. We went with the 1st choice, as it supported our goal to decreasing choice fatigue and still give users the feeling of novelty when they discover monster animals.
Localizations
Countries have different languages and animal sensitivities. I worked with our UI designer and engineer to adjust over 15 variations for different country requirements.
Results and Impact
First effect showcasing audio detection technology:
Over 2 million views and posts on TikTok.
Introduced new audio detection technology to TikTok users.
