TikTok: Music Effects Initiative
Product Manager, Design Lead
Overview
Music and AR Effects are the two biggest components of TikTok. I noticed a lack of connection between these features. I pitched and drove a 0 to 1 initiative that married these two product lines and allowed music to directly influence effect visuals. This led to hundreds of new interactions and music features for TikTok.
Impact
- I proposed and led a 0 to 1 cross-functional initiative that seamlessly united music and AR effects product lines on TikTok.
- This new app feature significantly boosted user retention and created a deeper level of immersion for users who structure their visual content through music.
- This initiative became the foundation for all of the audio-related functionalities in our public facing Effect House engine.
