Mobile Promote
Helping local businesses grow through scalable, easy-to-use advertising—without adding complexity.
Time
2022-2023
Role
Design Owner
Impact
Scaled a local advertising solution used by millions of SMBs, increasing store visibility and driving measurable growth in local traffic and conversions.
The problem
Fragmented tools led to inconsistent experiences, causing confusion and inefficiency.
TikTok's promotion tools for creator content, e-commerce, and local businesses were built and managed by separate teams, resulting in inconsistent design patterns and user flows. As users moved between tools, they faced confusion in selecting the right product, had to relearn interactions, and struggled to form a clear understanding of the overall system - ultimately reducing efficiency, increasing friction, and limiting adoption.
“Let's think about aligning them into a unified experience to reduce fragmentation and improve usability.”
Bytedance VP of monetization
Initiated by a ByteDance VP. Quickly aligned teams and set the direction for the project.
UX Research & Strategic Alignment Across Products
The issue wasn't features, but a lack of clarity, guidance, and a unified mental model.
I organized a targeted research initiative to uncover users' habits, real points of confusion, and preferences when using promotion tools. Through this research, also behavioral data and user journey analysis, I identified several key gaps in the experience.
Clarity Across the Ecosystem
Establish a clear and consistent mental model across products to help users quickly understand how the system works.
Reduce Friction in Decision Moments
Design for confidence by guiding users through key decision points with clear information and contextual support.
guidance-driven experience
Shift the experience from feature-driven to guidance-driven, helping users focus on decisions rather than tools.
Unified UI & Scalable Design System
Established a unified design system to ensure consistency across all promotion products.
I redesigned the core UI and built a scalable design system with shared components, layouts, and interaction patterns. This system was implemented across DOU+, E-commerce Promote, and Local Promote, aligning previously fragmented experiences. As a result, users can navigate different promotion tools with a consistent mental model, reducing learning cost and improving efficiency.
Optimized Upgrade Flow for High-Value Users
Designed and tested upgrade experiences to improve conversion for high-value users.
I explored multiple interaction approaches, including simplified feature comparison and detailed feature explanation, to better communicate product value. In addition, I tested different visual directions using distinct background styles to evaluate their impact on user engagement. These experiments aimed to reduce hesitation and help users make more confident upgrade decisions.
Guided Onboarding for First-Time Users
Introduced guided onboarding to support users at critical first-time interactions.
I identified high-frequency and high-impact user actions and introduced contextual guidance to support these moments. The experience was enhanced with clearer structure and illustrative visuals to improve comprehension. This helped users better understand product capabilities and reduced friction in early-stage usage.
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