TikTok Plus beta

The problem

TikTok’s advertising revenue loss in the European Union due to new regulations affecting personalized ads spun up the creation of this beta product: TikTok Plus, a monthly subscription for users to enjoy an ad-free experience and extra benefits.

What I did

• Collaborated with TikTok’s European Union legal council to make sure the first iteration of content was legally compliant

• Helped build the foundations for the first platform-wide subscription product on TikTok

• Collaborated in the first version of competitor research, user survey and pricing research

• Currently part of the discussions on potential add-on benefits to the ad-free plan

Results

• Easy-to-understand language to help all users make informed choices, while also complying with EU regulations

• Kept info on main flow to the minimum. Extra information that would clutter the main TikTok Plus flows was sent to an H5 education page. Here we could include more details about benefits, further legal disclosures and even FAQs that product managers and product marketing requested.

• Helped test a product that is now ready to evolve into a full-fledged business offering, especially as subscription models have shown are an attractive monetization model globally

H5 educational page

I’m unable to share screenshots of the actual test sign-up flow, but I’d be happy to walk you through the concepts, wireframes, and content design approach included in the current version we are testing in the EU.

People I worked with

• Designers

• Legal council

• Product managers

• Product marketing