TikTok Topics

Optimizing UGC topic experience to drive participation and engagement, increasing submissions by +7% and engagement by +16% across 40M users.

The Mission

Optimized TikTok’s UGC topic experience (40M users) by redesigning feed entry and topic pages to boost participation and engagement while maintaining stable consumption.

The Mission

Optimized TikTok’s UGC topic experience (40M users) by redesigning feed entry and topic pages to boost participation and engagement while maintaining stable consumption.

The Impact

+7%

+7%

+7%

Submission Rate

Retention Rate

+16%

+16%

+16%

Core Engagement Rate

The Impact

+7%

Submission Rate

+16%

Core Engagement Rate

The Impact

+7%

Retention Rate

+16%

Core Engagement Rate

What I have done

  1. Led the design and prototyping for the UGC topic experience.

  2. Conducted competitive analysis including 5+ products to guide decisions.

  3. Supported A/B testing to validate and iterate on UX solutions.

  4. Designed 15+ visual components for topic interaction and posting flows.

  1. Led the design and prototyping for the UGC topic experience.

  2. Conducted competitive analysis including 5+ products to guide decisions.

  3. Supported A/B testing to validate and iterate on UX solutions.

  4. Designed 15+ visual components for topic interaction and posting flows.

  1. Led the design and prototyping for the UGC topic experience.

  2. Conducted competitive analysis including 5+ products to guide decisions.

  3. Supported A/B testing to validate and iterate on UX solutions.

  4. Designed 15+ visual components for topic interaction and posting flows.

  1. Led the design and prototyping for the UGC topic experience.

  2. Conducted competitive analysisg including 5+ products to guide decisions.

  3. Supported A/B testing to validate and iterate on solutions.

  4. Designed 15+ visual components for topic interaction and posting flows.

The Outcome

The Outcome

The Outcome

The Outcome

A high-intent entry for active participation.

A high-intent entry for active participation.

The CTA-style entry provides a clear and lightweight action signal, standing out during fast scrolling while avoiding disruption, effectively guiding users to enter the topic page.

The CTA-style entry provides a clear and lightweight action signal, standing out during fast scrolling while avoiding disruption, guiding users to enter the topic page.

An efficient browsing structure for better contribution and engagement.

An efficient browsing structure for better contribution and engagement.

The dual-column layout increases content density and reduces scroll effort, enabling faster discovery and encouraging users to actively engage and contribute.

The CTA-style entry provides a clear and lightweight action signal, standing out during fast scrolling while avoiding disruption, guiding users to enter the topic page.

The Process

The Process

The Process

The Process

What is TikTok Topic?

A content grouping mechanism that organizes posts around a shared theme, making it easier for users to discover, participate in, and engage with.

A content grouping mechanism that organizes posts around a shared theme, making it easier for users to discover, participate in, and engage with.

A content grouping mechanism that organizes posts around a shared theme, making it easier for users to discover, participate in, and engage with.

What is UGC?

UGC stands for User-generated content. With an ~8:2 ratio of ordinary users to creators, UGC is easier to scale, and TikTok users generally prefer light, relatable UGC over PGC.

UGC stands for User-generated content. With an ~8:2 ratio of ordinary users to creators, UGC is easier to scale, and TikTok users generally prefer light, relatable UGC over PGC.

UGC stands for User-generated content. With an ~8:2 ratio of ordinary users to creators, UGC is easier to scale, and TikTok users generally prefer light, relatable UGC over PGC.

Current Problems

Although topic pages aggregate large volumes of content, they are not effectively converting consumption into participation.

Unsatisfied metrics:

Low posting density

Low posting density

Limited engatement rate within topics.

Limited engatement rate within topics.

Current Problems

In order to identify the cause for this, I analyzed the current Topic Flow.

Current Problems

In order to identify the cause, I analyzed the current Topic Flow.

Design Directions

Then I defined 4 design directions from there, focusing on shifting user behavior from passive consumption to active participation.

Increase Topic Immersion

Reduce distractions and drive discussion.

Strengthen topic identity to spark discussion.

Simplify Navigation

Remove redundant navigation paths.

Prioritize topic-based contents over generic browsing.

Lower Participation Barriers

Reduce friction in the posting flow.

Make participation effortless and instant.

Encourage Active Browsing

Shift from linear to exploratory browsing.

Increase visibility of multiple contents at once.

Success metrics

How to measure success? What metrics should we track?

Core engagement rate

engagement rate

Core engagement rate

Engagement rate

Post creation rate

Post creation rate

Topic CTR

Topic CTR

Core engagement rate

Post creation rate

Topic CTR

Decision 01: Dual-Column Layout

To improve participation in UGC topics, I introduced a dual-column layout to enable more efficient browsing and increasing exposure to diverse posts, which lowers the barrier for users to engage and contribute.

Before

Before

After

After

Post creation rate

Engagement rate

Decision 02: Topic-Immersive Header

I de-emphasizes search and simplifies tabs to highlight topic categories, strengthening focus and immersion within the topic.

Before

Before

After

After

Topic dwell Time

Decision 03: Topic Entry Button

I redesigned the topic entry as a CTA-style component to differentiate it from other elements and encourage users to enter and engage with the topic.

Before

Before

After

After

CTR

Other Design

I also explored other creative directions, and designed the structured layouts for additional topic pages, including celebrity and campaign operations.

Competitive Research

I have analyzed 5+ social platforms’ hashtag pages to inform design direction.

Insights

Multi-column improves discovery and browsing efficiency.

Multi-column improves discovery and browsing efficiency.

A simplified header enhances immersion.

A simplified header enhances immersion.

Impact

Impact

Impact

Impact

Boosted Paticipation

Although not all explorations were shipped, the dual-column layout was adopted in UGC-related topics, delivering a lasting improvement in content exposure and engagement.

Although not all explorations were shipped, the dual-column layout was adopted in UGC-related topics, delivering a lasting improvement in content exposure and engagement.

+7%

+7%

Submission Rate

Monthly Active User

Lowered the barrier to creation, driving more users to actively contribute content within topics.

More users engaged with the new Smart Q&A feature, showing stronger adoption and repeat usage.

+7%

Monthly Active User

Monthly Active User

Lowered the barrier to creation, driving more users to actively contribute content within topics.

+16%

Retention Rate

Core Engagement

Increased engagement, leading to more interactions (likes, comments, saves, shares) per post.

+16%

Retention Rate

Monthly Active User

Increased engagement, leading to more interactions (likes, comments, saves, shares) per post.

+15%

Monthly Active User

More users engaged with the new Smart Q&A feature, showing stronger adoption and repeat usage.

+18%

Retention Rate

Users returned to MagicSurvey more often, indicating sustained value and trust in AI-assisted survey creation.

Takeways

Takeways

Takeways

Takeways

Data-driven design matters

I learned to ground design decisions in data—from identifying problems to shaping solutions. Validation through A/B testing ensure that each iteration drove measurable impact.

Balance creativity & constraints

Listen Carefully,
Speak Boldly

On a large platform like TikTok, not every design ships—but it’s still important to stay creative, explore boldly, and balance trade-offs with product priorities.