TikTok Shop: Creator Reputation Score
Role
Lead Designer
Lead Designer
Business line
TikTok Shop - Creator
TikTok Shop - Creator
UI/UX
User Testing & Iteration
Design Workshop
User Testing & Iteration
Design Workshop
#e-commerce
#b2c
#mobileappdesign
#b2c
#mobileappdesign
Background
In August 2021, TikTok launched its in-app shopping feature.
Creators can add a shopping tab to their TikTok accounts and sell or promote products on Livestream. The shopping feature was previously only available in the UK and southeast Asia and is now testing in the US. There are over 40 billion views across videos on TikTok tagged #TikTokMadeMeBuyIt. With nearly 1 billion monthly active users on the app, TikTok Shop helps the monetization for all stakeholders.
Current Challenges
Our consumers are reluctant to trust creators promoting products, and creators need motivation and recognition from TikTok to provide higher-quality service.
Vision & Goal
Make TikTok a sustainable platform for both consumers and creators
In 2022, we want to help creator to grow, help our consumers to make smart shopping decisions, and improve seller-creator collaboration.
What We Did
15+
User Interviews
& Focus Group Discussion
10+
Usability Testing Sessions
2
Design Thinking Workshop With the Product Team
After listening to our users and hosting workshops within our product team, we identified pain points and found potential solutions.
Pain Points
01
Need Enough Trust to Purchase
Consumers don’t know how to trust a creator when the creator is promoting the product. They hesitate to purchase more expensive products.
02
Lack of Insight
Creators need more insight into the quality of services, and it is hard to know what they need to improve from the current platform.
03
Lack of Platform Verification
Lack of Platform Verification
End consumers couldn’t find high-performing creators and wanted TikTok to help verify them.
Solutions
01
Launch “Reputation Score”
Launch the “Creator Reputation Score” concept, focusing more on creators’ ability to select qualified products and sellers. Help creators to diagnose the dimensions that need to be improved.
02
Quiz Instead
Quiz Instead
of Penalty
Highlight violation records, and raise awareness for creators to know the marketplace rules and guidelines. Also, allow them to take the quiz to reduce the violation penalty.
03
Promote Good Creators
Display creator reputation score on the consumer end. Let creators with higher performance be identified, boosted, and finally thrive on our platform.
Features 01
![]()
Creator’s View
New “Creator Reputation Score” on TikTok Shop.
Creator’s View
Shows creators a holistic score & advice in the overview and then breakdown scores and metrics into detailed dimensions.
In each dimension, we will provide the market benchmark for the creator’s reference.
Highlight violation history in the account standing to show the creator's current status.
The new feature here is to give the creator an option to take a short quiz about rules and guidelines rather than the violation penalty.
Features 02
From violations to better services
![]()
Creator’s View
From violations to better services
Creator’s View
Features 03
Promote high quality creator on consumer’s end, help them to grow
![]()
Consumer’s View
From displaying the creator's reputation score on Livestream, we promote high-quality creators on our feed, recommendation, and ranking. To make sure their every effort could be seen by consumers.
Dark mode
Furthermore
Keep insight into the benchmarks of the service quality of TikTok shop, understand the distribution and growth of sellers and creators. Continuously improve shopping experience and market competitiveness by applying this practice into future strategy, policy and rewards scenarios.
Keep insight into the benchmarks of the service quality of TikTok shop, understand the distribution and growth of sellers and creators. Continuously improve shopping experience and market competitiveness by applying this practice into future strategy, policy and rewards scenarios.
16.4%︎︎︎
Order conversion rate for creators with high reputation score (>4.00)from AB Testing
5.8%︎︎︎
Creator violation rate after two months
17.3%︎︎︎
Repetitive violation rate after two months