TikTok camera editing is vital to creators. This project optimized the experience around video clipping and stitching.
ROLE
Led product design 0 to 1
Research, Concepts, Interaction, Prototypes
User testing, Stakeholder alignment
RESULTS
25% increase in retention from editing to publishing
Increased publish completion by reducing drop-off
Contributed to higher feed engagement and user retention
We analyzed UX drop-off through data and testing, then redesigned the clip stitching experience to improve publishing success.
Clip stitching is the process where creators can select a video from the feed, then record and add their own video to the end, creating a new video edit to publish.
This project was initiated by myself and the PM while setting the roadmap for 2023. As part of our task to improve the overall camera creation UX in ways to help the business.
Data analysis, testing, and stakeholder alignment
User research and data analysis revealed high drop-off during the first stage of the clipping flow. This limited completion and reduced publish rates.
I partnered with the PM to create high-fidelity prototypes and align on the PRD with engineering and stakeholders.
The final UX allowed creators to build more flexible edits, no longer locked into adding content only after the selected clip.
This prototype was later shared as a final showcase to the broader design team.