Growth Tactics

This project aimed to explore strategies to convert TikTok short video viewers into livestream viewers and encourage creators with large followings to start livestreaming in Japan.

💡 Motivation

The research was initiated to support the growth of TikTok's livestreaming platform in Japan by exploring strategies to convert short video viewers into livestream viewers and encouraging more content creators to start livestreaming. The goal was to enhance viewer engagement and expand the livestreaming community on TikTok in Japan.

✨ Research Scope

  • My role: UX research intern

  • Team: Ruifu Chen — Senior UX researcher, Local Interview Host

  • Timeframe: 1.5 months (Jun-Jul 2023)

  • Tools: Zoom, Feishu for collaboration and documentation

  • Methods: Interview, User Journey Map, Thematic Analysis

🌈 What I worked on

  • Created Research Documents such as interview notes and organized them for analysis.

  • Assisted in Deriving Insights and Recommendations from the data collected.

  • Assisted in Writing a Research Report that provided material for presentations, aiding in operational decisions.

📸 Impact

  • Provided a Detailed Understanding of the conversion journey for Japanese users, from watching short videos to engaging with livestreams.

  • Offered 3 Recommendations to the business team for Operational Improvements, contributing to the growth of TikTok's livestreaming platform in Japan.

Process overview

1. User Interview

2. Data Analysis

3. Actionable Insights

Note:

Due to confidentiality agreements with TikTok, I cannot disclose specific research content. Therefore, I will focus on describing the process and highlighting my discoveries, reflections, and growth.

User Interview

We conducted in-depth qualitative research, including interviews with active viewers, low-activity viewers, and creators with varying levels of engagement in livestreaming.

The study focused on understanding the conversion paths from watching short videos to engaging with livestreams, identifying barriers to watching livestreams, and uncovering motivations for creators to start or continue livestreaming.

The participants were diverse in terms of gender, age, profession, and the type of content they engaged with on TikTok. During this interview session, each participant underwent an extensive interview session lasting between 1 to 1.5 hours. This extended duration allowed for a thorough exploration of the user's experience with TikTok, starting from their general usage patterns in the early stages of the interview to delving deeper into specific pain points and conceptual explorations towards the end.

What I Learned

In this interview session, my role was primarily focused on Note-taking and Asking Follow-up Questions. The interviews were led by an experienced interview host, which allowed me to concentrate on capturing detailed notes and identifying areas that required further exploration.

One of the key skills I developed during this project was the ability to take structured notes. This approach proved crucial for organizing and analyzing data later, as it enabled me to systematically document the participants' responses while keeping our research objectives in mind.

Post-interview, I had the opportunity to engage in one-on-one discussions with the interview host. During these sessions, I asked additional questions to clarify any ambiguities and ensure that we had a comprehensive understanding of the participants' perspectives. This practice was highly effective in enriching our data and enhancing the overall quality of our research.

Data Analysis

During the data analysis process, my role involved meticulously recording interview notes and highlighting unique aspects that often led to the discovery of important points. This detailed note-taking was instrumental in ensuring that no critical insights were overlooked.

Following this, the senior researcher provided daily summaries of the key findings, capturing essential details while the information was still fresh in our minds. This practice proved crucial in maintaining the integrity of our data.

Furthermore, I gained a deeper understanding of the business context throughout the analysis, which was vital for identifying insights that could be applied to future operations and strategic decisions.

What I Learned

I delved into the art of data analysis and the crafting of actionable insights. I learned the crucial skill of Summarizing Data Daily, which not only helped capture the essence of our findings but also kept the information fresh and manageable. This practice taught me the importance of timeliness in data management and how it can significantly enhance the analysis process.

I also discovered the profound impact of Understanding the Business Context on data analysis. It was a revelation to see how aligning our research with the company's broader goals could transform raw data into valuable insights. This understanding allowed me to contribute more meaningfully to the project and see the real-world implications of our work.

Insights and Recommendations

Based on our findings, we provided actionable recommendations to improve viewer conversion rates and facilitate go-live for creators.

Insights

  • Viewer Conversion Paths:

  • Path 1: Viewers are attracted by engaging livestream visuals (e.g., interesting objects, faces) and converted into livestream audiences.

  • Path 2: Viewers develop curiosity or liking towards creators through short videos and become livestream audiences when creators go live.

  • Challenges in Watching Livestreams: High time consumption and privacy concerns are major barriers to watching livestreams.

  • Facilitating Creator Livestreaming: Creators face challenges such as fear of showing their face, lack of livestream topics, and negative perceptions of livestreaming among peers.

Recommendations

  1. Enhance Livestream Visuals: Make livestream visuals more engaging to quickly convey content or catch viewers' interest, especially for specific categories (e.g., music, gaming, fortune-telling).

  2. Diversify Livestream Categories: Increase the variety of livestream categories to cater to different viewer interests and hobbies.

  3. Simplify Livestreaming for Creators: Encourage creators to start with non-face-revealing livestreams and gradually transition to showing their face as they become more comfortable.

  4. Address Livestream Challenges: Provide guidance on finding livestream topics, leverage short videos to gather questions and topics for livestreams, and educate creators about livestream rules to avoid penalties.

  5. Improve Livestream Accessibility: Introduce time-limited challenges and segment livestream content to create breakpoints, making it easier for viewers to consume content in fragmented time.

Teamwork

In the research report, senior researcher Ruifu Chen established the main structure, providing a solid foundation for our analysis. I contributed by extracting user quotes from interview transcripts and recordings to support each insight, ensuring that our findings were grounded in real user experiences. Additionally, I enriched the report's conclusion with additional discoveries about the value of livestreaming, offering a more comprehensive understanding of its impact on users.

What I Learned

I enjoyed sifting through interview transcripts and recordings to find key quotes that supported our findings. It felt like solving a puzzle, where each quote added depth to our insights.

Adding extra discoveries to the report's conclusion was rewarding. It felt like I was making a personal contribution to the research, leaving my mark on the work we had done.