TikTok Livestream Shopping

Black Friday Event

OVERVIEW

TikTok launches live shopping experience for UK users

While e-commerce live-streaming is very mature in China, it is still blank in the UK. As a cross-cultural person, I was motivated to join the e-commerce live streaming industry in the UK. Through my cultural background and expertise, I helped TikTok create a localized and eye-catching visual experience for the UK market. In the end, it was also the first live-streaming in the UK market to exceed 100,000 pounds.

USER RESEARCH

TikTok's biggest user base in the UK is aged 18-24

Since this is an urgent project, I used secondary research. According to some research reports, TikTok's most enormous user base in the UK is millennials. At the same time, this age group also has the highest purchasing power and is particularly obsessed with technology. Therefore, the visual system needs to cater to the preferences of millennials and conform to the atmosphere of promotional activities. The primary visual expression is enthusiastic and confident.

MARKET RESEARCH

BLACK Friday has become the biggest shopping day for technology in the UK

People do a lot of shopping during Black Friday, especially for preparing Christmas gifts. Therefore, Black Friday is an appropriate opportunity for TikTok Shopping to make a big live sales event to create higher GMV.

DESIGN OPPORTUNITIES

I tried to extend the design around three core opportunity points. The three opportunity points are scene-setting, marketing planning and heightening atmosphere.

The first step is to create a reasonable partition and camera position design for the venue.

There are more than forty products in this live stream, and some of them are oversized items, such as a scooter. So I divided the scene into zones to display these forty items more comprehensively in a limited space. It has been divided into four sections: live area, product area, dressing area and backstage area. At the same time, we can use three camera positions for filming through the lens of different angles to display these products better.

I tried to combine several ways to show the promotion in real-time within the size of a mobile phone screen.

It was necessary to make some printed placards of the hero products, which would help the presenters to hold them in their hands and demonstrate them to the audience in real-time. The second was to create some dynamic stickers. These stickers could be displayed throughout and create a buzz during the promotion. Finally, I designed a countdown to match the tension of the flash sale.

Developing a visual design direction with a promotion vibe and aligning with millennials became an essential step.

I researched and did a mood board on Black Friday and the promotion. The research showed that warm colours, especially red, give off the vibe of a Black Friday promotion. Secondly, I also standardised the dress code for the presenters. To cater to the target younger demographic, I also designed some props to enhance the fun of the live stream.

FINANCIAL RESULT

TikTok Shopping has topped £100,000 in UK sales for the first time

REFLECTION

This event was my first visual design project after post-graduate. Unlike the rigorous design specifications for brand design, this event is more of a promotional ambience design based on the theme of Black Friday.

When I did the design evaluation, I was more concerned about how design can serve the marketing strategy.

Therefore, I had several rounds of communication with marketing colleagues about effectively demonstrating the product discounts to the audience. As we had clear objectives, I was able to identify several design possibilities within a short period, including a logical division of space, a comprehensive display of discount information and an enhanced sense of promotional ambience.

The final financial results proved the success of this visual output.

We created the first live stream in the UK to exceed £100,000 in marketing and won three official TikTok awards. The main reason for the successful completion of this visual output was that I actively communicated with the marketing group, thinking not only in terms of design but also in the bigger picture.