Product Selection Pools for TAP Agencies
Role
Product Designer
Core Team
Jessy (PM), Yasmeen (CD)
Period
Summer 2024, 1 month. Expected to launch by Sep 2024
Context
During the second month of my internship, I received a requirement to design for agencies. I was independently responsible for building two features from exploration and ideation to execution. This was my first exposure to the concept of agencies. After outlining all the logic for campaign inclusion and initiation, sample distribution, and related edge cases, I began to focus on design and shipped the project by the end of my internship.
Background
TikTok Shop Partner Center is a platform designed to help agencies better select products, find creators, launch campaigns, and track data.
But, there is a problem…
Long product selection process
↓
Low efficiency of agency's workflow
Currently, the products are separated into thousands of campaign detail pages. Agencies have to jump between them to compare products, select products, and share them one by one with collaborated creators.
Solution
Integrate all the products to allow agencies to quickly filter, search, and compare to find the ideal ones.
Allow agencies to manage and share their selected products with creators in bulk or separately.
Who are the users and what's their needs?
Agencies are responsible for helping merchants find suitable creators to promote products through e-commerce videos or live streams. Within the agency, there are typically two types of roles: one focused on finding high-quality products and the other focused on identifying promising creators.
"As a TikTok shop TAP agency, I want to be able to compare the product information in different campaigns together, select products, manage them, set up commissions easily, and share with my creators."
Define the problem
How might we design a product selection features to help TAP agencies easily find products, manage products, share products, and track performance?
After discussing the long-term product strategy for agencies with the PM, we decided to create two new product pools:
Opportunity Product Pool: Users can find ideal campaign products here and contact sellers.
Pick-Up Product Pool: Users can manage selected campaign products here, set commissions, and distribute them to creators.
Success metrics
In this project, I established the following criteria to guide my design decisions.
Discoverability
Whether users can quickly find their ideal products and easily locate important information to take action quickly.
Completion rate
Whether users can quickly complete the entire process from selecting products to setting commissions to distributing them to influencers.
Stability
Whether the design solution will impact other structures on the platform.
Reusability
Whether the current design solution is flexible enough to accommodate future iterations or content additions.
Design - Opportunity Product Pool
Since this is a completely new feature, my first consideration was the overall structural layout. I explored two options: card layout and table layout. In making the choice, I considered the users' goals and habits. Users primarily explore various types of products to filter out the most ideal ones, with only a few users having specific goals to perform direct searches. Therefore, the card layout is more suitable for users to quickly browse and explore.
Next, I began to think about how to arrange the information on the interface to enable users to quickly find the products they want. The primary focus was on how to present the information on the product cards.
I designed the filters based on users' decision-making logic. Users first filter products by basic information: categories, price, commission rate, stock, free samples, and product sales. I made these quick filters visible and hid the advanced filters in a drawer.
Since the products here are campaign items and a single product may appear in different campaigns, the promotional information is very important for users to make their choices. I explored various ways to present this information. Given that the primary goal for users is to compare commissions and sample quantities across different promotions, I chose to present the information in a table format.
Design - Pick-up Product Pool
Since the primary goal for users here is to select products to send to suitable influencers by comparing them, I chose to present the information in a table format.
Considering the users' decision-making logic, I placed the three key decision factors—commission, price, and sample quantity—at the forefront to facilitate comparison.
Since agencies are highly likely to send creators a list of products instead of one single product, I designed the product list feature. Users can send a group of products to creators by creating a product list.
I designed a simplified commission setup function to make it easier for agencies to edit the commission rate for all the products in a product list.