The TikTok product is constantly improving and evolving, with new features, updates, and regional variations rolling out on a almost a daily basis. The goal of these guidelines was to improve consistency anywhere that the product UI shows up.

Developed a comprehensive design playbook for how to showcase the product UI consistently across marketing and communications of any kind. Led design direction with the agency, DixonBaxi, as well as stepped in to design myself along the way. Built out 130+ pages of guidelines for all major parts of the UI – from the For You Feed, Stories, AI tools, LIVE, Shop, safety features, and more.