TikTok Shop
Content-Recommendation Shopping Path Redesign (EU/US)
Overview
Design a shopping path for the content recommendation scenario in European and American markets
This test focuses on interest-based e-commerce. I aim to analyze the conversion path from the user’s perspective, identify key experience barriers in the shift from emotional engagement to purchase, and design an optimized shopping path to improve the overall experience.
To address these issues, I reviewed TikTok Shop’s current funnel (Acquisition, Consideration, and Checkout), ran user tests, and analyzed competitors. I then redesigned key parts of the shopping path — including ‘Find Similar,’ the product page’s first-screen information architecture and the reviews section.
Business Validation
Increase GMV in short-video-driven scenario
I run A/B tests to track key metrics across the Acquisition, Consideration, and Checkout stages, assessing whether the new design improves user trust, clarity, and purchase confidence — ultimately enhancing conversion efficiency from short videos to payment and increasing GMV in short-video–driven scenarios.
10%
CTR from short videos → PDP
10%
PDP conversion rate
5%
Average Order Value (AOV)
GMV = Traffic × Conversion Rate × Average Order Value
Methodology
AIDA Marketing Model & Conversion Funnel Analysis
I applied the AIDA marketing model and mapped it to TikTok Shop’s Acquisition, Consideration, and Checkout funnels to identify where design improvements could most effectively drive conversion.
Problem 01
Users can’t get clear and reliable information to decide which product to buy
In the acquisition stage, the biggest problem is information recognition. Users have already shown interest in a certain product and used the “Find Similar” feature to search, but they can’t find clear and reliable information to determine which product they should buy with confidence.
Before
Solution 01
Highlighting trust and results to simplify decision-making
By introducing a lightweight quick filter based on user mental models and displaying a set of trustworthy indicators, users can quickly identify which product they could buy. This reduces cognitive load and encourages confident click-throughs to product detail pages.
Before
After
Why Important?
In interest-based e-commerce, where decisions are emotion-driven and instant, the lack of trust signals or guidance often leads to drop-offs and purchase abandonment.
Problem 02
Users can’t quickly access the key information they need in the review section
In the consideration stage, the main issue is the review section. Users can’t quickly get the key information they need, often feeling the reviews are inauthentic and hard to filter. Since reviews are crucial for their decisions, the design must make this information easier to find and trust.
Before
Solution 02
Enhancing review clarity and credibility for confident decisions
Redesigned the review layout to enhance credibility, readability, and engagement. Introduced verified-buyer indicators, selectable keyword tags, and a highlight feature to help users quickly access trustworthy information and reduce potential drop-offs.
Before
After
For the Highlight feature, I explored two options: AI-generated summaries for quick sentiment understanding, and featured photo/video reviews that surface top visual content with short autoplay to boost engagement.
Option 1
Option 2
Based on my ICE Scoring calculation (ICE = (Impact × Confidence) / Effort), I recommend prioritizing Option 1 (AI Summary) for testing, as it more effectively addresses the core issues of trust and information recognition with higher impact, greater confidence, and relatively lower implementation cost.
Problem 03
“‘Also Ships Free’ section lacks appeal for users.”
At checkout, the ‘Also Ships Free’ section offers little decision value. It focuses on free shipping rather than suggesting items that are useful or compatible with what users are buying. Since the carousel shows random, unrelated products, it feels generic and promotional, lowering trust instead of driving cross-sell.
Before
Solution 03
From generic ‘Also Ships Free’ to contextual checkout cross-sell to boost AOV
Replaced the generic ‘Also ships free’ carousel with a contextual Frequently Bought Together module tied to the specific item being purchased. The scenario-based copy makes recommendations feel more relevant and helpful at checkout, boosting cross-sell potential and average order value.
Before
After
Other Highlight
Optimizing First-Screen information hierarchy for clarity and trust
Reconstructed the first-screen information architecture based on usability testing insights to minimize visual noise, clarify information priority, and enhance users’ perception of the key signals they care about.
