TikTok Plus

Lead Content Designer

Work performed: H2 2024 | H1 2025

TikTok Plus is an audience-facing, platform-wide monthly subscription product for a premium ad-free experience and additional user benefits

Goal: improve brand recognition and value, drive subscription sales 

Expected revenue: $151-900 million

Design principles:

·      Ensure that the essence of the TikTok brand stays

·      Keep the interface clear and concise

·      Allow users to understand what “plus” means

Developing the language

Version 1

  • Value props weren’t resonating. People won’t know what coins or Promote is.

  • Burying the cost to sign up. We should show the price upfront, so people know the cost.

  • CTA mismatch. The next step is subscribing, so we need to be more straightforward.

Version 2

  • Includes subscription info. Price is there along with some terms.

  • Good value prop. Language is shorter and more straightforward.

  • Looks a little bare. Maybe we removed too many words?

  • Added Terms of Service. Brought in Legal for input.

Version 3

  • Now we were getting crowded. Going back in the other direction again.

  • Can we lose the headline? Getting in the realm of having too much content.

Version 4

  • Short and simple. Value props are clear and straightforward.

  • Clean design. Not too many words, but the right information in the right order.

  • Setting expectations. CTA is clear and actionable.