The Creator Center on Douyin serves PGC (Professional Generated Content) creators, focusing on building a platform around the needs of authors. The main services are designed to enhance the creators' abilities in content creation, monetization, and fan management.

During its development, Creator Service Portal has evolved from a traffic portal for different operation within the organization, to a service platform dedicated to all the Douyin creators.

❶ Inefficient Traffic Distribution (Efficiency): As the number of services increases, the limited space in the page structure can no longer satisfy the need for "efficient distribution" of traffic, and fails to establish a design framework that aligns with business "interest points."

❷ Lack of Mutual Empowerment (Capability): The modules between businesses operate independently without effective linkage and integration, failing to empower each other's services with value.

❶ High Exploration Cost (Efficiency): As services multiply, it becomes very difficult for users to find specific services; they need to search back and forth among numerous entries without a clear path.

❷ Lack of Guidance (Capability): There has been a failure to help users understand what these "services" are for, their usefulness, how to use them, and how they could improve their creative earnings.

Inconsistent Design (Experience): Different service modules feature varying design styles and aesthetics, leading to a poorer overall experience.

By analyzing the operational status of users, namely "different stages," "different types of creation," and their "distinct demands," provide reasonable guidance and recommendations. This helps creators solve problems in the creation and monetization process, enhancing their ability to create and earn.

Under a new structure, each business unit can effectively deliver services to creators, who can then use the platform's services efficiently, reducing the cost of managing their accounts.

Influence the pages of secondary businesses through a unified design language and design rules.

Creative Service DAU: 2.75 million (+10% from the current 2.5 million)

Creative Service Satisfaction: 4.6 (currently 4.4)

Creative Service Next-Day Retention, Ten Thousand Fans Penetration

Submission Metrics (Monthly Submission Rate, Monthly Submission Retention, Submissions per Ten Thousand Fans)

Monetization Metrics (Number of Monetization Activations, Number of People Monetizing, Monetization Rate).

In April and May of 2020, the design team conducted interviews with 10 influencers, 3 MCN (Multi-Channel Networks), and creators using five different monetization models. Spanning creators at various income levels and fan tiers, including mid-tier and lower-tier creators.

Develop a user capability model as a theoretical basis for supporting creators. Based on the different user capability models, formulate various design solutions tailored to support the target audience effectively.

Abstract specific characteristics from different user capability models to serve as the foundation for personalized guidance.

Design a product structure that matches the characteristics of various capability levels, guiding the content and methods accordingly.

The operational aspects that creators care about can be simply divided into three main parts: traffic, follower growth, and monetization. These are the goals they set for themselves, which may consist of one or multiple targets.

Creators' pain points primarily focus on how to achieve their goals related to traffic, followers, and monetization, how to break down these goals, and how to progressively realize them. Through interviews with top creators, we have summarized some of their experiences on how they break down and achieve their goals.

Creators often make comparisons on two levels:

Using these two dimensions, we have categorized creators into nine different capability types. Among these, we consider the following two groups as key opportunity segments:

Profile Characteristics: Intuitive creative talents who are not adept at analyzing data and often lack awareness in managing their private domains.

Support Techniques: Providing them with analytical skills and methods, along with some guidance, can lead to significant improvements.

Profile Characteristics: Purely intuitive creators who can only grasp simpler explanations and struggle to keep up with in-depth analyses.

Support Techniques: Initially, these creators need systematic and comprehensive explanations. Once they grasp these, they can advance to become Potential Type creators.

By identifying and understanding these specific types, the platform can tailor its support to effectively elevate the capabilities of each creator group, thus optimizing the overall creative output and success on the platform.

💡 Addressing the Three Major Demands of User Operations: Traffic, Follower Growth, and Monetization

Design a layout that aligns more closely with the user's perspective.

The first screen presents an overview of the user's operational data, while the lower half of the page provides diagnostics and features based on the three major operational demands.

Features are further refined and categorized by sections.

user's content genre and monetization strategies also play critical roles in shaping the recommendations, ensuring that they are both relevant and effective in supporting the users' growth and operational goals.

Based on the "capability model" derived from user segmentation, recommend different proportions of content tailored to the users' capabilities. For example, users in the lower left quadrant would receive a higher proportion of course offerings, while those in the upper right quadrant would be provided with a higher proportion of activities and motivational tasks. The content recommendation mechanism for different user levels will be continuously optimized based on experimental outcomes.

Users show a preference for "more data," "guidance on data," "richer recommendations," and "easier ways to find information."

Create an atmosphere of youthful vibrancy: Foster creativity, inspire new ideas, provide excellent support to creators, and encourage a wider variety of content creation.

Develop beneficial experiences: Offer methods that lead to tangible results, provide clear pathways for advancement, overcome bottlenecks, and progressively achieve desired outcomes. </aside>

Main Visual Elements: We designate the main visual element as top-tier visual material, primarily because we plan to heavily promote and evolve it as the central growth axis in the future. Therefore, we have decided that this element should occupy one-third of the visual weight in the primary evaluation.

Main Visual Style: We have explored multiple versions for the main visual style, focusing on three key aspects: sense of light, sense of honor, and transparent texture. These aspects are chosen to collectively reflect our defined design style.

Below are some of the exploratory processes:

Consistency in Style: Ensure that creators experience a consistent system across the platform, providing a sense of high-quality and stable service.

Clear Hierarchy: Guide users through visual prioritization to enhance the clarity and efficiency of service interactions.

Inspire Growth: Use visual incentives and growth mechanisms to focus on core objectives, offering creators a shortcut to upgrade in a complex environment.

Creative Capability: Nearly 10% of creator users contribute all of Douyin's consumable content, representing a group full of vitality and enthusiasm.

Operational Motivation: Over the past year, only a minority of creators have been able to monetize on the platform, and monetization is a significant motivator for creators to continue operating healthily and sustainably.

Create a Vibrant, Youthful Atmosphere: Foster creativity, inspire new ideas, and provide excellent support to creators to encourage the production of diverse and rich content.

Construct a Helpful Experience: Implement effective strategies that lead to tangible outcomes, provide clear pathways for advancement, break through bottlenecks, and progressively approach the desired results.