We have conducted 3 rounds of interview, including a Think-aloud protocol, a pilot testing interview, and a semi-structured interview with direct-storytelling method on 3 participants.
We collected interpretation notes from those interviews, analyzed them through Affinity Diagram and User Journey Map, and generated higher levels of insights. Here are a few questions that we pay most attention to:
"How do you feel about the advertisement in TikTok regarding algorithm bias?"
"How do you feel about the current advertisement setting user flow? You can share both the positive and negative views with us."
"Are there more functionalities about advertisement you wish TikTok to add in the future? Why? How do you think this can contribute to deal with the algorithm bias and make the algorithm suit your needs?"
"Is there any concern for the possible functionality you just mentioned?"
"What improvement would you like us to do to the advertisement setting interface/user flow?"
Data analysis and synthesis - Interpretation Session + Affinity Diagram
Through interpretation session, we analyze users' need, motivation and behavior, then we grouped and labeled them in an affinity diagram, synthesizing the insights in first-person angle. Users claimed their preference, activities and findings in TikTok, shared their needs, suggestion, complaint, and concern.
Models - User Journey Map
We built models, user journey map, to help us better summarize and understand users' stance from the interview. This bridges the opinions from users and the following speed dating design implications.
We have also conducted a survey with 13 questions in 3 categories: app features, advertisements and purchase behaviors on Google Forms to verify our preliminary insights from qualitative research. We received 32 responses, and these results helped us iterate on our insights and following speed dating session.
Most of our participants are between 22-25 years old and use TikTok less than an hour every day.
The survey proves our findings from the interview about the current issues of ad settings and people’s strong need for a tutorial. The ad settings should be easier to find, and the interactive hints are popular among respondents.
The survey verifies that people encounter biased ads on TikTok despite sometimes never realizing it, including buying products from ads (good bias) and receiving inappropriate or fake ads (harmful bias).
The survey unveils respondents’ interest to recommendation ads when they use TikTok to purchase items.