PM Interview Question → You’re a PM at TikTok. Design a version of TikTok for kids.

Published in

Bootcamp

6 min readOct 16, 2024

How do you take a platform as dynamic and vibrant as TikTok and tailor it for the youngest of audiences? Imagine you are a Product Manager at TikTok, tasked with reimagining the app for children — a challenge that required balancing fun, creativity, and safety.

In the current scenario, children are not just passive consumers of content; they are creators, innovators, and early adopters of technology. Yet, the online world is fraught with risks and challenges that necessitate a careful approach when designing for kids. This is a journey into how we envisioned a kid-friendly version of TikTok, addressing the needs of our young users while ensuring peace of mind for their parents.

Understanding the Challenge

Before diving into design and features, it’s crucial to grasp the magnitude of creating a social platform for children. The primary objective is clear: Develop a safe, engaging, and age-appropriate version of TikTok for kids aged 7–12. But why is this important?

Market Demand: There’s a noticeable gap in the market for interactive platforms that cater specifically to children, combining creativity with social engagement.
Safety Concerns: Parents are increasingly worried about the content their children are exposed to and the potential risks of online interactions.
Regulatory Compliance: Laws like COPPA (Children’s Online Privacy Protection Act) and GDPR-K (General Data Protection Regulation for Kids) impose strict guidelines on collecting data from minors.

Defining Our Users

Primary Users: Children aged 7–12, tech-savvy and eager to explore, create, and share content.

Secondary Users: Parents and guardians who prioritize their children’s safety and privacy online.

Stakeholders: Educators, regulatory bodies, content creators, and advertisers focused on family-friendly products.

Identifying Needs and Pain Points

Children’s Needs:

Engaging Content: Fun videos, challenges, and interactive features that stimulate creativity.
User-Friendly Interface: Simplified navigation suitable for young minds.
Creative Expression: Tools to make and share their own content in a safe environment.

Parents’ Needs:

Safety Controls: Robust mechanisms to protect children from inappropriate content and interactions.
Privacy Assurance: Clear policies on data collection and usage.
Educational Value: Content that is not only entertaining but also informative and enriching.

Pain Points:

Exposure to Inappropriate Content: The risk of children stumbling upon unsuitable material.
Online Predators: Potential dangers of unsupervised interactions.
Lack of Control: Parents often feel helpless in monitoring and guiding their child’s online activities.

Market Landscape

Existing platforms like YouTube Kids and Messenger Kids offer child-friendly content but lack the interactive, creative outlet that TikTok provides. There’s an opportunity to fill this gap by creating a platform that combines TikTok’s innovative features with stringent safety measures.

Designing the Solution

1. Safety First

Content Moderation:

AI-Powered Filtering: Implement advanced algorithms to detect and block inappropriate content.
Human Moderators: A dedicated team trained in child safety to oversee content and interactions.

Restricted Interactions:

No Direct Messaging: Eliminating or heavily monitoring messaging features to prevent unsolicited contact.
Private Profiles by Default: Only approved followers can view and interact with a child’s content.

2. Empowering Parents

Parental Dashboard:

Activity Monitoring: Parents can view their child’s activity, including content viewed and created.
Control Settings: Ability to set screen time limits, approve followers, and restrict content categories.
Notifications: Alerts for any flagged activities or content.

Verifiable Parental Consent:

Ensuring compliance with regulations by obtaining explicit consent from parents before account creation.

3. Crafting an Age-Appropriate Experience

Curated Content:

Age Filters: Content is tailored to be suitable for specific age groups within the 7–12 range.
Educational Partnerships: Collaborations with educators to include informative and educational videos.

User Interface (UI/UX):

Simplified Design: A colorful, intuitive interface with larger icons and straightforward navigation.
Interactive Features: Fun filters, stickers, and effects designed to appeal to children.

4. Fostering Creativity and Learning

Creative Tools:

Simplified Editing: Easy-to-use video creation tools that encourage experimentation.
Tutorials and Guides: Step-by-step instructions to help kids learn and create safely.

Community Engagement:

Challenges and Contests: Safe, moderated activities that encourage participation and creativity.
Rewards System: Badges and achievements to motivate positive engagement.

Ensuring Compliance and Security

Regulatory Adherence:

COPPA and GDPR-K Compliance: Strict data handling policies, age verification, and minimal data collection.
Transparent Privacy Policies: Clear communication about what data is collected and how it’s used.

Security Measures:

Data Encryption: Protecting personal information both in transit and at rest.
Regular Audits: Ongoing assessments to ensure compliance and identify areas for improvement.

Monetization with Ethics

Ad-Free Experience:

To maintain a safe environment, traditional advertising is limited or eliminated.

Alternative Revenue Streams:

Subscription Model: Optional premium features available for a fee, with parental approval.
Brand Partnerships: Collaborations with trusted, child-friendly brands for sponsored content.

Measuring Success

Engagement Metrics:

Daily Active Users (DAU): Tracking the number of active users to gauge adoption.
Session Duration: Understanding how long children interact with the app.

Safety Metrics:

Incident Reports: Monitoring and aiming to reduce the number of safety incidents.
Parental Feedback: Regular surveys to assess satisfaction and gather suggestions.

Growth Metrics:

User Acquisition: The rate at which new users are joining.
Retention Rates: Ensuring that users continue to find value in the app over time.

Launching the Product

Beta Testing:

Limited Rollout: Introducing the app in select regions to gather feedback and make necessary adjustments.
Focus Groups: Engaging with parents and children to refine features and address concerns.

Marketing Strategy:

Educational Outreach: Partnering with schools and educational programs to promote the app.
Influencer Collaborations: Working with child-friendly influencers to generate buzz.

Launch Events:

Virtual Events: Hosting online launch parties with interactive activities for kids.

Looking Ahead

Continuous Improvement:

Feedback Loops: Regularly collecting and implementing user feedback.
Feature Expansion: Introducing new tools and content to keep the platform fresh and engaging.

Global Expansion:

Localization: Adapting content and features to suit different cultures and languages.
Community Building: Encouraging safe, global interactions among young users.

Addressing Potential Risks

Moderation Challenges:

Mitigation: Investing in both technology and human resources to keep up with content moderation demands.

Adoption Hurdles:

Mitigation: Clear communication of safety features to parents and highlighting the fun, creative aspects to kids.

Regulatory Changes:

Mitigation: Staying agile with a dedicated legal team to navigate and adapt to new regulations.

Conclusion

Designing a kid-friendly version of TikTok is not just about stripping down the existing app or adding a few parental controls. It’s about reimagining the platform from the ground up with the unique needs of children and their parents in mind. By prioritizing safety, fostering creativity, and ensuring compliance, we can create a space where kids can explore, learn, and express themselves freely.

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