Designing for Uncertainty: Lessons from TikTok's Potential Ban

Can you imagine waking up to find the beloved TikTok just... gone? This could become the reality for nearly 150 million US users, following the US Senate's decision to potentially ban the app. 

The reason? Some politicians argue that the Chinese government could use TikTok, owned by a Chinese company, to spy on Americans.

A similar decision was already made by the Indian government in 2020 which led to the rapid rise of alternative apps, causing a reshuffling of the digital ecosystem as content creators and brands scrambled to adapt.

The measure by the US Senate gives TikTok’s parent company ByteDance nine months to sell the app, with a possible three-month extension. If they don't comply, TikTok will very likely become history in the world’s largest market. We guess this means the company’s clock is tik-toking. (You should have seen this one coming.) 

Anyway, it's the kind of scenario that sends shivers down the spine of millions — from budding influencers to established brands. Some have built a massive following or even their entire business on TikTok.  

Although it’s hard to predict how this corporate drama will unfold, one thing is already clear — a potential TikTok ban is not just about losing a popular app; it’s a wakeup call to all whose business models depend on a single digital platform and on someone else's turf.

So — let’s peel back the curtain together, explore the pitfalls of platform dependency, and how we can turn this understanding to our advantage, ultimately building better, more robust products.

Real-life Lesson in Platform Dependency

In a nutshell, platform dependency is when a business is significantly tied to a third-party platform. The implications of this can be enormous — especially when the platform faces legal challenges, shifts in public perception, or changes in policy that limit its reach or functionality. 

Here are three examples that show how risky platform dependency can be in the real world: 

  • Publishers relying on Amazon: Authors and publishers have long felt the squeeze of dependency on Amazon, a platform that controls a huge portion of online book sales. When Amazon decides to change its terms, promote certain genres, or adjust its algorithms, publishers must scramble to adapt, often changing their marketing strategies and distribution.

  • Game developers on the App Store: Independent game developers often depend on Apple’s App Store and Google Play to reach users. However, changes to fee structures, app review policies, or even the sudden removal of apps can jeopardize their business overnight, forcing a pivot to alternative platforms or revenue models. We’ll call this app-ocalypse whether you like it or not. 

How Platform Dependency Matters for Designers

For designers, the saga of TikTok serves as an important lesson on why we need to stay ahead of the game and make sure our work stands strong, no matter what platform it's on. Let's get into some smart tactics we can use to keep our products safe from any sudden shake-ups:

  • Don’t bet everything on one platform: Depending solely on one platform for user acquisition, engagement, or monetization introduces a point of failure. We must design products that allow us to integrate multiple platforms or switch services when necessary without disrupting the user experience. Or in other words: let’s not put all our pixels in one basket!

  • Connect with the users directly: While platforms like TikTok can provide a massive, ready-made audience, the importance of establishing direct channels to engage with your users shouldn’t be underestimated. Implementing features like in-app communities, push notifications, and personalized email campaigns can decrease reliance on external platforms and increase user retention and loyalty.

  • Make it easy to shift platforms: We should make sure that key functionalities can be moved to other platforms with minimal redesign. Being agile can allow us to react quickly to regulatory changes without a major overhaul of our core products. 

In a world where a product’s survival could hinge on a political decision, it’s essential to ensure our design work endures beyond the lives of the platforms. As we watch the fate of TikTok unfold, let's use this as an opportunity to strengthen our strategies and secure our digital futures. 

After all, in the world of design, being able to adapt to changing circumstances isn't just something that’s nice to have, it’s how we survive — and thrive. 

 

Alen FaljicComment