Cindy Susanto

UI/UX Designer

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Cindy Susanto

UI/UX Designer

Projects

About Me

Mail

Linkedin

Resume

Back

Back

TikTok (ByteDance).

Gimme the Mic

TikTok (ByteDance).
Gimme the Mic

UX Design Intern

UX Design Intern

June 2024 - August 2024

June 2024 - August 2024

Figma, Adobe Creative Cloud, Lark

Figma, Adobe Creative Cloud, Lark

Overview.

Overview.

TikTok's "Gimme the Mic" campaign is all about tapping into creative energy and discovering new musical talent. It's a way for TikTok to engage users by encouraging participation and interaction, solidifying its role as a key player in music discovery. It’s not just about finding the next big star, though. The whole thing ramps up user engagement like crazy. With interactive challenges and audience participation, they’re getting people involved, not just as viewers but as active participants. And let’s be real, TikTok thrives on this kind of energy. Plus, the campaign helps solidify TikTok’s position as a go-to spot for music discovery. They've already played a huge role in making songs go viral, and this just takes it to another level.

My role in this is to design the campaign, called H5, following TikTok’s guidelines and the theme we're aiming for. I focus on making sure everything looks great and aligns with TikTok’s vision, enhancing the user experience and connecting with the community. Overall, this campaign keeps things fresh, exciting, and super engaging, and I'm here to help bring that to life.

TikTok's "Gimme the Mic" campaign is all about tapping into creative energy and discovering new musical talent. It's a way for TikTok to engage users by encouraging participation and interaction, solidifying its role as a key player in music discovery. It’s not just about finding the next big star, though. The whole thing ramps up user engagement like crazy. With interactive challenges and audience participation, they’re getting people involved, not just as viewers but as active participants. And let’s be real, TikTok thrives on this kind of energy. Plus, the campaign helps solidify TikTok’s position as a go-to spot for music discovery. They've already played a huge role in making songs go viral, and this just takes it to another level.

My role in this is to design the campaign, called H5, following TikTok’s guidelines and the theme we're aiming for. I focus on making sure everything looks great and aligns with TikTok’s vision, enhancing the user experience and connecting with the community. Overall, this campaign keeps things fresh, exciting, and super engaging, and I'm here to help bring that to life.

Outcome

Outcome

An interactive campaign experience that boosts creator visibility, drives user participation, and brings TikTok’s music discovery mission to life—seamlessly and creatively.

An interactive campaign experience that boosts creator visibility, drives user participation, and brings TikTok’s music discovery mission to life—seamlessly and creatively.

An interactive campaign experience that boosts creator visibility, drives user participation, and brings TikTok’s music discovery mission to life—seamlessly and creatively.

Concept

Concept

01. Showcasing Emerging Talent → The campaign highlights rising music creators, giving them a platform to perform and gain visibility.

02. Boosting User Engagement → Through interactive challenges and audience participation, users become active contributors, not just viewers.

03. Diversifying Musical Content → By encouraging varied styles and voices, the campaign expands the range of music featured on TikTok.

04. Targeting Key Demographics → Informed by analytics, the campaign focuses on Gen Z and millennials deeply involved in music culture.

05. Crafting a Dynamic Visual Theme → The design reflects TikTok’s energetic, youthful identity, using vibrant visuals to attract and engage.

06. Aligning with Brand & Trends → With formats like live shows and user-generated videos, the campaign stays current with user behaviors and TikTok’s evolving brand.

01. Showcasing Emerging Talent → The campaign highlights rising music creators, giving them a platform to perform and gain visibility.

02. Boosting User Engagement → Through interactive challenges and audience participation, users become active contributors, not just viewers.

03. Diversifying Musical Content → By encouraging varied styles and voices, the campaign expands the range of music featured on TikTok.

04. Targeting Key Demographics → Informed by analytics, the campaign focuses on Gen Z and millennials deeply involved in music culture.

05. Crafting a Dynamic Visual Theme → The design reflects TikTok’s energetic, youthful identity, using vibrant visuals to attract and engage.

06. Aligning with Brand & Trends → With formats like live shows and user-generated videos, the campaign stays current with user behaviors and TikTok’s evolving brand.

01. Showcasing Emerging Talent → The campaign highlights rising music creators, giving them a platform to perform and gain visibility.

02. Boosting User Engagement → Through interactive challenges and audience participation, users become active contributors, not just viewers.

03. Diversifying Musical Content → By encouraging varied styles and voices, the campaign expands the range of music featured on TikTok.

04. Targeting Key Demographics → Informed by analytics, the campaign focuses on Gen Z and millennials deeply involved in music culture.

05. Crafting a Dynamic Visual Theme → The design reflects TikTok’s energetic, youthful identity, using vibrant visuals to attract and engage.

06. Aligning with Brand & Trends → With formats like live shows and user-generated videos, the campaign stays current with user behaviors and TikTok’s evolving brand.

Paint Points.

  1. Flat scroll with visual overload

The layout uses a long, single-scroll format with minimal whitespace, making it visually overwhelming. Multiple bright graphic elements (emojis, colors, gradients) compete for attention, which distracts users from key actions like registration or understanding the timeline.

Users may miss important information or feel fatigued scrolling, especially on mobile, which is where most TikTok users interact.

The layout uses a long, single-scroll format with minimal whitespace, making it visually overwhelming. Multiple bright graphic elements (emojis, colors, gradients) compete for attention, which distracts users from key actions like registration or understanding the timeline.

Users may miss important information or feel fatigued scrolling, especially on mobile, which is where most TikTok users interact.

  1. Reward listed but underemphasized

The prize (USD 2000 + Global Ticket) is a huge motivator but is displayed in a small card that blends into the rest of the page. There's no animation, spotlight, or visual hierarchy to help it stand out.

Lack of visual weight on the reward reduces urgency and user excitement—people are less likely to feel "this is worth competing for."

The prize (USD 2000 + Global Ticket) is a huge motivator but is displayed in a small card that blends into the rest of the page. There's no animation, spotlight, or visual hierarchy to help it stand out.

Lack of visual weight on the reward reduces urgency and user excitement—people are less likely to feel "this is worth competing for."

  1. Lack of Information Hierarchy

Titles, body text, and icons are similar in scale or style, causing important details (e.g. deadlines, rules) to get lost.

Users can’t quickly scan the page to find what they’re looking for—slows decision-making and weakens usability.

Titles, body text, and icons are similar in scale or style, causing important details (e.g. deadlines, rules) to get lost.

Users can’t quickly scan the page to find what they’re looking for—slows decision-making and weakens usability.

Problem Statement

Problem Statement

At the core of our campaign: How can we uncover and amplify the next generation of musical talent, while engaging and inspiring our global community?

At the core of our campaign: How can we uncover and amplify the next generation of musical talent, while engaging and inspiring our global community?

Discussion Between TikTok Design Team Users

Discussion Between TikTok Design Team Users

At the start of this project, I conducted informal conversations and feedback sessions with past Gimme the Mic participants to understand what worked and what didn’t. From those insights, I broke things down using a SWOT analysis to identify key gaps—such as unclear campaign flow, lack of performance feedback, and low visibility of creative tools. Listening closely to creators helped me design solutions that felt intuitive, motivational, and truly centered on their needs.

At the start of this project, I conducted informal conversations and feedback sessions with past Gimme the Mic participants to understand what worked and what didn’t. From those insights, I broke things down using a SWOT analysis to identify key gaps—such as unclear campaign flow, lack of performance feedback, and low visibility of creative tools. Listening closely to creators helped me design solutions that felt intuitive, motivational, and truly centered on their needs.

Person 1

Person 1

03:00 PM

03:00 PM

“I didn’t know how far along I was in the competition—there was no way to track my progress. Also, I don't know the next step of the competition”

“I didn’t know how far along I was in the competition—there was no way to track my progress. Also, I don't know the next step of the competition”

Person 2

Person 2

11:30 AM

11:30 AM

“The information was all there, but it felt too crowded. I had to scroll a lot just to figure out how to register.”

“The information was all there, but it felt too crowded. I had to scroll a lot just to figure out how to register.”

Person 3

Person 3

04:45 PM

04:45 PM

“I wish the effects and tools were easier to find, maybe like a search button. The rules page is too overwhelming”

“I wish the effects and tools were easier to find, maybe like a search button. The rules page is too overwhelming”

User Behavior Trends

User Behavior Trends

Gimme the Mic users are primarily driven by creative expression, recognition, and community engagement. They seek intuitive, fun experiences that let them showcase their talent, gain visibility, and feel connected to the TikTok creator ecosystem.

Gimme the Mic users are primarily driven by creative expression, recognition, and community engagement. They seek intuitive, fun experiences that let them showcase their talent, gain visibility, and feel connected to the TikTok creator ecosystem.

Engagement Flow

Creator-Centric Empowerment

Looping Participation & Gamification

Our Goals

  • Vibrant yet clean visual style that captures attention without overwhelming the user.

  • Clearer sponsor visibility to better highlight this year’s Gimme the Mic collaborators.

  • More structured and easy-to-read layout for improved content hierarchy and navigation.

  • Boosted user participation through intuitive interaction and engaging design elements.

Wireframes

Design

Main Page

Semi-final Page

Rule Page

Semi-final Page

Rule Page

H5 Design

Rules Page

MultiGuest Banner

MultiGuest Banner

Banner Design

All Project

Style Guide

Style Guide

01. Color Palette (Main)

01. Color Palette (Main)

#B3F1F6

#B3F1F6

Backgrounds, cards

Backgrounds, cards

#F8A8D4

#F8A8D4

Buttons, headers, badges

Buttons, headers, badges

#FDF18A

#FDF18A

Ranking tiers, CTA icons

Ranking tiers, CTA icons

#D9A2FF

#D9A2FF

Top-tier badges, callouts

Top-tier badges, callouts

#FF6F91

#FF6F91

Important call-to-actions

Important call-to-actions

#8E8E8E

#8E8E8E

Body text

Body text

02. Typography

02. Typography

TikTok Sans Text Bold

TikTok Sans Text Bold

TikTok Sans Text Regular

TikTok Sans Text Regular

TikTok Sans Text Light

TikTok Sans Text Light

TikTok Sans Dark Text Bold

TikTok Sans Dark Text Bold

TikTok Sans Dark Text Regular

TikTok Sans Dark Text Regular

TikTok Sans Dark Text Light

TikTok Sans Dark Text Light

TikTok Display Bold

TikTok Display Bold

TikTok Display Regular

TikTok Display Regular

TikTok Display Light

TikTok Display Light

Highlights.

Highlights.

In today’s digital landscape, where social media campaigns shape brand identity and fuel user engagement, impactful and visually compelling design is more essential than ever. Leading platforms like TikTok rely on innovative design strategies to connect meaningfully with diverse audiences.

As a UX Designer at TikTok, I’ve taken the lead in designing and managing a range of high-visibility campaign materials and banners. A standout example is the "Gimme the Mic 2024" campaign—an initiative that spotlights emerging music creators in Indonesia and opens doors for talent across the region. This campaign reflects my ability to craft high-impact visual narratives that elevate key cultural moments.

Beyond "Gimme the Mic," I’ve contributed to a total of 9 major campaigns at TikTok, each one requiring creative translation of strategic ideas into bold, scroll-stopping designs. From initial ideation to final execution, I bring each campaign to life with design solutions that engage global audiences, support marketing goals, and resonate deeply with users.

In today’s digital landscape, where social media campaigns shape brand identity and fuel user engagement, impactful and visually compelling design is more essential than ever. Leading platforms like TikTok rely on innovative design strategies to connect meaningfully with diverse audiences.

As a UX Designer at TikTok, I’ve taken the lead in designing and managing a range of high-visibility campaign materials and banners. A standout example is the "Gimme the Mic 2024" campaign—an initiative that spotlights emerging music creators in Indonesia and opens doors for talent across the region. This campaign reflects my ability to craft high-impact visual narratives that elevate key cultural moments.

Beyond "Gimme the Mic," I’ve contributed to a total of 9 major campaigns at TikTok, each one requiring creative translation of strategic ideas into bold, scroll-stopping designs. From initial ideation to final execution, I bring each campaign to life with design solutions that engage global audiences, support marketing goals, and resonate deeply with users.

Damkar

Damkar

Damkar

Website Interactive Prototyping | 36-h Design Competition

Website Interactive Prototyping | 36-h Design Competition

Website Interactive Prototyping | 36-h Design Competition

Dexa Medica Internship

Dexa Medica Internship

Dexa Medica Internship

Product Designer | 12 week-internship

Product Designer | 12 week-internship

Product Designer | 12 week-internship

© Copyright

2026

Made by

Cindy Susanto

© Copyright

2026

Made by

Cindy Susanto

© Copyright

2026

Made by

Cindy Susanto

Cindy Susanto

UI/UX Designer

Projects

About Me

Mail

Linkedin

Resume

Cindy Susanto

UI/UX Designer

Projects

About Me

Mail

Linkedin

Resume

Paint Points.

  1. Flat scroll with visual overload

The layout uses a long, single-scroll format with minimal whitespace, making it visually overwhelming. Multiple bright graphic elements (emojis, colors, gradients) compete for attention, which distracts users from key actions like registration or understanding the timeline.

Users may miss important information or feel fatigued scrolling, especially on mobile, which is where most TikTok users interact.

The layout uses a long, single-scroll format with minimal whitespace, making it visually overwhelming. Multiple bright graphic elements (emojis, colors, gradients) compete for attention, which distracts users from key actions like registration or understanding the timeline.

Users may miss important information or feel fatigued scrolling, especially on mobile, which is where most TikTok users interact.

  1. Reward listed but underemphasized

The prize (USD 2000 + Global Ticket) is a huge motivator but is displayed in a small card that blends into the rest of the page. There's no animation, spotlight, or visual hierarchy to help it stand out.

Lack of visual weight on the reward reduces urgency and user excitement—people are less likely to feel "this is worth competing for."

The prize (USD 2000 + Global Ticket) is a huge motivator but is displayed in a small card that blends into the rest of the page. There's no animation, spotlight, or visual hierarchy to help it stand out.

Lack of visual weight on the reward reduces urgency and user excitement—people are less likely to feel "this is worth competing for."

  1. Lack of Information Hierarchy

Titles, body text, and icons are similar in scale or style, causing important details (e.g. deadlines, rules) to get lost.

Users can’t quickly scan the page to find what they’re looking for—slows decision-making and weakens usability.

Titles, body text, and icons are similar in scale or style, causing important details (e.g. deadlines, rules) to get lost.

Users can’t quickly scan the page to find what they’re looking for—slows decision-making and weakens usability.

Problem Statement

At the core of our campaign: How can we uncover and amplify the next generation of musical talent, while engaging and inspiring our global community?

Discussion Between TikTok Design Team Users

At the start of this project, I conducted informal conversations and feedback sessions with past Gimme the Mic participants to understand what worked and what didn’t. From those insights, I broke things down using a SWOT analysis to identify key gaps—such as unclear campaign flow, lack of performance feedback, and low visibility of creative tools. Listening closely to creators helped me design solutions that felt intuitive, motivational, and truly centered on their needs.

Person 1

03:00 PM

“I didn’t know how far along I was in the competition—there was no way to track my progress. Also, I don't know the next step of the competition”

Person 2

11:30 AM

“The information was all there, but it felt too crowded. I had to scroll a lot just to figure out how to register.”

Person 3

04:45 PM

“I wish the effects and tools were easier to find, maybe like a search button. The rules page is too overwhelming”

User Behavior Trends

Gimme the Mic users are primarily driven by creative expression, recognition, and community engagement. They seek intuitive, fun experiences that let them showcase their talent, gain visibility, and feel connected to the TikTok creator ecosystem.

Engagement Flow

Creator-Centric Empowerment

Looping Participation & Gamification

Our Goals

  • Vibrant yet clean visual style that captures attention without overwhelming the user.

  • Clearer sponsor visibility to better highlight this year’s Gimme the Mic collaborators.

  • More structured and easy-to-read layout for improved content hierarchy and navigation.

  • Boosted user participation through intuitive interaction and engaging design elements.

Wireframes

Design

Main Page

H5 Design

Rules Page

MultiGuest Banner

All Project

Style Guide

01. Color Palette (Main)

#B3F1F6

Backgrounds, cards

#F8A8D4

Buttons, headers, badges

#FDF18A

Ranking tiers, CTA icons

#D9A2FF

Top-tier badges, callouts

#FF6F91

Important call-to-actions

#8E8E8E

Body text

02. Typography

TikTok Sans Text Bold

TikTok Sans Text Regular

TikTok Sans Text Light

TikTok Sans Dark Text Bold

TikTok Sans Dark Text Regular

TikTok Sans Dark Text Light

TikTok Display Bold

TikTok Display Regular

TikTok Display Light

Highlights.

In today’s digital landscape, where social media campaigns shape brand identity and fuel user engagement, impactful and visually compelling design is more essential than ever. Leading platforms like TikTok rely on innovative design strategies to connect meaningfully with diverse audiences.

As a UX Designer at TikTok, I’ve taken the lead in designing and managing a range of high-visibility campaign materials and banners. A standout example is the "Gimme the Mic 2024" campaign—an initiative that spotlights emerging music creators in Indonesia and opens doors for talent across the region. This campaign reflects my ability to craft high-impact visual narratives that elevate key cultural moments.

Beyond "Gimme the Mic," I’ve contributed to a total of 9 major campaigns at TikTok, each one requiring creative translation of strategic ideas into bold, scroll-stopping designs. From initial ideation to final execution, I bring each campaign to life with design solutions that engage global audiences, support marketing goals, and resonate deeply with users.