TikTok FairLens
Client
Carnegie Mellon University, CARE (Collective AI Research and Evaluation) Lab
Roles
Year
2025
Team
Designer, Project Manager, UX Researcher
Context
Generative AI filters on social media platforms like TikTok are increasingly popular. However, these filters often produce biased results, leading to user disappointment and confusion as the generated content can reflect unacknowledged societal biases.
The Challenge
How might we increase the users' awareness of Generative AI bias on TikTok while ensuring that there are features in place to mitigate the negative impacts of bias and promote a more inclusive experience?
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Process
Research
We analyzed competitor positioning, conducted brand perception surveys, and identified key differentiators that would inform our creative direction.
Exploration
Through workshops and iterative design sprints, we developed a visual language that balanced innovation with accessibility.
Refinement
We tested brand concepts with focus groups and refined the system based on feedback.
Solution
The new brand system unified their digital and physical touchpoints, leading to a successful product launch with strong market reception.
"This brand identity perfectly captures who we are and where we're headed. It's been instrumental in our product launch success."
