Emily Jian-Marie Finley

TikTok Privacy & Social Impact

As a product designer on TikTok’s Privacy team, I’ve been an advocate for users’ safety and the ethical use of data on our platform. With projects centered around algorithmic transparency, social impact, and youth safety my goal is to not only provide compliance-backed solutions, but also uphold design values that keep users’ interests top of mind.




Learn more about TikTok’s social impact at tiktok.com/newsroom and privacy on tiktok.com/privacy









About this Account


I collaborated with product managers on strategy and engineers on implementation for phase one of TikTok’s ‘About This Account’ feature, designed to increase platform transparency. Launched first in the UK, it meets the UK’s Online Safety Act (OSA) requirements.

With roughly 45% of important TikTok accounts (verified accounts, public figures, media outlets, government officials) facing impersonation, this feature helps users assess trustworthiness through clear labels and explanations.

Since not all important accounts are verified, adding this extra layer of transparency, backed by clear account information, enables users to make more informed decisions. Phase two will expand the feature to everyday users globally, providing even more safeguards for TikTok users online.

          







Why this post?


TikTok’s ‘Why This Post?’ feature displays why certain posts may appear on a user’s For You feed. Before my optimizations, it was only accessible via a long press menu, the design was dense with paragraphs and bulleted lists, and the backend reasoning was inconsistent with reality.

During 2024, I worked to improve ‘Why This Post’ and increased DAU by +35% compared to the control:

  1. Improved visual design by using icons and working with content to clarify and shorten video transparency descriptions
  2. Introduced a secondary sheet surfacing relevant controls users can adjust their For You algorithm
  3. Added a second menu entrance making WTP more accessible (only two clicks away from main feed)









Social Impact and TikTok fundraising
Another area I work on at TikTok is building our social impact initiatives. I partner with XFNs on projects ranging from campaigns with creators like MrBeast x WaterAid, to improving our fundraiser platform as a whole. TikTok’s social impact product is still in its early stages, and our team is developing 0–1 initiatives that will shape the lasting impression of TikTok’s corporate social responbility. See a few samples of work below. 











Please contact emilyjianmarie@gmail.com for more specific project details.



Contact

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Experience

TikTok:
Product Designer
August 2024 - Present
Punchcut:
Senior Product Experience Designer
August 2022 - March 2024

Product Experience Designer
August 2019 - August 2022 Who is Emily?

With no shortage of quirkiness and animal meme references, you can call me Em. My perfect Saturday consists of hiking with my dog Kya, eating lunch (and if I’m lucky, dinner) at a Michelin food spot, and ending my night cozy with my partner and my cat.