At TikTok, I led content design for the company’s first monetization design system—writing guidelines from principles down to component-level standards. This work not only improved consistency and usability across products but also contributed to the system winning the 2025 iF Design Award.
The comprehensive system guide was published on this internal website. The TikTok Monetization’s design system’s name is called Keystone.
The content overview section covered the basics like tone and general best practices for grammar and style.
Then covering types of content including educational, confirmation, success, warning.
Then we have design, content, and localization guidance on every design component we have from A to Z.
The content guide for each component will always start off with the definition, format, and length.
Then we list out the different types (if there are any).
Lastly we get into the guidelines themselves with do and don’t examples.
