TikTok Dashboard

Capitalise on the TikTok trends that matter, and act at the right time — a dashboard giving WGSN clients real-time visibility into TikTok trends, from proposition testing to full launch.

Overview

The TikTok Dashboard is a customer-facing subscription data product giving WGSN clients visibility into TikTok trends, products, brands, and influencers across Fashion and Beauty.

Developed as an MVP between May and September 2025, trialled with clients through November, and fully launched that same month.

Role

Design direction

Design (design discovery)

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Challenge

Demand for TikTok insight had been building for a while, but WGSN's response to it was static — reports, not a live product. Clients wanted to track and monitor trends as they happened, not read about them after the fact.

Four screens on a lilac field. The Sneakers trend page, ranked #49, with its strength score marked Good, 559.18m net new views, 2 per cent growth, high stability and medium saturation, a projected lifespan of one year two to four months left, and gender and generation breakdowns. The Comparison view, plotting CoachellaFashion, Ibizaoutfits, Indiesleaze, Hyperfeminine and ItalianOutfits as bars against TikTok Strength Score for the weeks to 27 July and 3 August. A world map shading markets from very low to very high. And the Trends picker, letting a user select up to five trends to compare, with scores week on week for CoachellaFashion, Ibizaoutfits, Indiesleaze, Hyperfeminine and ItalianOutfits

Product Vision

I was involved from the very start, working alongside the VP of Data and the CTO to shape what a TikTok dashboard could be for WGSN. Before committing to a build, we needed to know the proposition actually held up — so I helped define the vision and built a prototype to test it with customers directly.

The proposition tested positively. That validation is what took the idea from concept to a commissioned MVP.

The Hashtag Tracking screen: 74.4k hashtags tracked, 3,543 added in the last week and 224 confirmed trends, above a Latest developments panel splitting hashtags across three phases — Monitoring, listing #pranks, #gato, #jdm, #miraculous and #faktaunik by total views; Verifying viability, listing #newyorkfashionweek, #fashionweeklondon, #nyfw2026, #rushstyle and #nyfashionweek by growth in net new views; and Confirmed trends, listing 80sFashion, AnkleSocks, ScarfStyle, BrazilCore and PriscillaPants with their TikTok Strength Scores — with an All hashtags table beneath, sorted by growth in views

Process

Once discovery closed out, my role shifted from vision to design direction. I worked with a designer to shape the end-to-end experience — moving from "does this idea work" to "how does this actually function as a product."

Two screens. The trend comparison: a line chart tracking five trends week by week from 3 to 17 August, with a tooltip for the week to 10 August reading CoachellaFashion 9.3, Ibizaoutfits 8.7, Hyperfeminine 8.6, Indiesleaze 7.5 and ItalianOutfits 6.9, and the trend table below it. And the #AvantGarde hashtag page, confirmed against the ArchiveFashion trend, with a Posts and views chart plotting new posts against views from late December 2026 into March, above a related hashtags table

Outcome

The dashboard launched in November 2025 with five core subscriber features:

TikTok trend leaderboard — a weekly view of high-impact trends, ranked and scored for performance and longevity
Data-driven insights — foresight into which trends are worth prioritising, so decisions are based on strategy rather than virality alone
Lifespan of a trend — forecasted trend lifespans to guide when to invest and when to move on
Brand, product and creator discovery — surfacing who and what is driving a trend, to unlock opportunities and inform campaigns
Pulse integration — actionable recommendations drawn from a client's WGSN subscription, powered by Pulse

Together, these gave clients a live way to catch rising trends early, back product and brand decisions with data instead of guesswork, and know when a trend's momentum is fading. It marked WGSN's first ground-up dashboard product — and set the direction for a 2026 roadmap of deeper trend performance, comparison, and personalisation features.

Commercially, the dashboard is performing well, hitting its target ahead of schedule.