Kuaishou x Kwai App

Kuaishou is a video-sharing app and TikTok's largest competitor in China. Instrument partnered with Kuaishou to regimagine their international app, Kwai, for a U.S. and U.K. launch.

Agency & Role: Instrument, UX Strategist

Process & Methods: Product Vision, Feature Prioritization, Personas, User Journeys, Focus Groups, Information Architecture, Experience Principles, Wireframing

Viewer Personas & User Journey

Drawing on insights from exisitng research and focus groups we concepted new features for viewers.

Creator Personas & User Journey

In focus groups, we heard the desire for a range of new creator tools that would streamline the creation experience, while allowing creators to connect with their viewers in a more meaningful way.

© 2026 Rachel Gibbons