Jing WANG

Dissertation

Supervisor: Dr. Andy TAM

This study focuses on the characteristics and engagement strategies of high-like UI design videos on Douyin. With 18 original UI videos as samples, it establishes a four-dimensional framework based on four communication theories. The research shows that platform adaptation, especially popular topic selection, is the key determinant of engagement, while dynamic presentation, visual guidance and practical content are basic thresholds. It provides operable strategies for UI designers and fills the research gap of professional design short-video communication.