Design a new feature for Twitter that improves the new user experience
I want to confirm with the interviewer that we want to improve the new user experience for all users.
In this case, the goal is to improve new user experience which translates into improving the conversion rate from a new user to an active user on Twitter. I want to confirm this is the KPI we are optimizing for.
Will this new user experience be for the web, the app on desktop computers, or mobile?
I think that the new user experience should be launched through testing first and I think the web interface probably allows for more customizable for A/B tests so I would release it there first.
I am not too sure what the current first time user experience is for Twitter since I have an active account for a long time, so I will offer my thoughts on what would be an ideal first time user experience and the interviewer can let me know if it’s already currently implemented.
Going through the user journey for twitter, a user will first create a user account and possibly go through account verification process. Once a user confirms this process, they will go to the main twitter interface.
The goal of twitter is to connect users with other users and get a glimpse into their thoughts throughout the day.
Having said that, I believe the following are important issues to solve for a user to keep them using twitter long term:
1. Users should add people that they are interested in on Twitter
2. Users should want to post themselves a tweet
3. Users should want people to follow them on Twitter
4. Users should easily be able to get through the online verification process
5. Users should want to like and reply to other people’s tweets
6. Users should want to read other people’s tweets
Going from there, I can apply some solutions in the first time user experience to ease a user into the Twitter experience
1. When a user has gone through and created their login, we can show them a screen asking them about their interests. I think the best way to do this would be to this would be to start with broad categories like “News” “Sports” “Celebrities” “Video Games” “TV” “Movies” “Politics”. These categories can have a couple of spots that’s updated on a roaming basis based on what’s popular today. Once a user clicks through, certain categories can have more drill down like for Sports it can be “Basketball” “Tennis” “Baseball”.
Once a user highlights all their favorite categories, Twitter will take them to a page where they pre-determined the top people to follow based off of their interests. I would suggest Twitter use an algorithm that both selects the accounts with most followers, but also use geo-location to target.
2. When a user has completed their login, Twitter can come up with a hashtag like #FirstTimeUser, and ask the user to post their first tweet. This has two functionalities, one it will get users into the posting rhythm, but also use a hashtag which other people can find and follow with.
Twitter can even create a functionality that reminds a user to post at least once a day to keep users engaged on twitter. Although this functionality would be most useful on mobile apps, on desktop I would just suggest a box on top upon later logins.
3. When a user has completed their login, we can do Facebook/Google integration. I’m not sure if Twitter currently integrates with other social networks, but since the goal here is to increase follows on a user, we can have a button that allows them to post a message on other social networks like “I’m on Twitter! Follow me @xxxxx”.
4. We can streamline the current online verification process by allowing a user to go straight to their twitter feed and start having following people. We can put the user’s account under a transitive setting until a user has confirmed their e-mail address, but allow them to do it at their own pace.
5. We can gamify this a bit and set daily goals. “Like one person’s tweet today!” There wouldn’t be any rewards per se, but having some sort of achievement set up will help the user along and could push people to perform actions that they wouldn’t have before.
6. We can start sending a feed of people’s tweets to their e-mail address, barring an opt-in process. This allows people to read other people’s tweets and reminds them of twitter everyday. Kind of like a digest.
Going through the potential solutions, I want to compare them to our original goal, which is to increase conversion rate of a new user to an active twitter user. We should define an active twitter user, which I didn’t do before (apologies). In my mind, we can define them as a user who is still logging in in 7 days. I chose 7 days because that’s usually a good threshold for habitual use. We can drill in and say a user who has made 3 posts, or spent xxx hours on twitter as well.
1. I think this is fairly important towards our goal. A user who has found other users to follow will probably most likely stick to Twitter. It’s also probably not too hard to integrate, it’s a couple of UI screens. I believe twitter already currently has similar functionality of grouping by interest so the algorithm will just have to add an additional geo-location functionality.
2. This will be a fairly simple integration. It also will go a long way to increasing user visibility.
3. This may be a more difficult integration, but it’s also the best way to get users connected with their friends.
4. This should be a fairly simple integration. Depending on the data, may not lead to a higher active user which was our goal so I would say this is low priority.
5. I like this idea, but would probably need new UI/UX screens and heavy design to determine the best way to gamify each day’s goals. I would say that this is fairly heavy on integration with a good return.
6. This should be fairly simple to integrate. It might teach users bad habits of just reading their e-mail instead of checking twitter so I don’t think this will help achieve our goal in the best way.
Out of this, I think 1,3,5 has the highest impact in terms of our goal. Out of the possibilities, I would choose number 1 for both integration and impact on our goal.