User experience expert Mark Trammell, from Twitter, elaborated on Twitter's design principles, including the registration process, understanding of new users, loyal users, etc., worth seeing, recommending and watching how Facebook does design comparison reading
Two data of concern
- Twitter's internal metrics for measuring products are registered users (125 million) and independent visitors (190 million)
- Twiiter Daily search requests reached 700 million times a day, the number of tweets sent to 65 million, both close to 10:1
(Twitter visual user relationship, from Flickr)
Streamline the registration process
- Twiiter the new user registered for 330,000 per day, the registration process is critical to the user's first experience
- Often the first people who come to Twitter are overwhelmed, they don't know what twiiter is and how to use it.
- To understand the user's behavior, Twitter's research team selected a special set of samples: registered success, leaving, and eventually back to Twitter users
- New users are often the first consumers, looking for what they are interested in, silently listening, slowly began to contribute content, issued their own voice
- Twiiter wants users to first use it as a tool for consuming information before they begin to really enjoy Twitter.
- Twitter's goal is to make a profit from the user without having to do any additional tasks.
- Want to know what information users like? Just go and ask them, all right! The new Twitter sign-up process gives users a range of topics that they might be interested in selecting
- After users set up their accounts, Twitter will make personalized recommendations based on their chosen topics of interest, making sure that the first time they see them is their real interest, not the most popular.
- The new version of the registration process includes 3 steps, more time-consuming than before, but increases the success rate of 29%, registered successful users also faster integration, because in the registration process, they have learned how to use
3 Kinds of weapons: magnets, hooks, glue
- Magnets: Let users discover Twitter, celebrities are a powerful marketing tool for Twitter, but not all
- Hook: Let the user back to Twitter, the user's family relationships, the appeal of expert users, so that Twitter has the power to inspire
- Glue: Instant News, source of information, focus on celebrities, friends/family, search for local information, and when users perceive these, they turn into Twitter's loyal users
- 75% of traffic comes from Twitter, the fastest growing region of the mobile Internet, and the fastest growth in Twitter.
- The best way to awaken a silent user is to use his social connections
- Twitter is positioning itself at the bottom of the service, the user is the builder, with the power of the user, it becomes today's appearance
- Lists: We see many users created a number of accounts, to focus on different topic sources, so there is a list function, it allows users to switch accounts, you can focus on a number of topics
- Build value: While adding new functionality, we also streamline functionality, a process that is painful and must be done if you want to create a good user experience
- The ultimate principle of Twitter: promoting the generation and dissemination of value
