TWITTER FLEETS
Improving the User Experience
MEET THE FLOCKERS
Sumegha Aryal
Junior PM @ Softheon �B.S. Computer Science ‘20
Drithi Iyer
Steve Nguyen
Problem
Solution
Business Model
OVERVIEW
WHAT IS FLEETS?
That thing you didn’t Tweet but wanted to but didn’t but got so close but then were like nah.
We have a place for that now - Fleets!
THE REACTIONS HAVE BEEN...MIXED
PROBLEM OVERVIEW
81% �of 150 people surveyed
never check Fleets
48% �of 150 people surveyed
only see about 1-3 Fleets on their Twitter timeline
78% �of 150 people surveyed
do not post content on Fleets
63% �of 150 people surveyed
do not find Fleets interactive like its competitors and would prefer additional features
40% �of 150 people surveyed
do not like the aesthetic of Fleets because it does not include font color, style and filters
Demographics
A majority of the people who use the Twitter platform are 18-25 year old professionals and college students.
OVERVIEW
Preference
People are aware of Twitter Fleets but seem to prefer their competitors like Instagram stories and Snapchat more.
Impersonal�People follow users from around the world but do not feel connected with them on the platform except to “like” and “retweet” tweets.
PROBLEM STATEMENT
Posting content that will disappear after 24 hours should be an interactive and engaging process. However, Twitter users think that the current iteration of Fleets is not well developed and could use additional features to make it more fun!
How can we get Twitter’s wide range of audience from all around the world to use Fleets?
USER PERSONA
AGE: 21��ABOUT ME: College student who enjoys keeping up with friends on social media. Currently doing remote school but lives near campus.��USER GOALS: Seeing what her friends are up to on social media and keeping up with world events.
PAIN POINTS:
USER PERSONA
AGE: 23��ABOUT ME: Spends free time playing video games with his friends. Working from home but able to come to the office once a week.��USER GOALS: Looking for ways to ease his mind from heavy development work. Gets excited when social media apps launch new features.
PAIN POINTS:
PROPOSED SOLUTIONS
User Retention: Twitter Reels - 30 Second Video Formatted Clips
Impact: Low
Implementation Effort: High
Risks: Highly competitive feature
Engagement Features: Fleets Maps, Recurring Fleets, For You Fleets
Impact: Medium
Implementation Effort: High
Risks: Development would require a bigger team of engineers
UI Improvements: Story Groups and Close Friends
Impact: Low
Implementation Effort: Low
Risks: A feature that will likely not be used by most users
For our case study, we decided to proceed with Solution 2. The following slides will show an in-depth analysis on this solution.
DESIGN: LOW FIDELITY SOLUTION
Current wireframe mockup of Twitter’s timeline/feed
Current wireframe mockup of Twitter Fleets to post a story
DESIGN: LOW FIDELITY SOLUTION
Proposed solution to include Fleets from around the world in the Explore page to engage with a wider audience
Proposed solution to include a Maps feature to see where the trending news/events are happening since people on Twitter are global and news happens all around the world
ENGAGEMENT PROTOTYPE
Proposed prototype that shows a user Fleets from around the world in their Explore page. The purpose of this solution is to help users engage with a larger audience on Twitter
Proposed prototype that shows the strip of Fleets recurring through your timeline, to show more engagement and give users an opportunity to see some photo-based content.
INTERACTIVE FEATURES PROTOTYPE
MAPS FEATURES PROTOTYPE
Proposed prototype that shows a user the option to select the Maps feature to see nearby Fleets based on their location
Proposed prototype that shows a map centered to their current location to see nearby Fleets
BUSINESS MODEL
OUR PROPOSAL
Twitter Fleets as a new stream of Advertisement Revenue
Stakeholders (18 -25 year olds)
College Students
Professionals
Influencers
Communities
US college students
US Monthly Active User Professionals
US Influencers
Twitter communities in the US
GO-TO-MARKET
Total Addressable Market (TAM)
18-25 year olds in the United States
Twitter Users
Communities
Companies
Investors
Governments
Needs for 18- 25 year olds: Having a voice, money, audience, influence, followers, relating to others, exchanging value
Option 1
Have Twitter pay influencers and celebrities to post Fleets to incentivise engagement with the product/platform
Needs: Advertise their content + growth in advertising options like Fleets
Option 2
Have advertisers create incentives to engage on Fleets
Political campaigns and Government engagement
Influencer Professionals
University
Companies
of adults in the United States between that ages of 18 - 29 use Twitter (as of Feb 2021) = 22M people
TOTAL ADDRESSABLE MARKET
in ad revenue from our target market with Cost per Mille (CPM) of $50 taken into account
people in the US use social media stories everyday. Assuming Fleets market is 15% = ~6M people
SUCCESS METRICS
>40%
The percentage of Twitter users who have posted a Fleet
>5
Number of Fleets seen when logging in to your timeline
>65%
The percentage of people who use features like gifs, filters, polls and texts when posting a Fleet
RISKS
User Experience Shift
Mitigation
Technical Implementation
Mitigation
FUTURE DEVELOPMENTS
FEATURE PRIORITIZATION
Complexity
Value
(improve overall Fleets experience)
(Difficulty to add features onto current platform)
high value, low complexity
high value, high complexity
low value, low complexity
low value, high complexity
Fleets Maps
Recurring Fleets
For You Fleets
Search By Location
Hotspots
Maps Integration
Placement In Feed
Algorithm
Placement In For You
Boomerang
Interactive Features
Q/A Poll
Draw
THANK YOU!
PB Board: Milap, Ashwin, Randy
Mentors: Darsh, Natasha, Jenny
Product Buds
Leadership Team
Product Buds Fellows
FOLLOW US ON TWITTER!
Steve
@woahisthatsteve
Drithi
@iyerdrithi
Sumegha
@sumeghaaryal