Tasked with crafting an in-platform experience, our objective was to exemplify Twitter's distinctive style while driving user growth and retention.
To inform our approach, we conducted interviews with Twitter team members, new and longtime users, and meticulously tested mock-onboarding experiences from both UI and copy perspectives. Comparative analysis of competitor onboarding methods and collaboration with various Twitter stakeholder teams, including the Getting Started web-team, provided invaluable insights.
Our seamlessly integrated endeavor kicked off Twitter's inaugural onboarding for new users. Prioritizing user autonomy, we crafted an engaging educational experience conducive to habit formation.
Recognizing the complexity Twitter, we laid the groundwork for future iterations by utilizing the hashtag “#TwitterTips” for platform navigation, and developed the Getting Started web pages to field more user queries and aid in their retention.
The #TwitterTips initiative, built upon the newly introduced Moments feature and bolstered new user retention on Twitter by 44%.
