landscape

Tweetscape Product Update, 06/24/2022

Earlier this week, I shared that our new teammates Ricardo and Julian were scheduled to run a product workshop with the team to help us zero in on a specific product vision.

Today, I’m going to share the output from the workshop so far. We are pretty much at halftime, which is a great time for a live update.

Starting From Personas

In exploring user segments, I introduced two broad categories of users.

  1. RPG (Role Playing Game) players
  2. Research-Driven users.

The main distinction between them is that RPG players are engagement driven, while Research-Driven users are information driven. Despite that core difference, there is a lot of overlap between their frustrations.

As our team went deeper, we found even more overlap in subcategories. For example, Research-Driven users fall into 2 categories

  1. Analysts
  2. Deep Thinkers

Analysts are focused on timely information discovery for specific topics. Meanwhile, Deep Thinkers are looking to expand their horizons and improve their information diet. Their motivations are different, but this venn diagram of quotes/concepts from exploratory interviews shows many frustrations they share:

venn diagramanalysts vs deep thinkers

This is similar to the venn diagram between RPG players and Research-Driven. Despite a wide range of motivations among different personas, many of the problems have the same roots.

Lack of Agency

When looking at the overall customer needs, a general pattern is the desire for more control over the feed and an ability to see how content and communities interrelate. Lack of control creates the feeling of a lack of agency, which leads to an anxious experience where people aren’t sure when to stop, where to look, or if they are finding the best content, accounts, and projects they could be. They know that twitter can be powerful. They see other people using it as a powerful tool, but their own experience is a struggle against spam and distraction.

Personas → Jobs To Be Done (Reframing Problems)

Because of the apparent overlap in the problems of the deep thinker, analyst, and RPG player archetypes, we decided to move towards a Jobs-to-be-Done Framework and evaluate the user needs more holistically so that we can later-on select “jobs to be done” that we want to focus on. Here is a table of some jobs to be done we discovered so far:

jobs to be done

How Might We…

Next, we took the problems from above and wrote “How might we…” questions to point at possible solutions. Here is a list of the how might we's split up by the problems/goals shared in the table above.

I want to get updates about the projects I care about

I want to find new projects/entities that I should be paying attention to

I want to spot trends and events that can influence things I care about

I want to tune in and out of different conversations to find new perspectives about a topic/group of people

I want to find ideas, articles, opinions that help me progress my thinking on a topic

I want to have more agency over my information consumption.

I want to increase the engagement with my account and gain social capital in a community.*

I want to find others I can learn from and with.

Building Blocks

The next question for our team is: how might we take all of our "how might we’s" and configure them into compelling product offerings.

This was the point in the workshop when we realized that we didn’t give ourselves enough time to fully complete the workshop, but we did start to put together some interesting groupings.

The work I show here is a very much a work in progress and something the team as a whole will refine in the second half of the workshop.

Part of that refinement will be rating each of these product offering configurations based on the following factors:

How might we tune in/tune out of twitter

tune in tune out

Analysis and Discovery and/or Source Reliability

analysis and discovery

Active Learners

active learners

Improve Focus

imporove focus

More Exploratory Clusters

unnamed clusters

Wrapping Up

There is much more analysis to be shared about each of those groupings, but I will save that for a deeper post next week.

If you have any thoughts or feedback on the ones above, or think our process is missing any critical details, please reach out!

Bonus

In addition to the product work, I've been working on some interesting visualizations to think up some alternatives ways to jump into my twittersphere

I'm going in search of answers to questions like:

If you find any of that work intersting, or have any ideas for new visualizations I should try out, DM me!