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November 4, 2013 03:11 am GMT
In its rush towards becoming a public company, Twitter is in danger of sacrificing focus on the altar of growth. And its doing it with decisions based heavily on data and testing, rather than an overall vision. This week, Twitter shipped an update to its iOS, web and Android apps that features in-line image previews, a preponderance of action buttons and new tools for advertisers to caress your eyeballs. Over the past few months, the Twitter product has evolved haltingly, with missteps like the external #Music appthat have turned attention inwards to the core offering. It isn’t all bad. The speed and performance of Twitter have come a long way recently, both on Android and iOS, some of its experiments have paid off with useful new features. And the recent efforts to support emergency alert services are incredibly welcome, and a great way to leverage Twitters services. But overall, Twitter’s product strategy is beginning to feel scattered and disjointed, and lacks a real sense of coherent design oversight. Multiple sources inside and outside the company have expressed to us that Twitter’s engineering and feature teams are frustrated by this approach. Twitters overreliance on user testing in making decisions and a strong focus on optimizing for growth over any other consideration is causing friction. User testing, or a/b testing, is all about shipping changes or new features out to groups of people before making a decision about which to support. With apps, the power of this model is greatly expanded. Twitter is able to split off segments of its hundreds of millions of users into buckets that it can use to test engagement or interactions like button taps. The data is reviewed and a decision about a feature or change is made based on the success of one test or another. This is a common practice at tech companies, some consider it absolutely indispensable to product development. But some of Twitters recent decisions point to an overreliance on the results of this kind of testing to make choices. There are dozens of detailed missives on the Internet about why this kind of testing should be interpreted with care, as even small changes in test parameters can sway results one way or another. From what we understand, the design decisions at Twitter are currently being made largely by data especially if that data shows that a few more ounces of growth
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/E2nq3tew2G0/
Plotting The Way To IPO, Twitter's Product Roadmap Has Become Too Data Driven
In its rush towards becoming a public company, Twitter is in danger of sacrificing focus on the altar of growth. And its doing it with decisions based heavily on data and testing, rather than an overall vision. This week, Twitter shipped an update to its iOS, web and Android apps that features in-line image previews, a preponderance of action buttons and new tools for advertisers to caress your eyeballs. Over the past few months, the Twitter product has evolved haltingly, with missteps like the external #Music appthat have turned attention inwards to the core offering. It isn’t all bad. The speed and performance of Twitter have come a long way recently, both on Android and iOS, some of its experiments have paid off with useful new features. And the recent efforts to support emergency alert services are incredibly welcome, and a great way to leverage Twitters services. But overall, Twitter’s product strategy is beginning to feel scattered and disjointed, and lacks a real sense of coherent design oversight. Multiple sources inside and outside the company have expressed to us that Twitter’s engineering and feature teams are frustrated by this approach. Twitters overreliance on user testing in making decisions and a strong focus on optimizing for growth over any other consideration is causing friction. User testing, or a/b testing, is all about shipping changes or new features out to groups of people before making a decision about which to support. With apps, the power of this model is greatly expanded. Twitter is able to split off segments of its hundreds of millions of users into buckets that it can use to test engagement or interactions like button taps. The data is reviewed and a decision about a feature or change is made based on the success of one test or another. This is a common practice at tech companies, some consider it absolutely indispensable to product development. But some of Twitters recent decisions point to an overreliance on the results of this kind of testing to make choices. There are dozens of detailed missives on the Internet about why this kind of testing should be interpreted with care, as even small changes in test parameters can sway results one way or another. From what we understand, the design decisions at Twitter are currently being made largely by data especially if that data shows that a few more ounces of growthOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/E2nq3tew2G0/
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