In this case, the goal is to improve new user experience which translates into improving the conversion rate from a new user to an active user on Twitter. I think that the new user experience should be launched through testing first and I think the web interface probably allows for more customizable for A/B tests so I would release it there first. I am not too sure what the current first time user experience is for Twitter since I have an active account for a long time, so I will offer my thoughts on what would be an ideal first time user experience and the interviewer can let me know if it’s already currently implemented. The goal of twitter is to connect users with other users and get a glimpse into their thoughts throughout the day. I believe the following are important issues to solve for a user to keep them using twitter long term: 1. Users should add people that they are interested in on Twitter 2. Users should want to post themselves a tweet 3. Users should want people to follow them on Twitter 4. Users should easily be able to get through the online verification process 5. Users should want to like and reply to other people’s tweets 6. Users should want to read other people’s tweets Solutions I have: 1. When a user has gone through and created their login, we can show them a screen asking them about their interests. I think the best way to do this would be to this would be to start with broad categories like “News” “Sports” “Celebrities” “Video Games” “TV” “Movies” “Politics”. Once a user highlights all their favorite categories, Twitter will take them to a page where they pre-determined the top people to follow based off of their interests. 2. When a user has completed their login, Twitter can come up with a hashtag like #FirstTimeUser, and ask the user to post their first tweet. This has two functionalities, one it will get users into the posting rhythm, but also use a hashtag which other people can find and follow with. 3. When a user has completed their login, we can do Facebook/Google integration. I’m not sure if Twitter currently integrates with other social networks, but since the goal here is to increase follows on a user, we can have a button that allows them to post a message on other social networks like “I’m on Twitter! Follow me @xxxxx”. 4. We can streamline the current online verification process by allowing a user to go straight to their twitter feed and start having following people. We can put the user’s account under a transitive setting until a user has confirmed their e-mail address, but allow them to do it at their own pace. 5. We can gamify this a bit and set daily goals. “Like one person’s tweet today!” There wouldn’t be any rewards per se, but having some sort of achievement set up will help the user along and could push people to perform actions that they wouldn’t have before. Going through the potential solutions, I want to compare them to our original goal, which is to increase conversion rate of a new user to an active twitter user. We should define an active twitter user, which I didn’t do before (apologies). In my mind, we can define them as a user who is still logging in in 7 days. I chose 7 days because that’s usually a good threshold for habitual use. 1. I think this is fairly important towards our goal. A user who has found other users to follow will probably most likely stick to Twitter. It’s also probably not too hard to build, it’s a couple of UI screens 2. This will be a fairly simple build. It also will go a long way to increasing user visibility. 3. This may be a more difficult build, but it’s also the best way to get users connected with their friends. 4. This should be a fairly simple build. Depending on the data, may not lead to a higher active user which was our goal so I would say this is low priority. 5. I like this idea, but would probably need new UI/UX screens and heavy design to determine the best way to gamify each day’s goals. I would say that this is fairly heavy on development with a good return. Out of this, I think 1,3,5 has the highest impact in terms of our goal. Out of the possibilities, I would choose number 1 for both integration and impact on our goal. To measure this, I would create a funnel to check a user’s journey throughout the entire first user experience to make sure that the user doesn’t drop out if the UI/UX becomes too complex. I would also measure how many other users the new user actually follows. To summarize, the goal is to improve new user retention at the 7 day mark. I believe the best way to achieve this would be to add a new feature that helps users drill down on their interests and follow other users. We will test this on the web first for ease of A/B testing and iterate until we reach our target goal. You can see more questions, answers, and feedback to the answers at productmanagementexercises.com. Hope you find this useful.

Why is Glassdoor allowing people to spam what was otherwise helpful info with obvious self-promotion? Please STOP