Twitter Dashboard is a powerful tool designed to help business connect with their customers and community. We built a free tool to give all business, small and large, an advantage in the way they use Twitter. With an iOS app and desktop web experience, Dashboard offered a single destination to get things done. It gave business owners a clear picture of what’s being said about their businesses, let them schedule Tweet, and offer insights about their Tweet performance.
WHERE WE STARTED
This project was realized while doing usability testing on improving profiles for small businesses. During this research, we saw that the product we were testing wasn’t unique to Twitter and in fact, there were many larger problems that these small businesses were facing on Twitter that no team was solving.
We paused and started conducting in-home user research to understand the environments and the external variables that impact businesses in managing their social media. Based on this research, we developed a couple personas and bucketed the needs into three core areas.
About You & Custom timelines
We saw in research that users wanted updates on what’s happening in their community but their current timeline was irrelevant and overwhelming because they were following the wrong people. In addition, they wanted an engaged community of people interested in my business but business’ followers on Twitter weren’t their target audience.
Customizable timelines allow businesses to build feeds of content based around keywords instead of users. And an “About you” tab showed businesses all the content about them or that they were mentioned in so that they could easily follow along and engage with potential customers.
Tweet scheduling & prompts
Offering guidance and education was a huge part of our vision for Dashboard. We offered Tweet prompts within the creation process and along the right rail to help people get ideas for what to say. A calendar view allowed businesses to plan ahead and clearly envision when their content was being sent out, as well as easily identify where in the calendar more Tweets are needed.
tips & analytics
Many businesses rely on third-party tools for analytics, not realizing that Twitter even offered it as a product. We brought analytics directly into Dashboard for easy access, as well as making it available on mobile for the first time. Dashboard analytics cheered you on when you were doing well, and offered action items to bring your numbers up when your numbers were low.