InteracTiVoty: Using Twitter to Improve your Product & Experience - Margret Schmidt - MediaBizBloggers

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I started using Twitter as an experiment. I wanted to feel more connected to our users. We embrace user-centered design at TiVo, and do extensive research at all phases of the design process. As a result I know a lot about our users, but I wanted the benefit of knowing more of their individual stories. I have found Twitter a rewarding place to ask questions, get feedback, offer help and tips, and to delight. In return, Twitter has paid me back with words of encouragement I can share with the team. So far it has been a wonderful experience, and I encourage other design executives to try it.

Ask questions and get quick responses

I love to pose questions on Twitter. I pick a topic relevant to the moment (a design I'm reviewing, other feedback I've received, a feature we're debating) and I ask why, when, how, or if they use or want a feature. I often know exactly how the majority will answer (because our research is quite good). But it is actually the unexpected answers that are the most helpful. They give me little "aha" moments. When I understand that a user may have a different use case for a feature, it gives me a new perspective on the design.

I typically see a 5% response rate to my questions, and most answers come within a half hour. I expect people are taking the time to answer only because they hope we are actually listening. (We are!) If we fail to follow through in the long run, we will lose credibility and participation.

Listen to feedback

There are two ways to get feedback on Twitter. You can ask your followers what they think, or you can search Twitter for your company or products and see whatpeople are saying about you.

Your followers are your fans. They follow you because they have your product, or they want your product. They can give great feedback about how current features are working (or not) for them. They can tell you how they'd like the product to change to better meet their needs. While some can be aggressive about things they don't like, most are enthusiastic and kind.

If you regularly search Twitter to see what people tweet about your company or products, you'll see both the highest praise and the harshest criticism. You will find people proudly announcing their new purchase or the way your product delighted them. You'll also encounter those so frustrated by your customer support or a technical challenge they can't figure out, that they scream about it to the twitterverse. To get the most out of Twitter you need all of these kinds of feedback, and you need to listen to what you are hearing.

Offer help and tips

You can reach out to those you find with Search, and offer your help. I've sent Support article links to the confused, escalated customer support issues to those offended, or just given insight to users who wanted the product to do something and didn't realize it already could. When those strangers feel you reach out to them, they are very appreciative. They appreciate not just the immediate help, but that the company "gets" social media as a way to connect.

When I'm not asking questions, I try to make my tweets helpful. I announce new features in the product, the Web site, or other compatible products. I send out instructions on how to use current features, or tips or shortcuts users might not have yet discovered. I send out scheduling links for upcoming TV show premieres so people can set up their TiVo Season Pass recordings from the Web. I want to give my followers their little "aha" moments too.

Try to delight

We want our products and designs to delight, and we want our company to delight. I've heard interesting ideas from Twitter that were very relevant to what we were currently designing, and therefore easy to incorporate. These aren't generally big new ideas. (We have plenty of those already.) These are subtle gems – little twists or sweeteners that make a design even better. I look forward to the day when I can go back to Twitter and say, "We listened to your ideas. Check out these new features."

Share what you learn

It is important that what you learn on Twitter is shared widely – both the good and the bad. When either TiVo Shanan (@TiVo) or I notice trends on Twitter related to our service, we escalate the issues. When we receive compliments about newly released features, we send them on to the development team. Both are effective in motivating the organization.

Engaging your customers through Twitter can be a rewarding experience both for you and for them. Be helpful, be authentic, and really listen to what is being said about your company and products. These brief and real-time interactions can bring another dimension to "designing for your users." I personally find the experience delightful.

Margret Schmidt is Vice President of User Experience for TiVo Inc. Follow her athttp://twitter.com/tivodesign

Other articles by Margret:

InteracTiVoty: Getting to Know DVR Users

InteracTiVoty: Designing for TV: Keep It Simple

InteracTiVoty: Why We "Test" our TV UI Designs

InteracTiVoty: DVR Advertising for Viewers Who Don't Want Commercials

InteracTiVoty: Webisodes Belong on the DVR Right Next to the TV Show

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