Quickly get your Tweets in front of a larger audience.

Promote (web) / Boost(iOS) your Tweets to expand your reach, help you find new customers, and build engagement. We managed to make what was made in one year prior to me joining the team to be made in one quarter and a 30% increase in customer acquisition through conditional coupons.

Team: PM (Marianne Georges), designer (Jonathan Spear), researchers (Pooja Loftus and Seif Osman), content designers (Julia Akpan and Gregg Segall), EM (Cristian Carolli), PMM (Kym Lino), SWE (Tjeerd in 't Veen, Zofia Drabek, Martin Lechner, Ben Lu, Tofunmi Kupoluyi, Robert and Matthis), creative designers ( Anton Schulz and Pedro Pascal) and marketing (Alexandra Pud and Marissa Window) / Duration: 10 month/ Contributions:  Leading the design front

Find out more: here

Understanding the brief

Quick Promote was a product that was untouched for years and Apple had introduced IAP. We had had to rebrand the product for iOS from an advertising product to a consumable product. Additionally, given the shift in the market with more entrepreneurs as a result of the pandemic, we targeted creators & SMBs, who were professional Twitter users. This was intended to serve as a stepping stone for those who were new to advertising before transitioning into intermediate or advanced advertisers using other ads products on the platform such as Simple Ads or Advanced Ads. The product is a quick, simple way of launching promotions/ boost without setting up an entire ads campaign in under 5 minutes.

Process

There was a lot to learn about advertising but there was a lot of room for change to target this new sector in the market. The product was adapted to become more informal, approachable and have a personality of it’s own that oozed excitement. Also, the opportunity for scale was huge with the chance to expand across the ecosystem to other spaces beyond Tweets so I learnt about profiles, commerce and audio .

1. Research (Who are the users? What is the product? What are the goals?)

2. Document (PRD and made loom videos of designs)

3. Collaborate and build relationships (Leading the design front and communicating design updates with PM, content designers, software engineers, researchers, the marketing team and legal)

4. Design (using design systems, user mapping between ads products and designed the new flow, rebranding of the product from an ads product to a consumable product to comply with Apple IAP and worked on conditional coupons on Figma)

5. Iterate & test  (user test where possible)

6. Release (released to certain countries currently available to users in USA, Japan and Saudi Arabia )

7. Iterate & test (gather data and insights from the customers)
   
   Presented below is old and new design of the product for iOS (the product on web is being changed to look like the iOS one currently). You choose your promotion goal When you promote a Tweet, you choose the goal that ties closest to your promotion objectives. You’ll only pay for actions associated with that goal: Increase engagements, grow your followers or get more link clicks. Reach your desired audience by refining the targeting of your promotion by location, age, and gender. Then, control the timing and spend of your promotion by choosing your budget and run length.
   
   Reach out to see more.

The data

• Bringing back Quick Promote on iOS was expected to bring 30-40% additional revenue.

• Welcome coupons increased the conversion rate and acquisitions by 30%.

• After the acquisition of the company although advertisers were pulling out this self service tool was thriving.

What have I learnt?

• I learnt how to lead a project and how to scale a product to a service.

• I learnt about the advertising space an how to target creators and SMBs.

• I learnt how to make a storyboard for a vision video which we worked on with award winning creative director Kevin Rapp.

• I figured out how to use Jira as a designer to track my work and the work required from XFN partners.