Clarifying questions

1. What type of eCommerce? What type of customer? Or I choose?

2. Any product surface? mobile, desktop, etc? Any specific geo?

3. Specific goal in mind? Or I choose?

4. Digital or physical good?

Assumptions: I choose all

Business

Mission: Give everyone in the world ability to share ideas and information instantly without barriers

Key company Metrics: DAU, ARPDAU

A note on business models: Twitter has a B2C / display ads business model that has some similarities / differences from eCommerce. A healthy amount of deliberation with execs would be wise.

eCommerce is a broker/marketplace. Two sided:

Seller and buyer. Business model is a chicken a egg problem. You want enough buyers to attract sellers. You want enough products for buyers to access (flywheel and inertia problem). Selecting a group with enough data and size is important.

Customers

We need to choose segment. Twitter has global audience and need to niche down for any new products. Building for everyone is destined for failure. Keep in mind we have two user groups: 1) sellers and 2) buyers

Will focus on buyer side. I’ll segment on lifestyle.

Users:

1. Travel (Guessing 5% DAU)

2. Health & fitness (5% DAU)

3. News junkie (20% DAU)

Estimating TAM for each will give us idea on opportunity and allow us to prioritize size relative to the flywheel/inertia problem above. Estimate news junkie is largest (Twitter began marketing itself as a news product few years back)

20% of 150M DAU is 30M potentially interested users. If we can convert 1 in 10 with our feature, that’s 3M users. If the average revenue per user is $10, that’s a $30M opportunity.

Choose: News junkie

Goal / metric

Sellers

# active sellers

# repeat buyers

% news products sold vs listed

# income

Buyers

# gross revenue

# active buyers (% DAU)

# repeat buyers

% conversion

Choose: # active buyer (since it’s new, can be indicative of product market fit). % DAU (segmented by news reader DAU would be even better)

Use cases for buyer side for news

– I want well thought-out content

– I want it timely

– I want it reputable (not false)

– I want it easy to read

– I want it easy to purchase

Choose: Long-form journalism product. We’ll go after a digital marketplace (no physical goods) which can have some strategic benefits (less hit to user satisfaction around lost products, long shipment time, etc)

Narrow use cases down

– I want to know amazing authors

– I want to know background information

– I want to know they’re reputable

Choose: List sellers (assuming we can sign them up) offering long form journalism. The conversation could stay at a high level instead and go through all the large features needed for this but will continue to refine into a single feature for simplicity.

Narrow user cases down for listing of sellers

– I  want accurate info score

– I want a beautiful bio of the author

– I want info on their following (social proof)

We can summarize our OKR

OKR: Drive buyer adoption

Result 1: % DAU / % news reader DAU

Result 2: D7 retention (how many come back)

Result 3: Conversions

To summarize

Twitter’s mission is to spread info without barriers (DAU, ARPDAU)

Interest in opening ecommerce (seller buyer flywheel challenge)

Choosed news junkies with long form journalism (digital product)

Goal is to increase # of active buyers / % DAU

First feature is to focus on listing of sellers

Metrics: %DAU, D7 retention, conversions

Clarifying questions:

What is the goal of the redesign? Let’s says, the goal is to increase revenue. Twitter revenue could come from two sources

– ads

– rev share with business aka take a cut for every sale

What is the problem with the current design? Let’s say users are not buying the products.

Do we need the redesign for the web app or mobile app? I would assume mobile app as the majority of the users are on mobile.

Our goal is to redesign the twitter e-commerce mobile app to increase revenue via a revenue share model

Users

– Business owners

– Consumes on the app

Report user needs

– As a business owner, I would want my product to be easily searchable and show on top of the search list so that I get more conversion

– As a business owner, I would like to target users who are interested in buying the products I am selling

– As a business owner, I want the payment transaction to be an easy one-step process

– As a user, I would like to compare the ratings, prices of the products I am looking for

– As a user, I want my PII information to be hidden from the business owner.

– As a user, the payment transaction should be a one-click process

– As a user, I should be able to return the product if it is defective.

There could be more scenarios, but let us target our user as Business owner  (The more people buy the products, the more the revenue share)

Cut through prioritization

We will focus on use-case 2, re-design the way the campaigns are set up and provide better targeting capability. The better the targeting, the more probability for a user to buy the product.