Twitter Business Framework

Connecting every business on the planet and making it easier to work with each other on Twitter

Ongoing | Role: Design lead

Twitter Business is a new platform and mindset we developed to restructure how customers think about the team they work with, the numbers they report on, and how their marketing budgets on Twitter are managed.

THE CUSTOMER

People who work at large businesses with more than one handle or ad account, in addition to everyone that works at advertising agencies who touches the Twitter Ads UI as a part of their job.

Visualizing a new worldview for the business structure on Twitter

THE PROBLEM

In Spring 2016, we began to tackle a long-standing infrastructure challenge of the Twitter Ads platform. As we'd grown over time, the available roles and permissions didnt grow as quickly as that of our industry. Our goal was to more closely mirror the company and collaborators structure that exists in real life.

Landing on a new business business structure included multiple iterations of diagramming the platform

THE SOLUTION

We solved (and continue to solve) this in four parts:

— Create two new entities to help mirror the way customers already think about business relationships above a single ad account: a Handle, and a Business and new reporting structures for each.

— Allow different kinds of businesses –like advertisers and ad agencies– to connect with each other.

— Encourage the human beings who access the platform to log in as individuals, not ad accounts.

— Update navigation structure to emphasize flexibility and discoverability.

By spending days with our largest advertisers and the agencies that support them, together we created a relationship map that helped us share our revised structure with customers. We got a lot wrong in the beginning with false assumptions, but after iterating on these core structural relationships, found a good foundation to build from.