You don't even know what you like
Over the past year or so, I noticed that my Twitter usage started dropping off. I felt less compelled to check it regularly, usually didn't bother reading it on my morning walk and found myself "keeping up" with the stream less and less as time progressed.
I figured this was a fairly natural decline - perhaps the novelty had worn off, people had gotten repetitive, the signal-to-noise ratio had gotten worse or I'd just simply ended up following too many uninteresting people out of politeness. I noticed sometimes when I opened twitter on my phone that it had been almost two weeks since I'd last bothered to check it.
A pity, sure, but ultimately not a huge loss to my life - though I did wonder whether this was an endemic problem with the Twitter ecosystem itself, and could end up resulting in an eventual collapse (or decline) of the major value twitter has.
I had noticed that other people (friends, etc) did not seem to be consistently suffering this same issue, particularly more recent adopters, which tended to confirm my theory that it was some sort of time/usage based decline.
Then I upgraded from an iPhone 3G to a new 4S.
Suddenly, twitter was fun - I bothered to check it regularly, I started tweeting, the conversations got more engaging. I became an active twitter user again. The product had gotten so much better - and all because my new/faster phone made it easy and enjoyable to quickly check the stream.
What I thought was a decline in the community and product was actually a performance problem.
I didn't even know why I hadn't liked it, I just voted with my feet (or fingers/whatever) and stopped using the service.
Ostensibly, the irritation in waiting for the app/stream to load, the pausing and jerkiness in navigation and just general slowness in using the product had culminated in a poor enough user experience that it simply wasn't worth checking twitter anymore.
Interestingly, the awful mobile experience stopped my usage of twitter on the desktop as well, even though the twitter website is as fast as ever.
For those of you who are building products of your own, it's highly likely that your users probably don't even know what they like/dislike about your service (I didn't). It's probable that several of the irritating things that stop them from coming back are subtle and they're completely unaware of how it's affecting their usage.
Consequently, good luck getting any user feedback about that.
The worst kind of problems are those that don't look like problems - "Oh, that feature works". Works, yes, but how many irritating little issues does it have? How many times does it make a user go through the same pain point again and again (clicking an extra sort button, navigating a hard-to-hit drop down menu)?
It's easy to not release an app because you haven't finished "major" basic features like password reset, but how many times is a user really going to need to reset their password? How likely is it to cause them to abandon your product?
Stop building the illusion of "core functionality" that will rarely/never be used and optimize your product for the thing it does. Ensure you're making something people want (and I doubt it's a really nice password reset form).
This is yet another of those things that Apple tends to get right. They'll leave seemingly obvious stuff out entirely (remember the lack of MMS in iPhones?) in exchange for real core functionality that is polished. Note that polished is not perfection - Apple are not perfectionists in the "we can't release it until it's perfect" camp - they release often, with many changes. Just look at the litany of iOS bugs and major improvements throughout the versions. Polish is iteration, not delay. Each day your product should be shinier than the last.
This is something we've realised whilst building adioso. Over time, through various feature experiments, it has most definitely developed many niggling issues. We're aware of a lot of them, some easy to solve, some very much not, but there's certainly a whole host of problems that we have no idea about yet.
So how do we track them down, if users don't even know what they like? They may not know, but they will respond to change so that you can learn. Eric Ries can tell you how to do this.
Watch that video, then go forth and iterate until you've made something people want.









