Twitter Health
Rethink how the Twitter community interacts with Twitter Health and how it supports them.
Client
Services
User Experience and Interface Design
Industries
Social Media
Date
June 2022
O1
O1
Discovery
Discovery
Knowledge Learning
During discovery with Twitter stakeholders, we gained critical insights into their commitment to fostering a safe and healthy platform for public discourse. Stakeholders emphasized the need for transparency, user trust, and proactive measures to address safety concerns. We learned about their desire to create tools and processes that empower both users and employees to mitigate risks and promote healthier interactions. Collaboration revealed the importance of balancing swift responses to crises with long-term cultural and systemic improvements. These insights shaped our design direction, ensuring alignment with Twitter's vision and stakeholder priorities.
During discovery with Twitter stakeholders, we gained critical insights into their commitment to fostering a safe and healthy platform for public discourse. Stakeholders emphasized the need for transparency, user trust, and proactive measures to address safety concerns. We learned about their desire to create tools and processes that empower both users and employees to mitigate risks and promote healthier interactions. Collaboration revealed the importance of balancing swift responses to crises with long-term cultural and systemic improvements. These insights shaped our design direction, ensuring alignment with Twitter's vision and stakeholder priorities.
O2
O2
Research
Research
Knowledge Learning
During our research phase, we discovered a recurring theme among diverse user groups: many people did not feel safe on Twitter. We conducted interviews and focus groups with a broad range of communities, including LGBTQ individuals, Black people, White people, Middle-class families, low-income users, affluent individuals in the 1%, Christians, Catholics, Asians, Americans, Jewish people, and others. Across the board, participants expressed concerns about harassment, misinformation, and a lack of protection from harmful interactions. This highlighted a significant gap between the platform’s intent to foster open dialogue and users’ experiences of safety. It became clear that safety and trust are not universal concepts—they are deeply personal and shaped by individual identities and experiences.
During our research phase, we discovered a recurring theme among diverse user groups: many people did not feel safe on Twitter. We conducted interviews and focus groups with a broad range of communities, including LGBTQ individuals, Black people, White people, Middle-class families, low-income users, affluent individuals in the 1%, Christians, Catholics, Asians, Americans, Jewish people, and others. Across the board, participants expressed concerns about harassment, misinformation, and a lack of protection from harmful interactions. This highlighted a significant gap between the platform’s intent to foster open dialogue and users’ experiences of safety. It became clear that safety and trust are not universal concepts—they are deeply personal and shaped by individual identities and experiences.
25
25
User Interviews
User Interviews
30+
30+
User Group Types
User Group Types
5
5
Stakeholder Interviews
Stakeholder Interviews
100
100
Data points analyzed
Data points analyzed
One of the most striking findings was the sense of isolation many users felt. Participants expressed a desire for tailored support groups or spaces where their unique challenges and concerns could be addressed in a more focused and affirming way. For example, LGBTQ users sought stronger moderation against homophobic content, while religious groups requested safeguards against faith-based attacks. These insights underscored the importance of creating not just universal safety measures but also targeted initiatives that resonate with different communities. This need for community-specific support informed our approach, ensuring that safety solutions would empower users to connect while feeling seen, heard, and protected.
One of the most striking findings was the sense of isolation many users felt. Participants expressed a desire for tailored support groups or spaces where their unique challenges and concerns could be addressed in a more focused and affirming way. For example, LGBTQ users sought stronger moderation against homophobic content, while religious groups requested safeguards against faith-based attacks. These insights underscored the importance of creating not just universal safety measures but also targeted initiatives that resonate with different communities. This need for community-specific support informed our approach, ensuring that safety solutions would empower users to connect while feeling seen, heard, and protected.
#TheChallenge
#TheChallenge
“How do we define ‘Health’ — how do we talk about it and how do we deliver it in a way that builds trust and helps improve perceptions.”
O3
O3
Insights & Opportunities
Insights & Opportunities
Knowledge Learning
Knowledge Learning
In the first step of defining our user flow, we designed a tailored sign-up experience that gathered key insights about our users. By understanding their specific financial needs and challenges, we were able to recommend personalized solutions that aligned with their goals. This approach ensured that each user received the most relevant tools and resources to support their journey toward financial stability.
In the first step of defining our user flow, we designed a tailored sign-up experience that gathered key insights about our users. By understanding their specific financial needs and challenges, we were able to recommend personalized solutions that aligned with their goals. This approach ensured that each user received the most relevant tools and resources to support their journey toward financial stability.
Users feel unsafe engaging in public conversations.
Users feel unsafe engaging in public conversations.
Users feel unsafe engaging in public conversations.
Users feel unsafe engaging in public conversations.
Diverse communities want tailored support to address unique challenges.
Diverse communities want tailored support to address unique challenges.
Diverse communities want tailored support to address unique challenges.
Diverse communities want tailored support to address unique challenges.
There’s a lack of transparency in how safety tools work.
There’s a lack of transparency in how safety tools work.
There’s a lack of transparency in how safety tools work.
There’s a lack of transparency in how safety tools work.
People want more control over their online experience.
People want more control over their online experience.
People want more control over their online experience.
People want more control over their online experience.
O4
O4
Our Approach
Our Approach
Empathetic, Human, Transparent
Empathetic, Human, Transparent
"We are committed to building a safer Twitter community for everyone. Thank you for taking action and helping us keep this space welcoming for all. Reporting harmful content is crucial, and we’re here to support you in making Twitter a better place. Our team is actively working to address violations and will keep you informed with real-time updates."
"We are committed to building a safer Twitter community for everyone. Thank you for taking action and helping us keep this space welcoming for all. Reporting harmful content is crucial, and we’re here to support you in making Twitter a better place. Our team is actively working to address violations and will keep you informed with real-time updates."
How we
create the culture
How we
create the culture
Community
How the Twitter community experiences the platform and is supported by Twitter Health in unsafe moments.
Stakeholders
How third parties including partners, press, government, and investors understand our efforts keep our communities and products safe and healthy.
Company
How Twitter as a company communicates and influences its employees to build safe tools and products to serve public conversation.
O6
O6
User Personas
User Personas
O7
O7
Defining a design language
Defining a design language
Supportive
Twitter faced a significant challenge in creating a cohesive brand identity around "Twitter Health." The initiative aimed to position the platform as a safe and inclusive digital space, emphasizing its commitment to cracking down on hate speech and disruptive behaviors. However, the lack of a clear narrative and visual identity left users and stakeholders questioning the platform's efforts. This project focused on establishing Twitter Health as a recognizable and trustworthy movement, demonstrating the company's dedication to fostering healthy, meaningful interactions online.
Twitter faced a significant challenge in creating a cohesive brand identity around "Twitter Health." The initiative aimed to position the platform as a safe and inclusive digital space, emphasizing its commitment to cracking down on hate speech and disruptive behaviors. However, the lack of a clear narrative and visual identity left users and stakeholders questioning the platform's efforts. This project focused on establishing Twitter Health as a recognizable and trustworthy movement, demonstrating the company's dedication to fostering healthy, meaningful interactions online.
#HandsOn
#HandsOn
Supportive, Caring, Fair
Supportive, Caring, Fair
Hands are the channel that words flow through to get to Twitter. They’re an expressive way to show support, draw boundaries, provide an interruption, or offer help. They are universal and unbiased. They will be used as an illustrated element to show emphasis when needed.
Hands are the channel that words flow through to get to Twitter. They’re an expressive way to show support, draw boundaries, provide an interruption, or offer help. They are universal and unbiased. They will be used as an illustrated element to show emphasis when needed.
Supportive
Supportive
We speak to our community with warmth, empathy and understanding—like a person, not an algorithm. This means you can expect a reassuring and informative response from us.
We speak to our community with warmth, empathy and understanding—like a person, not an algorithm. This means you can expect a reassuring and informative response from us.
We speak to our community with warmth, empathy and understanding—like a person, not an algorithm. This means you can expect a reassuring and informative response from us.
Fair
Fair
We consider both sides of an interaction and communicate expectations proactively.
We consider both sides of an interaction and communicate expectations proactively.
We consider both sides of an interaction and communicate expectations proactively.
##StrengthInNumbers
#StrengthInNumbers
#StrengthInNumbers
#StrengthInNumbers
Empathetic, Bold, Communal
Empathetic, Bold, Communal
Community and togetherness are emphasized in a modern photography style with a gentle blue gradient. The people in the photos are interacting and engaged with one another. Any statistics are shown in large type accompanied by copy that is easily understandable, human and empathetic.
Community and togetherness are emphasized in a modern photography style with a gentle blue gradient. The people in the photos are interacting and engaged with one another. Any statistics are shown in large type accompanied by copy that is easily understandable, human and empathetic.
Bold
Bold
We speak to our community with warmth, empathy and understanding—like a person, not an algorithm. This means you can expect a reassuring and informative response from us.
We speak to our community with warmth, empathy and understanding—like a person, not an algorithm. This means you can expect a reassuring and informative response from us.
Communal
Communal
We consider both sides of an interaction and communicate expectations proactively.
O7
Where we landed
Where we landed
Arbiter
We developed a design style that set a tone of warmth and fairness, striking the balance between kindness and authority. By adopting a straightforward yet approachable aesthetic, we positioned Twitter Health as a strong, neutral decision-maker. This style conveyed unbiased consideration while fostering trust and encouraging users to respect the rules of engagement.
We developed a design style that set a tone of warmth and fairness, striking the balance between kindness and authority. By adopting a straightforward yet approachable aesthetic, we positioned Twitter Health as a strong, neutral decision-maker. This style conveyed unbiased consideration while fostering trust and encouraging users to respect the rules of engagement.
#Arbiter
#Arbiter
Empathetic, Bold, Communal
Empathetic, Bold, Communal
When users see Twitter as a fair and neutral decision-maker, they’re more likely to respect the rules of engagement. We’ll use language that is kind, but that stays above the fray. And a straightforward tone that projects strong, independent, unbiased consideration.
When users see Twitter as a fair and neutral decision-maker, they’re more likely to respect the rules of engagement. We’ll use language that is kind, but that stays above the fray. And a straightforward tone that projects strong, independent, unbiased consideration.
Informed
Informed
Our language conveys knowledge, certainty, and trustworthiness. We communicate clear stances on our policies, and we use our platform to uphold and reinforce the standards of the community.
Our language conveys knowledge, certainty, and trustworthiness. We communicate clear stances on our policies, and we use our platform to uphold and reinforce the standards of the community.
Kind
Kind
With concern for every user in mind, we provide ways of quietly stepping away from situations that may feel physically or psychologically unsafe, allowing breathing room away from those interactions.
With concern for every user in mind, we provide ways of quietly stepping away from situations that may feel physically or psychologically unsafe, allowing breathing room away from those interactions.
O9
Reflection
Reflection
What we learned
Trust is Built Through Transparency and Consistency
Trust is Built Through Transparency and Consistency
Trust is Built Through Transparency and Consistency
Trust is Built Through Transparency and Consistency
Empathy is Key to Shaping User Perceptions
Empathy is Key to Shaping User Perceptions
Empathy is Key to Shaping User Perceptions
Empathy is Key to Shaping User Perceptions
A Unified Identity Drives Engagement and Recognition
A Unified Identity Drives Engagement and Recognition
A Unified Identity Drives Engagement and Recognition
A Unified Identity Drives Engagement and Recognition