how i think A peek into my UX analysis
Threads App
This UX analysis of Threads application briefly demonstrates my design approach and thought process, offering insights into it's user experience psychologies through meticulous examination.
Why did Threads users drop by 78%?
The rapid drop
Soon after the launch, it’s active users dropped by a whopping 79%.
As of July 2023: In comparison to it’s rival Twitter, now rebranded as X, has a daily active user base of approximately 106 million users, while Threads counted only around 13 million users.
Halo Effect: Popular apps like Facebook, Instagram, etc. are operated by Meta, which has a positive influence on their massive amount of users, thereby gaining Threads a huge user base quickly.
THE explosive growth
Threads, a social media app by Meta Platforms, became the fastest app to reach over 100 million users within it’s first five days of launch.
What went wrong?
1
SCROlLING snag
Scrolling is a favorite, but the pace matters!
Let's compare the smooth scrolling experience of X to the resistant feel in Threads.
2
Personalization gaps
Dark themes may not resonate with everyone, and Threads' limited customization options contribute to the fluctuations in UX.
Compare this to Instagram, which offers a versatile dark, light or system default theme customization based on user preferences.
Threads
Resistant scroll
X (Twitter)
Customization
3
Analytics Void
Content creators rely on past performance. Threads misses the mark by not providing insight into post analytics!
For instance, explore X's detailed post analytics for a comparative view.
X (Twitter)
Detailed Post Analytics
But hold on, Threads rises Again!
In October 2023, Threads increased with around 33 million daily active users
and 120 million monthly active users.
Let's see how...
Threads’ Cross-App Promotion
Threads boosted its user retention by featuring its viral posts on Instagram and Facebook, along with CTA buttons - like, comment and share.
These CTA buttons only opened that post in the Threads app, where users eventually got hooked onto scrolling.
Threads
User's POV:
1. Looks at a Threads post
4. Threads feed catches attention again.
Continues scrolling Threads...
2. "Hmm, interesting!"
-taps on it, post opens in Threads-
3. Reads the post. "Okay, let's get back"
-taps on back button, which opens Threads home page-
Flow State: Once the users are in the app, they’re fully engaged and absorbed, leading to an increase in user activity level.
External Triggers: These buttons are external cues that prompt the user to take action.
The share button, however, let users share the Threads post within Instagram/Facebook chats, bringing more users to Threads through Instagram and Facebook.
Spark effect: Users are more likely to take an action when the effort is small.
Send on Instagram
Notice how the layout of the Threads post stands out while still blending in with the Instagram feed, thanks to the consistent UI design across both apps.
This creates a comfortable and appealing experience for the users, who are more inclined to use it.
Von Restorff Effect: Distinct appearance of the Threads post from other Instagram posts catches user attention.
Familiarity Bias: Threads UI design is consistent with Instagram. Users tend to like a familiar experience and are more likely to use it.
Conclusion
Threads is a companion app that has a lot of potential to provide a more intimate and focused user experience. However, it also needs to overcome some obstacles that hinder its usability, appeal, feedback, and consistency. By implementing some new features and improvements, Threads can potentially enhance its user experience and satisfaction, thereby improving it's user retention.