Finding growth in the core experience.
A funnel audit of X, with four growth epics and a clear prioritization framework.
01 / THE PROBLEM
What needed to make more sense?
New users need a relevant feed and reliable actions to reach a first moment of value. When following, posting, discovery, or media playback fails, the same frustration affects activation, retention, willingness to pay, and referrals.
02 / DISCOVERY
How I approached it
- Mapped acquisition, activation, retention, revenue, and referral across the visitor-to-advocate journey.
- Used the review evidence documented in the deck to identify friction around account recovery, action reliability, feed relevance, and moderation.
- Translated funnel gaps into four growth epics and a RICE prioritization exercise.
03 / PRODUCT DECISIONS
The proposed direction
- Reliable Core Actions: improve posting, replying, following, error recovery, and rate-limit behavior.
- Feed Intelligence: make followed content and discovery more predictable and relevant.
- Account Health & Onboarding: improve signup, verification, legacy-account recovery, and interest-based Starter Packs.
- Search, Discovery & Moderation: improve search relevance, video playback, block/mute behavior, and bot detection.
- The deck ranks Reliable Core Actions first, Feed Intelligence second, Search/Discovery/Moderation third, and Account Health/Onboarding fourth.
04 / MEASURES & LIMITS
What success would look like.
The deck is an independent analysis, not an internal X experiment. Evaluation should follow first meaningful interactions, D1/D7/D30 retention, session frequency, and reliability signals. Platform statistics in the deck are historical source claims rather than current verified figures.
05 / THE TAKEAWAY
The thought I’d carry forward.
Growth work includes fixing friction that users have learned to tolerate. Reliable core actions and useful feeds are prerequisites for sustainable monetization.
06 / ALL THE DETAILS
The original work, in full.
The complete research, diagrams, screens, and supporting details are in the original document.
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