Barriers to Entry · Twitter India
Five reasons people didn't stay.
Each one mapped to a different profile.
The fix wasn't one solution — it was a segmented strategy. Each barrier required a different intervention.
🌫️
Awareness Gap
No clear mental model of what Twitter is or what you can do on it. Myths and confusion create invisible walls before someone even opens the app.
Affects profiles 3–5
📖
Too Text-Heavy
Perceived as academic, wordy, and cognitively demanding. Adds stress rather than relief. Visual content — video, memes, photos — is largely missing.
Affects profiles 2–3
🛡️
Feels Unsafe
Fear of public backlash, shaming, and being exposed on an open forum. Privacy settings are opaque. The platform offers no shield against conflict.
Affects profiles 2 & 4
🎩
"Not For Me"
Positioned as elitist — for English speakers, the educated, the already-powerful. A large segment of users feel they have nothing worthy to say on it.
Affects profiles 4–5
🗺️
Navigation Friction
UX/UI that requires relearning habitual behaviour. Users go to YouTube to figure out how Twitter works. Jargon — tweets, handles, retweets — adds to load.
Affects profiles 2–3