The changes are part of its global roll out its new website design in the next few weeks as it seeks to improve user engagement and make the web experience consistent with the mobile application.
The new website’s user interface can also be personalised in local languages. In India, it will be available in seven languages: Hindi, Gujarati, Marathi, Urdu, Tamil, Bengali and Kannada. To encourage more conversations across languages, Twitter has also improved translation on the new site.
The new Twitter web design which has been in the works since September last year will have a left-side navigation panel with added features such as explore, lists and bookmarks. The explore tab which was earlier only available on the application will give personalised content recommendations.
“We want to people in India to be able find tweets and accounts which match their unique and diverse interests. We want them to be connected to content and people in their languages,” said Patrick Traughber, Senior Product Manager, Internationalization.
This launch is the biggest redesign in the architecture of the product over the last 5 years. The goal is to make the site accessible on weaker data connection.
“The big part of the launch is to make the experience more consistent with Twitter on mobile. People tend to use Twitter on devices and laptops when they go to school or office. We want to make sure it is a consistent experience,” said Jesar Shah, Product Manager, Internationalization and Web.
Shah said the goal of the left navigation is to take advantage of the real estate of wide screen devices where Twitter can surface what is most important to the users. The new website also allows easier switching between multiple user accounts.
“Through experimentation we have seen an increase in key metrics. We hope this to continue because of the updates we have made. Metrics such as high-level engagement and people coming back to the site has increased,” Shah said.