Twist: Redefining Communication in Remote Work
Delve into this case study on Twist, revealing the design journey behind the asynchronous messaging app revolutionizing remote collaboration.
When I joined Doist as a product designer, I knew I was stepping into a world where asynchronous communication wasn’t just a feature—it was a philosophy. Twist, our flagship messaging app, aimed to redefine collaboration by prioritizing productivity over presence. Its unique structure of threaded conversations and smart notifications offered a refreshing alternative to the chaos of real-time messaging. But making that vision a reality? That’s where the challenge began.
Tackling Complexity with Simplicity
At its core, Twist is about enabling teams to work together seamlessly, no matter where they are. Unlike traditional chat tools, it eliminates status bubbles and notification dots, promoting focus and reducing anxiety. This asynchronous-first approach also means no more back-to-back meetings—just threads that allow for deep work and meaningful communication.
My role as a designer was to bring these principles to life, ensuring the user experience on iOS and Android matched the app’s promise. This involved extensive research into user behaviors, constant testing, and collaborating closely with our web and backend teams. From refining the cross-platform composer to reimagining the settings UI for the web client, every detail mattered. The smarter Inbox, a feature I’m particularly proud of, became a game-changer for users, simplifying work-life balance in ways we hadn’t anticipated.
Lessons from the Journey
Designing Twist wasn’t just about crafting a pretty interface; it was about building a tool that truly worked for its users. Here’s what I learned along the way:
- Iterate Relentlessly: Good design rarely happens in the first draft. Every feature—big or small—was refined through cycles of feedback and testing.
- User-Centric Mindset: Understanding our users’ needs was key. Whether it was addressing pain points or enhancing functionality, user feedback shaped every decision.
- Balance Innovation and Simplicity: Adding new features is tempting, but simplicity wins. We focused on solving problems without overwhelming users with complexity.
The bigger picture
While Twist started as a tool for Doist’s internal needs, it evolved into something much larger—a product that helps teams worldwide communicate better. It’s more than just an app; it’s a reimagining of how work should feel: calm, productive, and human.
Looking back, my time working on Twist was as rewarding as it was challenging. The experience honed my skills in designing for clarity, collaboration, and user empowerment. And while Twist continues to grow, I’m proud to have played a part in shaping its journey.
