Twitter's Transformation to X: 6 Roles of UX Designer in Rebranding
Published at July 25, 2023

Twitter has recently announced a significant transformation, rebranding itself to 'X.' As UX designers, we play a vital role in shaping user experiences. Of course, we are thrilled to discuss this Twitter rebranding to X from a UX designer's perspective. 

According to Salesforce, 84% of customers say a company's user experience is as important as the products and services it offers.

Moreover, Forrester Research also mentions that every dollar invested in UX returns an average of $100 over time. So, what’s the impact of rebranding from a UX designer perspective? 

Let's dive into the world of rebranding, understanding its implications and the role of UX designers in this process.

An Overview of Rebranding and the Role of UX Designers 

Twitter rebranding to X - VirtualSpirit

Image by natanaelginting on Freepik

What is Rebranding?

Rebranding is the process of changing a company's corporate image, often including its name, logo, and overall identity. It's a strategic decision made to align with new goals, target different markets, or adapt to changing trends. 

Twitter's decision to rebrand to 'X' indicates a bold move towards reinvention and evolution in the competitive social media landscape.

The Significance of Rebranding

One report from Forbes showed that most companies spend 10-20% of their marketing budget on rebranding.

Rebranding is more than just a cosmetic makeover. It can redefine a company's position in the market, attract new audiences, and revitalise its existing user base. 

However, it also carries inherent risks, such as alienating loyal users and diluting brand recognition. UX designers face exciting challenges and opportunities during this transition.

The Role of UX Designers in Rebranding

1. Conducting User Research

UX designers must embark on comprehensive user research to understand how users perceive the current brand and its potential evolution. 

This research helps identify pain points, preferences, and expectations, forming the foundation for a successful rebranding strategy.

2. Crafting a New Visual Identity

Did you know that 60% of consumers avoid companies with unattractive or weird logo designs even if they have good reviews?

Therefore, with the insights gained from user research, UX designers need to collaborate with graphic designers to create a fresh visual identity. This includes designing a new logo, colour palette, typography, and other visual elements that resonate with the target audience.

3. Enhancing User Interface (UI) Design

According to Forrester Research, a well-built user interface can increase website performance and leads conversion rates by up to 200%, and better UX design can achieve up to 400% conversion rates.

The user interface must evolve to seamlessly match the new brand identity. UX designers optimise the UI design for improved usability, navigation, and overall user satisfaction. 

Based on a survey conducted by Clutch, 94% of people say that easy navigation is the most important, and 83% believe that an attractive or up-to-date appearance on the web is also a must.

Further, you need to do usability testing for your web to make an up-to-date appearance on the website.

Consistency and coherence are key during this transition to ensure a smooth user experience.

4. Maintaining Brand Continuity

According to a report from Marq in 2021, 68% of businesses say that brand consistency has contributed to revenue growth of 10% or more.

Despite the transformation, maintaining a sense of brand continuity is crucial. UX designers must delicately balance introducing novel design elements with preserving familiar aspects that users associate with the Twitter brand.

5. A/B Testing and Iterative Design

Rebranding involves a series of iterative design processes. UX designers conduct A/B testing to evaluate different design variations and make data-driven decisions to refine the user experience continually.

6. Communicating the Rebrand

UX designers collaborate with the marketing team to ensure the rebranding message is communicated effectively across all touchpoints, both within the platform and external marketing materials.

The Challenges of Rebranding for UX Designers

1. Dealing with User Resistance

Change can be met with resistance, and some users may find it challenging to adapt to the new platform. UX designers must address concerns empathetically and provide resources to aid in the transition.

2. Maintaining User Familiarity

While introducing fresh design elements, UX designers must strike a balance to ensure that the platform remains recognizable to existing users. Straying too far from familiarity can lead to user frustration and disengagement.

3. Handling Technical Constraints

Rebranding might involve significant technical challenges, especially on a platform as vast as Twitter. UX designers collaborate with developers to ensure that the transition is smooth and doesn't lead to technical glitches affecting the user experience.

4. Evaluating the Impact

Measuring the success of a rebranding effort is essential. UX designers utilise various metrics and feedback mechanisms to assess how users respond to the changes and identify areas that require further improvement.


Rebranding is both an art and a science, requiring a delicate balance between novelty and familiarity. By conducting user research, crafting a new visual identity, and enhancing the user interface, UX designers can create a positive and seamless experience for users. 

Upgrade your user experience design with VirtualSpirit. Our talented UX designers in Malaysia and the global team will help your business to the next level. Contact us here.

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