Hello, Tumblr. Labs division here!
Back in June, we announced our comeback as a new team that would imagine big ideas for Tumblr—and would build them in public (aka with you).
Today we're very excited to announce our first failure. The first experiment we want to loudly, publicly admit didn’t work. We’re pretty excited about this because trying and failing are a big part of learning.
A little background
A few months ago, we ran interviews with lots of people on Tumblr to get a better sense of what works and what needs to be better.
Among other things, we heard that people discovering (or rediscovering) Tumblr really struggle to understand how to make it work for them. They sometimes don't know how to follow the right blogs to curate their dashboard, or how to use likes, replies and reblogs to interact with a particular fandom.
And that's just the tip of the iceberg, really! Some might be lucky and have friends to teach them, but many come here to find friends in the first place, and leave feeling lost and overwhelmed.
So here at Labs we're working on ideas to help people discover what makes Tumblr a unique corner of the internet, making it easier for them to find belonging here.
Our (failed) idea
Our first idea was to simplify certain parts of our interface, thinking through each element and putting what is important to you front and center. We called it "Mini"—mostly because it was a cute name.
We started work on the post interface first, because that's the most important part of your experience on Tumblr, and we wanted to improve some of the problems there.
Our goal was to make labels and actions on posts easier to differentiate, and make each post the same height, so diving into a long post is a choice. To achieve that, we designed a new header, a new footer with separate actions, and a mini version of the post:
As we started to build it, we realized that scrolling through the dashboard after the changes… didn’t feel right. It didn’t feel like Tumblr anymore. But we didn’t want to make a decision based solely on our own gut feelings… we needed to ask the Tumblr community.
An essential part of how we're working in Labs is speaking to people who use Tumblr (and those who don't use it, but could love it) pretty much on a daily basis. So we showed them this idea, and their response was indifferent at best, and confused at worst.
We learned that it's hard to limit the height of a post without sacrificing the magic of reblogs, and that loss was too meaningful for us to pursue this any further. So we're putting it in the trash.
What's next
So Mini didn’t work out! That’s okay. We’ve learned a lot. While minifying posts might not be the answer, there were parts of the idea that worked, and you might even start to see some improvements being tested from what we learned. We’ll see where that goes!
We're working on other ideas at the same time, and some of them are getting a lot of love from people in research. So the next time you hear from us, we'll hopefully have something more successful to share—stay tuned!