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A redesign of Tumblr mobile

(Disclaimer: I am not affiliated with Tumblr in any way. Any opinions I express in this post are my own. I’m just somebody who has been on Tumblr for many years and wanted to try my hand at redesigning it. I recognize that there may be potential flaws in the following post, and these faults are 100% my own and no one else’s. In an ideal world i’d have access to insider metrics, but in any case this isn’t meant to be collectively exhaustive in any way.)

Hello there! I picked up this redesign project in January and i’ve decided to publish this now, since I wasn’t sure how long it’d take me to do a full write up. I’ve talked to around 100 people over the course of these 2 months and i’ve ran multiple rounds of tests, and I felt bad about leaving everyone hanging. So, here are the results with brief explanations for now! I intend to type out the full process and design rationale at a later date. If you received a message about this within the last 2 months and answered me, thank you so much! 

Alright, let’s get started. At the time of writing, Tumblr for iOS is currently on version 19.0. (Warning: this is a long post, there are badly compressed big gifs.)

Adding Tags

During interviews and in surveys (n=83, python and excel really came in clutch when sorting through the data haha), people often told me they avoided reblogging on mobile due to the large hassle of typing every tag out, opting to save them to drafts instead and add tags later. In terms of data, given that people hit reblog (82% of all users surveyed), 84% of these people also liked to add tags, so it was clear that facilitating the tagging system would be important. To help solve this, I designed a method for people to quickly add tags to post topics they often reblogged. As well as being accessible from pressing the tagging area on the posting screen, this can be accessed from the hold menu, to speed up the interaction even more. 

Another issue that commonly cropped up was the multitude of possible ways to tag a trigger warning. If somebody missed out a tagging method for a TW, they still ran the risk of seeing it on their dashboard. I added a toggle for tagging something as a trigger warning, which would suggest what others commonly added (and you can type your own). This saves people from having to tag “tw:xyz” “tw: xyz” “tw xyz” “cw xyz” etc. (you get the point!) and makes sure that “xyz” is unambiguously marked as a trigger warning. (Can internet strangers be trusted to tag sensitive content properly? Quick study here)

(Reblogging with the hold menu on the left. Posting on the right. If Tumblr displays them top to bottom instead of side by side (I'll let it slide, I know they're reworking the web post editor right now), the top post=left. the bottom post=right. If you’re viewing this on my blog page, please click on the gifs!)

A bonus: A ‘read more’ button has been added back to mobile. Scrolling through long posts gets tedious sometimes, and people like to talk about more personal thoughts under read mores, so i’ve made it easier to access the feature.

Liking Posts

89% percent of users reported that they liked to hold on to posts for future retrieval. With this in mind, I added in a feature to categorize likes, making searching through your likes for future retrieval easier. The ability to like quickly without sorting is retained, added to a hold menu like a quick reblog. After liking, users are also prompted to reblog (PSA: reblogging helps spread OC around! please reblog OC you like more!)

(Liking on tap on the left. Quick liking with the hold menu on the right.)

Your likes can be found and sorted under your blog. 

Recommended For You

Tumblr is fundamentally about exploring and sharing content about topics you love, so I tried to rearrange the navigation to make it easier for users to look at new content about the things they like. The tabs are now rearranged so that new content is easier to find from the homescreen. To ensure relevance, followed tags are now toggles, so the user can pick and choose exactly what they want to see in the recommended tab if they want to. A radar post has also been placed in this tab to increase exposure to featured content creators. (Does being on the radar help out OC posters? Quick study here)

Exploring, and search results

Now that stuff recommended for you has been moved next to the dashboard, the explore page now defaults to trending posts. The top/recent page for tags you followed are now located in the search bar menu. Upon clicking on a search term, you can sort through recent/top posts and post types separately. For example, if you felt like looking at some new fanart that day, all you would have to do is sort by recent photo posts instead of having to sift through every recent post, making it easier for new OC to be discovered.

#tumblr #tumblr mobile #tumblrcreates #ux case study #ux #again i do not work for tumblr i’m just a random somebody #please don’t hate me :(