TUMBLR INNOVATION & NEEDED GROWTH
In the age of social media, The once-popular Tumblr app has slowed in growth "Tumblr user statistics show that domestic user growth has taken a significant fall in the last few years, going from 32.8% in 2014 down to an estimated 4.1%"
As of date Tumblr now ranks 25th in the number of visits by U.S-based users in its category, and 103rd worldwide. What innovations/changes could be made to improve growth within the app?
OVERVIEW
CHALLENGE:
ENGAGE MORE USERS
Implement a new feature and experience to expand Tumblr app capabilities, to engage new users.
PROPOSED SOLUTION:
COLLECTION SHARE / ANIMATION
A more developed system to share Tumblr pages and aesthetics increases viewership; while emphasizing the essence of Tumblr's curated imagery & content. In addition, expanding upon animated elements will draw users to interact with features.
RESEARCH
UNDERSTANDING THE MARKET
Market research and competitive analysis were conducted to gain insights into how the Tumblr app compares to others in its category.
A Heuristic Evaluation illustrated how the Tumblr app may differ in design from its most similar competitor at the top of the market. (Instagram, Inc.)
- Showcase size of market globally
EMPATHIZING WITH USERS
USER INTERVIEWS
To further validate the "VISIONARY Persona". (6) individuals belonging to the persona were interviewed. (3) users and (3) new users. Information discovered was synthesized in an empathy map and journey map to uncover key insights.
INTERVIEW ANALYSIS
[ Identify & Innovate ]
OPPORTUNITY WITHIN SOLUTION
Explain why adding the system will bridge the gap between content/ page curation. between its competitors. refer back to the design of everyday things book in sticking to the niche. discuss main points from research.
BRAINSTORMING & DESIGN
IDEATION
what ideas did you prioritize, and why? What methods did we use to cut down ideas?
The initial wireframes directly mirrored the current Tumblr interface, but there was a need for updates within it to adhere to the solution.
WIREFRAMES | MOCKUPS
SOLUTION / prototype
ORIGINAL TUMBLR TASK FLOW VS NEW TASK FLOW
