Tumblr is a social platform for communities and creators. I led the product design team in creating tools to empower creators and foster unique online communities. My role combined strategic design leadership with hands-on product design across web and mobile platforms.
Home of the GIF. But for real now.
Ahead of the launch of a redesigned posting experience, I pitched the idea for fully native GIF search and embeds on Tumblr. The team built an API and we quickly integrated it into content creation experience. We also extended it into an iOS Messaging and Yahoo mail feature.
Native GIF Making Tools
Creating your own GIF was still a tiresome process that usually involved a computer, so we wanted to make GIFs as easy as taking a picture. Tumblr acquired an app for making GIFs and I reworked the flow to simplify the process and seamlessly integrate it into the camera roll and creation process.
Design Process
Tumblr had aquired an app for the technology, so this was my starting point
Initial design exploration with a reskin
Simplifying
Extending Creative Tools
We wanted to lean into the things that make Tumblr, Tumblr. That meant edits geared more towards memes than that perfect Instagram shot. So in addition the the new GIF maker, we built a camera and additional features for expression and fun.
Rethinking Posts
Increasing the number of creators and new posts on mobile was a huge priority—and a challenge. Tumblr's early creators were web-native and Instagram had captured mobile photography. New users on Tumblr were far more focused on creating fandoms around their favorite topics and chatting with each other. While engineering worked on refactoring the underlying architecture, I created designs for rich-text editing and also explored a ton of new ideas.
INFO
Tumblr, Inc.
2014-2017
Role
Lydia White, Product Design Lead