Instagram engaged Mayday to redesign and build out their blog — at the time the most visited property in the Tumblr ecosystem.

→ User Experience Design
→ Web Development
→ Account Management

In 2014, the most popular blog in the Tumblr ecosystem was by a brand you wouldn’t expect — Instagram. The photo app back then had about 17% of today’s MAU numbers, and was continuing to grow and engage their user base with editorial content through the blog. The iteration that was live didn’t align with their current branding, and so they came to us looking for a refresh that would come with some new functional capabilities.

I redesigned the experience, including making it responsive on mobile devices. As the majority of their posts involved photo sets, this involved introducing a simple mechanic that hadn’t been seen on any of their web or in app products to date — carousels.

The launch was a success both internally and externally. We launched a fresh user experience that was visually aligned with the rest of their web presence and content management that was streamlined for their editorial team. The use of carousels for multiple image posts would eventually work its way into the core app experience itself using the design language we created.