We Heart It Unveils Ground-Up iOS Redesign for Its Passionate Community
We Heart It, the visually-driven social platform blending Pinterest’s curation with Tumblr’s expressive flair, has launched a complete rebuild of its iOS app—marking a strategic shift to mobile-first design for its 25 million monthly active users.
Why This Redesign Matters
- Mobile dominance: Over 80% of daily engagement now comes from mobile devices
- iOS priority: Two-thirds of mobile users access via Apple devices
- Modernization: Original 2007 desktop platform gets contemporary mobile treatment
During an exclusive TechCrunch demo, We Heart It President Dave Williams revealed how the redesign addresses core user needs:
Key Features of the Redesign
- Collections: New organizational system for personalized content curation
- Streamlined UI: Faster navigation optimized for thumb-scrolling
- Customization: Tools to evolve with users’ changing interests over time
“Our young user base expects platforms to grow with them,” Williams explained. “By making the experience more adaptable, we’re future-proofing engagement.”
The Demographic Challenge
With a primarily under-25 audience known for:
- High platform loyalty (many list We Heart It as their “workplace” on Facebook)
- Rapidly evolving content preferences
The company sees personalization as the solution to maintain relevance as users mature.
Strategic Vision
Williams outlined three growth pillars:
- Aging up: Attracting older demographics while retaining current users
- Mobile optimization: Continuing iOS/Android feature parity
- Content flexibility: Supporting evolving user interests through collections
Watch the full demo video to see the new interface and hear Williams discuss We Heart It’s mobile strategy in depth.
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