Tablerone

Context

Company: about:blank studio
Timeframe: 2020 - present
Role: Founder

The tipping point was when I caught myself with 18 browser windows open with god knows how many tabs open. Each one slowing down my computer, exponentially increasing navigation time, and derailing me into distractions while looking for the right one.

I knew I wasn’t the only one bothered by these problems. I’ve seen people’s browsers when I sat next to them or during screen-sharing sessions. How many? I don’t know; I’m still trying to reliably determine that.

Mission

Each day, we lose up to multiple hours on:

• Searching a bunch of apps to find links to a specific web document, issue ticket, article, product,… needed to complete a task;
• Repeatedly setting up workspaces by opening, sorting, and closing the same sets of tabs;
• Extracting multiple open URLs from the browser by having to copy-paste them one-by-one to another app.

After trying out leading solutions available at the time and researching demand, it became clear this was a very underserved market while not a niche problem.

I recruited two founding engineers, and we set out to make people so productive that they will reach the magical “tab zero” state and finally feel on top of their digital lives again.

Contributions

I founded the project and have been driving all activities since its inception. Biggest individual contributions:

• Validated demand by researching the market
• Set product strategy based on competitor, SWOT, and MoSCoW analyses.
• Designed the product A-Z by producing UX+UI mocks, writing specifications, and prioritizing the roadmap.
• Set Go-to-Market strategy by identifying the ICP, product positioning, value proposition, and growth tactics.
• Cold-started SEO and ASO organic acquisition by analyzing keywords, writing content that ranks, and obtaining backlinks.
• Planned and executed all marketing activities (e.g., releases product marketing communication, Product Hunt launch, AdWords campaign, newsletter ads, etc.).
• Grew adoption to 10K WAU by setting up and improving the product based on insights from usability tests, user interviews, product analytics, surveys, etc.
• Support users by responding to email queries, writing documentation, and managing a Discord community.
• Continue driving development by funding and managing it.

Results (Sep 2025)

• 93,000 Installs
• 10,000 WAU
• 4.5 rating on Chrome Web Store

Highlights

Tab hoarding is a meme

Searching Reddit and other social media quickly revealed repeated threads and hundreds of posts by people struggling with too many open tabs. So much so, that this has become a part of pop culture.

0-100

Competitor-, SWOT- and MoSCoW- analyses helped us evaluate and prioritize features. We never developed a browser extension before, and there’s very little literature available on the subject, so we knew we had to test all our assumptions.

We gave ourselves 1 month to develop a proof of concept with essential features, which we tested within a small circle of friends. We launched an MVP with a basic marketing website after 6 months and acquired the first 100 users by reaching out to relevant people in our network.

100 users, 500 workflows

Usability testing and user interviews revealed that people have wildly different browsing workflows and mental models. Following the “opinionated software” approach meant leaving money on the table, while supporting most of the feature requests meant making the product orders of magnitude more complex. Significantly more so than any other project I ever worked on.

100-10,000

Acquiring users took a fair share of experimenting and learning. To gain a deeper understanding of what works, I undertook all marketing activities, including social media, SEO, and ASO, producing demo videos for release notes, and writing all content for the website, support articles, and other communication.

Credits

Development: Neo Studio, et al.
Brand: Multipraktik studio