You may have seen we’re looking at refreshing elements of our brand, as said there this is going to be more than surface level. One key aspect of this project is the relationship of Stack Overflow to Stack Exchanges – and their various names, logos, features and customisations.
Much like with the other elements presented in the post, the objective here is to revitalize their use by making a brand and design system that makes sense for where we are today and where we’re going.
What makes a Stack Exchange site unique?
This network has evolved organically over time, which means there’s not much cohesion between them - this is both good and bad. Below is an overview of what we’re keeping in mind:
Naming: Out of all the 183 sites, they fall into 3 categories:
- Branded: Given a unique name, logo and site theme (brief overview here). e.g., Server Fault, Super User, Mathematics.
- External brands: Covering an existing company or service e.g., Think Different (Apple), Ask Ubuntu, Magento, Raspberry Pi.
- Descriptors: Called what they are about in the simplest way e.g., DevOps, Bioacoustics, Drones and Model Aircraft.
Domain names: Related to naming, some sites have custom domains (e.g., stackoverflow.com, askubuntu.com), while others are subdomains (e.g., academia.stackexchange.com). From a technical perspective, this makes login persistence and cookie management challenging.
Ownership: Various sites feel more or less ‘theirs’ or ‘ours’; part of the network or their own world. Brand plays a huge part in this.
Themes: Some sites (including their chat instances) have custom themes, while many have a default SE theme - there was once a rule about graduating out of Beta which got the site upgraded to a full theme, but I don’t believe we’ve followed that in recent years due to resource limitations.
Features: Some exchanges get a slightly different feature set, for example MathJax, Stack Snippets. See the Full List of sites with specialized markup.
Stack Overflow receives the most new features and experiments.
Rules: Each has their norms and culture, to varying degrees. What is considered a good question/answer varies, as does the scope of the site, etc.
“What about the Stack Exchange network?”
In recent years many of you have asked the above question when we announce new features or initiatives (or when we were acquired).
This is a fair question because the main focus has quite clearly been Stack Overflow. That’s de facto what we call ourselves and how we think about features. However, we acknowledge that there is an incredible value to the discussion happening on all sites, even if it is low quantity and therefore wouldn’t feature in ‘traditional’ company metrics like pageviews, signups etc. This is our value and what we bring to the world.
The challenge then becomes – how do we keep both Stack Overflow and the Stack Exchange network alive and thriving?
Reflecting back on the list at the start, each of those things becomes a very complex workflow to follow for a product manager, developer or designer working here – it’s like entering a parallel universe through layers of if/else statements (to use a programming analogy).
We feel we’re at a crossroads of sorts and need your input. What follows is a proposal for a path forward.
Unified customization
For clarity, the premise here is that the business question (which is still in flux, taking your feedback into account) is should we do it?, but the shared community question is how will we do it?
We want to explore leveraging existing community decision making processes (mods, meta, etc.) to empower individual Stack Exchange sites to determine their own look and feel, rather than following a top-down approach.
We can see this process not only resulting in more representative customization, but also faster changes. This could have some fun opportunities like themes around events or special occasions. The additional benefit is that all sites are treated equally, so smaller sites can create a theme if they wish, whereas previously they used the functional but characterless default.
Below is a simplified wireframe of how this might work - each site gets a header graphic and avatar (see appendix for more background).
Arqade is used as an example here.
The future: unified features (where appropriate)
I know at first this may seem like a step back, but please let it sit and think about how, if we can align on a way to unify how we present customisations, this unlocks a path where we can add features more easily across the network, and not just follow a ‘Stack Overflow-first’ mentality. A great example of this would be dark mode, which if we can get rid of thousands of lines of non-design system CSS customisations, we can turn on more easily.
I hope you take this in the spirit in which it is meant, an optimistic path forward where Stack Exchange sites can thrive as more equal partners to each other, and to Stack Overflow.
Appendix
For those that do not know how theming works in Stack Overflow for Teams and Collectives: Behind the scenes the platform is built from a monolith; this is actually illustrative of our wider change in brand thinking from ‘many sites’ to a single knowledge platform.
Free, Basic and Business
These tiers get the ability to change their accent colour, which changes the top bar color, tags and active navigation state.
Enterprise
At this tier you can change the logo in the top bar, as well as the accent, tag and top bar color independently.
Collectives
As mentioned above, the proposal above is essentially how theming works here.
Closing thoughts
Hopefully this gives you an overview of our thinking around how we might unify the user experience across all sites, in service of a thriving network. We’re curious what you think the pros and cons of this would be? Or perhaps you have another idea for us to explore? Please share as an answer here.