My Ode to StumbleUpon: What We Lost & How We're Bringing Back Serendipitous Discovery
Part 1 of "Beyond the Algorithm: Rediscovering Authentic Recommendations"
StumbleUpon’s website early 2000s
If you were online during the early 2000s, you likely remember the thrill of clicking that orange "Stumble!" button. In an instant, StumbleUpon would whisk you away to an unexpected corner of the internet—a fascinating blog about urban architecture, an interactive visualization of the solar system, or a quirky collection of vintage advertisements. That was digital exploration in its purest form: no destination in mind, just the joy of discovery itself.
Me and my trusty Macbook circa 2004
The Erosion of Trust in Online Discovery
Today's internet discovery looks vastly different. As social media platforms and search engines evolved, recommendations became increasingly commercialized and algorithm-driven. What appears in our feeds and search results isn't necessarily what's best or most relevant—it's what's been optimized to generate engagement or revenue.
“...Google’s finance and advertising teams, with the blessing of CEO Sundar Pichai, actively worked to make Google worse to make the company more money.”
When every "Top 10" list might be sponsored content, every glowing review potentially incentivized, and every "trending" topic algorithmically amplified, how can we know what to believe? The web has become a place where authenticity is scarce and skepticism is necessary. We've lost confidence in the digital world's ability to guide us to genuinely valuable discoveries.
Where Authentic Discovery Still Happens
In this environment of diminished trust, I've noticed something telling about my own discovery patterns. For me, the most honest, impactful recommendations almost always come from direct human interactions.
It's like that moment when I caught the scent of a candle burning in a friend's living room and immediately asked, "What is that amazing smell?" You trust the recommendation not because of star ratings or search rankings, but because you experienced it firsthand through someone you know and whose taste you admire.
Same thing when my sister casually pulls a lip gloss from her bag, and something about the color or shine made me need to know where she found it. I don't question whether she was paid to promote it or if her opinion has been algorithmically manipulated—I just know she looks good and believe her when she says her lips feel moisturized.
Reimagining Digital Discovery Through Trust Networks
While we can't turn back time to the early internet, we can reimagine what discovery could look like in today's world. That's what we're doing with hili—building a bridge between the collective wisdom of your group chat and the convenience of digital platforms.
Here's how hili we’re doing it:
Trust as the Foundation: Recommendations from people whose taste and judgment you already value carry inherent credibility. When your stylish colleague suggests a new sustainable clothing brand, it means more than an anonymous review or algorithm-driven suggestion.
Communities Beyond Your Circle: hili connects you with curated communities sharing your specific interests, creating broader networks of trust-based recommendations without sacrificing quality.
Preserving Serendipity: hili surfaces unexpected recommendations that align with your taste profile. You might open the app looking for a restaurant but discover the perfect gift idea that a trusted connection recently shared.
Human Curation Over Algorithms: We recognize that people understand nuance, context, and quality in ways that data alone cannot. Your fashion-forward friend doesn't just register that you clicked on similar items—they understand your aesthetic, values, and specific preferences.
Rediscovering the Joy of Discovery
Imagine opening hili and finding not just what you were looking for, but something you didn't even know you wanted—recommended by someone whose judgment you trust. That's the magic we're creating.
The StumbleUpon era might be behind us, but the joy of authentic discovery is worth preserving. hili brings back that sense of exploration in a way that feels both genuine and relevant in today's digital environment.
“Because in a world where anyone can generate content…
the value isn’t in creation anymore.
It’s in the curation.
And that requires impeccable taste.”
Ready to rediscover the joy of finding things you'll truly love? Join our waitlist for early access to hili and be part of bringing back authentic discovery.