Of all the Chrome features, this was one of all the key features that we were most excited about. If you're using Chrome, you've probably experienced first-hand tab overload. And heck, you've probably even experimented with alternative tab management browser tools like Workona or Toby.
Tab management is where Chrome has always struggled, and tab groups were set out to solve this issue:
Tab Groups in Google Chrome
Rather than describe all of the features you're probably already familiar with like tabs and bookmarks, I think it's time better spent explaining why you shouldn't really expect new features with Chrome.
When you have a product that has billions of users and hundreds of millions of companies relying on it, you need to focus on stability over everything else.
Is that why it took the Chrome team over a year of beta testing "Tab Groups" before publicly releasing it? Oh, and then only leaving it core to the new tab experience for a few months before ultimately disabling it and making it a manual opt-in feature.
Yeah, that's because of inertia. Billions of people are expecting the browser to work one way, you can't have core functionality change one day without pissing off potentially hundreds of millions of people.
Okay, okay, so all of that is totally fair... But also sorta a boring answer 😅 okay, you win—let's ruffle some feathers!
Ah good-ol bookmarks! Tried, true, and tested. Do they actually work well for referencing back what you saved? Nope! But they are familiar, so don't touch them!
Wait... You said they don't work well, let's dive into that for a moment. Hear me out: bookmarks weren't actually created to make finding pages you're looking for to be easier.
The more you use bookmarks, the less you search Google to find what you are looking for, and the less ads that Google can serve you. Ah! Misaligned incentives! Get overwhelmed with all your open tabs? Google wants this! It results in you closing the overwhelm of tabs, only to later search Google to find back what you're looking for.
What if bookmarks and tab management could be rethought and reinvented 🤔 well they can be, that's why much of Chrome's team have left Google to join Dia Browser to actually build out all the ideas that they had at Google but were killed because releasing them would actually hurt Google's Ad business. 🤯