Despite all the criticisms and pessimistic reporting about Yahoo, it’s still one of the Internet’s leading websites with more than 700 million visitors per month. And yet its looks bely its status: The design was rather flabby, chocked full of tired throngs of irrelevant content, and even a bit trashy, with low-quality advertisements junking things up. Well that’s changed now, as the new and improved Melissa Mayer–helmed organization just put its flagship website through a facelift and tummy tuck.
One of the masterminds behind Google’s clean, sleek aesthetic, Mayer retooled Yahoo e-mail and photo-sharing service Flickr last December. So it was only a matter of time before she’d invoke that design sensibility to tackle that homepage. The low-rent ads are outta here, and a stream of newsfeeds (recommended by individual users’ Facebook friends) are in. And the company managed to curate the sections, featuring Yahoo’s most popular sections, like e-mail and news, finance, sports, movies and OMG, its entertainment channel.
Users also have streamlined, one-click sharing features for homepage content using e-mail, Twitter or Facebook, and some customization options to shut off certain segments, like horoscopes, stocks and sports stats. The more a user customizes, the better — it all informs Yahoo’s algorithm, so it can dish up more personalized content. Next on the agenda for Mayer will be to augment the homepage’s content. The company recently struck deals with CBS Television, NBC Sports and ABC News for cross promotion and even original streaming video content.
Last month, Mayer let analysts in on her modus operandi: “More personalized content and increased product innovation will be key to getting us back to the path for display revenue growth.” That’s obviously the endgame here, bolstering advertising revenue, and this is what she sees as the way to get there. In an interview last Tuesday, she enthused about Yahoo’s reinvention, stating that the changes were made to cast the site as “fresh and dynamic and add an element of surprise and serendipity.”
What do you think — did she achieve this goal? Take a look at the featured image or hit up the website and share your opinion below.