Yahoo pushes ahead with redesign

 

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Posted on 19 Sep 2008 at 08:58

Yahoo is moving ahead with its radical homepage redesign - the most heavily trafficked site on the web.

The internet media giant is under the gun to deliver on year-old promises to transform Yahoo from a network of more or less insular properties into "starting points" that help consumers quickly navigate their way to the rest of the web.

"We are going to put what matters to you most at your fingertips," says Tapan Bhat, the senior vice president in charge of "front doors" - the main destinations at Yahoo, including Yahoo.com, MyYahoo and the Yahoo toolbar.

The new Yahoo home page features a tab on the left hand column of the page with sophisticated links to the user's 10 or 20 favourite sites. It functions as an alternative to navigation methods like bookmarks, link bars or browser tabs, he says.

In its simplest sense, Yahoo is blending the broadcast, editorially-controlled view that Yahoo.com has long offered with the personalised, self-selected view of information that the company's MyYahoo service has long offered. It mixes things users know they want, with the serendipitous or unexpected.

"For the first time, we are going to marrying those two to take the best of both," Bhat promises.

The changes, which Yahoo is testing on only a small group of users initially, will lead to a full-scale overhaul later. Two years ago, the last such redesign of Yahoo.com took up to six months to fully implement, the Yahoo executive explains.

The makeover of Yahoo.com marks the company's 14-year evolution from the web's pioneering directory of sites to an index of links to a search navigation tool to a complex media destination site.

A spokeswoman said Yahoo planned to invite a random sample of its users amounting to less than 1% of audience. The tests will be conducted in Britain, France, India and the United States, Bhat says.

The new home page relies on slick personalisation technology that allows users who have signed into their Yahoo account to see when new information arrives not just on Yahoo sites, like email or news, but off-Yahoo on sites such as Ebay auctions or Google's Gmail service.

Instead of whisking people to these sites, users can see a preview of the information while staying on the home page, which allows them to quickly navigate across a range of their favourite sites. The Yahoo home page attracts around 100 million U.S. users a month and 300 million worldwide, Bhat says.

Yahoo is relying on new technology it calls the Content Optimisation Knowledge Engine to help its computers determine what the most engaging content may be to a specific user, then serve it up based on their prior surfing habits.

Relevant ads tied to users' particular interests are delivered as well.

Yahoo is moving carefully with this personalised approach in the knowledge that less than 15% of its user base subscribe to its existing MyYahoo personalisation service.

"It is a leaner look, it is more user friendly," says Caroline Dangson, an analyst with market research firm IDC in Framingham, Massachusetts, who was briefed on the changes.

Author: Reuters