Yahoo News gets a redesign aimed at personalisation

The changes are meant as a step toward a more consistent feel across Yahoo's sites

The revamped Yahoo News page.
The revamped Yahoo News page.

In its continuing efforts to woo users with new products and services, Yahoo is at it again, this time with a redesign of its News Page.

The retooled Yahoo News site, which features "a more personal, intuitive and modern design," the company announced Thursday in a blog post, is a step toward creating a more consistent feel across Yahoo's online properties, the company said.

Under the changes, people can customise their news stream to tell Yahoo which types of content they would like to see more of. And, when people sign in to Yahoo News using their Yahoo ID, the site will become "smarter over time" as it learns more about people's news preferences, to create what Yahoo calls a "personal news hub."

Articles on Yahoo News now also will load faster than before, the company said, and news articles on the site now appear front and center in the content stream.

On iOS, people can also choose between "classic" or a new "visual" design, which fills their mobile device's screen with large images that flow on top of each other as the user scrolls through short news summaries that are overlaid on top of them.

An improved design will be coming to Android-powered devices soon, the company said. "We wanted to be sure you're getting not only a familiar experience but the best experience whether you're sitting at your desk or on-the-go," said Mike Kerns, vice-president of product at Yahoo.

The Yahoo News changes, which will come to US users over the next couple of days, represent Yahoo's latest efforts to demonstrate value to its users as it struggles to compete against companies such as Google, Facebook and Twitter.

Unlike those companies, Yahoo does not offer any hardware like smartphones, or a dedicated social network beyond its Flickr photo-sharing site, or its own Web browser.

At the company's annual shareholder meeting on Tuesday, CEO Marissa Mayer described Yahoo as still the industry's largest startup.

"We are making investments, and we are going to continue to make investments, because that's what drives growth," she said.

Prior to Thursday, the company's most recent new product announcement was an overhauled version of its mobile Sports app. Similar to News, the Yahoo homepage also received a redesign in February, with changes geared around bigger, bolder photos and its own personalized news feed.

In May, Flickr was revamped to include a terabyte of free storage.

Yahoo also recently forked over more than US$1 billion to buy Tumblr, in an effort to gain a new cadre of younger users, and also a foothold in the competitive social media advertising market. That deal closed last week.

The company also announced Thursday that it would be growing its team at its facility in La Vista, Nebraska, by creating roughly 100 new jobs across customer care, integration and logistics.

Yahoo opened its data centre there in 2010.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in