The site – which has been designed in-house – is rolling out to US users and, says Yahoo, allows users to ‘experience a virtually endless feed of news articles’ (although the ‘infinite scroll’ does, eventually, come to an end).
Announcing the new design on a blog post, Yahoo chief executive Marissa Mayer says the new look has been brought in ‘since streams of information have become the paradigm of choice on the web’.
The Yahoo site is also linking up with Facebook, so that Facebook users can log in to get personalised information, such as local weather or friends’ birthdays.
The site also hosts a Flickr application, that displays photographs taken by people the visitor is following on Flickr.
Mayer says, ‘Designed to be more intuitive and personal, the new Yahoo experience is all about your interests and preferences.’
The new designs are currently only launching for Yahoo’s US site, but Yahoo says, ‘We plan to begin introducing the new Yahoo to some of our other regions over time.’