That Rediff.com will sport a minimalist look much like its India Abroad website, which had gone minimalistic in January this year, was known; CEO Ajit Balakrishnan had mentioned that they're keen to do so in the Q4 earnings call. Earlier this afternoon, we received an anonymous tip-off, suggesting that we track the Rediff.com homepage. Bit by bit, we saw sections of Rediff - Shopping, iShare etc, become minimalist. Yet, we missed the momentary switch to the minimalist design for the homepage that WATblog captured. A screenshot of the new-look Rediff, now live: Some sections - Astrology, Matchmaker, Connexions and iLand (blogs) still retain their old look, but we won't be surprised if they are eventually transitioned to the new design. Last month, we'd reported on the launch of the new, minimalist, Rediffmail. Our Take While on the homepage and browsing through the content on the site, you'll notice one thing: despite the clean, user and mobile friendly, and relatively advertisement-free design, users now have to view more pages, and browse through more content to find what they're looking for. That may mean more pageviews, and hence more impressions for the large 300x250 pixel advertisements that the new Rediff design sports, but it also means that the discovery of content through browsing has become a lot more difficult than before. Secondly, you'll notice that on every page, the search bar is now more prominent and has more page-real-estate (in percentage terms) than before. The natural propensity for a user will now be to search for that content. So Rediff's…
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