News aggregator Digg relaunched last week with a new ad-free design that puts more emphasis on big images to lure in readers.
It is a big step away from its previous design that displayed all links in the same way, and now looks more akin to a curated news site, as opposed to an aggregator.
The way stories reach the homepage has also been changed – it no longer relies on diggs from regular users and instead takes into account shares on Facebook and Twitter as well as employing editors to curate the content.
For old users or those familiar with the previous site the new version is almost unrecognisable, so it seems Digg’s new owners have realised that the old way didn’t work and are pitching for a whole new audience.
But in the short term most of its traffic is going to be from previous users who want to see how the new site works.