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Redesigned AOL.com front page will feature third-party content

It’s been roughly 18 months since the last major change to the entry to AOL.com. Now, after revamping its verticals and launching new products like women’s site Lemondrop, AOL is trying a new approach to its portal entry: creating an info hub for third-party email services and social nets while integrating RSS, local news and pop-out “engagement modules.”

The first phase went live tonight with an e-mail module allowing users to check on AOL, Yahoo, and Gmail accounts from the top right-hand of AOL.com and expanded left-hand navigation to various points within AOL. Over the next few weeks, AOL will add an innovative global status update for major social services—write your status once and it shows up on Facebook, Bebo, MySpace, Twitter at the same time—and the ability to follow multiple social net activity through one module from AOL’s front page. Bill Wilson, AOL’s EVP of programming, walked me through the new front page.

The changes don’t stop with e-mail and social nets. Some are skin deep as AOL introduces new color schemes and a more stylish approach, swapping muted pastels for options that include black backgrounds. (Screenshot here.) It may sound purely cosmetic but it gives the portal a new look and feel even tough the basic structure remains the same. On the top left, people can add their own links. AOL Radio will get a top spot. AOL.com also will incorporate “engagement modules” or pop-up players for video, photo galleries, polls and the like that can be moved to other locations on the page to watch video while reading email or the like.

It is an insanely long page but Wilson insists that their click maps show users scroll “if you provide value in the middle of the page as well as the bottom.” Much more detail after the jump.

More on e-mail
Hovering over an e-mail service after login shows the latest messages; composing messages or viewing all mail in an account takes the user off the page. Microsoft’s Hotmail poses a problem though; it can’t be accessed or previewed through AOL.com so AOL is providing a link that can be inserted in one of the module email slots—and a link to Microsoft feedback so people can ask for the feature. In addition to being more open, AOL hopes the e-mail aggregation will help recapture some of the user attention it lost before people leaving the ISP were allowed to keep their AOL addresses. Make it possible for Yahoo e-mail users to scan their inbox from AOL.com and they may stick around.

Leveraging acquisitions
Some of the new content on the front page comes from integrating AOL’s acquisitions. For instance, local news, something AOL hasn’t highlighted before, will be powered by Relegence, the financial news and info technology firm acquired by AOL in late 2006. Relegence, which pulls news and info from more than 3,000 sources, is already powering AOL’s finance, sports and entertainment coverage. Wilson says the portal avoided local news until now because news from nearby big cities tended to overwhelm the result. AOL will use Relegence to provide real-time news pegged to zip codes: “We’re really going to lean into local here.”

– An RSS reader in a module at the bottom will start default categories but can be supplemented by user choices. Recent acquisition Sphere will provide related content from the web; it was integrated quietly into AOL News last week and will be launched across AOL’s network.

Personalization not the goal
Wilson: “We’re not trying to create a replacement for myAOL or iGoogle or My Yahoo. … Based on our experience, personalized sites range usually to under 20 percent of the mainstream. If you look at My Yahoo, it does 20 million where My Yahoo does 90 millions; myAOL is roughly 8 million where our portal is about 48 million. Here, we’re trying to create an experience of great scale for the masses.” Beginning in Q109, though, the front page will start to respond to use. “If you as a user never click on finance news, we would swap that module out and provide you a different module based on things you do click on.” For instance, someone who clicks on style but not finance might get a style feed.

– The e-mail aggregator, social net module and other new features will be available eventually for myAOL.

Advertising
AOL is keeping the 300×600 display ad introduced for the Olympics and is testing placement for sponsored link ads from another acquisition, Quigo. The ads currently are integrated in various modules but the new look has them bundled together on the bottom left. “We’re constantly working with Quigo to determine the best placement for monetization but also leveraging that with the consumer experience.” The engagement modules “are all going to be highly customized from a sponsorship standpoint with rich media. We’ve been sharing that with TV networks and movie studios and some of the CPG as well as retailers.” That’s new advertising in the middle of the screen that doesn’t exist today. Will it pay off in revenue? The inventory being added should provide a boost.

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Posted in Design, Google, Internet, Yahoo | No Comments »

Celebrate the launch of twiggit

twiggit is an automated service that lets your friends on twitter know what articles you digg. Every so often the service checks for the last article that you voted for on digg, and updates your twitter status to reflect this. There are a number of options include the ability to only tweet the articles you submit rather than digg, pause the service at anytime, change the frequency of when to check digg and completly remove your twiggit account.

The site can be seen at http://twiggit.org/

Posted in Ideas, Internet, Web 2.0 | No Comments »

Twitter At scale: Will it work?

Only two days ago the contact messaging application Twitter suffered another bout of downtime, leaving some users frustrated and others asking why the platform continues to suffer problems.

Techcrunch recently spoke to an individual who is familiar with the technical problems at Twitter as well as the challenges that lay ahead for the startup. He re-iterated his belief that the problems lay not with Blaine Cook (the former head of engineering who was shown the door), nor with NTT (their host) but with the early lack of understanding of how complex their problems would be.

The issue is that group messaging is very difficult to achieve at a grand scale. Other large sites such as Wordpress and Digg are mostly dealing with known problems, such as how to serve a large number of pages or a large number of images. Twitter is unique in that it needs to parse a large number of messages and deliver them to multiple recipients, with each user having unique connections to other users.

Social networks have similar complexity issues, but they only usually need to route a message to a single user (or at the most to a defined group). Even so, social networks like Friendster struggled for years with technical and scaling issues. Twitter is specifically dealing with text messages, and in most cases with active users those messages are very frequent and go out to hundreds of contacts (or followers, as they are referred to in Twitter). Every new Twitter user and every new connection results in an exponentially greater computational requirement.

Some of the best web applications are able to efficiently solve very complex problems to produce simple results for users (Eg. Google). The success of these applications is due to the innovative efforts by developers to solve large technical challenges, where they have often had to break new ground for solutions. For Twitter to reach a similar point of reliability they too will need a very comprehensive, ground-breaking solution.

The source that I spoke to also commented on how ill-prepared the Twitter team were and are for their current and future challenges. The small team contains a handful of engineers, with only a person or two committed to infrastructure and architecture. He goes on to point out that at Digg the team for network and systems alone is bigger than the total engineering team at Twitter, and that at Digg they are lead by well-known “A-list rockstars”.

The problems at Twitter are often attributed to their use of RubyOnRails, a web development framework. Twitter is almost certainly the largest site running on Rails, so fans of the framework and its developers have been quick to deflect the criticism and point it back at the engineers at Twitter. Utilizting a framework that has never conquered large-scale territory must certainly add to the risk and work required to find a solution. As an out-of-the box framework, Rails certainly doesn’t lend itself to large-scale application development.

Rails enabled Twitter to be developed quickly, to get to launch quickly and then to improve with new features relatively rapidly also. But the old adage of “Good, Fast, Cheap – pick two” certainly applies and Rails would do itself no harm by conceding that it isn’t a platform that can compete with Java or C when it comes to intensive tasks. Twitter is at a cross-roads as an application and Rails has served its purpose very well to date, but you are unlikely to see a computational cluster built with Ruby at Apache any time soon.

What we see at Twitter today is a very useful and popular service, but one with very complex underlying technical challenges to overcome. Twitter will require not only a new architecture approach and a big injection of the best minds they can find ($15 million can help), but will also need a little patience from users and those of us observing.

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Posted in Internet, Programming, Web 2.0 | 1 Comment »