Google+ follows with a makeover

Google's social networking platform Google+ has announced a revamp, even as it claims to have 170 million users. Known as the social network for which everyone signs up but rarely uses, the redesign is seen by many as an attempt to ape competition such as Facebook and Twitter. The redesign was announced on the internet giant's official blogpost by Vic Gundotra, senior vice-president, Google. According to the blog, the new version of Google+ is more functional and flexible, and is an attempt to simplify the user interface of the fledgling social networking initiative.

As part of the new design, Google has replaced the static icons at the top of the Profile pages with a dynamic ribbon of applications on the left, on which users can drag apps up or down, hover over certain apps to reveal a set of quick action tabs. Google has made the photo display on Google+ larger than before. It has also created conversation 'cards' to make it easier to scan and join discussions. The new design now allows users to have a big display picture on the Profile page, called Cover Photo.

Hangouts have been modified, with the introduction of a rotating billboard that lists popular hangouts and gives quick access to public and on-air hangout. This new feature will allow users to meet new people and watch live broadcasts, as well as enter new rooms via the Hangouts Billboard.

Commenting on the changes made by Google+, Hareesh Tibrewala, joint CEO, Socialwavelength.com, says, "These changes made to the user interface of Google+ are welcome. The people behind Google+ (in the past and even now) are introducing features that are relevant for the customers, be it Circles, Hangouts or Explore."

Saurabh Kanwar, president, Flarepath, says, "The new look of Google+ is unique and allows for more engagement. The quality of conversation and feedback that you receive on Google+ is much higher than that of Facebook. Also, the fact that it is observing platforms around it and willing to try new designs, or trying to 'fix' problem areas shows that it is willing to pull its weight in order to compete."

Google+ has been facing flak on many accounts since its launch in 2011. Touted as a threat to social networking behemoth Facebook, success in terms of user numbers has evaded Google+. Google looks to catch up with Facebook, which claimed it had 845 million monthly active users as of December, 2011, and is expected to cross the threshold to 1 billion users by 2012. The latest set of changes has been termed by many as aping Facebook and Twitter.

Karthik Nagarajan, national director, social media and insights, GroupM believes that the new look of Google+ is a part of evolution. "Any social networking platform, be it Facebook, Google+ or Twitter, has to evolve according to consumer requirements and feedback. These changes are a part of the necessary evolution process of the social site."

Kanwar adds, "Because it was a platform that came much later than Facebook or Twitter, you will always have critics saying that they are trying to ape design. However, Google+'s functionality is much different from that of Facebook or Twitter. The Facebook audience is a house party that includes old classmates, current 'friends' going on holidays and reprimanding relatives. Google+ integrates all your activities from Google platforms that you use. It gives you access to brands and people that YOU are interested in, no-holds-barred. Your interactions on Google+ are more focused and relevant."

Timed right?

The call to make the user interface simpler has been ringing loud for a while now. One school of thought believes that these changes have been incorporated a tad bit late. Kanwar disagrees and argues that Google is one company that improves and innovates quicker than any other tech company or platform. He says, "We cannot ignore the fact that although it 'seems' that Google+ is trying to copy these platforms by throwing growth numbers around at every chance it gets, it is in fact growing faster than Facebook or Twitter did in their first year."

Nagarajan asks, "Late for what is the question. Surely it has announced the changes later than Facebook or Twitter. But, this does not pose any threat to Google+'s survival. One has to remember that it is a very young networking site. It is impractical to expect another property to achieve the same scale Facebook achieved in a span of eight years, within less than one year of its existence."

Opportunities for brands

One of the early problems Google+ users, and especially brands, grappled with was the confusing user interface. Once they got a hang of the functionality, the information display was chaotic.

Kanwar says, "Users weren't sure how to work their way around brand pages. With the new design, brands will be able to upload quicker with the instant upload and the seamless Hangouts option. Also, the Search plus Your World features have improved drastically for the brands' benefit."

Nagarajan adds that as the changes are purely visual, there will not be any immediate impact on the advertising revenue model. However, he says, the new look and feel of the platform can be used by brands to give a fresher and better user experience.

Redesigning and makeover of any product or service must ensure that the brand is strengthened and provides the user with a niche and different, but positive user experience.

As Tibrewala sums up, "The challenge in today's world is not the product. It is marketing. You can have a brilliant product but if you are not able to capture consumer attention, how do you get people to use your product? This has been a constant challenge for Google. The social network space for being a 'social utility' (like Facebook) has already been taken and it is going to be very difficult to dislodge it from this position. But there are new opportunities being created (Pinterest) and someone who thinks differently can still find a place in the social ecosystem."