YouTube is rolling out a new coat of paint on Wednesday.
Its video page redesign, which went up as a beta test to users in late January, will be going out live to everyone by the end of the day. The cleaner look is part of a bigger plan to simplify the site based on user feedback and testing, as well as to keep people from ever leaving.
In a “blogger breakfast” press event at the YouTube headquarters in San Bruno, Calif., YouTube UI designer Julian Frumar explained that the site was simply not working like it should with the addition of extra features over the years. There were too many things on the screen that were slowing down page views and overwhelming people. In other words, YouTube was getting bloated.