• by Sara Guaglione , August 9, 2018

Today.com unveiled its redesigned site today, with a heavier emphasis on its "Today" network shows and new digital series.

Orange, pink and purple gradients brighten up the formerly plain white website. The new version has more color, larger fonts and better use of space.

Today.com redesigned the online hubs for “Today,” “Megyn Kelly Today” and “Kathie Lee & Hoda.”

A new hamburger menu in the upper-right corner opens up to reveal image cards for sections like “Shop” and “Pop Culture,” along with staple verticals, such as “Food” and “Health & Wellness.”

“We used bold, picture-rich layouts, feature more video and updated the color scheme to look slicker across all screens,” Moritz Gimbel, vice president of product and design for NBC News Digital, told Publishers Daily. “All the Today.com layouts are flexible and can be changed according to editors’ preferences."

The redesign is part of Today Digital’s efforts to become a “go-to lifestyle platform,” according to a spokesperson.

It recently launched a summer series of original digital shows and invested in ecommerce, too. Series range from a cooking show with "Today"host Al Roker called “Cold Cuts with Al Roker” to an ecommerce show called “The Check Out.”

Today Digital recently partnered with BluePrint (formerly Craftsy) to provide cooking and wellness classes, helping increase ecommerce revenue to the division by more than 100% in 2018, the spokesperson noted.

“With a focus on design, content organization and functionality, our loyal 'Today' viewers and readers are one-click away from all our content,” commented Ashley Parrish, executive editor of Today Digital and vice president of strategic content for NBC News.

Today Digital claims it ranks in the top five lifestyle sites; multiplatform video starts every time someone clicks to play a video on Today.com

So far this year, Today.com averages more than 50 million video starts each month, the division claims, and about 70 million monthly page views.

“Today visitors spend more than 70% more time on TODAY.com compared to time spent with 'CBS This Morning' digital and more than twice the time spent with 'GMA' digital,” says a rep.