Alternate Reality

Digg Grows Up at SXSW

Social bookmarking site reveals brand new look; hoping to expand audience from obnoxious 12-year olds to insufferable 13- and 14-year olds.

By (@tynanwrites)

March 14, 2010

The story you're about to read is not (entirely) true. It is, however, more accurate than most things on network television.

At this week’s South by Southwest Interactive (SXSWi) conference, Digg CEO Jay Adelson wowed the crowd at the Bigg Digg ShinDigg by unveiling bits and pieces of the social bookmarking site’s brand new interface.

The changes are aimed at expanding Digg’s audience, already estimated at 23 million, explained Adelson.

“We want to maintain our core user base of sniggering 12-year olds, while also appealing to a broader base of insufferable 13- and 14-year olds,” Adelson did not actually say but should have.

According to Adelson, the new Digg has been “five years in the making,” though he admits site developers spent 4.5 of those years mostly playing Grand Theft Auto and searching PornTube.

eSarcasm has learned the new Digg will introduce a new, more granular organization scheme. Some of the new sections will include:

  • Boobies
  • Megan Fox
  • More boobies
  • Anything involving Apple
  • Game cut scenes
  • Really rad game cut scenes
  • Things that friends of people who work at Digg posted
  • Game mods
  • Really rad game mods
  • PMUEOA*
  • “Hilarious” videos involving animals being flattened, mangled or otherwise tortured
  • Posts involving the word “FAIL!”
  • Posts involving the words “Epic FAIL!”
  • Posts with either WTF or FTW in the title
  • Shit somebody at Mashable rewrote based on actual reporting by someone else

*Posts made up entirely of acronyms

We have also learned that Digg plans to make significant changes to the icons Diggers use to raise or bury other Digg users’ comments. To replace the ubiquitous thumbs up/thumbs down, the site will introduce the new Mr. Happy/Mr. Flaccid icons (right).

Digg power user iSpeakFluentKlingon427, who attended the event at SXSWi, says he was “blown away” by the new interface, adding that this was the first time he’d stepped outside his parents’ basement since July 2006.

Digg Sucks drawing courtesy of this guy on Flickr.






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