On Yahoo's: Shine

I've been meaning to review Yahoo's new portal for women, Shine, for some time now. After spending about 15 minutes a day on it for the past two weeks, I think I'm ready to pass judgment.



Here's the rundown:

Shine is in essence Yahoo's first target of a specific audience as opposed to its usual topical approach (Sports, News and Entertainment), but operates under the same principles.

What you get with Shine is an aggregation mash up of original blogs, user generated content and content from major publishing partners including Conde Nast, Hearst, and Time.

Yahoo's press release says:

The idea is to provide women between the ages of 25 and 54 with information "most relevant to their daily lives.

So, how well is the mash up executed?

Average at best. This is yet another attempt by marketers to tell women who they are as opposed to allowing them to tell the brand who they are.

While I like the cleanliness of the design, the massive font is distracting and looks unprofessional. Navigation, sucks it, big time. When you click on a content channel like, say Love and Sex, a secondary navigation bar opens with Related Topics. The thing is when you click on one of them in any channel you are taken to a list of posts in that topic back on the front page design and the topic navigation goes away. Changing the design colors and taking users off channel is a big no no for me and most designers who want their users to actually be able to find their way around. This seems typical for Yahoo though.

Content is dull. Many of the topics and bloggers write in an incredibly sophomoric style and focus solely on gossip, avoiding being overweight and the proper way to leave your husband if he's cheating. Sigh... I realize that I'm not a woman, but they have to be interested in more than Hollywood, affairs and soap operas.

Don't get me wrong, I like my fair share of "lifestyle" and "fluff" content every once in a while, but Shine isn't doing anything new here. It's just boxing it different and front paging some really terrible advice from its users.

Granted, I'm not in the demographic, but if this is who real women are, I'm glad my fiance isn't one of them.

Go back to the drawing board Yahoo! Retool this beast, get away from dedicating prime real estate to the perfect pair of jeans, the next chick flick and get a little substance. Either that or go with a new masthead that says Yahoo:360 - Desperate Housewives Edition. This just doesn't show any innovation. It has potential but needs a soul.