Sexed-up StumbleUpon.com goes live for all

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As of today, users of content-discovery site StumbleUpon have no choice but to take its radical new web experience for a spin.

The company announced Tuesday that it was ready to shake off the beta label and introduce all 25 million of its members to the colorfully redone and hyper-personalized version of the site it launched a month ago. More than 100,000 people used the beta release and created over 45,000 lists, the company said.

New StumbleUpon is the 10-year-old company’s take on playful web exploration with a purpose. The sexed-up site has shed a rather lackluster exterior for something more spicy and scintillating — even if the look does border on the edge of copycat. The homepage gives you ways to stumble through your interests, friends’ activity, and trending stories, and does so with Pinterest-like, boxy panache.

To further personalize the experience, the company added something it calls “StumbleDNA” as a color-coded identity module that visualizes members’ likes and follows them around them as they explore. Members are also gifted with a lists feature so that they can organize their favorite stumbles in custom buckets to save or share with friends. With Tuesday’s site-wide release, lists are included in the service’s bars for Firefox and Chrome browsers.

Altogether, the new site nicely complements StumbleUpon’s striking iOS app, which was relaunched in September to make stumbling through content faster, more fluid, and more fun on mobile. The company is in the middle of remaking its entire product line around these constructs, which means a similarly styled Android application is in the works.

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