24/7 Wall St.

Walmart Inc. (NYSE: WMT) took the wraps off a redesigned website Tuesday morning. Marc Lore, president and CEO of Walmart U.S. e-commerce, announced the change in a blog post.

The new homepage brings a new look-and-feel to the site in an effort Lore says “to bring a more human element to the site.” New, “relatable” photography showcases “real-life moments” that the company hopes will be more engaging for the store’s customers.

Other changes include an expanded color palette and additional fonts “to bring more vibrancy and depth” to the e-commerce site.

Walmart also added more local and personalized elements to its site. According to Lore:

We’re introducing a new section that showcases top-selling items in a customer’s location (did you know that air mattresses recently trended in Dallas?). This area of the site will also feature a customer’s local store profile, including availability of services such as Online Grocery, order status, and Easy Reorder, which lets customers easily repurchase the items they buy most frequently in stores and online.

With the design change, Walmart is also introducing specialty shopping experiences intended to address how customers shop for different items. Consumers shop for everyday essentials differently from the way they shop for items like furniture and bicycles. Lore notes, “We want each category to feel like you are shopping a specialty store and we plan to build out these specialty experiences for other categories starting later this year.”

Walmart last year agreed with Lord & Taylor to dedicate a portion of Walmart.com as the online “flagship store” as its first fashion destination. Lore said that the new fashion destination will launch over the coming weeks.

Walmart shares traded up about 1.2% early Tuesday, at $87.89 in a 52-week range of $73.13 to $109.98. The stock’s 12-month consensus price target is $105.56. Walmart’s shares have dropped 12% since the beginning of the year.