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By March 2015, Google executive Bradley Horowitz, who had co-founded Google Plus with Gundotra, had replaced Besbris, becoming vice president of streams, photos, and sharing.

In an interview with Steven Levy published on May 28, 2015, Horowitz said that Google was about to undergo a "huge shift" that would better reflect how the service is actually used.

On November 18, 2015, Google unveiled a significant redesign of Google ; the new interface places a larger focus on the Communities and Collections functionality in an effort to narrow the service's scope into interest-based networking.

In November 2015, Google Plus underwent a redesign with the stated intent of making the site simpler and faster, making the new features of Communities and Collections more prominent, and removing features such as Hangouts, Events and Custom URLs.

Facebook founder Mark Zuckerberg instituted a company-wide "lockdown", signaling that employees were supposed to dedicate time to bringing Facebook's features into line with Google .

Consequently, the reported number of active users on Google grew significantly, but the average time those users spent on the site was a small fraction of that on comparable social media services.

It includes basic social networking services like a profile photo, about section, background photo, cover photo, previous work and school history, interests, places lived and an area to post status updates.It also includes several identity service sections, such as a contributor and other profiles area that let one link their "properties across the web". Organization of circles is done through a drag-and-drop interface.These sections optionally link to other social media accounts one has, any blogs one owns or have written or sites one is a contributor to. Once a circle is created, a Google user can share specific private content to only that circle.The service, Google's fourth foray into social networking, experienced strong growth in its initial years, although usage statistics have varied, depending on how the service is defined.Three Google executives have overseen the service, which has undergone substantial changes leading to a redesign in November 2015.

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