Facebook has unveiled the biggest redesign to its 'big blue' app since it launched 15 years ago.
At its annual F8 developer conference, the social media giant debuted a redesigned Facebook app, called 'FB5.'
The overhaul puts private groups front and center in the app, which CEO Mark Zuckerberg said are quickly becoming one of the most popular features on the site, with more than 400 million members of Facebook groups.
Facebook's new design has moved to become more 'modern' and fresh, according to Zuckerberg, with a circular logo instead of a square, as well as the removal of the blue bar at the top of the site, to make way for more white space in the site.
The company also debuted big redesigns to the Messenger and Instagram apps, while giving new updates on long-awaited features like Facebook Dating, which now has a 'Secret Crush' option.
The move comes as Zuckerberg detailed Facebook's move toward a 'privacy-focused' future, which he said would take a few years, but has required him to rethink 'a lot of the ways we run this company.'
Over the past year, Facebook has been rocked by scandal after scandal surrounding its mismanagement of user data, starting with its acknowledgement last March that some 87 million users' data had been harvested and shared with Trump-affiliated campaign research firm Cambridge Analytica.
'This isn't just about building features, we need to change a lot of the ways we run this company today,' Zuckerberg said on stage at F8.
'...I get that a lot of people aren't sure that we're serious about this. I know we don't exactly have the strongest reputation on privacy right now, to put it lightly.
'But I'm committed to doing this well and to start a new chapter with our products,' he added.
Facebook is debuting a new look to match its move toward privacy. The 'big blue' app is now white, giving it a 'much cleaner look and feel,' Zuckerberg said.
'Overall this is the biggest change to the Facebook app and website in the last five years,' he added.
The new mobile app ships for users in the U.S. today, while more regions will get see the redesign in the coming months.
Facebook's redesigned desktop site will also become available for users in the next few months.