Google has refreshed its Google Play app store with a redesigned user interface and simplified in-app purchase process.

Writing on the Android Developers Blog, director of business development for Games & Applications at Google, Purnima Kochikar, said the new user interface is designed to be easier to use and better showcase content.

Collections of content types and topics are more visible on the homepage, helping users find material through recommendations and curated lists, while items in collections are presented as cards with bigger images and touch targets for users.

In addition, the revised UI provides a simpler and dialogue-based in-app purchase flow, which allows users to buy items without leaving the context of the app, which remain active and visible behind the instructions.

Once purchases are completed, users return to the place they left, as the app doesn’t need to reconstruct its state.

The new approach is most effective when using the latest version of Google’s In-App Billing technology proving a faster and more reliable purchase flow, according to Kochikar.

As before, selected apps will be showcased in the Editor’s Choice section and other collections, while top lists will track market performance of apps.

The rollout of the new interface is already under way with devices running Android 2.2 (Froyo) or higher scheduled to have received the update in “the next few weeks”.