{"id":30965,"date":"2009-12-28T10:09:14","date_gmt":"2009-12-28T10:09:14","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=30965"},"modified":"2020-07-20T13:47:16","modified_gmt":"2020-07-20T12:47:16","slug":"a-tale-of-two-makeovers","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/a-tale-of-two-makeovers\/","title":{"rendered":"A Tale of Two Makeovers"},"content":{"rendered":"

Ever since Fred Astaire turned Audrey Hepburn from a bookworm to a cover girl in Funny Face<\/em>, the makeover has been a Hollywood staple.\u00a0 And more recently, a great source of ratings for reality TV.\u00a0\u00a0 Although a website transformation doesn\u2019t have quite the same level of drama, it can still be entertaining\u2014and instructive.<\/p>\n

So here we have two makeover stories, both of which show what a difference design can make.\u00a0 But while one is a clear winner, I\u2019m perplexed about the other.<\/p>\n

Let\u2019s start with the unambiguous improvements made by DaVita<\/a> early in 2008.\u00a0 It was a perfect case study, with statistics to back up the effectiveness of the new design.\u00a0 Within a year, site visits were up 88%, unique visitors up 76%, return visitors up 128%–and applications up 97%<\/em>.<\/p>\n

DaVita, a Fortune 500 company, is the largest independent \u201ckidney care\u201d (aka dialysis) company in the US, employing more than 33,000 \u201cteammates.\u201d \u00a0Also\u2014winner of the 2009 ERE award for Recruiting Department of the Year, which makes the makeover worth a revisit.\u00a0\u00a0 For a fairly detailed presentation of DaVita\u2019s approach to talent acquisition, watch this slideshow<\/a>.<\/p>\n

Here\u2019s the single slide from that presentation which deals with the website:<\/p>\n

\"DaVita<\/a><\/p>\n

\n

Although the build text left on the published presentation makes it a little hard to see the old site, this side-by-side depiction of the old and new website designs clearly shows the increase in visual interest.\u00a0 The lively new look features lots of people, along with clearly marked one-click paths to high-interest content.<\/p>\n<\/div>\n

The makeover goes beyond just improving look-and-feel qualities.\u00a0 A big addition to the new site is a \u201cLife in the Village\u201d tab that focuses on this core message:\u00a0 \u201cThe DaVita Community is a unique place where we care for our patients, each other and our world<\/em>.\u201d\u00a0 One of the components is a Community and Charity<\/a> section that goes far beyond the token presentations found on many sites.\u00a0 DaVita organizes its wide-ranging collection of Village programs into three tabs (\u201cEach Other,\u201d \u201cPatients,\u201d and \u201cThe World\u201d), ranging from employee recognition plans to clinical research grants to Bridge of Life, the medical missions program that \u201callows teammates to bring quality dialysis care to underserved regions, such as Africa, Latin America and Asia.\u201d<\/p>\n

With a full complement of social media connections, video tours, You Tube links, and other modern must-haves, DaVita touches all the bases nicely.\u00a0 And it does so with a clean look that is cheerful without being frivolous.<\/p>\n

Turning to the other makeover . . .<\/p>\n

Earlier this year I picked the education\/publishing company Pearson as one of the websites that charmed me unexpectedly.\u00a0 It wasn\u2019t slick and didn\u2019t have all the bells and whistles we\u2019ve come to expect\u2014but it had an authentic, quirky feel.\u00a0\u00a0 Here\u2019s how the \u201cOur People\u201d page looked in March:<\/p>\n

\"Pearson<\/a><\/p>\n

And here\u2019s how it looks now:<\/div>\n

\"Pearson<\/a><\/p>\n

\n

As to whether this is an improvement, I think it depends on what measures you use.\u00a0 \u00a0The page is a component of a whole new site design that flows along a sort of bright, contemporary line\u2014and there\u2019s no doubt it looks more up-to-date and offers better functionality.\u00a0 But it also seems generic.\u00a0 The headline text on this page still emphasizes creativity and imagination, yet (to my eye, anyway) the design does not reinforce that message.\u00a0 Perhaps there could have been a more engaging approach to modernization?<\/p>\n<\/div>\n

I\u2019d love to hear other opinions!<\/p>\n","protected":false},"excerpt":{"rendered":"

Ever since Fred Astaire turned Audrey Hepburn from a bookworm to a cover girl in Funny Face, the makeover has been a Hollywood staple.\u00a0 And more recently, a great source of ratings for reality TV.\u00a0\u00a0 Although a website transformation doesn\u2019t have quite the same level of drama, it can still be entertaining\u2014and instructive. So here […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[41,6043],"class_list":{"0":"post-30965","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-careers","8":"tag-corporate-website","9":"tag-makeover","10":"entry"},"yoast_head":"\nA Tale of Two Makeovers - Corporate Eye<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/a-tale-of-two-makeovers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Tale of Two Makeovers - Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"Ever since Fred Astaire turned Audrey Hepburn from a bookworm to a cover girl in Funny Face, the makeover has been a Hollywood staple.\u00a0 And more recently, a great source of ratings for reality TV.\u00a0\u00a0 Although a website transformation doesn\u2019t have quite the same level of drama, it can still be entertaining\u2014and instructive. 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