Hits and Misses: 5 things you need to know about IBM.com’s and SAP.com’s designs

We’ve written a lot lately about sites that are connecting with customers on an emotional level – and how they are using Cecil B. DeMille-class productions to achieve their objectives.

This week, we spied two examples of this new genre that have some things to teach the rest of us: IBM’s Watson launch and SAP.com’s new Analytics landing page.

Both look similar, deliver lots of impact – and are striving to do the same thing.

But one of them does it much better.

The “one” would be IBM.com who uses the same real estate to tell a much more compelling story. Here’s how.

Ruthless focus

IBM.com is using a riff on a classic formula – the 5 W’s – to engage and educate visitors:

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Category: Case Study and Video Reviews

Class: Best Practices, Traps and Mistakes

Websites Profiled: IBM, SAP (with a hand off to the new Oracle.com)

Related Research:

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About the Author:

I focus on strategy and trends – and how the Web turns business rules on their heads. My job is to identify the Web-related trends and best practices that will change your world over the next 18 months. Where you need to cut through the clutter of conventional wisdom. How to change the competitive rules of the game. More gory details in my profile -- and unvarnished opinions about the sites we evaluate on Google+