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Site of the Week: McKinsey & Company
Posted on April 25, 2011 at 10:45 am
Website: www.mckinsey.com
Lessons to be Learned: McKinsey Delivers But Not “Just In Time”
You would expect McKinsey to deliver an excellent, thoughtful Internet experience. They have at last. Several design features, particularly the homepage, deliver on principles we hold dear: information design styled for the scanning reader, thought leadership, a key brand message and humanization of the firm. The career section is exciting and delivers on the promise that we expect from a compelling career page. We recommend a deep dive into this site.That’s the good news. For years, their site was simply awful. This reflects the position that so many clients suffer. Let’s say a site for X is launched in 2006. The site was undoubtedly begun in 2005. By the time the firm realizes the site is stale, it may be two years before the new site is launched. So “2006″ becomes “2011″ in the blink of an eye. Meantime, X’s reputation for leadership suffers behind a site that is outmoded on three levels–design strategy, interactivity and technological support.
None of this is surprising. One needs a year simply to let the memory of the tremendous effort that a website requires dissipate. Then another year for the self-satisfied glow to fade. By then, it’s undoubtedly time to get started all over again. Every four years. Whew. Get to work.
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