[goblgobl]

There's a good mix of iterative changes and structural changes. I think the structural ones (that don't deal with aesthetics) are the most interesting.

One trick I like to do is stand a few feet back from the monitor/LCD, and try to, in 3-5 seconds, figure out what I'm looking at. I think its a good trick because you'll realize where your eyes go to first (smaller text/details usually gets blurry), and the time interval will tell you what you're communicating clearly.

When you compare the first version in the video with the last using this trick, there's a huge difference.

The 2009 version has an overwhelming amount of detail, with an ambiguous "Change your Business"/"Change the way you work" title. A lot of information is crammed in the first frame (company history, latest news, etc). The 2011 version is remarkably clearer: The two large texts explain the product offerings and that they are kind of a big deal (social proof) - both keys to selling. The rest of the information is prioritized descendingly. "Style" (what people most typical mean when they say design) has been minimized.

Another company's website that is great with this (standing back/first thing that pops in your head) is, suprise, surpise... apple.com