Imagine entering a store to purchase a mobile phone. The store signage is confusing and you struggle to find the device on the shelf. When you finally do, only the floor model is available and you can’t add it to your shopping cart.
You search for a store representative but when you find help, they’re unresponsive to your questions. Then, out of nowhere, a gnome pops up to offer you a discounted vacation in the Florida Keys.
No, this is not a dream; this is shopping online.
For many users, the above scenario is what it feels like to navigate and use an outdated website. While once the face of a brand’s digital identity, websites are increasingly difficult for end users to navigate across devices.