In the Web's early history, companies were just scrambling to get online, without much practical experience of how to design a site's architecture and navigation scheme to best serve users. Designers created front-ends that looked good, but navigation and overall usability were all too often an afterthought. The practice of usability seeks to rectify that problem. Websites with deep content and functionality can now be redesigned, shifting the focus onto helping users easily navigate the site, and swiftly accomplish specific tasks. In this latest phase of the Web's evolution, usability isn't just a high-minded concept any more.
Online shoppers have notoriously little brand loyalty.
So when a user encounters an obstacle on your site whether that be slow performance, confusing layout, or dead-end links they're likely to bail straight into the arms of your competitors. As the Web evolves, clunky sites even those with the latest and slickest Flash bells and whistles will go the way of the dinosaur. Ultimately, endless waiting for downloads and bewildering navigation meant that users couldn't be bothered to stick around, despite all of the hype Boo's Flashy design elicited. Since then, a new Boo has been brought back by new investors, with a greatly scaled-down design. Only time will tell if a more usable Boo can woo shoppers back and get them to make return visits.