It used to be that companies designed their mobile applications to look as much like their websites as possible. Now a growing number are taking the opposite approach and redesigning their sites to look more like their apps.
One case in point is the popular travel site Kayak. “I got to the point where I actually liked iPhone app better than our website, I thought it was aesthetically more beautiful,” explained Kayak co-founder and CTO Paul English. Using information gleaned from eye-tracking studies, the company has changed its home page to mirror its mobile development efforts more closely.