Design for the second visit.

The return is the real test.

A first visit is full of novelty. On a second visit, people arrive with a purpose. They remember where something should be, expect the same controls to behave the same way, and notice the friction that an impressive introduction once concealed.

Make familiarity useful.

Keep navigation steady, make interactive states clear and preserve a consistent rhythm across pages. A memorable identity can be expressive without asking the visitor to relearn the interface. Test the ordinary tasks as carefully as the opening moment.