It can definitely feel like a multiple personalities situation. Going from an advertisement to the home page to a landing page to a sign-up page to the first use of the product to ongoing use and into the billing form for example, that might feel like six or seven different products. If you are going through one of those experiences and you come across a really high contrast transition – aesthetically, branding wise, interface wise – there’s a good chance there were very different personnel involved in creating those two high-contrast experiences.
A lot of times it’s like you’re actually working with two people as soon as you click the next button and are taken to something that’s completely different.
– Sam Hulick, “Samuel Hulick on building better onboarding“