There is enthusiasm in my organization for non-retail webpages to have one interface when users visit the site for the first time, and a different interface for return visits. The interface would change based on the user's behavior on the prior visit, not too unlike what you see on Amazon or YouTube where suggestions are made based on a user's history.
Is this problematic? I think that this could create issues with findability where users expect content to be in one place but it isn't there on subsequent visits. Would love to hear some thoughts on this.