Fitting that a cellphone technology company should make its website mobile-first. Qualcomm dominates the market for chips in mobile phones, and more recently helped develop the LTE technology found in iPhones 5 and later. Although it lacks the brand recognition of Apple or other cellphone providers, Qualcomm has boosted its brand with the latest redesign of its website. The website stresses simplicity of navigation across platforms. Smart Breadcrumbs take online guideposts a step further by allowing visitors to backtrack through drop-down arrows within each breadcrumb level. Even a user who enters through an external link has a simple bird’s eye view of the entire site. On a smartphone, the site balances sharp imagery with simple explanations of its technological contributions in a friendly, large typeface. As Qualcomm expands from the mobile marketplace to wearables and even washing machines and robots, its latest redesign makes these complex innovations easier to decipher.