Mobile websites face unique challenges compared to desktop websites. They must be designed specifically for smaller screens, touch navigation, variable bandwidth, and the wide range of mobile devices. Key considerations include focusing on horizontal navigation, readability, using sensors and location data, caching content for offline use, and creating simple apps that solve single problems rather than trying to do everything. Native apps generally perform better than HTML5 apps for usability and speed, but HTML5 can be used initially before creating native apps.

1. Websites on Mobile:
An Impossible Challenge?
Aaron Kahlow, Online Marketing Content
Lawrence Coburn, DoubleDutch @lawrencecoburn
Cindy Krum, MobileMoxie @cindy

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3. Lawrence Coburn
@lawrencecoburn

5. "We are in the beginning of a 10-year cycle in which
mobile computing will reshape the way consumers live
and businesses operate… PC Internet is a 'dress
rehearsal' for what will come with mobile, and the
unforeseen applications in mobile computing will
exceed those from the Internet thus far.”
- Rutberg & Co.

6. Trends in Mobile Software
MOBILE
Desktop
Mobile
2011 iOS Launch
Present
Social Networks / Blogs
Email
SOCIAL
SIMPLE
Online
Attention
App
Downloads

7. So What’s The Difference?

8. • Initially marketed for “single
player” use: programming,
productivity, games
• 1976: first mass market PC
• 1993: first mass market browser
• PCs were not born to be social
devices
• Invented to connect people over
distances
• Use case: voice communication
• Phones were born to be social
devices
Make your Mobile Service Social
e.g. FB, TW, 4Sq, etc.
#1: DNA

9. • iMac 21” Dimensions:
17.75 x 20.8
• Vertical and horizontal
navigation possible
• Sidebars typical
• iPhone 4 Dimensions:
4.5 x 2.3
• Horizontal navigation tricky
• Sidebars not advised
#2: Real Estate
Readability is Goal #1
e.g. avc.com

10. • iMac: front facing camera • iPhone 4: Three axis gyro,
proximity sensor, ambient light
sensor, accelerometer, GPS,
front and rear facing camera
• Location based services, A/R,
contextually aware
applications
Design Your Mobile Site / App for Context
e.g. Color
#3: Smartphone as a Sensor

11. • Keyboard + Mouse
• Great for inputting text
• Scrollbars
• Keyboard shortcuts
• Touch (+keyboard?)
• Lousy for inputting text
• Swiping easier
• Gesture shortcuts
Design for Taps and Swipes
e.g. the check in, the pull down refresh, etc.
#4: Navigation

12. • Predictable and limited
context for usage
• Location not a particularly
interesting data point
• Usage any time, any where
• Contextual information is
available and will vary
• Fresh content, feed structure,
contextually relevant apps
Fresh Content is Paramount
e.g. Google News
#5: Always On / Portability

13. • Predictably acceptable bandwidth
available
• Page size not a dealbreaker
• Connection speeds will vary wildly
• Design for intermittent connectivity
• All you can eat data plans in
jeopardy
• Speed, caching, offline usability
critically important
Cache Liberally
e.g. RDIO
#6: Bandwidth Dependencies

14. • Portal mentality
• One site that does
everything
• “Yeah, but is it a feature or
a company?”
• Do one thing, and do it well
• The appification of the mobile
Internet
• “The feature IS the company.”
Solve one problem well
e.g. Google Maps, With, Instagram
#7: Simple Beats Features

15. • Minor browser fragmentation
• Write once, reach any
browser
• Major device and operating
system fragmentation
• Android alone has 400+
different devices
• Tax on headcount
Consider a Wrapper as a Stage 1
e.g Titanium, Webkit, etc.
#8: Fragmentation

16. Mobile is a once in a generation opportunity to reach your
customers in new and interesting ways.
Mobile is a different world than desktop – porting your website to
mobile is the wrong approach. Start from Scratch.
Native apps beat HTML5 in terms of performance and usability.
HTML5 is a good place to start, but you will need iPhone and
Android native for the foreseeable future.
1
2
3
Remember…
Desktop
Mobile

17. Lawrence Coburn
CEO, DoubleDutch
@lawrencecoburn
http://doubledutch.me

18. DoubleDutch creates social, location-aware mobile apps designed
to help people stay connected, log their activity, and get work done
- all via their smartphones.
Customers like Cisco, RightNow Technologies, Amdocs, Adobe,
and HP are using DoubleDutch to power their events, communities,
sales teams, and projects.