By Shaun Quigley, Brunner Digital, Interactive Practice Director, Washington D.C
“It looks great, but will it work on my phone?”
The short answer: depends. Here’s why.
As more people use mobile web, the more questions we get about how web designs will look and operate on phones. Most smartphones do a decent job of representing the look of a site. But usability is often compromised. Flip-top and candy bar phones, on the other hand, do a lousy job in both form and function.
Enter .mobi (pronounced dot-mobey), a standalone domain (like .com or .org) that’s dedicated to displaying sites on mobile devices.
Do I really need a .mobi site?
There are roughly 63 million mobile web users in the U.S., a number that’s expected to double by 2011 (AdWeek, July 2009). The rest of the world—as is typically the case with mobile technology—remains well ahead of the U.S.
Who is the audience?
More importantly, what kinds of phones do they use? Screen size defines design, so if your audience uses smartphones, you have some flexibility with display. If they’re using fliptops or candy bars, you don’t. If you want everyone to see it, you need to design for the lowest common denominator. Many marketers, though, are making the strategic decision to design with only the smartphone user in mind.
Decide what’s important
In a recent AOL survey, 73 percent of respondents reported searching for maps and directions. Fifty-five percent said they participated in social networking or sought out restaurant and movie listings or reviews.
They’re not reading your corporate history or posting resumes through these interfaces. Keep it simple. For a restaurant, it might be reviews and a menu. For a bank, ATM locations and account access. Sites like eBay and Amazon have drastically simplified their search and search results for mobile display. Corporate law firms—and other professional services—should focus on the contact information and credentials of their people.
Forget about animation. Information and ease-of-use are paramount. If you use any graphics at all, understand how size impacts load speed. When it comes to designing an interface for mobile, take a minimalist’s approach.
What’s the cost?
The investment is a fraction of what it costs to redesign a “desktop” site. If you’re planning on a redesign anytime soon, ask your web designer to include it as a line item on the budget. If you’re happy with your current site, just ask your web partner to help you scope out a .mobi version.
Don’t confuse .mobi with the App Store
A mobile site is not a mobile application. It’s an important difference to understand, especially when you are communicating the idea to the board.
About Shaun Quigley
Shaun Quigley leads the interactive practice for Brunner Digital, one of the largest independent agencies in the country and a top-75 interactive firm. Brunner Digital helps clients in all areas of strategic marketing including research, positioning, creative development and measurement. Brunner’s clients include the National Association of Broadcasters, GlaxoSmithKline, Huffy, the Foundation for AIDS Research, DeVry University and the Consumer Electronics Association.