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The Usability Blog
A Practical Guide to User Experience Insights

Ignoring Mobile

It’s no surprise that mobile is important. Mobile internet usage, including mobile apps and mobile browsers, already accounts for more internet usage than desktops, according to both CNN and Nielsen. And last year, the usage share of mobile browsers hit 20%. In other words, generally 1 in 5 visitors to a website were coming from a mobile device. And that percentage will only continue to rise. Why, then, would a design firm (or “creative solutions agency”) whose expertise supposedly includes “website design”, “responsive sites”, and “app design” have a mobile website that looks like this?

Ignoring-Mobile_Screenshot-576x1024

That’s it. No information. No links. No options to view even a snippet of information about the company. Just a rude instruction to visit their “site on a real screen.” If someone mentioned this company to me, and I pull out my phone to find out more, the only thing I learn is that they don’t seem to care about the mobile experience. Of course, a mobile website doesn’t have to directly mirror a desktop site. Some functionality might change, things might be organized differently, or more. Our omni-channel research across apps, mobile devices, tablets, and desktops has definitely shown the need to tailor the experience, and we’ve helped clients determine what information and functionality is most relevant on each device throughout the customer journey. But the mobile experience can no longer be simply ignored. Mobile screens are real screens, too.

-Matt Daughtry, Senior User Experience Specialist, Usability Sciences

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