10 Ways Mobile Sites Are Different from Desktop Web Sites :: UXmatters
`10/17/24, 11 :26 AM
`The Wayback Machine - https://web.archive.org/web/20110321201254/http://www.uxmatters.com/ ...
`
`Mobility
`
`User experience on the move
`
`10 Ways Mobile Sites Are Different from
`Desktop Web Sites
`By Shanshan Ma
`Published: March 21, 2011
`
`Web site design principles and best practices are
`becoming well known these days. For example: In a
`process funnel, progress status should be readily visible
`across its pages. We should prevent errors from
`happening, but when errors do occur, provide adequate
`guidance to help users resolve them.
`
`Many believe the basic principles and guidelines that
`are applicable in the design of Web sites should still
`apply when designing for mobile platforms. After all,
`Web design has evolved from basic, text-based HTML
`pages into today's Web standards. So, we might expect that mobile sites
`that follow the same guidelines could easily reach the same level of success
`with users that desktop Web sites have achieved .
`
`"The form-factor difference
`seems to have a dramatic
`impact on the success rates of
`users' interactions, and
`therefore, should impact how
`we design mobile sites as well."
`
`However, the design of mobile sites is still in its infancy. As Jakob
`Nielsen's 2009 study on mobile usability pointed out, users' success rates
`when using mobile devices to access mobile sites averaged only 64%, which
`is quite low in comparison to the 80% average success rate for users who
`access Web sites on a computer. The form-factor difference seems to have a
`dramatic impact on the success rates of users' interactions, and therefore,
`should impact how we design mobile sites as well.
`
`New principles and best practices will inevitably arise as mobile site
`design continues to evolve. As a first step toward achieving this evolution,
`I've looked at how some successful mobile sites already differ from desktop
`Web sites. Based on my analysis of several verticals, including airlines,
`ecommerce, social networking and entertainment, and travel sites, I have
`identified 10 ways in which mobile sites should be different from desktop
`Web sites.
`
`1. Content Prioritization
`In comparison to the design of Web sites for desktop
`computers-typically, for a 1024 x 768 screen
`resolution-the biggest challenge in designing a Web
`site for a smartphone with a 320 x 480 screen
`
`"While desktop Web sites often
`contain a wide range of
`content, mobile sites usually
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`Apple Inc. v. Smith Interface Techs., LLC
`IPR2024-01090 | Smith EX2004
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
`10/17/24, 11 :26AM
`resolution is how to cope with this dramatic difference
`include only the most crucial
`in screen size without sacrificing the user experience.
`functions andfeatures(cid:173)
`While desktop Web sites often contain a wide range of
`particularly those that
`content, mobile sites usually include only the most
`leverage time and location .... "
`crucial functions and features-particularly those that
`leverage time and location, as the example Orbitz
`desktop and mobile Web pages in Figures 1 and 2 show.
`Mobile site designs should give priority to the features and content users are
`most likely to need when viewing a site using a mobile device. Having
`insights into your customers' needs dictates a lot from a content(cid:173)
`development standpoint, as well as a site's architecture and screen layouts.
`
`Figure 1-Features on the Orbitz desktop Web site
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`
`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
`
`2. Vertical Instead of Horizontal Navigation
`
`Horizontal navigation, like that on the Urban Outfitters
`site shown in Figure 3, is a widely accepted means of
`structuring and presenting content on desktop Web
`sites. Users scan a navigation bar from left to right,
`then click a link to go to a different section of a site. A
`UIE blog post t itled "The Challenge of Moving...!Q
`Horizontal Navigation," @ by Joshua Porter, talked
`about the benefits of using a horizontal navigation bar
`at the top instead of placing navigation on the side of a page. When a
`navigation bar is at the top of a page, users can typically more easily focus
`on page content rather than their being visually attracted to the navigation
`bar on the side. However, vertical navigation has replaced horizontal
`navigation on more than 90% of the mobile sites I analyzed, including the
`Urban Outfitters mobile site shown in Figure 4.
`
`"Vertical navigation has
`replaced horizontal navigation
`on more than 90% of the
`mobile sites I analyzed .... "
`
`Figure 3-Horizontal navigation bar on the Urban Outfitters desktop Web
`site
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`Figure 4 -Vertical navigation on the Urban Outfitters mobile site
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`3. Bars, Tabs, and Hypertext
`
`Hypertext is the signature component of the Internet and the Web, as Figure
`5 shows. However, we see much less hypertext on mobile pages. It's not
`
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`10 Ways Mobile Sites Are Different from Desktop Web Sites :: UXmatters
`10/17/24, 11 :26 AM
`that pages are no longer linked, but that links instead
`appear in the form of bars, tabs, and buttons, as shown
`in Figure 6. The reason for this is the optimization of
`mobile design for users' operation of mobile devices
`with their fingers.
`
`"We see much less hypertext on
`mobile pages . ... Links instead
`appear in the form of bars,
`tabs, and buttons."
`
`Hypertext is ideal when users click links using a
`mouse on a computer, but tapping links using your
`fingers on a touchscreen mobile device is not easy. Users can too easily
`activate a link they did not intend to tap and accidentally land on an
`undesired page. This can lead to a bad user experience. Fitts's law tells us
`that the time required to acquire a target area is a function of the distance
`to and the size of the target . Bigger objects such as bars, tabs, or buttons
`allow users to tap with more precision. It is essential to make the actionable
`objects on mobile sites big and easily noticeable.
`
`Figure 5-Kayak Web page with links
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`Figure 6 -Kayak mobile page with no links
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
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`4. Text and Graphics
`On Web pages, we can use graphics for many different
`purposes such as promoting, marketing, or navigating,
`as on the Dell Web site shown in Figure 7. However,
`designers often remove promotional or marketing
`graphics from the designs of mobile sites, as shown in
`Figure 8. The company logo remains for navigational
`purposes. Users can tap it to go to the home page.
`There are several reasons for this transition from many
`to few graphics. One reason is that some mobile devices do not support the
`software we traditionally use for desktop Web site design . Other reasons
`include the small screen sizes of mobile devices and the limited available
`screen real estate in which to display content, as well as the slow download
`speeds on mobile devices.
`
`"Designers often remove
`promotional or marketing
`graphics from the designs of
`mobile sites."
`
`Figure 7-Dell Web page with graphics
`
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
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`5. Contextual and Global Navigation
`Desktop Web sites typically use various forms of
`navigation, as on the Best Buy site shown in Figure 9.
`Some of them are global and remain consistent across
`
`"While global navigation is
`common on mobile sites,
`
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`10 Ways Mobile Sites Are Different from Desktop Web Sites :: UXmatters
`a site, while others are contextual and change
`depending on where users are on a site. However, while
`global navigation is common on mobile sites, contextual
`navigation is not. The Best Buy mobile site shown in Figure 10 provides an
`example of typical mobile site navigation.
`
`I contextual navigation is not."
`
`_
`
`The main reason for the reduction of global and contextual navigation on
`mobile sites is the limited screen real estate on mobile devices. However, a
`lack of global and contextual navigation may cause users to find themselves
`in the middle of nowhere, not knowing where they are. Therefore, it's
`essential to reduce hierarchy when organizing the content on mobile sites, so
`users don't have to dig too deeply to get things done. They should be able to
`achieve what they want to accomplish before becoming lost.
`
`Figure 9 -Multiple types of contextual navigation on the Best Buy Web site
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`Figure 10-No contextual navigation on the Best Buy mobile site
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
`
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`6. Footers
`There are two types of footers that are in common use
`on desktop Web sites. One type of footer provides links
`to content that users might expect to see on a site's
`home page, but has a lower priority than the primary
`content on the home page-for example, Careers or
`Sitemap. Another type of footer provides quick links to
`content users typically need to view most often. As
`shown in Figure 11, these quick links are often grouped
`in lists in a footer, so users have access to them across
`a site. Mobile sites employ footers that provide access
`to content users often look for on a home page, keeping its links to a
`minimum, as shown in Figure 12, but they do not use footers containing
`quick links.
`
`''Mobile sites employ footers
`that provide access to content
`users often look for on a home
`page, keeping its links to a
`minimum, but they do not use
`footers containing quick links."
`
`Figure 11-Footer on the Dell Web site
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`Figure 12-Minimal footer on the Dell mobile site
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
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`7. Breadcrumbs
`On desktop Web sites, breadcrumbs are an effective
`way of reassuring users they are on the right page and
`allow them to backtrack on their navigational path like
`those shown in Figure 13. They make sense for large,
`hierarchical Web sites with lots of different content at
`multiple levels in a hierarchy. However, breadcrumbs
`rarely appear on mobiles sites, and there is usually no
`necessity for them. Limited space is one reason breadcrumbs are uncommon
`on mobile sites. But the main factor is that the design of mobile sites
`prevents users from having to go too deep into a hierarchy to find what they
`are looking for. Again, users should be able to achieve what they want to
`accomplish on a site before they start feeling lost.
`
`''Breadcrumbs rarely appear
`on mobiles sites, and there is
`usually no necessity for them."
`
`Figure 13-Breadcrumbs on Amazon Web site
`
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`8. Progress Indicator
`On desktop Web sites, when users must progress
`through multiple steps to complete a process-whether
`they are making a purchase, as in Figure 14, or filling
`out a long registration form-there is often a progress
`indicator at the top of the page to guide users through
`the process. Such progress indicators do not appear on
`mobile sites. Again, limited space is the main reason.
`
`"When users must progress
`through multiple steps to
`complete a process ... there is
`often a progress indicator at
`the top of the page to guide
`users through the process.
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
`10/17/24, 11 :26AM
`Use alternative approaches to make users aware of
`Such progress indicators do
`their progress without a progress indicator. For
`not appear on mobile sites."
`example, instead of using buttons with implicit actions
`such as Next or Continue, use buttons with explicit
`labels that inform users exactly what the next step is-for example,
`Proceed to Checkout or Specify Shipping & Payment. Users still receive
`information about where they are in a process and what to expect at the
`next step.
`
`"While mobile platforms place
`many limitations on design
`and content, they also open up
`new opportunities that
`traditional Web sites cannot
`provide."
`
`Figure 14-Progress indicator on Amazon Web site
`amazon.com
`
`9. Integration with Phone Functions
`Smartphones are communications devices, so making
`phone calls is their most basic function. While mobile
`platforms place many limitations on design and content,
`they also open up new opportunities that traditional
`Web sites cannot provide. For example, there is better
`integration with phone functions such as direct calling
`and text messaging, which lets mobile sites facilitate
`ordering products by phone-as shown in Figure 15-or
`send promotional text messages. Usually mobile sites
`let users select a phone number, then call or text that
`number-without having to type the number.
`
`Figure 15-Shop by phone on the Best Buy mobile site
`
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
`
`10. Localized & Personalized Search
`
`Another area of opportunity that is unique to mobile
`sites is the use of geolocation services or support. While
`this technology has been available for some time, only
`in the last five years has it gained traction in the
`consumer marketplace. Now, it is commonplace for
`mobile applications and Web sites to take advantage of
`this functionality by integrating it into value-adding
`services such as mobile search.
`
`''Another area of opportunity
`that is unique to mobile sites is
`the use of geolocation services
`or support."
`
`Many mobile devices can automatically detect where users are and give
`them local search results, as exemplified by the store location search on Best
`Buy, restaurant search on Yelp, and airport suggestions on Kayak, shown in
`Figure 16. This capability offers powerful opportunities for businesses to
`promote their products or services based on a person's proximity to their
`place of business and their immediate intent.
`
`Figure 16-Autodetection of geographical location to suggest an airport on
`Kayak
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`
`In Summary
`
`Based on my company's research, which looked at a number of mobile sites
`from various industries, I've discovered 10 ways in which mobile sites differ
`from desktop Web sites:
`
`1. In comparison to desktop Web sites, which usually contain a wide range of
`content and information, mobile sites usually include only the most crucial
`and time- and location-specific functions and features.
`2. On desktop Web sites, horizontal navigation at the top of a page is a widely
`accepted way of structuring and presenting a site's content. However,
`
`https://web.archive.org/web/20110321201254/https://www.uxmatters.com/mUarchives/2011/03/10-ways-mobile-sites-are-different-from-desktop-web...
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`10 Ways Mobile Sites Are Different from Desktop Web Sites : : UXmatters
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`vertical navigation replaces horizontal navigation on more than 90% of the
`mobile sites we analyzed.
`3. Hypertext is the signature component of the Internet and the Web. However,
`on mobile sites, there are few or no hypertexts on pages.
`4. On desktop Web sites, designers use graphics for many different purposes,
`including promoting, marketing, and navigating. Mobile sites avoid using
`promotional and marketing graphics and use minimal graphics for
`navigation.
`5. Various types of navigation are available on desktop Web sites. Some are
`global, so are consistent across a site, while others are contextual and
`change depending on where users are on a site. In contrast, while most
`mobile sites have global navigation, contextual navigation is rare on mobile
`sites.
`6. On desktop Web sites, footers typically provide either links to content users
`might expect to see on a site's home page or quick links that are available
`across a site to provide access to content users often need. Mobile sites
`employ a minimal form of the first type of footer, but they do not use footers
`containing quick links.
`7. On desktop Web sites, breadcrumbs reassure users that they are on the
`right page and let them backtrack on their navigational path. Breadcrumbs
`are rare on mobiles sites and really aren't necessary, because of the
`relatively flat structure of mobile sites.
`8. Process funnels on desktop Web sites frequently use a progress indicator at
`the top of each page to guide users through the process. Such progress
`indicators do not appear on mobile sites.
`9. Mobile sites offer better integration with phone functions-and present
`marketing opportunities such as facilitating direct orders by phone or
`sending promotional text messages.
`10. Mobile sites can take advantage of technology that automatically detects
`where users are to present local search results. When users set up their
`preferences or profile, personalized search results become even more
`relevant and valuable to them. ~
`
`Topic: Columns I UX Design I Web Site Design
`
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