The mobile-first philosophy dictates that all websites – mobile, tablet, PC – are designed, optimised and developed for the mobile device, connection, user and context.
This made-for-mobile web design is then enhanced or altered, where necessary, for different devices, connections and users.
Whether the site under development is a dedicated mobile site, an adaptive site or a responsive site (see table below for explanations and examples), mobile-first design demands starting with a clean sheet and developing an m-commerce platform that is dedicated to serving the target mobile user and fulfilling their needs.
One such example is ASOS. The site targets a younger audience which uses mobile a lot, and combines great usability with content created for its target customers.
This includes style feeds and features such as #AsSeenOnMe which provides customers with the opportunity to upload a photo of themselves adorned in ASOS gear.
2. User-focused
A good m-commerce site design should be underpinned by knowledge of what the target user wants and needs from it.
This can be found from market research, user testing, monitoring behaviour on site (through A/B testing, heatmaps etc) and gaining feedback from users.
3. Elegant simplicity
M-commerce sites should be focused on the main tasks users want to achieve and making that as simple as possible to achieve.
Nobody wants a bloated jack-of-all- trades that does lots of things badly.
According to Daniel Rowles of Target Internet, TransferWise is a great example of this principle in action:
“Too often companies try and pack too much functionality into their sites and apps, and by being all things to all people, they end up being nothing to anyone! Many supermarket and banking sites/apps fall into this category.
Through clear usability-based testing and an overall focus on user experience, it’s possible to make complex mobile services simple.”
