Adaptive Path, an experience strategy, user research and design firm recently announced the completion of their Mobile Literacy project. They studied mobile device usage in rural Gujarat, India. As the lead Experience Architect for Chrysler International, I'm anxious to learn the full findings of their study. One tidbit of information agrees with what we learned researching our International mobile users. (Check out the Jeep South Africa site on your phone -- or shrink your PC browser.)
In many parts of the world, low cost mobile phones are more often used than PCs to access the Web. In fact, many international users do not own a PC, so they access the web exclusively from their mobile devices.
So what does this mean for those of us trying to reach these audiences? Here are three crucial tips to consider when planning:
1. First and foremost, do not ignore the need to create an exclusive mobile website. While many users will attempt to access your sites from their mobile devices, this will only lead to frustration. It's very likely that parts of the architecture, page weight, and technology will not work in a mobile web browser.
2. Take the time to consider your navigation and architecture. Top nav, side nav or however you've structured your navigation does not translate to the mobile architecture. Instead, you'll need to create a nested architecture and rely heavily on breadcrumb trail navigation.
3. Be ready to pare down your content. Your mobile website shouldn't be simply a modification of your existing site. Leave out information that isn't relevant to a user on the move. It's not a likely that a mobile user will browse for extended periods of time, so it's important that you surface the information most relevant to them.
Anthony Viviano
Strategists & Planners
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