Mobile Web Creativity Missing Link
October 2nd, 2009 Posted in Mobile CommerceThe mobile Web has finally hit adolescence, and it’s time for art class.
Since its birth, mobile Web has been slowly growing into a medium for information, amusement, and advertising.
However, it has, for the most part, been somewhat boring. Mobile sites have been reusing the same adverting and designs for years.
Banners and brochure-like designs have become static, rarely drawing attention to the sometimes unresponsive consumer.
Not many companies use a truly unique mobile site integrated with a full Web campaign. Most mobile websites are just looked at as an added feature of the campaign, and not a core component.
But this is ignoring the full potential of mobile marketing.
The key to a truly inspiring mobile page is in the design.
Translating from big to small…
Don’t use a rehashed version of your website, because it won’t translate well onto a small screen. Consider the medium from which you’re working.
Instead, utilize the small screen for maximum potential:
- Don’t make the page too long.
- Leave it short to minimize scrolling, which my frustrate users.
To compensate for a shorter page, create pull-down menus for consumers to effectively browse without having to worry about navigation.
Also, remember flash does not translate onto most smartphones.
Another important design concept that is commonly overlooked is flexibility. Mobile sites are looked at by a variety of people, on a variety of screens. So you must design pages to be viewed on a multitude of screens, all of which are different sizes.
Consider what mobile Web offers that desktop doesn’t…
One key part that has been largely missing in mobile interactivity is…interactivity. Not just interactivity for your customers, but for phones. Mobile devices now have a myriad of extra features, ranging from GPS to mapping to whatever else anyone can think up.
Apps built for iPhone and Blackberry’s tap into some features built into these phones, but mobile websites have yet to do the same. Creatively incorporating a phone’s built-in services would be an intriguing feature for any customer visit.
But, all in all, creativity has yet to hit monumental proportions in the mobile market. The same-old same-old, mixed with a lack of serious funding from big companies, has led to a standstill in truly unique design. Hopefully someone will put on their thinking caps soon.
What do you envision?
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