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  1. Take advantage of context and deliver a relevant experience - most people enjoy the focused experience of an optimised web site. Put the relevant content in the hands of the user quickly. Give priority to the core functions that make more sense on the mobile – this is more about effective navigation and than disabling functions that a user might have grown to love on the PC.  Also context is more than the physical device; it’s more about the user’s context (driving, on bus, in-shop, location).
  2. Give the user choice – if the user wants to view the full screen PC version, let them and remember what they prefer.
  3. Learn about the user (e.g. via facebook connect) and remember what you’ve learnt to reduce the amount of the information you have to ask from the user. Each piece of content requested adds pain.
  4. Reliable entry points and consistent cross-channel URLs – allow URLs to shared and accessed from all devices. A product URL that someone has liked in facebook from their PC MUST work well when clicked from their mobile. Don’t bump simply to the user to the home page of the mobile site. Take the user to the product information optimised for the mobile and let the user know where they can buy it nearby and connect with other relevant info.
  5. Encourage cross-channel interactions – bookmark, send to friend, continue journey later whatever channel they reconnect on, web to app (and vice versa). Think beyond digital, with physical sign posts (Location specific QR codes, SMS short codes) that improve discoverability and start the journey.
  6. Consistent cross-channel interactions – this doesn’t mean they have to be the same, but make sure they bread familiarity and trust through quality of service.
  7. Mobile is a disruption to the PC web – if you don’t make your web experience accessible to mobile user, and keep applying PC-only techniques to mobile web, your site will be marginalised.
  8. Think mobile first, be aware that the experience will be accessed from multiple channels. Designing for the constraints of mobile can help you focus on the interactions that are most relevant and effective. Design means more than the look and feel – think about the cross channel interactions, content variation across channels and technical services that are required.
  9. Deliver the high quality experience that users of each device expect. Use progressive enhancement techniques to layer on UI interactions that leverage the advantages of the given platform and what ever you do, don’t just deliver a lowest common denominator experience.
  10. HTML5 is here and works today – iphone and android browsers already support many of the HTML5 features today, geolocation, canvas, offline. Don’t be put off from using them.
  11. Web and native play well together – think about the strengths of both and don’t think either / or. Apps can ingest web content, apps can be created from web content, web can promote apps, individual users may use both or migrate from one to another, an app user might share content accessed by a web user
  12. Lessons you’ve learnt to help you design for mobile can also be applied other web channels. Mobile is just the start of it. In the coming years people will be regularly accessing the web from a diverse set of connection points, e.g. Internet TV (YouView, Apple TV, Google TV), in car systems, video games and digital signage.
  13. Measure and improve – understand the channels and interactions that are most effective and listen to users’ feedback. Think about usability. Think how pain can be reduced and function made easier.
  14. Deliver value – all said and done, your service needs to deliver something that benefits the user – entertainment, timely information, making life easier. Stay focused on these primary use cases that make the different.
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