4. Use Conventions
Conventions work ... don't reinvent the wheel. Try to adhere to mobile design conventions whenever possible. People are comfortable with them and know what to do. Remember, your site is for customers to use and navigate. They need to know how to do that.
5. Test Across Devices/Browsers
There are so many smartphones available today. Add to this different operating systems (iOS, Android, Microsoft etc.) and different browsers (Chrome, Firefox, Safari, etc.) and you can see how complex things can get. Just like desktop systems, different mobile browsers will support different technologies and show your site different ways.
The solution: Test, Test, Test. Cloud-based solutions like Keynote Mobile Testing tools can help with testing your site across multiple devices, browsers and different carriers. Make the time in your schedule to do this testing.
Obviously there are many more things to consider when developing your mobile-friendly and desktop sites. Work closely with your design and development teams and challenge them all along the way; your site will be better for it. And, most importantly, put your users' experience first. Make sure to test your sites with real people. See how they use it. See where they stumble and adjust.
Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.