Mobile: Think Mobile First
Flickr has 60 items on its site navigation, yet only had room for 6 on its mobile site. The designers were able to cut down by focusing on what content was most relevant to their mobile consumers and looking at where they are clicking.
Take a look at your site analytics. What are the top three actions mobile consumers are taking on your site? Are they looking at your contact page? Does your site ask them to take an action that would be better suited for a desktop? Could you enable functionality for them to send themselves a reminder? Do you have some pages that don't see any mobile traffic?
Going through this exercise allows a large organization to come together and agree on what matters most. If you're able to ask your consumers to do one thing each time they come to your website, what would it be? Now how can you make that experience as easy as possible for someone on a mobile device to complete?
We're used to having unlimited real estate on the Web, and it's hard to simplify because I'm sure all of the content is wonderful. If you only have a couple seconds of visitors' attention, they need to understand what you're asking them to do.
There are three things you can do to take a mobile-first approach to your digital designs:
1. Mobile Audit: Review your site's conversion path on a couple different devices. How many clicks does it take you to go down the conversion path? Is it possible to get it down to three or less?
2. Plan for Mobile: Include mobile messaging in your project plan. Start your brief by writing the plan for the mobile version. Be sure your mobile audience is included in your list of segments or demographic data. Include a section for a one-sentence strategy statement. I like the format of: "You should ________ because _____(one compelling reason) _______."