Last night I saw Luke W give his excellent “Mobile to the Future” presentation. In it, he questions many of the interface paradigms and assumptions that underlay our desktop web experience, and demonstrates the power of thinking “mobile first.” He shares great ideas for improving mobile interfaces, many of which are applicable to desktop web as well. It got me fired up to overhaul our designs.
Relatedly, there’s been enormous buzz about mobile in the past week. Mary Meeker’s internet trend report seems mostly about mobile (Groupon is featured in slide 35!). Sheryl Sandberg recently claimed that every team at Facebook is now mobile first.
All this talk about mobile is necessary. However, it’s also misleading. In that it sets up a false distinction. The idea of “mobile first” or “design for mobile” is in order to contrast it with “design for desktop”. But, as the ascent of mobile demonstrates, “design for desktop” was also always flawed. The problem is to focus on the specifics of a platform or technology. These things will continue to change. In five years, will we be saying “wearables first!”?
It’s never been about the technology. It’s about where your customers are. If you design for your customer relationship, then the rest falls into place. If your customers are moving from web to smartphone, you’ll just move with them. If your customers are moving from smartphone to tablet, head there. (Though, as we’re seeing, it’s less about moving from one to another than it is about customers using a variety of devices throughout a day.) USAA was the first to offer mobile check deposit not because they’d embraced a “mobile first” mindset, but because they have a remarkably attuned sense of customer care and service, and realized they could address a real need, one that happened to use that platform in the solution.
My concern with “mobile first” is that we’ll mistake that for “mobile only” (the way that the Web was seen as the end-all be-all for quite a while) and not appreciate just what our customers are actually doing, nor prepare ourselves for what’s next.