"A consistent experience on all devices" is frequently cited as a reason behind least-common denominator design for mobile web. But this is foolish.

1. A foolish consistency
or: one size does not fit all
or: your brand in context
22 April 2009
D4M

2. One size
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3. One size?
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4. Brand
“We want the same experience
on all devices.”
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5. Brand
“We want the same experience
on all devices.”
Google employee, on explaining abandonment of advanced
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iGoogle for iPhone.

6. Brand
What if franchises said this?
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7. Brand
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8. Brand
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9. Brand
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10. One size
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11. One size?
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12. Brand
What type of consistency isn’t
foolish?
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13. Design, in context
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14. Google, again
Believe it’s
a phone
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15. Building a page
7:19 PM 1
http://www.weather.com
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168x28
6:1 Med Ad Unit
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216x36
6:1 Large Ad Unit
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5
168x28
6:1 Med Ad Unit
216x36 ©1995-2008 Interactive, Inc.
6:1 Large Ad Unit
©1995-2008 Interactive, Inc.
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16. Building a page
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17. Building a page
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18. Building a page
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19. Building a page
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20. One size
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design4mobile.mobi
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