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Mobile Web Design & Development
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In the mobile telecommunications industry, the
technology is represented by two separate, yet
equally important groups: the mobile devices,
and the cellular networks that connect them.
(These are their stories...)
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Evolution of cell networks
1G, 2G, 3G, 4G...
generations of cellular network technology that describe
the maturity and capabilities of cellular networks
most obvious trend is speed/bandwidth increase
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Evolution of mobile devices
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Brick era: 1973 - 1988
Motorola DynaTAC 5
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Candybar era: 1988 - 1998
Critical mass. Mainstream.
SMS (first non-voice communication)
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Feature phone era: 1998 -
2008
cameras
addition of packet-switched data services to networks
allowed first use of the Internet on a phone.
little real innovation and inconsistent interpretation of agreed
upon standards.
WAP 1.0 and WML provided a “dumbed down” version of the
web
stifled by network operators who focussed on providing
downloadable ringtones, wallpapers, themes etc they could
sell through network portals.
poor adoption of mobile web by consumers
Motorola
RAZR
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Smart phones: 2002 -
present
some overlap between what is considered a
feature phone and a smart phone.
use a common operating system, a larger
screen size, a QWERTY keyboard or stylus for
input, and Wi-Fi or another form of high-speed
wireless connectivity.
consistent frameworks for creating applications
and services, and a reusable infrastructure to
innovate
WAP 2.0 specified use of cut down versions of
XHTML (XHTML-MP) and CSS, bringing
development back in line with the desktop web.
Though standards compliance is still poor.
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Some early mobile web browsers
Text
NetHopper for Apple Opera Mini
Pocket Internet Explorer 3.0
Newton
http://www.phonearena.com/news/Evolution-of-mobile-web-browsing_id9059
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Touch phone era: January 9,
2007 - present
Though the majority of the technology in the original
iPhone had already been available from other
manufacturers, what was notable about the iPhone
was how it changed every-day perceptions of what
mobile technology can do.
It made using the mobile web worth while from a
consumer standpoint.
http://bits.blogs.nytimes.com/2008/03/18/iphone-
users-are-mobile-web-junkies/
It made developing for the mobile web worth while
from a content provider and developer standpoint.
Standards compliant web browsers that use the same
rendering engines as their desktop counterparts.
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Why mobile?
Of the 6 Billion people on
Earth, 3.6 Billion people own or
have access to mobile devices.
Of those 1.6 Billion (and
growing rapidly) have access
to the web through a mobile
device.
Thats 500 million more people
than have access to Internet predicted growth of mobile web access
connected desktop
computers.
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“The [mobile] phone is bigger in its reach than the car (800
million), TV (1.5 billion), or Internet (1.1 billion). It will make
bigger changes in the next decade than any of these did.
The [mobile] phone adds the combined utility of the fixed
telephone, Internet, computer, credit card, and TV. The
phone will impact your life in more ways than we can
imagine, because of its multi-functionality aspect, and its
reach.” - Tomi Ahonen
http://fora.tv/2009/09/24/
Mobile_Phones_The_Next_4_Billion_with_Tomi_Ahonen
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Worldwide, the share of Internet pageviews originating from mobile
devices increased 148% in the year to December ’09
http://www.quantcast.com/docs/display/info/Mobile+Report 15
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Global population vs Mobile population
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Worldwide, the share of Internet pageviews originating from mobile
devices increased 148% in the year to December ’09
http://www.quantcast.com/docs/display/info/Mobile+Report 17
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Operating System share of mobile web
http://gs.statcounter.com 18
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Browser share of mobile web
http://gs.statcounter.com 19
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Browser share of mobile web by region - Africa
http://gs.statcounter.com 20
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Browser share of mobile web by region - South America
http://gs.statcounter.com 21
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Browser share of mobile web by region - Asia
http://gs.statcounter.com 22
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Browser share of mobile web by region - Japan
http://gs.statcounter.com 23
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Browser share of mobile web by region - Europe
http://gs.statcounter.com 24
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Browser share of mobile web by region - North America
http://gs.statcounter.com 25
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Browser share of mobile web by region - Oceania
http://gs.statcounter.com 26
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Identifying target market
The global mobile device market is especially fragmented.
Usage trends rarely map neatly across geography or
demographics such as age, wealth, gender, education,
profession etc.
It is therefore critical more-so than ever to identify and
profile your target users’ needs and capabilities.
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How do people use the
mobile web?
Most common content segments are news, email,
weather, sports, city guides, and social networks
Mobile users tend to perform quick, task based
behaviours, often whilst in-between other tasks or multi-
tasking.
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Mobile usage in Australia
2009
43% of online Australians now
own a smartphone
26% of social network users
participated in mobile social
networking in the past year.
66% of mobile social networkers
are under 35 years of age
http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-
as-facebook-leads-and-twitter-grows/ 29
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Mobile internet usage in Australia 2010
96% of Australian
consumers own a
mobile phone
of these 41% use it to
access the internet (up
from 26% last year)
http://www.about.sensis.com.au/small-business/sensis-ebusiness-report/
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Mobile internet usage in Australia 2010
Accessing information was
a key use of internet on
mobile phones, with
looking for maps, weather
and news the top
applications.
Social networking was also
a highly used application;
on par with people looking
for information on products
and services (56% each).
http://www.about.sensis.com.au/small-business/sensis-ebusiness-report/
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Mobile internet usage in Australia 2010
Australians are not just using
the internet on their mobile
phones when other methods
of connection are not available.
The most frequently nominated
places for Australians to use
the internet on their mobile
phones was at home or work
(42%), regardless of the fact
that they were likely to have
other methods to connect to
the internet at either of these
locations.
http://www.about.sensis.com.au/small-business/sensis-ebusiness-report/
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Developing a mobile strategy
1. Define the users’ context.
2. Determine users’ goals and how they are altered by
context.
3. Determine the tasks the users want to perform to achieve
goals.
4. Filter content by context, such as location, media, and
model.
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Context
Mobile devices have an unparalleled ability to leverage the
context in which information is consumed (and produced)
Context refers to the surroundings, circumstances,
environment, background, or settings which determine, specify,
or clarify meaning - a mental model to establish understanding.
physical context (e.g. location)
media context (what device is being used to access the
content)
modal context (user’s state of mind)
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Context
Wikitude eRuv: A Street History in Semacode
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Context
Who are your users? What do you know about them? What type of behaviour can you
assume or predict?
What is happening? What are the circumstances in which they will best absorb the
content you intend to present?
When will they interact? When they are home and have large amounts of time? At work,
where they have short periods of focus? During idle periods, while waiting for a train?
Where are they? Are they in a public space or a private space? Are they inside or
outside? Is it day or is it night?
Why will they use your app? What value will they gain from your content or services in
their present situation?
How are they using their mobile devices? Are they held in the hand or in the pocket?
How are they holding it? Open or closed? Portrait or landscape?
from Mobile Design and DevelopmentPractical concepts and techniques for creating mobile sites and web apps by Brian Fling
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Application context
informative:
utility:
only goal is to provide information.
short, task-based scenarios Importance is on providing relevant
minimal input, at-a-glance information information up front.
e.g. calculator, clock, weather forecast e.g. news sites, google reader,
wikipedia
locale:
productivity:
use geolocation data to add context to
information - e.g. find restaurants close heavily task-based content and
to me. services.
e.g. google maps, foursquare e.g. ebay, banking
immersive:
designed to consume the user’s
attention.
often for entertainment purposes.
e.g. games, video, google street-view
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Application context
from Mobile Design and DevelopmentPractical concepts and techniques for creating mobile sites and web apps by Brian Fling
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Sovereign vs Transient
application
sovereign application monopolises the user's attention for
long periods of time (e.g. wordprocessor)
transient application comes and goes, presenting a
single, high-relief function with a tightly restricted set of
accompanying controls. The program is called when
needed, it appears and performs its job, then it quickly
leaves (e.g. instant messaging/SMS application)
desktop applications tend to be sovereign while mobile
applications tend to be transient.
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Advantages of Mobile
Devices
Popularity
Personal and personalisable
Portable
Constant connectivity, always on and always with you
At the point of creative impulse
Built-in payment channel
Captures social context of media consumption/production
Can interact with their environment
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Mobile devices can interact
with their environment
clock
camera
calendar
microphone
telephony
thermometer
messaging
geolocation
ambient light
altitude
compass
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Mobile is a usage scenario more than a
form factor
mobile users are mobile
they expect applications to adapt to their (unpredictable)
surroundings
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Mobile Device Design Constraints
Presentation Issues
Screen size, resolution, colour reproduction
http://sender11.typepad.com/sender11/2008/04/mobile-screen-s.html
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Mobile Device Design Constraints
Input
Limited keypad, small keys
Pointing device? Touch? D-pad?
Affects navigation
Bandwidth & Cost
Speed and latency issues, especially for lengthy content or
content that requires a lot of navigation between pages
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Mobile Device Design Constraints
Hardware limitations
Processing power, memory, battery life etc.
Usage environment is unpredictable and changing (e.g.
lighting conditions)
User Goals
more immediate and goal-directed intentions than
desktop web users
Limited, adhoc or no standards compliance
Limited implementations of html, css and JavaScript
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Mobile Device Design Constraints
Device fragmentation
Proprietary browsers
The range of device and browser capabilities is much, much more varied
than on the desktop
Taming the madness - databases like Device Atlas and WURFL which contain
data on thousands of mobile devices.
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Implementation options for
mobile applications
from Mobile Design and DevelopmentPractical concepts and techniques for creating mobile sites and web apps by Brian Fling
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Native application vs web
application?
http://www.alistapart.com/articles/apps-vs-the-web/
http://www.readwriteweb.com/archives/
will_mobile_web_apps_eventually_replace_native_apps.ph
p
http://mobileanalyticssimplified.com/post/439404358/the-
future-is-the-mobile-web-not-the-mobile-app
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Native mobile application
Pros Cons
Offer best user experience, Cannot be easily ported to
leveraging all device features. other mobile platforms -
multiple device support is
Built in revenue model (app
costly.
stores)
Require certification and
distribution from a third party
that you have no control over.
Require you to share revenue
with one or more third
parties.
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Mobile web application
Pros Cons
Easy to create, using Can be challenging (but
basic HTML, CSS, and not impossible) to support
JavaScript knowledge. across multiple devices.
Simple to deploy across They don’t always support
multiple handsets. native application features,
like offline mode, location
Content is accessible on lookup, filesystem access,
any mobile web browser. camera, etc.
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Multiple phone web based
application frameworks
Allow you to write your application using HTML/CSS/
Javascript, but then package it as a native application for
multiple mobile platforms.
http://en.wikipedia.org/wiki/
Multiple_phone_web_based_application_framework
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W3C Mobile Web Best Practices 1.0
http://www.w3.org/TR/mobile-bp
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Mobile browser capabilities
from Mobile Design and DevelopmentPractical concepts and techniques for creating mobile sites and web apps by Brian Fling
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Main Mobile Browser Engines
Webkit Presto Gecko Trident
Safari
Chrome
Mobile Safari Firefox
Opera Internet Explorer
Android Browser Firefox Mobile
Opera Mobile IE Mobile
Blackberry (Fennec)
Palm
Kindle
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Webkit
Same rendering engine as used in Safari and Chrome on
the desktop - capable of rendering the “real web” on
mobile.
Standards compliant.
Used in mobile browsers by Apple, Android and Nokia,
which together account for by far the largest chunk of of
the mobile internet market.
Influencing other browsers to catch up fast.
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HTML 5 to the rescue.
HTML 5, and the current climate of New functionality allowed by HTML
intense development around 5 includes:
optimising both desktop and
native support for audio and
mobile browsers for web
video (without plugin)
applications are quickly closing the
gap between web and native canvas element for drawing /
applications, especially in the animation
mobile domain.
document editing
http://html5demos.com/
offline storage (keep working
http:// without internet connection)
www.chromeexperiments.com/
drag and drop
http://www.apple.com/html5/
geolocation
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Geolocation
http://dev.w3.org/geo/api/spec-source.html
http://diveintohtml5.org/geolocation.html
http://mobile.tutsplus.com/tutorials/html5/html5-
geolocation/
https://student.ci.qut.edu.au/~sade/geo/geo-watch-
example.html
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CSS 3
allows for creating more complex designs using the
minimum of images, making it ideal for mobile design
gradients
transitions
animations
custom typography
http://www.css3.info/preview/
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Javascript
DHTML
AJAX
event handling (e.g. multi-touch events)
http://tlrobinson.net/blog/2008/07/11/multitouch-
javascript-virtual-light-table-on-iphone-v20/
http://jquerymobile.com/
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Full-screen web apps
<meta content="width=device-width, user-scalable=no, initial-scale=1.0"
name="viewport" />
<meta name="apple-mobile-web-app-capable" content="yes" />
<meta name="apple-mobile-web-app-status-bar-style" content="black" />
<link rel="apple-touch-icon" href="images/myappicon.png"/>
<link rel="apple-touch-startup-image" href="images/startup.png"/>
http://developer.apple.com/library/IOS/#documentation/AppleApplications/Reference/SafariWebContent/ConfiguringWebApplications/ConfiguringWebApplications.html
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Trends towards the future...
The trends are towards even more “native” feel.
persistence
push
more APIs for accessing phone features (telephony, address book,
location, camera, media, filesystem etc.)
embedded web (pervasive throughout phone os)
http://www.slideshare.net/pgolding/mobile-web-evolution-rich-
mobile-applications-and-realtime-web-ux
http://www.slideshare.net/ricferraro/evolution-of-mobile-web-ric-
ferraro-presentation
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Native application vs web application -
the narrowing gap.
http://www.slideshare.net/mihaiionescu/html5-and-google-chrome-devfest09
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Native application vs web application?
either way the implementation may differ, the design
principles are very much the same
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Designing for multiple screen sizes and
orientations
http://mobiforge.com/designing/story/effective-design-multiple-screen-sizes
http://sender11.typepad.com/sender11/2008/04/mobile-screen-s.html
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Average screen size is increasing.
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Pixel density
physical screen size and resolution do not map as neatly
on mobile as they do on desktop
pixel density is increasing faster than physical screen size
(fingers remain largely the same)
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Designing for multiple screen sizes and orientations
Decide early on which screen sizes you will design for (needs analysis).
Write semantic code that communicates without the addition of complex visuals.
Where possible use flexible layouts that automatically adapt/scale to screen width. (Modern, touch
browsers are good at doing this themselves with pinch-zoom, tap-zoom and auto-orientation)
Responsive web design with CSS media queries - http://www.alistapart.com/articles/responsive-
web-design/
Define rules for content adaption across screen sizes.
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Viewport meta tags
<meta name="HandheldFriendly" content="true" />
<meta name="MobileOptimized" content="320" />
<meta name="Viewport" content="width=device-width" />
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Viewport meta tags
With Without
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Information architecture -
Navigation
Most make or break component of mobile interface
design. Users will quickly get frustrated with poor
navigation and go elsewhere / give up.
Affected by both display and input and compounded by
the network latency.
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Navigation - input
Scroll Touch
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Design touch friendly web
pages
Finger tips are typically around 10mm in size
Space elements far enough apart to avoid overlaps
between touch targets.
A stylus can easily be used on an interface designed for
touch, but not the other way round.
Take advantage of multi-touch gestures
use sensors, local storage, contextual form inputs etc to
reduce required manual input.
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Contextual HTML5 form inputs
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Contextual HTML5 form inputs
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Mobile contextual links
<a href="tel:0412345678">Call Me</a>
<a href="sms:0412345678">SMS Me</a>
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Navigation - desktop vs mobile
Typical desktop webpage
layout with horizontal primary
navigation and secondary
sidebar navigation does not
map well to the mobile
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Navigation - desktop vs mobile
Typical mobile webpage layout
Design for vertical scrolling
The most contextual
information at the top
Content consumes majority of
the screen
Exit points at the bottom
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Navigation - mobile
The most common method of
creating mobile navigation schemes is
to use a simple vertical list of options,
often assigning and listing the
corresponding numbers (0–9) to the
accesskeys for keypad navigation.
Showing multiple levels of navigation
within your list usually doesn’t work
well because it gives users too many
options and consumes valuable
screen area. A better way is to show
only the options related to the page
they’re viewing.
http://mobiforge.com/book/mobile-web-navigation-paradigms
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Putting contextually relevant information
above the fold
The area of a page that
is viewable without
scrolling (known as
“above the fold”) is
much smaller on a
mobile screen.
The most contextually
relevant information
should appear above
the fold.
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Use top-aligned labels for
forms
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Don’t reinvent the wheel
Often (but not always) common design problem patterns
have common solutions. Take advantage of the research
and expertise of others.
http://patterns.design4mobile.com/index.php/
Main_Page#Design_Patterns
http://patterntap.com/
http://www.mobileawesomeness.com/
http://www.smashingmagazine.com/2009/01/13/mobile-
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Designing for different mobile
browser capabilities
from Mobile Design and DevelopmentPractical concepts and techniques for creating mobile sites and web apps by Brian Fling
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Progressive enhancement / graceful
degradation
from Mobile Design and DevelopmentPractical concepts and techniques for creating mobile sites and web apps by Brian Fling
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Keep content, logic and presentation separate
Model-View-Controller Framework
e.g. Template Views
e.g. Wordpress Controller
e.g. MySQL Database Model
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Keep content, logic and presentation separate
Desktop
e.g. Template Mobile Views
Views
e.g. Wordpress Controller
e.g. MySQL Database Model
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Wordpress Mobile Pack Plugin
http://wordpress.org/extend/plugins/wordpress-mobile-
pack/
Selects themes based on the type of user visiting the site.
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XSLT (Extensible Stylesheet Language
Transformations)
Content is defined as XML and then XSLT is used, along
with multiple markup languages like HTML, XHTML, WML,
XHTML Basic, XHTML-MP, and so on, to provide the
proper rendering markup for the viewing context
http://www.w3schools.com/xsl/
http://en.wikipedia.org/wiki/XSLT
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Device Independent Authoring Language
(DIAL)
Working draft standard for a markup language for the
filtering and presentation of Web page content available
across different delivery contexts.
intended XML language profile of XHTML2 (also a draft)
http://www.w3.org/TR/dial/
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CSS media queries
http://css-tricks.com/6731-css-media-queries/
http://www.w3.org/TR/css3-mediaqueries/
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Detect client capabilities with
Javascript
mo
http://diveintohtml5.org/detect.html#geolocation
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Modernizr
Modernizr is a small JavaScript library that detects the
availability of native implementations for next-generation Web
Technologies.
http://www.modernizr.com/
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Desktop Web to Mobile Web
What content/functionality from my desktop web site will
be useful on a mobile device?
How will it need to be re-presented so that it works in a mobile
context?
Will it still be familiar to the user once it is re-presented?
What content/functionality will I leave out of the mobile
website?
Will it break?
What extra or enhanced functionality can a mobile website
offer my users that the desktop version does not?
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Desktop Web to Mobile Web
Desktop
Shared functionality,
different presentation
Extended/enhanced
functionality
Mobile
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Cipher Cities Desktop Vs Mobile
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Cipher Cities Desktop Vs Mobile
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What are the range of device
capabilities my mobile website
will target?
What devices do my prospective users have?
What devices are capable of providing the
functionality my users will want?
Trade-off of functionality vs. risk of alienating users
with incapable devices
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Option 1 - Do Nothing
Desktop version of site is served to mobile devices un-
altered
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Option 2 - Multi-Serve
Same page content delivered to mobile and desktop
devices, but CSS and resources (e.g. images) are tailored
to the smaller form factor
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Option 3 - Mobile-Specific
Mobile-specific content is created and served to mobile
devices.
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SPEEED!
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In practical terms...
A single 500KB webpage will take a minute to download
over a GSM connection.
This is the best case scenario - cell networks almost never
operate near theoretical maximum speeds and this doesn’t
take into account typically high cell network latency and slow
browser rendering speed on low-powered mobile devices.
The same page could be downloaded and rendered in under
a second on a modern desktop browser over a wifi
connection.
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Users won’t see what they can’t
be bothered to wait for to display
Most uses find wait times more than a few seconds
unacceptable. Tolerance is even less if page refreshes are
frequent or the context is that of an application where
perceived lag will be compared with native apps.
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A picture isn’t always worth a
thousand words.
It takes roughly the same amount of space to store a character as
a pixel. Therefore a 70px x 70px image takes as long to
download as 1000 words of text.
Compress your images (duh).
Resolution and colour depth both affect image size. Find out
what the display capabilities of your target devices are and only
serve images of the required dimensions and colour depth.
Many older browsers give the option (often by default) to view
pages without images, so make sure to code your HTML
semantically so it makes sense without them (e.g. include alt-text)
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Other speed optimisations
Keep it simple. If it’s not necessary, don’t include it. This includes content
(text/image/audio/video etc.) styles, javascript etc.
This applies to download and rendering speed. Complex stylesheets and
javascript require more CPU time and as a result adversely affect battery life.
Avoid over-pagination. Due to network latency, it may take longer to refresh
the page twice than to load double the content.
Text can be compressed just like images. Always use minified versions of
code libraries and serve compressed HTML/CSS/Javscript if the browser
supports it.
http://betterexplained.com/articles/how-to-optimize-your-site-with-gzip-
compression/
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Testing mobile websites -
Desktop testing
A good deal of your testing can be done on a desktop
web browser. In the case of modern, webkit mobile
browsers they should effectively render the same.
In the least case you can verify and validate the majority of
HTML, CSS and Javascript and do some functional
testing.
http://validator.w3.org/mobile/
You can use iframes to simulate mobile viewports
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Testing mobile websites
In an ideal world you would have one of every device your
are targeting to test on.
Try and at least test on one real device that is indicative of
your main target market.
If you can’t afford one, borrow, or even test on demo
devices in store.
Get the users to test for you with their own devices -
provide an easy method for users to give feedback.
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Usability Testing
Test with real users in real contexts.
Active - go to the users. Conduct workshops, trials etc.
Passive - provide a way for users to send you feedback.
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Functional Testing
Tests if your implementation is functional - the features/
mechanics of your site.
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Contextual Testing
Tests if your design has successfully solved the design problem.
How does the user experience render on the device?
Does it load quickly, correctly? Progress indicators? On wi-fi, 3G, 2G?
Do the physical features of the device work correctly? (keys, orientation
change etc.)
What happens if the device loses its connection? Can it work in offline
mode and recover once connection is re-established.
Does geolocation provide an acceptable level of accuracy in different
environments?
etc.
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Testing mobile websites -
Desktop testing
User agent switcher extension for
Firefox - http://chrispederick.com/
work/user-agent-switcher/
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Testing mobile websites -
Desktop testing
Opera’s small-screen view
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Testing mobile websites -
Simulators and Emulators
dotMobi emulator - http://mtld.mobi/emulator.php
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Mobile Emulators & Simulators
Model Official Platform Type Browser testing Compatibility
Apple iOS Official iOS Simulator Safari Mac
Google Android Official Android Emulator Android Win, Mac, Unix
Nokia Symbian Official Symbian Emulator S60 Browser Win
Windows Phone 7 Official Windows Phone Emulator Internet Explorer Win
BlackBerry Official RIM OS Emulator RIM Browser Win
HP webOS Official webOS Virtual Machine webOS Win, Mac, Unix
Opera Mobile Official multi-platform Simulator Opera Mobile Win, Mac, Unix
Opera Mini Official multi-platform Online Emulator Opera Mini Win, Mac, Unix
Firefox for Mobile Official multi-platform Simulator Firefox Mobile Win, Mac, Unix
https://github.com/shichuan/mobile-html5-boilerplate/wiki/Mobile-Emulators-%26-Simulators
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Testing mobile websites -
Remote Access to Real Devices
Device Anywhere - http://www.deviceanywhere.com/
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The Cipher Cities Mobile Web
Design Process...
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Research the Field
Feasibility analysis
Current device capabilities and
future trends
Market saturation
Web mobile usage statistics
Different delivery approaches:
native application vs mobile web
browser
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Research the Field
http://www.mobileawesomeness.com/
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Workshop Design Ideas and User Case Scenarios
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Digital Mockups
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So what did we decide?
Enhanced Play
ability to search and join games on the move
start and stop games
access game descriptions and information
Build tools that took advantage of ‘on site’ building
Messaging
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So what did we decide?
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Login
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Home
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Game Details / Game Poster
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Play
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Builder
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Messaging
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Categorisation & Navigation
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And the cycle continues
User
Testing
Feedback
Workshops
Design
Develop
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In Conclusion...
Always design for the users
They provide the context for the application of
theoretical design principles
Interface development is an iterative and ongoing process.
Interface design never goes from idea to resolution in one
step…
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