As the web evolved over the years, companies pursued a basic mobile strategy that could be summed up as follows:  Cram all the content you can onto a website, and then adapt it for mobile use by lopping off a few pieces.  Trimming down content to fit on a smaller screen may have made the presentation more “mobile friendly,” but it didn’t really focus on what mobile users wanted, and how to truly engage them.

To structure the customer interface and integrate all of the company’s touch-points (i.e. a physical store, customer service phone lines, a web site), the company must address three key issues when designing a user-focused mobile experience:   the right mix of essence and flexibility; the right mix of style and substance; and time in relationship to the interface.  It’s not specifically about smartphones, tablets, apps, or wireless… it’s about enabling friends, family, prospects, customers to enjoy 360-degree engagement.

Start by understanding your users and design an experience with their priorities in mind.  Unlike desktop and laptop users, who multitask between work, play and casual research, mobile users are focused.  Smartphone users are transaction-oriented.  Then, account for the newest users in the mobile camp — those equipped with tablets. They’re focused on a broader and more immersive experience.

User-experience focused design (digital branding, interaction design, and content) combined with technology (platforms, processes, and integration) drives the marketing messages for acquisition, retention and growth leading to complete engagement on mobile, social platforms and search.  Put the user in the driver’s seat… Mobile is the most personal of digital devices, and consumers are being trained to expect mobile experiences that are personalized, device-appropriate, location-aware and available but not intrusive.