Scott Forshay

Mobile Strategist,

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Disrupting the stationary web design norm – pulling to the forefront those actionable & social functions most conducive to the mobile medium

Although they share a common infrastructure, mobile is not the traditional web. The differentiating elements of the mobile medium have few equivalents in the stationary web world. The stationary web is exactly that – inactive. With that said, why would mobile design, which should be focused on creating an experience unique to those who are actively on the go, be constructed with an inactive model in mind? For mobile design to ultimately provide a distinctive and valuable experience for shoppers, incorporating actionable, socially connective, and immediacy-based elements unique to the medium, is paramount. Design frameworks should present actionable, mobilized functions at the forefront of the encounter with passive, unidirectional digital assets providing background aesthetic. Integrating location recognition, personalization, time-sensitivity, voice capability, integrated camera functionality, and social connectivity into design must be given primary consideration as these are the distinct strengths of the mobile medium. In essence, designing effectively for mobile engagement requires forgetting most of what we know about web design principles.