February 9, 2010

Get Smart

What to Consider When Implementing a Mobile Website

Non-profits should take into account the increasing ubiquity of "smart" phones – phones that can access the Internet and have integrated GPS location devices – when planning website development projects. The small size of mobile device screens present challenges to designing legible, accessible sites, but the ability to reach users when they aren't in front of their computers should be seen as an opportunity, not just a problem.

First, the challenges

Here are some key points to think about:

Mobile web browsers may not display elements on a web page in the same way as browsers on desktop computers do, potentially rendering the website unusable.
Mobile devices generally have slower connection speeds than broadband, so large, image-heavy pages will load slowly.
Many mobile device browsers don't support Javascript or Adobe Flash reliably, and may have limited controls – you may need to supply keyboard equivalents for what would otherwise be a mouse-click.
The influx of new mobile devices and browsers, with different user-agent strings for identification, can make it complex for websites to determine if a user is connecting from a mobile device or not.
Mobile users may have different needs and interests than users who are at a desktop computer.

There are a variety of approaches to making a website work on a mobile phone. The most common approaches are either to create a separate stylesheet (media="handheld") for mobile phones which specifies a simpler layout of content for mobile devices, or to provide an entirely separate set of pages to which mobile devices are redirected. Both approaches have benefits and drawbacks – see the resources section below for articles which discuss these issues.

Now, the opportunities

Here are some ideas that non-profits should consider when implementing a mobile website:

Mobile users often use their phones as tools to look up specific information on the go. Make it easy for a user to find your location, contact information, and details about your next upcoming event from the first page on the mobile site.
Mobile users who send and receive text messages often may be more receptive to receiving text message updates on their cell phone than email newsletters. Provide opt-in text messaging services that notify them of upcoming events, volunteer opportunities and other information.
Mobile users often use their smart phones for entertainment. Think about what might be entertaining for a mobile user if they're on a bus or waiting in a line such as audio downloads or short video clips. Update what's available on a regular basis, so users know that your website can be a fun place to visit repeatedly if they have a few minutes to spare.
Mobile phone web browsers may offer additional functionality, such as "click to call" links. Make sure your mobile site allows users to click on a phone number to be able to call you directly. Provide links to mobile maps so that users can view your location in relationship to where they currently are quickly and easily.
Mobile phones increasingly offer cameras as options. Make it easy for users to upload their photos to your organization's Flickr photo sets so that you can gather photos taken at events for future use.

Future Possibilities

As smart phones get "smarter", there are a number of technologies in use or on the horizon that will provide additional opportunities for non-profits:

A number of companies, including Microsoft, are proposing tag systems that would act as barcodes for cell phones with cameras (though a common standard for this functionality hasn't been established). For instance, an arts group could include a special tag in their advertisements or billboards, and mobile phone devices with cameras would be able to interpret the tag as a request to text the details of organization and their upcoming events to the user.
Location-based awareness might allow users to identify if their friends are at the same performance or event, or offer users a view of the services a non-profit provides in their current location.
As mobile payment systems become more popular, providing mobile users with the opportunity to buy tickets at the last minute and make donations in response to immediate needs will become more important.

If you'd like to discuss developing a mobile website or developing a mobile strategy for your organization, please contact us.

— Megan

Resources:

Mobile Design and Usability Tips:

http://www.w3.org/TR/mobile-bp/
http://www.webcredible.co.uk/user-friendly-resources/web-usability/mobile-guidelines.shtml
http://carsonified.com/blog/features/css/make-your-site-mobile-friendly/
http://dev.opera.com/articles/view/designing-and-developing-mobile-web-site/
http://carsonified.com/blog/features/css/coding-for-the-mobile-web/

Mobile Bar Codes:

http://news.cnet.com/8301-13860_3-10444432-56.html