At Fjord, we’re often asked to design the desktop web component of a digital service. But should the mobile web be the first touchpoint to create? If fact there’s increasing evidence that mobile is becoming the only touchpoint for many users.

• “Almost half of UK internet users are going online via mobile phone data connections, according to the Office for National Statistics”
  http://www.bbc.co.uk/news/technology-14731757
• Global shipments of smartphones and tablets overtook PCs in early 2011
  (Kleiner Perkins Caufield & Byers http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011)
• Since 2009, mobile browser views of Japans premier social networking site, Mixi has trebled, and now accounts for 85% of their traffic
  (Kleiner Perkins Caufield & Byers http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011)

So there is a clear, traffic driven rationale for providing a great UX for the mobile touchpoint.  But simply the practice of designing for the mobile context can improve the service experience by prioritising, focusing and simplifying the proposition.

It’s a compelling methodology, and there’s more in Luke Wroblewski’s Mobile First book published on A Book Apart.

Mobile is a single touchpoint but also an increasingly important service destination.  it’s unique form factor and data ecosystem has achieved mass global market penetration and as such has become the only way to engage with services in many parts of the world. From now on I will be advising service managers to consider targeting mobile users first.