For Customer Experience Professionals

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	August 27, 2007 Best And Worst Of US Mobile Site Design, 2007 by Vidya L. Drego with Ron Rogowski, Adele Sage, Andrew McInnes

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Executive Summary

To determine the state of mobile Web experiences in 2007, Forrester applied its recently updated Mobile Web Site Review methodology to 20 mobile Web sites — four each in the airline, media, sports, retail, and entertainment industries. As a group, entertainment sites providing movie times and theater locations received the highest scores, while airlines had the lowest industry average. Four sites passed our evaluation, including Amazon with a high score of 19. But despite the passing grades, we uncovered flaws on all sites as well as a range of both best and worst practices across industries. Mobile site owners looking to gain traction in the channel should create essential content and function specifically for mobile users, test from mobile users' perspectives, leverage industry best practices, and stay on top of new industry trends.

TABLE OF CONTENTS

• Consumers Find The Mobile Web Useful But Not Usable
• Examining The Current State Of Mobile Web Experiences
• Experiences Range From Poor To Good

RECOMMENDATIONS

• Mobile Site Owners Must Focus On Mobile Site Users' Needs
• Related Research Documents

This is an excerpt

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