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The web as we know and build it has primarily been accessed from the desktop. That is about to change. The ITU predicts that in the next 18–24 months, mobile devices will overtake PCs as the most popular way to access the web. If these predictions come true, very soon the web—and its users—will be mostly mobile. Even designers who embrace this change can find it confusing. One problem is that we still consider the mobile web a separate thing. Stephanie Rieger of futurefriend.ly and the W3C presents principles to understand and design for a new normal, in which users are channel agnostic, devices are plentiful, standards are fleeting, mobile use doesn’t necessarily mean “hide the desktop version,” and every byte counts.

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When organizing content and actions on mobile, solid information architecture principles like clear labeling, balanced breadth and depth, and appropriate mental models remain important. But the organization of mobile web experiences must also align with how people use their mobile devices and why; emphasize content over navigation; provide relevant options for exploration and pivoting; maintain clarity and focus; and align with mobile behaviors. In this exclusive excerpt from his new book, Mobile First!, Luke Wroblewski explains how to do all that.

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