Foolish Consistency

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"A consistent experience on all devices" is frequently cited as a reason behind least-common denominator design for mobile web. But this is foolish.

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Foolish Consistency

  1. 1. A foolish consistency or: one size does not fit all or: your brand in context 22 April 2009 D4M
  2. 2. One size 2
  3. 3. One size? 3
  4. 4. Brand “We want the same experience on all devices.” 4
  5. 5. Brand “We want the same experience on all devices.” Google employee, on explaining abandonment of advanced 5 iGoogle for iPhone.
  6. 6. Brand What if franchises said this? 6
  7. 7. Brand 7
  8. 8. Brand 8
  9. 9. Brand 9
  10. 10. One size 10
  11. 11. One size? 11
  12. 12. Brand What type of consistency isn’t foolish? 12
  13. 13. Design, in context 13
  14. 14. Google, again Believe it’s a phone 14
  15. 15. Building a page 7:19 PM 1 http://www.weather.com 2 168x28 6:1 Med Ad Unit 3 216x36 6:1 Large Ad Unit 4 5 168x28 6:1 Med Ad Unit 216x36 ©1995-2008 Interactive, Inc. 6:1 Large Ad Unit ©1995-2008 Interactive, Inc. 15
  16. 16. Building a page 16
  17. 17. Building a page 17
  18. 18. Building a page 18
  19. 19. Building a page 19
  20. 20. One size 20
  21. 21. P.O. Box 44-2302 Lawrence, KS 66044 785 838 3003 littlespringsdesign.com design4mobile.mobi 21

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