Before You Start
1. The mobile screen is small, and instead of planning around this, many designers use that fact as an excuse to take shortcuts. You wouldn't want a website that only takes up a third of your screen, so why do this for mobile? It is a shocking brand experience. Think "mobile" from the start.
2. Avoid thinking along the lines of web-to-mobile site "conversions". For example, many things are possible on powerful mobiles that are not supported by the majority of devices in the local South African market. Think "reach all our users" from the start.
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