1. Content Prioritization
"While desktop Web sites often contain a wide range of content, mobile sites usually include only the most crucial functions and features—particularly those that leverage time and location…."
2. Vertical Instead of Horizontal Navigation
"Vertical navigation has replaced horizontal navigation on more than 90% of the mobile sites I analyzed…."
3. Bars, Tabs, and Hypertext
"We see much less hypertext on mobile pages. … Links instead appear in the form of bars, tabs, and buttons."
4. Text and Graphics
"Designers often remove promotional or marketing graphics from the designs of mobile sites."
5. Contextual and Global Navigation
"While global navigation is common on mobile sites, contextual navigation is not."
"Mobile sites employ footers that provide access to content users often look for on a home page, keeping its links to a minimum, but they do not use footers containing quick links."
"Breadcrumbs rarely appear on mobiles sites, and there is usually no necessity for them."
8. Progress Indicator
"When users must progress through multiple steps to complete a process … there is often a progress indicator at the top of the page to guide users through the process. Such progress indicators do not appear on mobile sites."
9. Integration with Phone Functions
"While mobile platforms place many limitations on design and content, they also open up new opportunities that traditional Web sites cannot provide."
10. Localized & Personalized Search
"Another area of opportunity that is unique to mobile sites is the use of geolocation services or support."