Some great insights
Forget Web Design
Mobile design comes with its own set of rules and expectations, so when you’re designing for mobile, don’t let the standards of web design dictate what you do. Sure, you should maintain consistency of look-and-feel across devices and stick to brand standards, but you also need to keep in mind conventions that have been established for mobile operating systems.
A great example is how Southwest adapted its website to the iPhone. The mobile app incorporates design elements from the site, but has clearly been created to provide the optimal user experience on a smartphone:
Q. Manning UX and UI highlights of: