The unique factors and opportunities of the mobile context are considered when designing websites for smartphones and other handhelds.

Navigation We've looked at many, many websites “in the wild” on a spectrum of mobile devices. Surprisingly, a website's navigation menus are often the biggest problem. They may be too small to easily read, touch, or click. Sometimes, they are too tiny to even notice! In effect, the mobile visitor cannot navigate around the site.
A good mobile menu design will prioritize what actions you want your prospects to take on mobile phones, and make it easy and enjoyable for them to do. This is the kind of user experience that increases leads and sales.

Platforms
The “desktop” web enjoys a stable foundation. The three most popular web browsers - Internet Explorer, Firefox, and Safari - certainly have their differences. But they are largely similar, with minor and well-understood quirks.

The mobile landscape is entirely different! The mobile phone web designer faces special challenges: a wide range of platforms, each with substantial differences. North American consumers use many different iPhone, Blackberry, and Android phones; we expect Windows Phone 7 on Nokia to gain great market share as well. There are literally hundreds of distinct smartphones North Americans use to go online.

Content
Prioritize, select, and ruthlessly omit. That's the rule in mobile web design! In the mobile context, your customers have sharply limited attention and patience. The solution: design the site to support what is most important for your mobile visitors.