Imagine changing a flight or booking a hotel, comparing mortgage rates or researching healthcare providers. You’re probably thinking about specific websites that can help accomplish these tasks — or maybe a search that could start the process.
Now imagine doing any of these things on a smartphone. Chances are it would take several false starts and — if you were dedicated to the goal — a lot of struggle before the job was done. It has little if anything to do with the screen size. Instead, it’s a reflection of design and content that doesn't match the contextual needs of the user. And it doesn't take an extreme example to illustrate this point.
For all of the attention it has received, the mobile web remains a frustrating place for users. Businesses big and small, across industries, struggle to create seamless, functional and appropriate experiences for the many channels through which consumers now engage. At the same time, mobile optimized websites are increasingly important for businesses.