Content for a mobile site (cutting down content from web version)

1 Feb 2013 - 9:16am
3 years ago
4 replies
3493 reads
Ali Naqvi

Hello members,

the UX team is developing a mobile site (not responsive).

I, as a online campaign coordinator have to cut down content from the current website.

We have mobile phones on our pages with alot of marketing text, teaser text, product information etc.

My task is to decide on headlines for 4-5 toggles that will be clickable and the content for each toggle.

Do any of you have experience with developing content for a mobile site? Also, do you have any great examples to share?

Unfortunately I have to add legal text aswell and this cannot be cut down. Our legal department has given us a guideline and there is text that is "a must" to add.

I was thinking about have 4 headlines (each one for a toggle).

  • Specifications (hardware and software)
  • What you get with the phone (charger, mobile holder etc)
  • Some text about the mobile phone.... ad text...campaign text meaybe?
  • Legal text?


Your help will be highly appreciated!

Thanks and have a nice weekend.





5 Feb 2013 - 9:41am
Digital Crusade

Hi Ali

I am no content strategist so with regards to techniques and processes to achieve reducing your content successfully, I am not your guy.

But I have found in the past that if you can source a few actual users or people that closely fit your persona, card sorting workshops including naming exercises, will help determine your “headlines”.


8 Feb 2013 - 12:51pm

Hi Ali,

So you have something similar to an e-commerce site with mobile phones as products on offer. A good model to follow would be bestbuy or amazon product pages.

- Refrain from showing marketing/teaser content unless it is useful. Keep content direct and to the point.
- See what your customers look for while shopping for mobile phones. Are there different kind of customers? Figure out  the minimal useful content that overlaps all your customer types. You can also look up your website analytics to get this information.
- What phones are currently being used to browse your full site? Consider those while figuring out target screen sizes.
- Latest Android and iPhones have large screens and are very easily scrollable. I'd refrain from using headlines+toggle especially since in most cases the content is already loaded behind in a hidden container. Often, this kind of toggle feature can be laggy and messes up orientation in the scroll. However if the content piece is very long, it makes sense to show a snippet along with headline and hide rest (see wikipedia, amazon)


12 Feb 2013 - 2:29am
Ali Naqvi

Hello guys,

thanks alot for answering.

I like at&t's mobile site. I'll try to use a similar approach.



13 Feb 2013 - 1:06am

I got lots lessoned learned (in addition to best practices) designing's mobile site, an intended scaled down website to satisfy user essentials but ending up with cramming a bunch of secondary use cases.

The retrospection was presented at IA Summit and I thought to share here; hope you avoid same mistakes and/or pick a good battle to fight:)

User Experience Designer |


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