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Why Mobile Is Different
Screen Shots Are Examples Only
1 Our Research: How We Ran the Usability Studies
Qualitative User Research
2 Mobile Strategy
Usability Varies by Mobile Device Category
A Separate Mobile Experience Is Best
Mobile Site vs. Full Site
Why Full Sites Don’t Work for Mobile Use
Mobile Is Less Forgiving than Desktop
Usability Guidelines Are Rarely Dichotomies
Mobile Sites vs. Apps: The Coming Strategy Shift
Current Mobile Strategy: Apps Best
Future Mobile Strategy: Sites Best
When Will the Strategy Shift Happen?
Mobile Apps Are Intermittent-use Apps
Half-speed Progress, But Hope Ahead
3 Designing for the Small Screen
Wasted Mobile ...
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