Mobile or content first?

When developing websites, some teams focus entirely on the smallest screen, whilst others first consider when users need which content. Both approaches have their pros and cons. Let us take a closer look for you and give you our verdict.

The name says it all: mobile first. You focus on the smaller screen and the limited number of pixels available. A blessing! A blessing, because you’re forced to make choices. You’re forced to get back to basics — to what users really need — and you can leave out all the frills. ​‘Mobile first’ gives you a stick with which to beat clients, because ​‘otherwise it won’t fit on the screen’. Also, scaling the design up to desktop size is supposed to be easier. After all, all the tough decisions have already been made.

Unfortunately, we frequently come across misconceptions. Sometimes the question ​“What would our users like to know when they’re on the train?” is used as a starting point. This assumes that mobile phones (and websites) will only be accessed when the user is on the move. Sadly, the term ​‘mobile first’ seems to imply this. But this is no longer the case. Mobile devices are used everywhere – on trains, in bathrooms or whilst slumped on the sofa. The context is broader, and so are users’ needs. In our view, it should be ​‘small screen first’, which requires the audacity to make choices. That is the essence of good design.

Content first, engaging in dialogue

Ultimately, users care about the content. The ​‘content first’ principle centres on that idea and sets aside individual devices. Instead, it seeks to determine when users need what content.

It follows that you don’t start with a template design only to look at the available content afterwards. Attitudes such as ​“there’s usually a bit of text here, so I’ve added this block” or ​“we don’t have any content at the moment, but we’ll sort that out later” are out of the question. It’s madness. That’s not how it works in television, either. There, they start with the content, then fit out the studio, build the set and only then decide on camera angles. Not the other way round. The same applies to a website: the template should support the content. Because if there’s no content, it’ll all come to an end before you know it.

Incidentally, when prioritising ​‘content first’, you should look beyond words and images. ​‘Content first’ implies so much more. We define ​‘content first’ as including buttons, labels, calculation modules, forms, etc. – all the elements necessary to engage in a dialogue with your user.

Mobile and content first

Combine both principles. ​‘Mobile first’ — which really means ​‘small screen first’ — gives you a compelling reason to make choices and to identify which elements deserve priority. Subsequently, ​‘content first’ helps you tell your story in the right way and at the right time.

In conclusion, you should involve all relevant expertise from the very start: from designers to copywriters and everyone in between. Making the right decisions and creating a compelling story can only be achieved by working as a team.