It has been possible to surf on your mobile for many years, but it’s only now that it’s actually become part of everyday life. 2011 saw a breakthrough for mobile users, and more and more of them are now using their mobiles to quickly get information about products and services. On many of our clients’ websites, mobile traffic increased by 400-500 per cent during 2011.

A successful mobile web is founded upon an adjustment of form and function to suit the conditions of the service the user has chosen. What needs do your customers have when they are on the move? Do they need to find a nearby shop, take a queue ticket or find the right phone number?

We recently completed a project for FM Mattsson, in which we focused on identifying the needs of users working in the field. By means of interviews and a field study where we followed installers on the job, we got a fair picture of the everyday challenges they face.

The result was a mobile web with functions specially adapted to both professionals and DIY people on the move – for example a service that helps you find a retailer using the GPS in your phone or another that provides you with an instructional video showing you how to sort out a dripping tap.