Mobile design has been a priority for years now, but 2025 is pushing us to fundamentally rethink our approach. It's no longer enough to make websites that merely function on mobile devices—they need to excel there. Here's why we're overhauling our mobile design philosophy this year, and what it means for business websites moving forward.
Mobile Isn't Secondary—It's Primary
For years, we've talked about "mobile-friendly" design as if desktop was still the main event. But the data is clear: mobile users now make up over 60% of web traffic, and for many businesses, that number is even higher. Despite this reality, many websites still treat the mobile experience as an afterthought.
We've decided to flip our design process entirely. Rather than designing for desktop and then adapting for mobile (the traditional approach), we now start with the mobile experience and expand to larger screens. This "mobile-first" approach ensures the core experience works flawlessly on smaller screens before adding enhancements for desktop users.
The Rise of Mobile-Only Users
A growing segment of internet users rarely, if ever, use desktop computers to browse the web. For these "mobile-only" users, your mobile site isn't just one way they experience your brand—it's the only way.
These users span demographics but are particularly common among:
- Younger audiences (Gen Z and younger millennials)
- Certain geographic regions where mobile adoption leapfrogged desktop
- Lower-income brackets where smartphones may be the only internet device
- Busy professionals who handle most personal tasks on the go
If your target audience includes any of these groups, a subpar mobile experience isn't just inconvenient—it's potentially disastrous for your business goals.
New Mobile Behaviors Require New Designs
Mobile users behave differently than desktop users, and our designs need to reflect these differences. Some key behavior patterns we're designing for include:
- Shorter, more frequent sessions throughout the day
- Higher likelihood of environmental distractions
- Greater impatience with slow loading or complex navigation
- Preference for scrolling over clicking
- Use of voice search and voice commands
These behaviors mean reevaluating everything from content length to interaction patterns. For example, we're now breaking complex processes into smaller steps that can be completed in brief sessions rather than requiring sustained attention.
The Technical Landscape Has Evolved
Modern smartphones are powerful devices with capabilities that weren't widely available even a few years ago. Today's mobile design can take advantage of:
- Biometric authentication for easier form completion
- Location awareness for personalized content
- Advanced camera functionality for scanning and uploads
- Haptic feedback for more engaging interactions
- System-level dark mode preferences
We're incorporating these capabilities to create mobile experiences that feel native and intuitive rather than stripped-down versions of desktop sites.
Performance Expectations Have Skyrocketed
With 5G rolling out globally, users expect lightning-fast mobile experiences. Paradoxically, this increase in network capability has decreased user patience—people expect pages to load instantly, regardless of their actual connection quality.
Our performance targets have become much more aggressive:
- Initial content visible within 1 second
- Fully interactive within 2 seconds
- Smooth scrolling and animations even on mid-range devices
- Minimal impact on battery life and data consumption
This requires rethinking everything from image optimization to JavaScript usage, often leading us to simpler solutions that deliver better performance.
What This Means For Business Websites
If you're planning a website project this year, expect conversations about mobile to take center stage. Some changes you might see include:
- Content strategies that prioritize concise, scannable information
- Simplified navigation systems optimized for thumb reach
- Larger touch targets and more generous spacing
- Progressive enhancement rather than graceful degradation