On a seemingly hourly basis, our industry births new catchphrases, methodologies and “best practices”. They’re the pieces of wisdom shared by our thought leaders on LinkedIn and Twitter, advocating for a change in perspective or process to how we develop our digital programs. And like any form of advice – be it personal or professional - we must carefully understand how it applies to our circumstances before we mindlessly adopt it.

We work in an age when everyone continually chases the next big thing, hunting for the differentiator that will presumably position us one step ahead of our competitors. And it’s surprisingly easy to latch onto these pieces of wisdom without fully appreciating the implications to our business when, on the surface, these nuggets of wisdom seem to make good sense. 

I’ll admit that I’ve been guilty of this kneejerk adoption in the past. Visual design inspiration, user experience principles, interaction design methodologies – there’s a bottomless well of examples that sound much better on paper than when you put them into practice.

One of the most widespread examples of this I’ve seen over the past five years is the concept of “mobile first.” The idea that a digital program must be envisioned, designed and executed with the mobile (smartphone) user first, and that all other device types take a back seat. The argument to adopt such an approach, on the surface at least, is relatively compelling. Why wouldn’t we invest most in the mobile experience when its share of web traffic increases every day?

In my view, if you’re asking whether or not your organization should adopt a mobile first methodology, you’re asking the wrong question.

Don’t get me wrong. If you’re an Instagram, Uber or FourSquare of the world, you’d be insane not to build your user experience first and foremost around mobile. And that’s because your business essentially is mobile. In virtually any other case though, mobile is just another lens for our customers to interact with our brand. It’s no more or less critical than other devices.

Before you start throwing the statistics about smartphone and tablet usage at me (I assure you – I’ve read the same stats countless times), understand that I’m not suggesting we treat mobile the same as other devices. I’m merely saying that in all likelihood, adopting a mobile-first strategy probably isn’t right for your business. 

Instead of wasting time and effort pondering a mobile-first approach, I believe a more efficient and fulsome overall user experience can be achieved by analyzing site stats, taking a good look at our customers, and by answering some straightforward questions.

1. What are the top content or functionality types our customers are seeking by device type?
   Well, there’s a no-brainer. If you’re wondering where to start with identifying the priority content for tablet and smartphone versions of your program, begin by looking at your site logs. Chances are, your smartphone usage patterns will point to the top 5 content sources you need to focus on. Use these answers to prioritize content and optimize accessibility for each device type.
   
   
2. How do the needs of each customer segment differ by device?
   Consider not only what your customers are currently accessing from their mobile device, but think about what they would like to be able to do. How do their needs change from when they access your program from their home laptop versus in a parking lot on their smartphone? Use these answers to identify new features, content or functionality you may not be currently providing to your users and fill the gaps for each device.
   
   
3. Which types of content or functionality are underperforming by device type?
   One of my main complaints about a mobile first methodology is that it tends to trivialize the desktop and tablet experiences. When one device type receives too much focus, the others tend to become little more than an afterthought. An optimal cross-device experience makes the most sought-after content readily available while excluding those types of content least applicable. Both are equally important when defining the experience for desktop, tablet or smartphone users. Use these answers to determine any content that should be excluded from the desktop, tablet or smartphone experiences.
   
   
4. How must the presentation of priority content differ across device types?
   It’s one thing to understand what your customers need on their desktops versus their smartphones. But it's just as important for us to understand the manner in which this information is provided to them. Consider UI components and how they differ from a point and click to a touch environment. Optimize behaviours for inputs like menus or forms. Restructure your layouts for different screen sizes. Use these answers to inform the visual and interaction design decisions for each of your device types.
   
   
5. ..and most importantly, what are your users telling you?
   No single piece of data is more telling than the feedback we receive directly from our customers. Listen to their suggestions and adjust accordingly. After launching cross-device programs, regularly revisit the four questions above to improve the experiences for each device continuously. 

Mobile first? Mobile last? The sequence in which you define your mobile experiences frankly doesn’t matter. What’s important is that we give equal care and weight to how our customers interact with us on any device. Call it what you like, but don’t let the allure of a clever-sounding methodology compromise the experiences your customers demand.