1. Mobile users are in a hurry.
Somewhere along the line, it was determined that mobile users are always in a rush. This one-size-fits-all statement could not be further from the truth. Research reveals that the time spent online using a mobile device is essentially the same as when browsing the internet on a desktop computer.
Instead of jumping to the popular conclusion that mobile users are in a hurry, take the time to understand your website's analytics. When you know what you want to accomplish with your website and how your target audience likes to interact online, you can design a website to appeal to user intent.
2. You shouldn't include too many features in your mobile website design.
When consumers first started conducting research on the internet a decade ago, their needs were more immediate and specific. Even just a few years ago, browsing the internet via smartphone usually meant a slow connection speed. Consumers didn't have the time or patience to explore other content on your website.
Flash forward to 2017, browsing the internet via mobile device is the preferred choice. In fact, consumers expect the mobile version of your website to offer all of the bells, whistles, and features that your desktop version offers. Instead of eliminating features on your mobile website to make browsing easier, prioritize them.
3. Guidelines are not meant to be broken.
Some web designers treat guidelines as gospel, which can be good and bad. In reality, guidelines are intended to serve as loose guides and advice, so it's not always a necessity to obey them. In fact, Google even steps outside of its own design guidelines on occasion. While the mobile website design guidelines provided by Apple and Android are extremely helpful, don't assume that they are the end all be all.
4. Website designers and users think the same.
It's the common belief that "we know what's best," which is why many website designers assume that users think the same as them. However, the best websites today are designed with the user in mind. User-centered design offers a website experience that is catered to the specific needs of the target user. If users don't find value in your website or find that your design is difficult to navigate, you won't have success with your website.
In summary, in order to create a mobile website design that resonates with your audience, you need to step away from these common design misconceptions and look at the bigger picture. By understanding your audience and how they like to interact online, maximizing mobile capabilities, and not being afraid to step outside of the box with design guidelines and features, you can create a mobile-friendly website that will bring you much success in 2018 and beyond.