Designing for Mobile, Part 1: Information Architecture

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Around 1993, my dad brought home a large, brick-shaped mobile phone. We were all incredibly excited by the new technology, even though none of us thought it would have a massive impact on our lives. I actually still thought of it as a gimmick, a few years later, when some of my friends decided to purchase them.

Today there are six-billion mobile subscribers in the world – meaning if there were one mobile per owner then 87% of the world’s population would have one. And considering that fewer than three billion people use a desktop computer, that’s quite a big difference.

Mobile devices are clearly here to stay, and along with them come a whole host of new constraints (and opportunities) for our designs. Let’s take a look at how we might update our approach.

How is mobile different?

The first thing we need to understand about mobile design is that it’s different – and not just with regards to size. The physicality and specifications of mobile devices impart different design affordances and requirements. Because mobile devices are lighter and more portable, we often find it more convenient to use them. Consequently, through this more regular use, we feel a unique, emotional connection to them.

Physicality and specifications

Most mobile devices employ touch screens, where users rely on gestures – in addition to simple interface elements – to interact with them. Because of their smaller dimensions, we sometimes expect the content structures to be simpler and smaller. Also, because of their limited bandwidth and connectivity, mobile devices require designs to be optimized for loading time, with reduced data requirements.

How, where and when

Because we have constant access to our mobile devices, we tend to use them more frequently. They come with us on the bus, walking down the street, or watching TV. We often use them while “doing” something else. This means we may use the device under difficult viewing conditions, or among a variety of distractions.

How we behave and feel

Finally, we have different attitudes, behaviors and priorities while using mobile devices. As part of their Going Mobile 2012 study, User Experience Design agency Foolproof found that these devices have given us a new sense of freedom and control. In turn, some users feel a very real affection for their mobile device. Foolproof found that 63% of people felt lost if their smartphone was not in easy reach. They described their mobile devices as ‘alive’ … an extension of their own body and personality

Because mobile devices have fundamentally changed user expectations, it’s extremely important that we, as designers, follow a user-centered design process to arrive at our solutions. The only problem is that our traditional best practices may not always apply.

How mobile affects designers

Mobile’s differences directly impact all parts of the user-centred design process: from user research to the final development and testing of the solution. The biggest parts of the process it affects are our delivery methods and our information architecture.

Mobile delivery methods

Unlike traditional websites, there are four popular mobile delivery methods. Mobile users that choose to view content in their browser are best served with either a mobile-specific site – optimized for mobile devices – or a responsive site – which re-orients/arranges itself for mobile devices. Those who choose to install an application on their phone either receive a native app(lication) or a hybrid app. Native apps are self-contained: every screen of the application is defined up front. Hybrid apps offer a bit more flexibility, loading content from the web (as it’s viewed in a browser) but providing users with an “app-like” interface (or chrome).

Each delivery method has different pros and cons. Choose what’s right for you based on your project’s design context. (In the following table, higher star values are better)

Consideration Mobile Responsive Native Hybrid Comments
Tailored to user priorities ★★★ ★★ ★★★ ★★★ A Mobile first approach can improve responsive design’s rating to three stars.
Content delivery ★★ ★★★ ★★ ★★★ Responsive sites (and hybrid apps) are more easily indexed in search engines.
Functionality ★★ ★★ ★★★ ★★★ Native apps provide access to device features (e.g. GPS, Camera), allowing more engaging experiences.
Compatibility ★★ ★★★ Responsive design is easily viewed on any screen. Mobile sites and applications are dependant on the device for which they’re designed.
Development costs ★★ ★★★ ★★ Dependent on if you are developing a whole site from scratch. Responsive design incurs extra build time, but not as much mobile + conventional design.
Maintenance costs ★★ ★★★ ★★ Individual native apps require individual maintenance. However, responsive design results in a single site that needs to be maintained.

Mobile Information Architecture

Mobile devices have their own set of Information Architecture patterns, too. While the structure of a responsive site may follow more “standard” patterns, native apps, for example, often employ navigational structures that are tab-based. Again, there’s no “right “way to architect a mobile site or application. Instead, let’s take a look at some of the most popular patterns: Hierarchy, Hub & spoke, Nested doll, Tabbed view, Bento box and Filtered view:


The hierarchy pattern is a standard site structure with an index page and a series of sub pages. If you are designing a responsive site you may be restricted to this, however introducing additional patterns could allow you to tailor the experience for mobile.

Luke Wroblewski’s Mobile First approach helps us focus on the important stuff first: features and user journeys that will help us create great user experiences.

Good for

Organising complicated site structures that need to follow a desktop site’s structure.

Watch for

Navigation. Multi-faceted navigation structures can present a problem to people using small screens.

Hub & spoke

A hub and spoke pattern gives you a central index from which users will navigate out. It’s the default pattern on Apple’s iPhone. Users can’t navigate between spokes but must return to the hub, instead. This has historically been used on desktop where a workflow is restricted (generally due to technical restrictions such as a form or purchasing process) however this is becoming more prevalent within the mobile landscape due to users being focused on one task, as well as the form factor of the device, making a global navigation more difficult to use.

Good for

Multi-functional tools, each with a distinct internal navigation and purpose.

Watch for

Users that want to multi-task.

Nested doll

The nested doll pattern leads users in a linear fashion to more detailed content. When users are in difficult conditions this is a quick and easy method of navigation. It also gives the user a strong sense of where they are in the structure of the content due to the perception of moving forward and then back.

Good for

Apps or sites with singular or closely related topics. This can also be used as a sub section pattern inside other parent patterns, such as the standard hierarchy pattern or hub and spoke.

Watch for

Users won’t be able to quickly switch between sections so consider whether this will be suitable, rather than a barrier to exploring content.

Tabbed view

This is a pattern that regular app users will be familiar with. It’s a collection of sections tied together by a toolbar menu. This allows the user to quickly scan and understand the complete functionality of the app when it’s first opened.

Good for

Tools based apps with a similar theme. Multi-tasking.

Watch for

Complexity. This pattern is best suited to very simple content structures.

Bento Box/Dashboard

The bento box or dashboard pattern brings more detailed content directly to the index screen by using components to display portions of related tools or content. This pattern is more suited to tablet than mobile due to its complexity. It can be really powerful as it allows the user to comprehend key information at a glance, but does heavily rely on having a well-designed interface with information presented clearly.

Good for

Multi-functional tools and content-based tablet apps that have a similar theme.

Watch for

The tablet screen gives you more space to utilize this pattern well, however it becomes especially important to understand how a user will interact with and between each piece of content, to ensure that app is easy, efficient and enjoyable to use.

Filtered view

Finally, a filtered view pattern allows the user to navigate within a set of data by selecting filter options to create an alternative view. Filtering, as well as using faceted search methods, can be an excellent way to allow users to explore content in a way that suits them.

Good for

Apps or sites with large quantities of content, such as articles, images and videos. Can be a good basis for magazine style apps or sites, or as a sub pattern within another navigational pattern.

Watch for

Mobile. Filters and faceted search can be difficult to display on a smaller screen due to their complexity.

Next steps

It’s been almost two decades since I first saw that large brick shaped mobile phone, (and around twelve years since I bought my first mobile). Now me, my dad and almost everyone I know has a smart phone, where we regularly, and frequently, interact, communicate and manage our lives. Each year technology takes another leap, and with that, it’s clear we need to change along with it.

Developing a mobile and tablet friendly information architecture is just the first step in creating a great mobile experience. In Part 2 – Design Considerations I’ll explain how the differences in the mobile context will impact how you develop your final design solution.

This article’s lead image by FrozenStarRo.

About the Author

Elaine McVicar

Elaine has been designing websites for over 14 years. User experience and design have been a passion, and something she loves talking about, writing about, and – if it's been a long day – maybe even mumbling about in her sleep. Elaine is an experience designer in London.


  • Saya Reply

    I like how you categorized the design. There are combinations of these delivery methods and as you mentioned there is not right or wrong way. It is based on what is needed.
    I 100% agree about control feeling when we have our mobile.
    Thanks for the article

  • Jordan Reply

    Love the post. Should be noted that multiple IA patterns can be used throughout the same site/ app and still be effective. (i.e. start with the hub/spoke model and move into a hierarchical model.)

    Awesome read though. Looking forward to the next part.

  • Bek Reply

    Thank you for great article, Elaine.

    PS: I have a question to UX Booth. Why do this articles header has a link to itself?

    • Andrew Maier Reply

      Hey Bek, they all do. It’s (in theory) an easy way for readers to get a link to the post (right-click, copy link). Not the best reasoning, to be sure.

    • Andy Reply

      UXBooth probably think it’s good for SEO.

  • Adam Polansky Reply

    Useful article – thank you. Recently joined a firm that designs native apps exclusively. After 15 years in Web design, I’m recalibrating.

  • eran Reply

    nice article
    great pointers
    Thanks Elaine

  • hybris Reply

    I’m in the process of designing an app and this article is helping me clearing up my mind on how to structure the layout based on the information I want to present. Looking forward to the next one!

  • jefrey landicho Reply

    Nice Article but the 87 billion subscriber doesn’t really necessary mean that they are also using there mobile for browsing like me:).

    Which is better mobile or responsive design?

    • Elaine McVicar Reply

      Personally I prefer Responsive Design as a solution as opposed to a separate mobile or tablet site, but I think it really is down to the project and it’s constraints as to which one you should choose.

    • Ku Reply

      I agree with Elaine. It really depends on the project. Try to push for responsive design but that does not always work for existing web applications.

  • Dwayne Paisley-Marshall Reply

    This was very useful to me, thank you. I think developers need to also understand the mobile/ux/design world too.

  • Andreas Ibsen Reply

    In essence, I think the Nested Doll is really just a sub-pattern to Hierarchy.

    • Elaine McVicar Reply

      I would agree to a certain extent. The Nested Doll pattern is definitely something that sits better under another pattern, but this could just as easily be Hub and Spoke as a standard Hierarchy.

  • Simon Routs Reply

    Thanks Elaine, really clear explanation of mobile UX, useful stuff!

  • Web desiging company Reply

    Dear.You have written a great post. Going to share with my followers on twitter. Thanks for sharing.

  • Creative Bumps Reply

    Thats very informative article Elaine. Can you please post some examples of mobile architecture design for the approaches you discussed above? Examples always help to get more in depth knowledge of Mobile Architecture Design

  • Creative Bumps Reply


    Responsive designs are good, but I think hub & spoke or nested doll is better when u need a dedicated site for mobiles. Responsive Designs sometime may get a bit too complicated to navigate.

    • Elaine McVicar Reply

      I see your point, however, if a responsive design is implemented well then it shouldn’t get to complicated to navigate. More work needs to be done developing the IA, considering mobile users to ensure this doesn’t happen.

  • Ian Reply

    This is a great article. Thanks for the valuable information.

  • NestorM Reply

    I’m starting to learn UX design for mobile and will be focusing on the android platform. I would need guidance on how I can start a new career doing UX design.

  • Mu tsz chen Reply

    Is it proper to mix more than one information architecture mentioned above?
    for example, I would apply overall architecture a Hierarchy pattern, but for the content I apply Bento Box?

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