Designing for Mobile
Clickz - per the norm - has an on-target article regarding how to best design for mobile. Highly recommended read.
Brands (Or Universities) usually want to simply port their existing website and format it for a mobile browser. While that gets all the information in the users' hands, it doesn't achieve the true experience to match users' needs. Screen space is limited, and trying to fit all the various options of a desktop Web experience into a tiny screen is going to lead to user frustration in seeking information. Secondly, since mobile users are operating in the real world, it shouldn't be assumed that they have the time to leisurely browse as they would in a desktop experience. Designing for mobile means focusing on the key tasks that the user needs and making them as simple and efficient as possible.
For the full article:
http://www.clickz.com/clickz/column/2025619/scaling-generating-successful-mobile-experience
