My latest work assignment is a major technical and product revision of hemmings.com, the web presence Hemmings Motor News’ excellent automotive magazines.
As a warm-up to the project I worked with Hemmings’ developer, Jeremy Meerwarth, to create a simple mobile-viewable version of the site. The majority of the current site usage consists of people viewing Hemmings’ premium classified ads so our initial approach was to satisfy the need for a basic mobile-viewable classified ad. In this scenario we were considering a probable entry point of a “Share this ad” email or Facebook post. A user shows up on a classified display page, we detect user-agent and render the mobile page as needed. We knocked this out in a day with some simplified templates and they looked fine. This is great if someone shares a classified ad by email or social media but otherwise it’s an isolated page with no way to navigate and explore other content.
Creating a navigable mobile classified site with multiple entry points was a different problem altogether.
Initially we explored how to modify the site’s main templates to send the site into a mobile template ‘mode’ via user-agent detection. Light prototyping here showed this to be a trainwreck of dependencies. All
of the content on the site was formatted for a 960px viewable screen width. The nested conditional spaghetti needed to accomplish merging the mobile site into the main site was way out of scope – and it felt wrong.
Our conclusion was that we needed to send mobile user agents to their very own version of the site (a typical approach across the web). Through Apache’s mod_rewrite we can detect mobile user agents and send them to our sub-site and use some easy cookie checking to let people jump to the full site as needed. Now that we were working with a blank slate we started looking for formatting and design options and any libraries that might help us.
Enter IUI – originally developed by Joe Hewitt to solve the exact same problem we were facing. It’s a lightweight javascript dispatcher pattern that uses styles to transform simple divs and lists into a user experience nearly indistinguishable from iPhone app design conventions. Animated navigation and mobile-friendly design and readability are built-in and the ramp-up time was less than one day.
The resulting site allows users to navigate from a stripped-down home page to search and browse classifieds with a familiar iPhone-like user-experience. The amount of nesting and navigation needed leaves something to be desired but this app is so fast, loading only div content via ajax rather than refreshing the whole page, that load times are acceptable even on Edge networks. We could definitely use some polish but the bones are solid and it looks and feels great on any webkit mobile browser. Huge props to the maintainers of this code, it helped us produce something very polished in a brief period of time. Check it out.

Media companies are now focusing heavily on mobile content distribution and looking for new revenue models on mobile devices. Understanding the unique opportunities and constraints of this medium isn’t exactly intuitive. The device landscape and trends seem to change bimonthly and there isn’t a ‘no-brainer’ template for companies to adopt and invest in. Everyone just has to jump in the water and start swimming or be left behind. New business models, design patterns and user interactions are all still being sorted out in this evolutionary process.
encountered by mobile users. You can’t regurgitate your website onto a small screen and call it a day, you have to give some thought to the wants and needs of a user are as they pull their mobile device out of their pocket and open your app to interact with your brand. You have to evaluate what makes your brand special in the mobile context and play to those strengths with a polished and easy-to-use application. “Usability” has lately catapulted into a long-deserved limelight role in product creation. The promotion of usability has created a new vocabulary for customers to differentiate “good” software and it can no longer be a secondary consideration.
