I’ve found lately when I have interviewed for Mobile UX positions that I find I cannot answer “What’s your favorite mobile app and why?” without including the whole experience. Truth is I don’t know that I have a favorite mobile app because I view my phone as a place to get things done on the go. I do play games on it but often I am checking my account balance, looking in on my investments, checking Linkedin for a person’s profile or doing some form of “business” rather then playing games or focusing on any specific app. I know some of this task based focused attention comes from my time living in NYC. When you’re constantly on the go, like you do in NYC, then you only have 5 minutes here and there to quickly do some task. Depending on the task you may check in later online or make a call to the company, if you need to go further, but by and large mobile for me is a 5 minute check in. Thus when asked I find I am often thinking about the experience as a whole. The company is keeping in touch with me via mobile, web, email, and any other platform that may be available to me. For example, when at EA, I was designing for console, web, pc, & mobile. Thus I want a consisten experience across all platforms that keep in mind that strengths and limitations of the medium. Further, if I am asked to design a mortgage application and they want it to go mobile as well, I would encourage a “starter” app on mobile with the key pieces of the application where I could be exploring potential homes I’d like to buy, save them for later, add my email address, name, etc and then save the details of my application such as finances for when I am more comfortable and able to dig in, like at home, sitting on the couch enjoying a glass of wine. Thus mobile is a piece of the overall strategy for a company and should be relevant to what I can do quickly without bogging me down for hours at a time, unless of course it’s video or gaming. But that’s something different entirely.