Matthew Maxwell, creative director at Sponge, shares his view of good and bad mobile sites.

Good site: m.ikea.com/gb/en

Ikea

Ikea

Ikea has revolutionised the furniture business, not just through its design ethos but with the take-it-away-today principle, making the process fast and easy, which seems ideal for a mobile site.

It doesn’t disappoint. The home page shows a bright, colourful window and a simple, clean menu. The site mimics the orderly, Scandinavian floor plan familiar to anyone with a square metre to furnish. Five taps and a login later I’ve found a table and added it to my shopping list - I won’t buy it, which is a shame, as I can’t face Wembley Park on a Saturday morning. But if I did go, at least I would have done the donkey work before I arrive.

Bad site: m.heals.co.uk

Heals

Heals

I turn to Heal’s for a taste of the way furniture used to be - a carefully chosen, valued addition to my quality of life. At first glance we’re back in the aisles and shelves of Ikea but somehow the orderly layout doesn’t breathe the same utilitarian air as Sweden’s finest. There’s a depth of detail and a willingness to accommodate. I can even buy using a login that requires only an email address and password. Simple things are done well - maps, basket totals, breadcrumbs, all where I expect to find them. The only problem is the delivery time of 10 to 12 weeks. In the mobile-attention span modern world we live in, looks like Ikea wins again.