Tim Ash, Creative partner at Movement, shares his view of good and bad apps.

Good site: Target.com

Target

Target

It can be hard to stand out among the flock of online retail giants, and US-based Target.com is less well known on this side of the pond. Yet when it comes to shopping on your mobile it’s setting standards that other, better-known names would be wise to adopt. Along with aligning the visual and design coherence across mobile and desktop, it has also replicated the content structure between them. This means anyone familiar with either platform can happily skip across to the other and know where to find everything. It’s about making shopping on a mobile as easy, instinctive and familiar as possible.

Obvious, but not always the case.

Bad site: Amazon.co.uk

Amazon

Amazon

A controversial choice, but I’m a massive fan of Amazon and I think it is under-delivering with its UK mobile site. In an effort to ‘streamline’ the site it has reduced the number of shopping departments and therefore rejected aligning the navigation structures between platforms.

This creates a different shopping experience - one that’s unfamiliar to regular desktop users. For example, on the desktop site DVD and Blu-ray sections are separate and on the mobile version they are combined, meaning it’s much harder to find what you need. In all other respects Amazon gets it right, especially the brilliant one-click checkout feature.