Jason Zimdars of 37signals:

When designing the mobile version of an existing app it’s easy to think that all you have to do is optimize for small screens. Keep it familiar, on-brand, shrink the contents to fit and you’re done. But truly crafting your app for mobile means considering the difference in forces (not just the physical ones) and re-thinking the jobs your app is hired to do.

There’s a definite trend these days, moving away from just having a mobile version of yourself to optimizing that experience and considering the contexts.

I hope 37signals continues to post more retrospectives like this. It’s great work.