"We focused on creating a mobile site optimized for smartphone Web browsers such as the iPhone. However, we also created a complementary XHTML Web site for less sophisticated mobile phones that would allow the Academy to reach nearly all mobile users. Rather than miniaturizing the existing Web site designed for PC browsers, we focused on identifying uniquely mobile use scenarios. We included a solid general overview of the museum's exhibits, events and programs, but applied specific efforts on creating features that would be of special relevance for mobile users. To that end, we created a set of features that assisted users on the day they visit the museum and another set focused on using social media through their mobile phones."