A strong brand company (eg, Facebook) can intentionally deliver an identical experience across all mobile platforms and ignore platform UI guidelines with no risk of customer-base drop-off. On the other hand, a large company coming late to the mobile world may elect to rigidly adhere to platform UI guidelines for fear that not doing so would lead to unfavorable reviews from early adopters, their introductory effort being labeled with a “they don’t get mobile” review in both professional and social media. A compelling example of full versus partial scope design strategy can be found within a single medical product line. Electronic medical records (EMR) solutions typically provide a patient portal. The patient mobile experience needs to deliver the full functional scope of the patient Web UX regardless of the smaller form factor. In fact, mobile will likely be the dominant patient platform. For the clinical practitioner, the full scope of an EMR is neither expected nor feasible on a smartphone. Only the highest-frequency use cases need to be supported. These cases will focus on situations where the doctor is away from their office desk, walking through the clinic, examining a patient, or at home on the weekend handling an emergency call.