There is often a "mobile-first" assumption when considering the user journey. However, organisations cannot afford to ignore the user experience as a whole and must ensure a consistent experience is created on other devices. Findings from Mad*Pow suggest that whilst mobile devices are becoming increasingly popular, you would be wrong to assume that they are the primary experience.
Mobile is now a key part of the design process for everyone, but the design process should always start by thinking about user journeys, not just what a mobile should look like. The user journey should be at the heart of all designs.
We want to provide a positive experience for those users and for users on mobile and tablet apps and for those using mobile browsers — and even for users having an in-person experience! It is not accurate to assume that mobile is the primary experience.