IGN is an entertainment website largely aimed at a male audience that covers games, films, comics and more. I've been using it for over ten years now and I've always considered it to be one of the web's leading examples of 'how to do a website'. Content is excellent, the layout has really improved throughout 2010 - 2011 and the site has always been a pioneer of new technology like community, interactivity and video.

The publisher obviously has a fantastic presence on laptops and desktops which works well on tablets like the iPad. IGN also makes good use of TVs by delivering video through the Xbox 360 games console. However its smartphone app (I've used the iPhone version) hasn't made the most of the medium as much as the publisher's other platforms. In fact, I personally believe publishers of this type should forget closed apps like this unless they offer/need offline functionality and concentrate on a more open smartphone / touchscreen friendly site for all smartphones.

Interestingly, this is what IGN has done. Its recently revamped smartphone site is beautifully created with touchscreen friendly links, menus and buttons. The site is stripped down without compromising on content and still delivers full high quality video and imagery. You'd be easily mistaken for thinking this was an app.

Across the site you'll see display banner ads. The other week when I was looking at the site, I was extremely excited to see a perfectly timed Interflora ad for Mothers day. I clicked on it and lo and be-hold, the Interflora site was just as incredible an example of a smartphone site with excellent touchscreen functionality including a swooshy rotating image gallery. You could easily make a purchase within minutes without any pain whatsover.

The experience was quite literally phenomenal. I've captured it in pictures below but strongly recommend you take a look on your own smartphone - m.ign.com