Respondents use smartphones to take non-mobile designed online surveys in increasingly greater numbers each year. This raises many questions about survey design, which will be addressed in this presentation. "Designing with mobile in mind” introduces creative elements in addition to traditional research design. This presentation will address maximizing response rates, especially in the arena of customer-supplied sample, as well as minimizing bias between the two modes of mobile and non- mobile. Perspective will be shared on how to optimize "look and feel” to reflect a brand, scales, format adaptation and whether to design for a specific device.