Guest post written by Carin van Vuuren
 
Carin van Vuuren is chief marketing officer at Usablenet.
 
  
 
Cairn van Vuuren
 
If you’ve recently chatted with your Web development team, you may 
have heard about responsive design. A growing trend for today’s 
businesses, publishers and developers, responsive design is an approach 
to Web development that many brands are considering to optimize their 
online content for multiple devices with varying screen sizes across the
 traditional Web, tablets, smartphones and beyond.
 
Like any philosophy, responsive design is a choice, and a tempting 
one at that. Many pro-responsive developers affectionately term RD 
“one-Web,” which emphasizes the single set of code a responsive site is 
based on. This design principle utilizes coding language that responds 
to the device being used – whether an Android smartphone or an iPad – in
 order to display content relative to the size and orientation of its 
screen.
 
Amid an overwhelming amount of mobile options and solutions, it’s 
easy to see why responsive design’s singular code seems like an alluring
 universal panacea for mobile optimization. However, while responsive 
design aims to scale web content fluidly across multiple devices with 
different screen sizes, it may not represent the best option for 
organizations aiming to deliver unique and innovative experiences to 
customers.
 
A good example of this dilemma can be found in 
LinkedIn’s
 recent approach to developing its iPad app. According to Kirin Prasad, 
LinkedIn’s head of mobile development, responsive design doesn’t work 
for complicated sites like the LinkedIn iPad app, 95% of which was 
developed with HTML5 to target a specific set of user tasks. This 
approach allows LinkedIn to create different experiences on different 
devices based on use case and context. For the majority of sites that 
require an interactive experience like LinkedIn’s, responsive design 
limits the different designs necessary to deliver functionality for each
 use case.
 
So when is responsive design an appropriate solution?
 
When the only changing factor in the Web experience is the user’s 
device, responsive design is a useful solution. It works very well for 
content sites like magazines and newspapers, because content is simply 
being reformatted. If you’re accessing a publication’s website on a 
smartphone, for example, you still want to read the news, just smaller 
parts of it.
 
People magazine recently adopted responsive design to great 
effect in order to scale traditional Web content across screens. This 
works well for magazines and other content publishers, as users are 
coming to consume content, not necessarily to interact or search for 
certain answers.
 
At the device level, responsive design works best if the page 
contains the type of text and image-based content often found on 
publisher sites. However, content delivery on responsive sites has the 
potential to deter users. For instance, if you’re trying to deliver 
complex functionality built with CSS, JavaScript, Ajax, and other heavy 
Web development technologies, pages will be heavy and the experience 
will be dramatically slower on a smartphone or tablet. Time lost equals 
users lost, as page load times have a direct impact on your ability to 
deliver users a positive experience.
 
Beyond device-specific content display, the two other pieces to 
consider when designing your mobile strategy are use case and context, 
two realms in which responsive design does not contribute meaningfully.
 
Use case covers the driving reasons behind a user’s foray onto your 
mobile site – what the user is looking to do and how it can be 
accomplished on your site. Take an airline website, for example. When a 
user visits an airline’s site from their smartphone, they typically want
 to be able to do a few very specific things like check their flight 
status, check-in for a flight, or access local information related to 
their destination. The user expects a completely different experience 
from when they access the airline site from a computer, which more 
easily facilitates detailed flight searches.
 
On the other hand, the mobile user’s goals are often context-driven. 
In “The Future of Mobile eBusiness is Context,” Forrester analyst 
Julie A. Ask
 defines “mobile context” as “the sum total of what your customer has 
told you and is experiencing at his moment of engagement.” Because user 
experience and context are the new benchmarks of a mature mobile 
strategy, they should drive the decisions you make when designing your 
mobile experience.
 
Responsive design implicitly suggests that mobile is a subset of the 
traditional Web, but it is clear that people use mobile for a very 
different end. Consider what a user is searching for when accessing a 
mobile site. The user does not wish to browse on the same site that is 
available on desktop PC, but expects a different experience for 
different end goals – an experience that is fast, convenient, relevant 
and contextual.
 
Many banks have done a great job of optimizing the mobile experience 
to help users accomplish specific goals. This is why responsive design 
does not work across the board – it is not able to deliver the 
individual experiences, like the ability to deposit a check by snapping a
 picture, required by mobile banking customers. The limitations of 
responsive design in adapting for use case and context means that it is 
more hindrance than help in mobilizing distinct, device-specific 
experiences that impart user value, such as more complicated web 
applications.
 
The future of digital business depends primarily on mastering the 
mobile channel. Mobile’s mushrooming numbers are due to the convenience 
of remote access and a new reliance upon the delivery of information 
when and where little to none was previously available. When developing 
your approach to engaging customers via mobile, it is key to ensure your
 strategy accounts for the rising expectations your customers have for 
this important channel.
 
Once you understand the kind of mobile experience you want to create,
 you can decide whether adopting a responsive design philosophy can 
deliver upon these expectations and goals. While responsive design can 
help you achieve a certain measure of consistency across channels, the 
real prize lies with the ability to create unique experiences. A broader
 multi-screen approach designed dynamically by channel will enable the 
sort of customer experiences that yield higher engagement and contribute
 to overall success.