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.