There’s little doubt that the way people consume information and media has shifted dramatically in the last few years. The rise of mobile devices and the continuing evolution of technology is evident. And, as brands continue to focus on evolving and improving user experience, the shift to responsive design remains high on the agenda.
Back in March, the BBC announced that it is to factor responsive design into its digital offering and has since begun widespread testing of its responsive beta site on desktop and tablet. Some may view this development as coming a little late for the BBC as the shift in users’ browsing behaviour has been well documented for some time now. Tablet sales alone rocketed by 50 per cent in the last year, according to research from analysts International Data Corp.
Clearly, newer and more innovative technologies will continue to emerge and the way brands engage with consumers must keep pace. It is widely agreed that having a responsive website is the best way to do this. Having a responsive site also results in increases in sales and engagement and reductions in resource cost. Not having one results in dwindling sales and engagement, making the case for responsive virtually a no brainer.
So, while we all agree that having a responsive website is imperative, how can brands make sure they get it right? The key to success here is in the methodology and approach to responsive design. It all comes down to user experience (UX) and the consideration of all screen sizes, from the smallest phone to the biggest TV. Most of all, you must start with the smallest screen first; a mobile first approach.
The process is not simple and there are a number of considerations that need to be taken into account, responsive design alone isn’t enough. Good UX architects apply a special blend of logical, technical and cognition skills that help them to see things as users do. Developing empathy with users means putting yourself in their shoes, over and over again, to understand the motivations and habits of different users across difference devices. With really good UX this is taken to another level, with every tiny detail taken into consideration. Beyond user empathy, UX specialists live and breathe the technologies they work with; they understand what can and can’t be done, the tricks and workarounds, and the pleasure and pain to help them deliver elegant and intuitive experiences.
All too often when a website is “made responsive”, as it gets smaller, access to content is stripped due to the site designer’s perceived view of what is valuable. However, any good UX expert will tell you that while your primary goal may be to make a sale, as tempting as it might be to remove other navigation in favour of a big “buy now” button, the user may well already be a customer and in need of information such as a store location or contact details. He’s not your main target but he is a valid user, and so it becomes a conversation about prioritising content, not sacrificing it.
Mobile-first also means taking a flexible and fluid development approach: ensuring images and layouts are not restricted to specific dimensions but change seamlessly as the size and shape of the device change. The way to achieve this is to start with the mobile view and progressively enhance the experience as the screen gets bigger, adding in larger or more detailed imagery, more text, video and so on. Additional resources are loaded as needed, rather than loaded and not used. This means you have light pages that are quick to load, thereby reducing bounce-rate and increasing page views. This approach means you end up with a fluid and robust site that works easily on any device, rather than one that starts with a limited number of popular screen sizes and ends up with some clunky viewing experiences across all.
Of course, it goes without saying that beautiful, engaging design is essential. This is where art meets science and becomes greater than the sum of the parts. However, design is by no means the only thing that makes or breaks good responsive design. Indeed, the key to success is collaboration across a range of technical, planning and design skills.
Brands need to harness the benefits responsive design brings to the consumer. Done well, it can deliver a seamless user experience across devices, certainly a good reason to go responsive. And, when backed by the numbers, it’s impossible to ignore. The exciting thing is the results a responsive site can bring, along with increased engagement and conversation. Couple these factors with the reality that adopting a responsive design is the only way to future proof your site and you have a recipe for success but only if you get it right.
