The problem with responsive design
57% of mobile device users won’t recommend businesses with poor mobile site designs, and 48% say that businesses with mobile sites that don’t function properly have the appearance of not caring. There are several problem areas that most companies run into with their responsive websites:Image placement
Past design processes have dictated that the client approves static images and screenshots before the development phase. Today, design is more focused on the rearrangement of elements for different device dimensions and much less focused on the placement of static images.Screen squeeze
Showcasing data on a small screen often makes it difficult to see or read content, especially tables of information. The W3C actually encourages brands to choose a method other than tables and tabs to present data; complicated user interfaces simply contain too much information for mobile devices to handle.Perspective shift
Above all, the problem with responsive design is simply a matter of the customers’ perspectives vs. the companies’ perspectives. Unfortunately, most businesses tend to ask themselves what they want to tell their customers rather than how their customers want to view and interact with that information. For example, while registration workflows are generally the most important aspect of web design, they’re often a low priority. That’s because businesses think more about the functionality they want customers to see than the logical point of entry and primary workflow the customers are looking for. Simply put, responsive design isn’t the ultimate solution for giving users what they need from a website; it still leaves much to be desired.Update responsive or upgrade to adaptive?
When it comes to web design, the key conversation brands need to have boils down to the concept of responsive vs. adaptive websites. The responsive approach takes the current site and fits it to varying screen sizes, while the adaptive approach actually changes content and how it functions based on the screen size. [pullquote]Responsive web design assumes that your content and functionality should be the same across all devices — but that’s not necessarily true[/pullquote] I generally advocate for more of an adaptive web design method, as opposed to simply stacking content, for one important reason: Responsive web design assumes that your content and functionality should be the same across all devices — but that’s not necessarily true. The key is to match the nature of the content with the use-case and the context in which users are looking at your website. For example, let’s say you’re designing a responsive site for a brand in the consumer packaged goods or consumer gift industries. The promotions and offers pages for these types of sites generally receive the most online traffic. People rarely look at product details, but when they do, a great way to highlight those details is to show how they compare to other items. With that in mind, you should put product visualization and educational content on product pages so you can help consumers understand how to use and engage with your product. For the consumer packaged goods industry, you want to get to know your customers and determine whether they’re pre-, in-, or post-store. You’ll need to create a different experience depending on where the customer is in the path to purchase. Here’s a short breakdown of each path:- Pre-store: People who are pre-store are probably going to get to the site through social media or an ad, and they’ll probably be looking for coupons, offers, or recipes (in the case of food).
- In-store: Once they’re in-store, they’re probably looking for coupons, reviews, or price comparisons with other sellers.
- Post-store: When they’re post-store, they’re probably looking for branded content.
Kevin Rice
Hathway CSMO Kevin Rice’s entrepreneurial spirit and deep understanding of the digital landscape across industries allow him to not only help brands dominate their markets in “the now,” but also prepare them to pioneer at “what’s next.” It’s this skill that has helped Kevin grow Hathway, the agency he co-founded with CEO Jesse Dundon in 2008, to 50 employees, three offices, and No. 601 on the 2014 Inc. 5000 list.
Read Next
LimeWire Developer APIs Herald a New Era of AI Integration
Generative AI is a fascinating technology. Far from the design killer some people feared, it is an empowering and…
By WDD Staff
20 Best New Websites, March 2024
Welcome to our pick of sites for March. This month’s collection tends towards the simple and clean, which goes to show…
Exciting New Tools for Designers, March 2024
The fast-paced world of design never stops turning, and staying ahead of the curve is essential for creatives. As…
Web Tech Trends to Watch in 2024 and Beyond
It hardly seems possible given the radical transformations we’ve seen over the last few decades, but the web design…
By Louise North
6 Best AI Productivity Apps in 2024
There’s no escaping it: if you want to be successful, you need to be productive. The more you work, the more you…
By Simon Sterne
3 Essential Design Trends, February 2024
From atypical typefaces to neutral colors to unusual user patterns, there are plenty of new website design trends to…
Surviving the Leap from College to Real-World Design
So, you’ve finished college and are ready to showcase your design skills to the world. This is a pivotal moment that…
By Simon Sterne
20 Mind-Bending Illusions That Will Make You Question Reality
Mind-bending videos. Divisive Images. Eye-straining visuals. This list of optical illusions has it all. Join us as we…
By Max Walton
15 Best New Fonts, February 2024
Welcome to February’s roundup of the best new fonts for designers. This month’s compilation includes some innovative…
By Ben Moss
The 10 Best WordPress Quiz Plugins in 2024
Whether it’s boosting your organic search visibility or collecting data for targeted email marketing campaigns, a great…
By Robert Reeve
20 Best New Websites, February 2024
It’s almost Valentine’s Day, so this latest collection is a billet-doux celebrating the best of the web this month.
Everything You Need to Know About Image Formats In 2024
Always trying to walk the tightrope between image quality and file size? Looking to branch out from JPGs and PNGs this…
By Robert Reeve