Maximize Content with Responsive Design
2 Min Read
Responsive design (aka the internet swiss army knife) has become the latest trend in website development. When most people think about responsive web design, they focus on popular device sizes and their breakpoints. Those are important components, but that’s not really the right strategy. We need to focus on having a dynamic content strategy.
There’s been a recent influx of articles by Luke W and Marcotte about responsive design, breakpoints/viewports & content. It’s important to note that for a design to be considered responsive, it must meet three criteria. That’s it, just three:
1. A fluid or flexible grid;
2. Flexible images and media;
3. Media queries.
Marcotte recently wrote, “…responsive design’s emphasis on screens isn’t a liability, or a risk…unless we stop there.” The last four words are key to his statement and part of the strategy you should be taking with your responsive design/dev project.
Unfortunately, many designers (and developers) still have the wrong impression. We sit, crossing our fingers, hoping that the next popular device has a resolution that fits within the constraints (breakpoints) we’ve given ourselves. But the truth is, even though it’s much easier to focus on static resolutions, we really need a dynamic content strategy that enhances the user’s experience, too. Responsive design is an amazing tool, but it is ONLY a tool. It is up to us to use it effectively.
Here are three ways to make the most of your content with responsive design:
1. Design for consumer behavior.
What content on your site is most important to your customers (not you)? Does it change from desktop to mobile? Rather than guess, consistently review your site analytics to see how visitors behave. Focus on what the customer is looking for, and make it a priority on their screen. Find whatever they like to do, and make it easy for them to accomplish.
2. Don’t oversimplify the site.
Less information is not always more, and more information doesn’t have to be cluttered. If your clients want manufacturer location, shipping information, company mission, or reviews make them easily accessible. If these things don’t matter, don’t go by the common standard. Customers don’t want a watered down experience, they want a seamless experience. Identify your content, then make your design user friendly. No more, no less.
3. Break wisely.
At what point does resolution create or eliminate the optimal experience for your content? Don’t just change it because you have the opportunity. Remember, at every phase you should be optimizing the customer experience.
Photo via Seoron
Corra, a Publicis Sapient company, is the global commerce leader and SI helping brands and organizations grow by evaluating, building, and optimizing their digital commerce ecosystems. Our vast experience with composable and headless implementations speeds time-to-value and provides technical freedom to our clients. Our TotalCare managed services program provides gold-standard support, enhancements and ongoing commerce strategy. We are strategic thinkers, accomplished engineers, and award-winning experience designers. We believe outstanding customer experiences can’t exist without flawless technology, and that flawless technology is pointless without beautiful, human-centered design. Our clients are an integral part of our team. Together, we remove the obstacles that are limiting growth and discover new opportunities. We don’t rest until our clients achieve their full potential. Our clients’ KPIs are our KPIs. We have 20 years of experience in commerce technology, but we also know that customer expectations are constantly evolving. For this reason, we’ve built future-proof solutions and refined an agile execution process that helps our clients achieve more with less. As a Publicis Sapient company, Corra joins a global network spanning 20,000 people with 53 offices around the world enabling us to accelerate our clients’ businesses through designing and building the experiences and services their customers demand.
