Yes. Over the last year or two, developers have been fine-tuning the process to create responsive — or adaptive — web designs. This is a huge advancement for user experience and the development process. And a big deal to content strategists.
Part of telling a great brand story is knowing where your audience is consuming the story. Is it on a giant screen above a stage? Or on a smartphone in their hand? The cool thing about responsive design is that it doesn’t matter. But it does matter to content strategists.
Responsive design is when the site is developed to adapt or respond to the screen size … sections shift, images and videos shrink, content is stacked vertically instead of horizontally, and content that’s not absolutely necessary for ease of reading on a small screen may even disappear. Responsive web makes your site mobile friendly, web friendly, and tablet friendly … all in one.
Just imagine the implications to meaning when the content is no longer in the same context as before … that’s why content strategists care.
How Can You Tell Whether a Site Is Responsive?
To see responsive design in action, simply view the site in a desktop browser window, and drag the window small and narrow to watch the content respond. If the content does not shift or shrink, the site is not responsive.
Try it out: Pybop.com is a responsive site. More than 40% of our audience opens and clicks our emails on an iPhone. Another +30% use Outlook, which may be viewed from a Blackberry.
Here are a few other examples of responsive websites for you to play with.
- Target Cartwheel: Coupon Service
- Burton: Sports Clothing Retail Website
- Boston Globe: Newspaper
- Starbucks: Restaurant Retail Site
- Thomson Reuters: News & Information Service
- The Lean Startup: Book Promotional Website
- Interactive Day San Diego: Advertising and Marketing Conference Website
Do you have a favorite example of an effective responsive (adaptive) design? Share it here!
Thanks to Gema Almilli for sharing many of these examples with me.