Responsive Web Design for Corporate UX Design

A Paradigm Shift

“RWD has put the final nail in the coffin of one of the most pernicious misconceptions of Web design—the pixel-perfect Web site,” replies Adrian. “In the current era of multiple devices, people understand that you can’t present the same content in the same way on every display. RWD gives us a relatively simple way to attack the problem without developing n different device-specific Web sites.

“RWD is certainly not a panacea, but I have found that it can remove much of the fear of dealing with our new cross-channel world. The growth of RWD frameworks, design patterns, and tools means that people are finally accepting that a Web site can look different depending on the context.”

Connecting the Design with the Brand

“I am not at all sure that RWD simplifies either content or layout—and certainly not flow,” asserts Steven, “But let’s talk about the first of these. At least for the corporate types—who are just now migrating to the concept of multi-channel support and considering responsive and adaptive principles—RWD doesn’t necessarily make things easier. The most important part of adapting experiences is not the responsive-centric focus on screen size and breakpoints, but making sure functionality and content is similar across every touchpoint. A typical, old-line corporate client has what amounts to functionality and content in paper and CD catalogs, on signs, in desktop applications, on installed hardware and its dedicated software, in internal databases, on intranets, in billing systems and bill stuffers, and a dozen other touchpoints. 

“Just upgrading from a desktop-only Web site to a responsive design is barely moving the needle. Really driving change and bringing a company into the 21st century requires looking hard at what its brand means and what customer interactions will be like in the near future. More often than not, I derive the content for new designs and new systems—like a mobile-friendly Web site—from those antiquated paper- or CD-based systems. Sometimes it’s good content, but often it’s just what is there now and what a good mobile or tablet experience will replace.”

The One-Web Approach

“Responsive Web design is just one approach to what the W3C calls a One-Web Approach, where the same information and services are available to users irrespective of the device they are using,” responds Peter. “Other popular approaches include adaptive Web design and server-side adaptive designs. Igor Faletski gives a good overview of the strengths and weaknesses of each approach in the webmonkey article, “The Two Flavors of a One-Web Approach: Responsive vs. Adaptive.’ Designing for the One Web doesn’t inherently simplify anything: you need to design to take advantage of it!

“Taking a One-Web approach for corporate site design is usually a good idea, but you should dig around a bit to ensure that it works in your case. If the site you’re designing will have little or no usage on mobile phones, consider designing down to tablet level. Designing for the One Web simplifies the design that the user sees, but complicates the testing and design processes.

“The challenge of designing for the One Web is twofold,” concludes Peter. “The communication challenge you’ve already picked up on. First, many stakeholders don’t know about the need to design specifically for mobile devices. They see Web sites working well on their mobile devices without understanding the design work that has gone into it. Second, if you can agree that One Web is strategically important for the organization—and most of the time, it is—you can leverage this overall goal in reworking your content and functionality.

“Many corporate Web sites are the outcome of debates between competing stakeholders, leading to the need to manage the opinions of the highest-paid people (HIPPOs). For further discussion of this point, see “Tips for Handling a HIPPO (Highest-Paid Person’s Opinion).’ In a best-case scenario, you can use the need to design for the One Web to push for greater focus within the organization. Get people to understand what the key design focus should be, under the umbrella objective of supporting users on mobile devices.”