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February 18 2013

Adaptive design is current, in fashion and is a very simple and easy solution to solve the huge issue of delivering web content to many individual devices. The huge question however remains, does it really deliver a seamless solution? Let’s see and find out…

As the ‘app’ market grows and becomes an every day experience for mobile phone users, people will become more accustomed to how they interact with these apps. Mobile users are expecting their app experience to be as pleasurable as possible, with large icons, minimal scrolling, bold buttons and fast loading content. All this has made the mobile user just that bit lazier in terms of what they are prepared to do on their phone when it comes to search. If there are any, and I mean minor additional work to be done, the user will end up exiting the app.

What does this tell us the adaptive web market?

The answer is simple. If websites that have been customised for normal browsing on tablets have not been made easily viewable on mobile phones by implementing adaptive design, then basically, these sites are not catering to what the users now want and now expect. If you do not pander to these growing mobile consumer ‘must haves’ and are unwilling to accept the fact that adaptive design can increase mobile web traffic by enhancing the user engagement, then you and your company will be left behind.

Evolution in this market is happening now at such a rapid pace that it is your responsibility as a business owner to ensure an adaptive web strategy is employed.

If you really want to see the way forward, just look at the banking and aviation sector. They have all jumped on board the adaptive web design train and have made their mobile sites as user friendly as possible. Minimal content with super fast access to only the most critical bits of information mean that they are now catering to what all mobile consumers are looking for. That is a no nonsense approach to delivering content.

And now for Tablets.
Tablets such as ipads are clearly for swiping. The consumer market is now highly trained in the art of swiping ( from ibook, magazines, blogs, kindles, the list goes on and on) and are happy to look at horizontal swiping as opposed to the traditional forms of web desktop engagement that make users perform vertical scrolling with the mouse, finger and arrow key. The tablet market is booming and like with the mobile phone trend, consumers now demand that they view content and engage with this content in a certain fashion. If you go against the grain and are unwilling to satisfy these demand, then you can expect user bounce rates to increase which can and will lead to lost sales, revenue and customers. Basically you have to give the general public what they want or else they are not going to buy from you. The online market is that competitive and users are now that web savvy ( I have seen kids as young as 5 years of age who are absolutely professional tablet browsers), that adaptive web development should now be a part of your marketing strategy.

Make sure you ask your web developer about this as it is a lot easier to do this from the ground up at planning stage than done retrospectively.

If you are reading this article and are worried about implementing adaptive web design then don’t be. In some cases it is only a matter of reducing some of the white areas on the site and reducing the amount of words. Take away some of the complexity that some websites may have like newsletter sign up areas and keep the tabs to only what is necessary. In point of fact, most people want a simple, clean looking design interface for a website and if you go down this path, then the whole adaptive design process for mobiles and tablets just became that much easier for you and your web developer.

Remember, try to go with a web design agency that knows what they are doing in terms of design and development. It’s your business and if you want to succeed online then this is the best way forward.

Even better, why not call one of our team at Hopping Mad Designs, who will be able to explain this whole new adaptive process to you in a bit more detail.