Trends Report

Brief: Mobile-First Demands More Than Basic Responsive Web Design Techniques

When Mobile Moments Are Different From Desktop Tasks, Adopt A Responsive+ Approach

June 1st, 2016
Julie Ask, null
Julie Ask
With contributors:
Martin Gill , Mark Grannan , Allegra Burnette , Michael Facemire , Laura Naparstek , Jaclyn Galan , Peter Harrison


Treating mobile as just another digital channel is myopic. People do different things on their smartphones than on their desktops or tablets. To delight and serve customers in their mobile moments, application development and delivery (AD&D) pros need to give them exactly what they need in their immediate context. So if you can't reach all customers with an app, you will need to deliver an app-like mobile web experience. That means going beyond basic responsive web design (RWD). Browser makers need to make it possible. AD&D pros need to insist on it.

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