Report

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

When Mobile Moments Are Different From Desktop Tasks, Avoid One-Size-Fits-All Responsive Web Design

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

Summary

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 of need, 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 one-size-fits-all responsive web design (RWD) to deliver contextual experiences. Browser makers need to make it possible. Digital business pros need to insist on it.

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