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Posted May 17, 2016 by Benjamin

Adaptive web design — Connected Retail.

As more and more people turn to use smartphone and tablet to visit websites for shopping online, a responsive design is an important consideration when building your e-commerce site.

Optimising your website specifically for mobile may be exactly what your business needs to maximise site visits or drive 

e-commerce sales. But when it comes to development, understanding the key differences between a Responsive Web Design (RWD) and an Adaptive Web Design (AWD) is vital. We build responsive websites as default, and when it comes to developing e-commerce sites we truly believe building a site in Adaptive Web Design ensures connected retail in every way.


Responsive web design.

Your site as you like it, anywhere you want it. 

RWD can be used across all platforms, to ‘wrap’ and re-dimension your website to the different sizes of screens on different devices. Visitors will see your site in different ways, depending on what device they are using, it will look different on a smartphone, a tablet or a desktop or laptop screen, but a responsive design ensures your website appears exactly as you want it to, wherever you want it to.

RWD helps to instill that all-important familiarity, comfort and confidence. It ensures a fluidity and coherence across all devices, the user experience and user journey will stay the same, and it’s this that provides a great reminder of your status and professionalism to visitors of your website.


Adaptive web design.
Confident and Connected Retail. 

With RWD already commonplace, some Companies are already finding the reflowing of the same content on different devices too limited when it comes to offering a more engaging user-experience. To bring a unique experience to each device, AWD is running ever higher on the list of primary considerations when during development. And when it comes to e-commerce, gaining an advantage over your competitors by offering a better UX experience, through an easier, faster and all together more fulfilling online shopping experience, can be the difference between a visitor placing an order, or leaving without a purchase. AWD builds a better relationship with your users by segmenting cleanly your traffic based on the visitors’ device, delivering device-specific experiences. It keeps content fluid and intuitive - a critical consideration today as all businesses should offer a tailored mobile site to suit the specific needs of any user’s device.

At the back-end, AWD requires more input - but we can build-in faster load times by removing heavier content to minimise page-weight - an invaluable consideration for mobile visitors. We can include functionality and features tailored for mobile users, including ‘tap-to-call’ or ‘tap-to-text’ buttons for more direct contact. Both examples can help to ensure a more streamlined ordering and payment process for mobile devices - they take away the hesitation and add confidence to e-commerce. A little extra investment during build, but the pay-off is the guarantee of a more fluid, intuitive and satisfying user experience.

And if we want to take things further, the GPS capabilities of smartphones and tablets can use customer data to link up and build better, more meaningful relationships with businesses - the latest e-retail advances include the use of location positioning iPhone™ apps and mobile Point Of Sale. Sweden’s most famous self-build furniture chain has embraced such capabilities to streamline product browsing and place emphasis on creating a Shopping Lists section on mobile. By doing so the yellow and blue home-furniture giant has effectively turned their mobile site into a personal, intimate and indispensable in-store shopping companion. A great example of how the progression in UX design through AWD really can bring the customer closer, even to the biggest of businesses.


Winning web design.

When it comes to developing a premium digital experience the case for both Responsive and Advanced Web Design must be carfeully considered. While RWD does not have the same flexibility as AWD, both are potentially key attributes for developing a winning website fit for today’s ever more demanding users. A responsive design will safeguard your brand and online reputation, while doing the same, an adaptive design will also be instrumental to trigger that all-important customer confidence through a complete and wholly connected retail experience.

Mobile web design is not designed to stand still – it morphs naturally and changes continually – but whichever route fits best, we’ll ensure that you, your site, and your users stay right up-to-speed.