Mobile/Responsive Design

Mobile responsive web design. Why is important, how do we design for it? How can we ensure users feel a mobile site is credible and secure?

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With the change in popularity for browsing on the web via mobile and tablet devices responsive web design is now being implemented by designers.

Responsive Web Design (RWD) uses a single HTML code that is readable on all platforms from desktop, tablet to mobile. All content is read from the same web address and content resizes dependant on the screen size being used.

Key elements of responsive design are:
Fluid Grids - This is percentage based,design resizes to screen size.
Flexible images: Images sized in units, this stops from being incorrectly displayed outside container element.
Media queries: by applying css rules to the webpage in accordance with the size of the browser.

Why is RWD important?

• Researchers have predicted that mobile users will outnumber desktop users by the end of 2014.
• 16% of all web traffic now comes from mobile
• 67% of users are more likely to make a purchase if your site mob friendly
• 84% of people use their smartphones at home
• 80% use during miscellaneous times in the day

What is the difference between Responsive and mobile web design?

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A Google research study found that "61% of people said they'd quickly move onto another site if they couldn't find what they were looking for on a mobile site."
It also found that if a site is not responsive consumers are likely to go elsewhere..."67% of users are more likely to buy through a mobile-friendly website."
74% of users who found a mobile-friendly website said they would use and return again.
Interestingly 48% said that if a site did not work well on their smartphone they would feel like the business didn't care about them.
These findings were based on a report of 1,088 US adult smartphone users.

As part of my research I created an on-line survey looking at responsive and mobile web use. Based on my research it is clear that RWD or Mobile Design is becoming a necessity, especially for businesses and e-commerce sites. I want to gather user opinon to see whether user feedback supports my reading.

The Survey was completed by a total of 11 subjects. Varying in demographic. Users were asked a series of questions about mobile/responsive design. They were also asked to provide feedback on a mobile website. Results are as follows:

What is the first thing you look for when viewing a website via mobile?

If a business didn't have a mob/rw site would it stop you using them in the future?

Do you browse more via mobile than desktop?

How many times do you browse the web on your mobile daily?

What are your favourite sites to view via mobile?

Reasons Given for chosen website mobile experience

• Keep up to date with news (2)
• Easy to navigate around (4)
• Usability - easy to use (4)
• For travel information (1)

Would you purchase a product or service through a mobile site?

• Yes browse via ipad or mobile (3)
• Yes via mobile only (4)
• No - prefer desktop - larger screen size (2)
• 50/50 mobile or laptop/desktop (2)

If purchasing via mobile what parts of the site would make you trust it & feel the site was secure?

BBC Mobile web features test - what element is most important to you?

Do you find that the websites content is clearly presented & do you find the site is to navigate through?

Do you feel that the design of the BBC website is compromised being on a mobile device rather than a desktop?

Conclusion

• It is clear that the amount of mobile users are increasing
• As a result the way we design is changing
• It is important for businesses to have a responsive/mobile presence
• Users expect businesses's websites to be mobile-friendly
• Businesses could lose sales as a result of not having a RWD site

Conclusions

• Its important for users to feel the website is safe and credible 
• Secure payment requests, site presentation help build trust
• If a business/brand is well-known this establishes users trust
• Navigation main element mobile users look for
• If business doesn't have a mob-friendly site 45% wouldn't use them

Conclsions

• 45% browse the web via mobile
• 74% would purchase an item via mobile site
• The average user browses 3 -10 times via mobile a day