The emergence of tablets and smartphones has drastically changed the digital landscape. Our answer to changing consumer behavior is Responsive Experience Design.

1. RESPONSIVE EXPERIENCE DESIGN:
Scaling for devices, optimizing for consumers
PURINA CAT CHOW
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2. Device proliferation continues to heighten consumer expectations
In the fourth quarter of 2011, smartphone and tablet shipments outnumbered PC shipments.
We have officially entered the “Post-PC” world. In just a few short years, the emergence of
tablets and smartphones has drastically changed the digital landscape and in turn, dramatically
altered consumer behavior. The way brands displayed information in the past was uniform
and anchored to the desktop or laptop. Today, a brand’s message and its interaction
with consumers are no longer chained to a PC experience. Rapidly evolving technology
has made brands accessible and on-demand to consumers, elevating their expectations.
Brands have a tremendous opportunity to reach and interact with consumers anywhere
and anytime, and if they fail to deliver consistent, engaging brand experiences at every
touchpoint, they run the risk of losing sales opportunities and relationship-building moments.
Responsive Web Design (RWD) delivers on scale at every touchpoint
In the past, agencies designed experiences for growing screen sizes, first the 800p x 600p,
then the 1024p x 768p, followed by the 1280p x 1024p. In 2007, Apple’s first attempt to crack
into the smartphone market was a home run, with the integration of a touchscreen display and
Brands run the the best web-browsing experience yet to be offered on a mobile device. The explosion of
smartphone sales forced the industry to shift its thinking and create separate experiences for
risk of delivering the smaller screen. Just as the small screen was being accounted for, focus shifted again with
experiences the introduction of the tablet and the eruption in sales that followed.
that no longer With tablet sales expected to double to 119 million units in 2012 1 and smartphone sales on track
to reach annual shipments of over 1 billion by 2014 2, consumers utilizing their mobile devices to
meet consumers’ shop will continue to push the 6.7 billion dollars mobile commerce hit in 2011.3 As device sales
high standards outpace PC sales for the first time, the demand for a mobile strategy among brands is high. And
while the industry standard has been to create separate experiences for each screen, brands
and growing run the risk of diluting their message or delivering experiences that no longer meet consumers’
expectations. high standards and growing expectations. Instead of building a separate experience for the
phone, the tablet, the PC and whatever comes next, the development approach of RWD
allows brands to build an experience once, and with flexible grids and fluid content, scale it
across every touchpoint. With RWD, the brand’s website layout adapts to any device in either
orientation (portrait or landscape), using bigger or smaller images and fonts and reprioritized
content to optimize the user’s experience. And while this is great progress, it’s not enough
1
D.H. Kass, “Tablet Sales to Double in 2012”, IT Business Edge, http://www.itchannelplanet.com/trends/gartner-tablet-
sales-to-double-in-2012.html (April 2012)
2
“Smartphone Sales to Touch 1 Billion-Unit Mark in 2014”, Chicago Tribune, (April 2012)
3
Michael Essany,“Mobile Commerce Catches Fire Without Burning Down Bricks and Mortar”, Daily Deal Media, http://
www.dailydealmedia.com/876mobile-commerce-catches-fire-without-burning-down-bricks-and-mortar/ (January 2012)
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3. for today’s truly mobile consumer. Our approach goes beyond scale. We believe that content
should not only be scaled, but be optimized for the most meaningful experience. After all, it’s
not just about the size of the screen; it’s about how and why a consumer is using a particular
device at a particular time.
HP DRUPA
RI’s Responsive Experience Design (RxD) elevates RWD AND
THE CONSUMER EXPERIENCE
While RWD adapts digital experiences for devices, it doesn’t always provide the most thoughtful
user experience. So we took RWD several steps further and created Responsive Experience
RxD maintains Design, or RxD.
brand consistency The practice of RxD has advanced RWD by transforming mere omni-channel brand presence into
throughout the heightened consumer relevance. Not only does RxD deliver on content and layout scalability,
it also enables cross-device continuity, click-based and gestural interaction, and multiple-user
consumer journey, real-time collaboration. It puts consumers first by giving multidisciplinary teams control of all
from moment to the factors that can deliver an optimal experience. When we layer onto a consumer's experience
their device choice, physical location, past purchases and product preferences, marketing
moment, from triggers become targeted and a brand becomes more relevant.
device to device. With RxD we can tailor features for each device and user experience. Gestural features can be
layered into the tablet experience, a barcode scanner can be added to the smartphone, and
richer visuals or a robust product line can be tailored to the PC experience. RxD maintains brand
consistency throughout the consumer journey, from moment to moment, from device to device,
while utilizing each device’s unique features.
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4. RxD delivers multi-device continuity
Consumers access the Internet from multiple devices every day. Because of this shift in consumer
86% behavior, as well as other drivers such as retail innovation, ecommerce sales are expected to
rise 15.4% to $224.2 billion in 2012, turning online shoppers into omni-channel shoppers. “In the
past, cross-channel shopping amounted to using retailers’ different channels one at a time for
separate transactions,” says Jeffrey Grau, an eMarketer principal analyst. “But today, consumers
are moving between a retailer’s channels—websites, stores, mobile devices, social media—in
a fluid way.” 4 Dual-screen viewing has taken hold, with 86% of smartphone and tablet owners
accessing their devices while watching TV.5 RxD takes all of these trends into consideration
of smartphone and delivers experiences that can be started on one device, then paused and picked up later
on the next device when the consumer is signed in. With RxD, pause-and-play features ensure
and tablet owners consumers never lose an experience, whether they’re watching a video, playing a game, or
access their devices most importantly, making a purchase. At Resource, we believe that ecommerce capabilities
should extend beyond a destination site to multiple content-rich, social-fueled experiences that
while watching TV. touch every channel—giving consumers the ability to buy what they want exactly when and how
they want it. We believe the “e” in ecommerce now stands for “everywhere,” and RxD ensures
these connected commerce experiences can happen anywhere and are never interrupted as a
consumer moves from device to device.
RxD enables collaboration in real time
RxD also pierces the next dimension by giving consumers the ability to collaborate in real time.
Since RxD establishes continuity of experience across all devices, a solo project can become a
networked experience in many forms. From co-creating a t-shirt to group gifting, co-shopping
to multi-user gamification, consumers can invite friends to collaborate on a different device
whether they’re five feet or five thousand miles away.
RxD is future-forward
Smartphones and tablets are only the beginning when it comes to the number of ways we
are going to be able to access the Internet in the future. RxD is future-forward. It not only
aligns brands with evolving consumer behaviors today; it provides insurance for emerging
technologies tomorrow. When a new device hits the market, RxD’s fluid layout ensures the
experience will easily adapt to the latest gadget. And if brands have put off investing in mobile
until now, considering a responsive site redesign that is future-friendly versus a one-off mobile
site will put them in line with elevated consumer expectations.
RxD unifies tools
RxD extends best-in-class website features to every touchpoint. From web analytics to content
management systems (CMS) and marketing automation platforms, RxD unifies back-office
4
“Omnichannel Shopping Puts a New Spin on Ecommerce”, eMarketer, (March 2012)
5
“Mobile Shopping Framework: The role of mobile devices in shopping process,” Yahoo Advertising Solutions,
http:/advertising.yahoo.com/article/the-role-of-mobile-devices-in-shopping-process.html (January 2011)
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5. tools so that brands can easily manage and optimize the experience for every device from one
place. For example, a change made within the CMS in the past would only update the desktop
experience; changes to mobile sites had to be made in a separate location. With a website
unified through RxD, brands have the ability to update the experience once and immediately
see those changes across every device. Tagging and collecting site metrics are also simplified
because the planning and implementation only happen once. Gaining insights from click paths
and bounce rates is easier because the behavioral data from every user (regardless of device)
can be analyzed from a single source.
Making the case for RxD
Brand benefits
Building one • Investment Optimization: With RxD, brands no longer have to build separate experiences
experience versus for each touchpoint, saving time and resources in the long run.
three separate • Brand Ubiquity: A brand’s experience will look and function as designed on whatever
experiences screen a consumer is using.
provides a much • Individualized Consumer Experiences: RxD allows us to examine the consumer journey
greater value in and then tailor experiences based on the way a consumer uses a device.
the long term. • Search: One responsive site with one set of URLs means one set of links to build, leading to
stronger link popularity and social equity and no redirects for mobile users, which add to
server load.
• Realistic Site Previews: In lieu of a single, static view of the site in development, brands can
review interactive prototypes.
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6. RxD Workflow & New Efficiencies
With RxD, we’ve streamlined the process, utilizing an overlapping workflow to get a brand’s
input earlier and responsive sites built efficiently. The RxD process is managed by a cross-
discipline User Experience team made up of IA, Content, Design and Technology experts. Our
multi-disciplinary team aligns with the brand on a high-level vision and direction for content,
functionality and design. The team then moves quickly into iterative cycles of prototyping to
bring the responsive experience vision to life. Prototype cycles are cumulative, each week
adding to the features and templates that demonstrate the experience across devices to get
brand and consumer feedback that influences later cycles. With RxD, we step away from some
of the irreversibility of traditional static designs and the waterfall process and instead provide
tangible experiences that a brand can interact with and impact earlier in the process.
What was typically three distinct projects—a separate PC site, mobile site and tablet site—
becomes a single integrated project. Our team will plan, design and develop a fully functional,
consumer-centered experience that works seamlessly on the devices of today and the devices
of the future. Building one experience versus three separate experiences provides a much
greater value in the long term. Brands will see a cost savings and productivity benefit when
it comes to site updates and maintenance. RxD’s unified views and tools allow brands to edit
content once and see an immediate impact everywhere.
For more information on RxD please contact:
Melissa Dorko
Director, Business Development
mdorko@resource.com
Kristyn Wilson
Associate Director, Media Relations
kwilson@resource.com
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