The emergence of tablets and smartphones has drastically changed the digital landscape and in turn, dramatically altered consumer behavior. With tablet sales expected to double to 119 million units in 2012 and smartphone sales on track to reach annual shipments of over 1 billion by 2014, mobile commerce will far exceed the 6.7 billion dollars it hit in 2011. With this surge in mobile device sales comes a need to rethink how we create digital experiences.
Several brands and agencies are utilizing Responsive Web Design (RWD), a development approach that allows brands to build an experience once, and with flexible grids and fluid content, scale it across every touchpoint. At Resource, we’ve taken RWD several steps further and created Responsive Experience Design (RxD). Not only does RxD deliver on layout scalability, but it gives the consumers the ability to pause and play content and collaborate in real time with other users on different devices. RxD also allows brands to tailor features for each device and user experience. So gestural features can be layered into the tablet experience, a barcode scanner can be added to a smartphone, and richer visuals or a robust product line can be tailored into 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.
This is only the beginning for Responsive Experience Design. New technologies will continue to fuel somewhat unpredictable behavioral and attitudinal changes in consumers. There is a lot more of RxD to explore. Watch our Responsive Experience Design video or read our RxD Thinkable to see how our multidisciplinary teams are prepared to take brands to the next level of consumer relevance.
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