ESSAYS
ASHLEY BOLSER, MANAGING DIRECTOR AT BOLSER
BEYOND RESPONSIVE DESIGN
“Our site is already responsive,” is something I often hear when talking to brands about the mobile web. And it’s true. When you grab the screen edge and resize the web page on a desktop everything falls in to place: neat headlines, resized and relocated images, working videos; the lot. But it’s just not good enough. Mobile internet use is exploding
locally and globally. To work well on mobile devices, responsive design needs to be more; more than a simple resize to fi t the screen, more than a simplifi cation of the nav buttons. It needs to be about content and context. Content is key. Simply taking the width of a homepage and translating that into a long, thin mobile page doesn’t work for consumers. Mobile phones are used for fast, simple, multiple interactions. Scrolling down the equivalent of 20 pages just doesn’t work. Context is also vital. Consumers are in a hurry. When they visit a site on their mobile they want to access information and get action fast. They want phone numbers they can use. They want directions to integrate with their sat nav. They want seamless, integrated log-ins. And they want type they can read. It’s diffi cult to get this right on mobile, but not impossible. If you want to survive long term, don’t just do it. Do it really well.
bolser.co.uk
TIM HURLES, CREATIVE DIRECTOR AT WE ARE EXPERIENCE
DO SOMETHING GREAT AND TRANSFORMATION WILL HAPPEN ANYWAY
Digital transformation is vital to the future of most brands and organisations. The single biggest challenge facing digital agencies is helping their clients to achieve this. The mistake that’s often made is to think that digital transformation is an objective in itself. What we’ve learned is that meaningful transformation only happens when clients know and understand why they’re doing it. There needs to be an objective beyond just transforming. A goal needs to underpin it. The question we ask when talking to clients is ‘what do you want to achieve as a result of digital transformation?’ In most cases the answer will be something along the lines of ‘we want to create something great for the customer’ - because that is now the point of differentiation. Then the
objective becomes the creation of fantastic new products and services which are focused on fulfi lling current and future customer needs. Transformation
41 issue 22 october 2014
occurs in the process of making this happen. For a traditional retail brand to create a wonderful, seamless omnichannel shopping experience, it’s probably going to have to change most aspects of its organisation. The next challenge is how to deliver
these new and dramatically improved products and services. Our industry needs to re-evaluate its working methods to overcome this. We need to guide our clients towards an accelerated, multi-disciplinary development process which is informed by the people it’s aimed at – customers. Cut the customer out of the conversation and everything becomes guesswork. The opportunity for digital agencies
seems clear – to be leaders and partners in one of the most exciting enterprises a brand will ever undertake. We know what we have to do.
weareexperience.com
THE MISTAKE IS TO THINK THAT DIGITAL TRANSFORMATION IS AN OBJECTIVE IN ITSELF”
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