Good Vibrations: Responsive Design as Empathy in Your Brand Experience

Are your customers picking up good vibrations from your website? Does it respond elegantly across multiple devices? Or do users have to pinch and zoom and scroll and turn their phones around just to read your content?

If not, consider the power empathetic design can give your brand experiences. Empathetic design — the execution of a suite of consumer-centric strategies that provide tangibility and utility — is key to a consistently great brand experience.

For a comprehensive investigation of empathetic design and strategies to achieve it, download our latest white paper, “Beyond Responsive Design: Designing Empathy into Your Brand Experience,” wherein our brand experience experts take you through empathetic design’s role in delivering utility to consumers, including:

  • How your site performance signals empathy for consumers
  • The role of responsive design in the empathetic design process
  • When responsive design isn’t your best option

As consumers increasingly adopt multiscreen lifestyles, an ideal opportunity to demonstrate empathy in your digital offerings presents itself. But most brands’ websites are not optimized for multiple screens, despite Google’s recent research finding that 90 percent of users move between different screens to accomplish a goal. So why doesn’t every brand build a website optimized for multiple channels? Because it takes time and money to build multiple sites for desktops, laptops, smartphones, tablets, native apps and whatever else comes next.

That’s where responsive design comes in.

Responsive design — the ability of a website to progressively enhance or gracefully degrade itself to display content appropriate for each device — is a cost-effective solution to the multiscreen problem. Rather than building a new site for each platform, developers architect the code to identify the user’s screen size and adapt content to that environment. The quality assurance process may take a little longer, but you end up saving money in the process because developers only have to code once.

Responsive design also yields real business value by attracting more users to your site and capturing their attention spans for a few extra minutes. Time Inc.’s responsive redesign led to a 23 percent increase in mobile access and a 7.5 percent increase in the amount of time users spend on the site. And as responsive design continues to yield a positive business impact, more companies will share data about the worth of responsive design in their digital marketing strategy.

Finally, by ensuring a great experience for consumers across multiple screens, responsive design demonstrates your brand’s empathy. Empathy is good. We like people who try to see things through our eyes, no matter how crazy we are. But we love those who can take that knowledge and develop something we’ll actually use.

Read the latest offering in the Phenomblue Strategic Insight Series for valuable tips and insights on the business impact empathetic design can bring to your brand. Click below to download “Beyond Responsive Design: Designing Empathy into Your Brand Experience.”

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