A Responsive Web Design case study – Internet User Experience 2012
Our goal as digital design practitioners is to craft and implement solutions that meet our clients and their users’ needs, even if those needs haven’t yet been articulated. In 2011, a consumer packaged goods client expressed a need for a brand site facelift or a “reskin” to their existing web site. Our research into the brand’s target consumer’s device preferences, behaviors and passions, however, identified a major opportunity for the brand to take a giant leap forward in their digital presence with a site that reached their consumers on more than just desktop or tablet devices. And so begins the tale of how a small team comprised of an interaction designer, graphic designer and a few engineers spun a reskin project into a responsive web design. This case study outlines the responsive web design approach used and provides tips for implementing your own responsive web design as well as helpful criteria for determining if a responsive web design is the right way to engage your target users.