Responsive (and Adaptive) design can sometimes be thought of as the art and science of hammering round pegs into square holes. Content that isn’t properly structured and controlled with a solid content strategy can struggle to properly adapt to different display contexts. Noz Urbina looks at how CS and UX professionals can work together to engage and please users in a multi-device world. Lessons learned from this session: This session received strong reviews. People were quite engaged by the concept of Adaptive Content. Questions focussed around the IA/CS relationship: How and where is IA handled inside body content and how can teams work together. The answer is generally: much more closely. CSs are both guiding and soliciting the support of IAs to extend real structure and semantics into body content blocks to enable reuse, tranformation and filtering. IA and CS professionals need to work more closesly for Adaptive Content than they would otherwise. Originally presented 2013-06-18 at UXPA UK (User Experience Professionals Association UK) event held at Sapient Nitro's offices in London. Organised by Lisa Moore, WriteByte.