As technology continues to advance, we need to keep
up by optimizing the way we display content.
A new concept to help you
do just that is "adjustive" Web design.
The speed at which technology evolves means every mobile device has
a different form factor - some are getting smaller, while others are
following the "bigger is better" trend. There's no question
that size affects the way we consume content on mobile devices. So
considering that no user experience (UX) is the same, I predict the next
phase of interface design will give control back to users in the form
of adjustive Web design.
Before I outline my ideas for adjustive Web design, it's essential to
explore two foundational concepts of user experience - responsive Web
design and adaptive content.
Responsive Web Design (RWD)
Ethan Marcotte coined the term "responsive Web design" in his book of
the same title. In recent years, it has become an industry buzzword.
Core elements of RWD include:
- Abandoning fixed grids and embracing flexible-grid layout
- Displaying media as scalable assets
- Using standard CSS3 media queries to respond to any screen size
Many global companies have redeveloped their Web presence with RWD in response to increasing mobile traffic. The Boston Globe was among the first major media websites to adopt this approach, enabling the Globe's
content to be automatically refitted to any screen size available. In
2013, Rotary International launched their responsive websites in eight
languages. This year, Virgin America and American Express adopted the
same approach.
A critical early factor that fueled the movement toward RWD was
separating content and presentation in Web applications. In the early
days, the Web design industry used terminology borrowed from graphic
design and publishing. The trend to separate content and the rules by
which it got displayed was a critical first step towards expanding
beyond traditional graphic design approaches.
Adaptive Content
Adaptive content is another essential element of UX, introduced by Karen McGrane in her book Content Strategy for Mobile.
McGrane defines adaptive content as "getting your content into a format
so you can share and distribute it to any platform you want." She
explains that "you can get your content onto platforms you control - and
platforms you don't."
Her book outlines the following critical steps for adaptive content:
- Think of content as a service
- Create highly reusable content
- Structure content diligently
- Separate content and form
- Invest in good metadata
- Select a usable content management system
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