In this article, Matt Gibson will explain, from his own experience of refreshing his agency website, why they abandoned a separate mobile website and will review the process of creating a new responsive design. At Cyber-Duck, they have been designing both responsive websites and adaptive mobile websites for several years now. Both options, of course, have their pros and cons. With a separate mobile website, you have the opportunity to tailor content and even interactions to the context of your users, whereas a responsive website means better content parity for users and a single website to maintain.
Their redesign story starts in August 2012. Until then, their previous strategy of having separate mobile, tablet and desktop websites didn’t exactly perform badly; they drove conversions, and user engagement appeared to be good relative to our desktop website. This strategy was borne purely out of the need to quickly tailor their ageing desktop website to the increasing number of tablet and mobile users at the time.
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