Small screen, big impact

Small screens pose big challenges for the designer

If you look around on the subway or in a cafe, you’ll quickly see that ever more people are using the Internet to shop on the move via smartphone or tablet. Professional web design optimizes the look and feel of web content for different formats and devices. The starting point is the smartphone display.

The specific technical requirements of smartphones have to be taken into account during the website design phase. The small screens present challenges in terms of design: all content and features have to be geared to the smartphone’s screen resolution and its touch functionality.

Less is more – and not just for small displays
The limited space offered by smartphone screens means that designers have to focus on what is essential and set priorities. This seeming disadvantage becomes an advantage when the available space is devoted exclusively to what customers find really important and to their shopping experience. The result: user-friendly, clearly structured, and lean design for all devices.

Don't forget older device generations
Not all smartphones are equal. Many older models are still being used that lack the technology of the latest device generations. When implementing an online presence, web designers should therefore start by focusing on older devices, taking their special characteristics into account.

Once they have done this, the designers go on to expand, reposition and enlarge content for presentation on other devices such as tablets, notebooks or desktops, which generally offer higher resolutions and greater ease of use.

Mobile first does not mean mobile only
The mobile first approach ensures during the design phase that all devices make the most of their potential. As a result, websites and online shops display all their functionality correctly on all user devices – while providing optimum performance. For the mobile first approach to deliver real-world results, higher-level mobile principles have to be taken into account during the design phase:

  • Design follows function
  • Simple, clearly structured, rapidly accessible navigation and menu bars
  • Prominently placed primary calls to action
  • Easy-to-access, anytime search functionality
  • Reduction of hit lists to the essentials
  • Promotional and less important content has lower priority
  • Minimal barriers to using pages or placing orders – this also motivates visitors to order
  • Easy-to-use forms, already filled out, wherever possible
  • Data storage irrespective of device

Easily adaptable
The web design initially assumes the restricted technical capabilities of the smartphone, ensuring optimal presentation and performance on all user devices. Every application can be easily enhanced and adapted to the technical capabilities of different user devices for higher resolutions. This also offers maximum flexibility for future device generations.

Drawing on their extensive experience, the KPS experts are aware of the obstacles that have to be overcome when implementing a customer-friendly and conversion-oriented web design. Technical expertise coupled with industry knowledge helps them to implement your specific web presence with a wide range of functionality. This provides your customers with a special experience. And you increase customer loyalty and improve your revenue.