Danny Bluestone

Why a device agnostic website is the future

Posted by February 21, 2013
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Producing a website is not what it used to be; with the prevalence of mobile devices, tapping and pinching is how most people interact with content.

If your website is not fully touch friendly you have probably been living in a cave. Deloitte predicts that in 2013 global shipments of smartphones will exceed one billion unites for the first time*. With iOS losing ground, more and more devices with different screen sizes (and even display technologies like the Amazon Kindle Whitepaper) are coming to market meaning that user experience professionals have to cater for more layouts whether adaptive web design (AWD) or responsive web design (RWD).

Cyber-Duck’s approach to date (for its own website) was to have dedicated desktop, tablet and smartphones websites (an AWD approach). This worked really well as we leveraged HTML5 to create almost app like user experiences (UX). Our iPad web app was especially successful. The text was minimized and the web app focused on visual aspects, all interfaces were redrawn and optimized for chunky fingers. We even got the tablet app to work offline using caching. Cyber-Duck also launched a dedicated smartphone web app that worked really well with dedicated geo-location functionality and ‘call’ buttons within the interfaces to help people on the move to call us or find our office quickly.

The problem was that we had to maintain three different code bases. When Google launched the Nexus 7 and other vendors released new ‘phablets’ like the 5.5” Samsung Galaxy Note, we realised that creating another optimized website for 7” tablets and newer ‘phablets’ was not an option. The mobile front is not the only challenge though: Apple’s new retina displays are very high resolution requiring website owners to undertake particular work such as duplicating all visual assets and tweaking the CSS so there are specific high definition versions. In 2013, 4K TVs will offer four times higher resolution than standard HD TVs. Paul Lee, Director of Global TMT Research at Deloitte predicts that twenty 4K TV* models will be available by the end of the year, as such it is vital that digital agencies recognise that websites should work superbly on tiny screens but also look great on high definition screens in a boardroom.

Today, Cyber-Duck just launched its new fully responsive website. Cyber-Duck’s new website has been created from the ground up to deliver a great user experience (UX) on a wide variety of devices and browsers. Cyber-Duck is calling its new website ‘device agnostic’ because it works on any device with an Internet connection.

Read the story in full about why Cyber-Duck scrapped its desktop, iPad and mobile website for one future-friendly responsive website design (RWD).

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