As we snap, swipe, text, and tap our way through this world’s dizzying digital design, brands have to evolve their marketing and digital strategies to stay in line with the consumers’ device expectations.
As design aficionados, we took a look into which companies achieve this elegant balance of cross-platform engagement and multi-media design tactics.
Check out these three stellar examples of mobile-first content.
It’s been a mere seven years since the debut of the iPhone changed the way we consume information. Within less than a decade, the rate of content accessed on mobile devices has surpassed that of desktop. In fact, 53% of retail traffic tips in favor of smartphones.
The proliferation of tools and platforms that create responsive sites (Squarespace, WordPress, Magento, etc), has broken the barrier to creating a site optimized for mobile. But some brands fall short – their content experiences don’t seamlessly populate their mobile websites.
A smaller screen size (sorry iPhone 6+ers) is not an excuse for a smaller design effort. Content may be king, and distribution may be queen, but the real power behind the throne comes from engaging design and the beautiful details expressed by that design.
With that in mind, we have collected three stunning examples of mobile-optimized content. Enjoy!
Burberry uses long-scrolling pages with animated gifs as backgrounds to create a rich, multi-layered mobile experience to mark the launch of their new campaign. They use a mix of typography and photography to immerse their audience in rich mobile content.
Burberry has also fully utilized personalization and social integration to maximize sharing. Our only suggestion would be to make the path to purchase more direct. Rather than redirect users to the main site, empower your audience to buy at the precise moment of inspiration.
The Men’s and Women’s landing pages feature grids with full images to highlight the categories within. The desktop version collapses perfectly into a two tabbed approach for the mobile version. This creates content that is easily accessible for your users.
Transparencies and typography are also used elegantly to break up the images of the grid structure. This results in a beautfiul mobile experience.
Ann Taylor’s POV: Refinery 29 is a gorgeous example of co-branded content. It fits in very well with what both brands are offering and also helps each grow their different audience base. In this particular case, the content experience feels even more at home on mobile than on desktop.
Simplistic design mixes copy and imagery, and its easy swipe through to view the looks; the text is legible on the mobile phone. We wish that the path to purchase was more straightforward on the mobile phone; imagine how much higher it could convert if you could shop directly from the content.
Ann Taylor’s simplistic design mixes copy and imagery, creating a seamless experience as their viewers swipe through the different looks. We wish that the path to purchase was more straightforward on mobile – imagine how many more conversions you could get if your audience could buy directly from the mobile content!
Embrace the Challenge
Smaller screen size doesn’t mean sacrifice. Designers (and even eComm merchandisers) are sometimes at their best and most creative when constraints and considerations are put into place. Embrace the challenge of mobile-first design and integration!