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Which clippings match 'Customer Experience' keyword pg.1 of 1
11 MARCH 2013

Mobile Apps: the trouble with using 'Responsive Design'

"Amid an overwhelming amount of mobile options and solutions, it's easy to see why responsive design's singular code seems like an alluring universal panacea for mobile optimization. However, while responsive design aims to scale web content fluidly across multiple devices with different screen sizes, it may not represent the best option for organizations aiming to deliver unique and innovative experiences to customers. ...

The future of digital business depends primarily on mastering the mobile channel. Mobile's mushrooming numbers are due to the convenience of remote access and a new reliance upon the delivery of information when and where little to none was previously available. When developing your approach to engaging customers via mobile, it is key to ensure your strategy accounts for the rising expectations your customers have for this important channel.

Once you understand the kind of mobile experience you want to create, you can decide whether adopting a responsive design philosophy can deliver upon these expectations and goals. While responsive design can help you achieve a certain measure of consistency across channels, the real prize lies with the ability to create unique experiences. A broader multi–screen approach designed dynamically by channel will enable the sort of customer experiences that yield higher engagement and contribute to overall success."

(Carin van Vuuren, 18 November 2012, Forbes)


appconveniencecustomer experiencedesign principles • device-specific content display • differencedigital business • engaging customers via mobile • Forbes • Forrester • information delivery • interactive experienceLinkedInmagazinesmobile apps • mobile channel • mobile development • mobile experience • mobile optimisation • mobile site • mobile solutions • mobile strategy • multi-screenmultiple devicesnewspapers • one-web • People magazine • remote access • responsive design • responsive site • responsive web design • scale web content • screen size and orientation • screen sizes • singular code • smartphonetechnology solutionuse case • varying screen sizes • web development • web experience


Simon Perkins
23 APRIL 2010

IDEO & Air New Zealand: rethinking the long-haul travel experience

"To prepare for the launch of its new Boeing 777–300 aircraft in November 2010, Air New Zealand scrutinized its current long–haul offering. The company asked IDEO to rethink the entire experience – from the cabin's layout and equipment, such as the seating in economy and business class, to the in–flight service and entertainment and even their customers' experience inside and beyond the terminal. ...

Together, Air New Zealand and IDEO revamped the airline's equipment, service, and technology strategy. Innovative seats will allow travelers one of two desired experiences: connection and socialization or solitude and retreat. Their reconfigurable design permits each passenger a level of interaction with (or privacy from) others that was previously reserved only for those in first class. In addition to best–in–class video and gaming, in–flight entertainment will allow travelers, Kiwi and foreigner alike, to share their experiences, photos and recommendations with each other, making plans and preserving memories for the life that follows disembarkation. The airline's service strategy, both onboard and on the ground, will shift to celebrate the people, rather than the landscape, of New Zealand – giving crew and passenger alike opportunities to interact and form meaningful connections. Policies and procedures were crafted to give travelers more control of their space, of their time, of meeting their demands and ultimately over having an enjoyable and memorable flight. Creating their own technology platform was essential to delivering on this promise of improved and individualized in–flight experiences at scale. IDEO worked with Air New Zealand to understand what they could do – build, buy, or partner – with a view towards near–term implementation.'"




2010 • Air New Zealand • aircraftairlineAotearoa New Zealand • best-in-class • Boeing • Boeing 777-300 • cabincase studycustomer experiencehigh-fidelity prototypehuman-centred designIDEO • in-flight • in-flight experience • long-haul • onboard • passengerprototype • reconfigurable design • seating • service and entertainment • socialisationtravelleruser experience design (UX)User-Centred Design (UCD)


Simon Perkins

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