Content management system provider DNN has embraced responsive web design with its update to Evoq Social, a community tool that allows customers to answer each other's questions and comment on a company's products or services.
A Response to Mobile Shift
The little computers in our pockets we call phones are ubiquitous. It is in response to the massive shift people are making to these devices that organizations have begun embracing the responsive design ethos.
DNN (formerly DotNetNuke) is no different. Its Evoq Social system is more or less the hub for website visitors to engage each other in. Instead of simply posting comments and questions on a website's home page, customers can check into an Evoq Social site that houses many of the things they go to that homepage for in the first place.
Take Apple, for example. Apple customers may have questions or comments about their gear, and they can go to an Apple customer community page to find out about updates, new models and support. Instead of calling an Apple support specialist on the phone, customers can post their questions or issues and get quick answers from other customers.
Of course, it doesn't always go that way. But any questions that do get answered reduce the number of inquires paid support agents will have to deal with.
By taking a responsive approach, Evoq Social customers' community sites will render correctly on any device — from desktops and laptops to tablets and smartphones, regardless of the screen size. This will make the sites better equipped to handle mobile traffic.
Evoq Social has incorporated a responsive skin so customers blogging, discussing and searching can do so more comfortably on mobile devices.
Impact on Customer Experience
Responsive design as an approach is being increasingly touted as a way to ensure websites display properly on mobile devices. When customers can access places like their community pages from small screens, they are likely to perceive that as a good experience. Conversely, if a website renders incorrectly or looks odd on a mobile device, that's likely to be perceived as a poor customer experience.
The responsive design approach is as much about helping companies create good customer experiences as it is to avoid poor ones. As more companies place greater importance on offering customers a better experience, responsive design, and its cousin adaptive design, will likely gain in importance.