Whether you are using a desktop, tablet or phone, a responsive website will ‘shapeshift’ to the screen’s format, maintaining full navigation options and all content. It’s crucial for websites to adopt this functionality in order to accommodate the huge variety of ways in which consumers can now access online content.
We recently did just that for Morrisons. M Kitchen is their food brand, and the M Kitchen blog website we were asked to work on is the online brand presence we developed to deliver quality content about all things food related.
The main screen view looks very much like a normal website. Built in WordPress with a comprehensive CMS to allow new content to be added when required in terms of copy, images and video. When viewed on a mobile device the website reduces in width to give users the full content experience with more mobile friendly functions. For example, the main navigation is a simple drop-down menu so people can access all information without having to pinch and zoom their screens to access fiddly buttons.
Developing the website with responsive functionality was crucial in engaging with users on the go. So, as content is added or social media activity drives people to the main website their online experience is not disconnected by a desktop only website. Continuing this seamless user journey has been crucial for people to successfully interact with the website.
The M Kitchen website is a good example of how responsive websites are being used to encourage a target audience to engage with online content wherever they are. As the use of mobile and tablet devices continues to grow this is a trend that will only become more and more relevant for brands to provide an effective online experience for their users.