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Mobile-forward design: An emerging trend for global brand websites


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Innovative brands like WhatsApp, now owned by Facebook, grew up with ‘mobile-first’ development and responsive web design (RWD). The emerging trend exemplified by digital champions — called mobile-forward design (MFD) — assumes an app-like approach for customer experiences. It affirms mobile-first development but takes that notion further by eliminating everything else, using RWD. It puts the mobile experience ‘forward’ as the only experience, available across PC, tablet and mobile platforms. Mobile-forward design delivers one customer experience on all screen widths, with no device-specific interfaces. It also puts that same experience forward for all markets, in all languages. The content and features delivered may vary by market and audience, but the differences are plug-and-play within the design, based on country, language and other personalisation logic. Based on an analysis of the customer experience, rather than on any underlying code, CSA Research has arrived at an initial set of criteria for evaluating whether a website meets the test of mobile-forward design. This paper shares why mobile-forward design should be considered the best practice for global brand websites.
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Keywords: content management; customer experience; ecommerce; mobile-forward design; website design

Document Type: Research Article

Publication date: September 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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