Tourism, Cars, Traffic

Thursday, 27 March 2014 15:57

Imperial Select Goes Responsive

Written by 

Nothing should be done without careful consideration. 

Observation, intuition, research, perception, cognition, comprehension, planning, action, dedication, improvement, fixes, reviews, fine-tuning, and approval are all things that need to happen before something significant can come to life.

The Big Decision

Imperial Select’s decision to upgrade to a responsive website was based on the ever-changing times of the digital sphere, increasing use of multiple devices, and the online behaviour of today’s seemingly insatiable individuals. The need for a responsive website is sufficiently captured by the following quote:  

“Day by day, the number of devices, platforms, and browsers that need to work with your site grows. Responsive web design represents a fundamental shift in how we’ll build websites for the decade to come.” – Jeffrey Veen (Vice President of Products for Adobe; Co-founder of Typekit; Author of “The Art and Science of Web Design”)

The Procedure – in a Nutshell

Responsive frameworks (fluid grids), to name one element, were used to create a flexible foundation. Key elements, for example flexible images and videos were also incorporated to enable the website to seamlessly adapt to the used device’s layout, user, and environment. 

The former website’s content was refined, condensed and optimised until only the most useful and relevant information remained. This resulted in a clean, uncluttered, user-friendly, responsive website (by Maven Agency).

Notable Improvements

● Cross-platform browsing
● Overall cleaner, sleeker look and feel
● The blog has been updated and simplified
● Digestible home page display of Car Specials
● Completely reworked “Find a Dealer” section
● Users are introduced to the Mobi App on the Home Page
● Significantly enhanced and simplified search functionality

Responsive Design – What is it and Why Use it?

Responsive websites respond to their environments – the devices they are being displayed on. This means that based on the device being utilised, whether it is a desktop, tablet or smartphone, the website will respond to the display and adjust appropriately. In short: one site for every screen.

A quick way to test whether a site is responsive can be done by minimising and enlarging the browser on a desktop. When this is done, the elements on the page move and adjust in response to the new display size. More often than not, primary content will be prioritised and when necessary (e.g. on mobile) text will appear larger, and buttons should become easier to use.

The reasons for incorporating responsive design come down to accessibility and ease of use – one should be able to get the most out of a website whether one accesses it from a mobile phone, tablet or desktop. Users should not have to squint, furiously swipe all over the page, or constantly pinch and zoom to locate the information they require. Viewing a website, and interacting efficiently should be simple, gratifying and rewarding.

Other Responsive Websites

● Barack Obama: The Obama campaign continues to be at the leading edge of web technology.
● The Boston Globe: The largest responsive web design project to date.
● Grey Goose: A responsive site with parallax scrolling animation.
● Target: This is Target’s corporate website.

Notable Mobile Stats

● By the end of 2013, there will be more mobile devices on Earth than people. (Source: Cisco, 2013)
● 27% of companies worldwide planned to implement location-based marketing in 2013. (Source: Econsultancy, 2013)
● 56% of American adults are now smartphone owners. (Source: Pew Internet & American Life Project, 2013)
● Mobile now accounts for 12% of Americans’ media consumption time, triple its share in 2009.(Source: Digiday, 2013)
● 65% of U.S. shoppers research products and services on a PC and make a purchase in-store. (Source: Cisco, 2013)
● 48% use or would like to use a smartphone to shop while in-store or on the go. (Source: Cisco, 2013)
● 80% of smartphone owners want more mobile-optimised product information while they’re shopping in stores. (Source: Moosylvania, 2013)Source:

Published in Tourism, Cars, Traffic

About Pressportal

MyPressportal is geared towards the South African Market only. A press release can have a huge impact on the marketing of your company, as many journalist use press releases to communicate new happenings from all types of companies and NGO's. MyPressportal is FREE. We do not plan not to make this a paid service. If you would like to know more about the system, please read the FAQ.