Last week, I talked about why responsive design is so important. Basically, the short answer is that your mobile site can look like crap without responsive design, as we saw with the examples from Modify Watches. Today I have another example for you, which comes from the ecommerce site of Maggy Frances, a designer of women’s wear.
Here is the desktop version of the site. This is the page shoppers will see when the click on the Shop tab at the top of the page. It’s simple and pretty easy to use, with some sorting and filtering options on the left to help customers narrow down the results. I like how it even includes swatches of the prints they use in their clothing, rather than generic color options like blue or red, etc.
However, take a look at what happens when you open this page on an Android phone. Yikes… With overlapping words, and text and images getting cut off by the side of the screen, this is not good at all. It’s not enough anymore to rely on one version of your site to work on mobile devices. Using responsive design would eliminate all the resizing and scrolling users will have to do to navigate the current site.
I ran into another problem when I tried to use the swatch selection option. The swatch I chose didn’t have any product results. How frustrating! I suggest that if there aren’t any clothing items in that fabric or print, then the swatch should be eliminated.
Of course this site isn’t the only culprit of having a bad mobile experience. It’s just another example of how online retailers need to be conscious of the fact that customers are using lots of different devices to shop, and your ecommerce website should cater to this. Responsive design is a great place to start. Hopefully Maggy Frances makes the update!