Gartner Research

Creating a Great Multichannel Web UX Requires More Than Responsive Design

Published: 06 July 2018

ID: G00351303

Analyst(s): Danny Brian , Brad Dayley


Increasing mobile endpoint diversity and evolving digital business demands are driving higher expectations of the multichannel web user experience. This document helps technical professionals deliver great web experiences across desktop, tablet and mobile devices using HTML5, CSS3 and JavaScript.

Table Of Contents

Problem Statement

The Gartner Approach

The Guidance Framework

  • Prework
  • Step 1: Define Users
    • Use Personas to Define Users
    • Use Scenarios to Provide Context
    • Developing Personas and Scenarios
  • Step 2: Design Multichannel Workflows
    • Weave Workflows Into the Web App Design
    • Consider Discovery for External Apps
    • Consider Navigation
    • Account for Device Restrictions
  • Step 3: Use an Adaptive Web Design
    • Adaptive Web Server
    • Browser-Based Responsive Design
    • Build Modular Apps
  • Step 4: Create the Appropriate Device Experience
    • Accentuate the Strengths of the Platform
    • Ensure the UI Loads Fast
    • Create a Mobile Feel on Mobile Devices
    • Apply a Progressive Web App Approach for Optimal Experience
  • Step 5: Test the Web UX Across All Channels
    • Test the Web UX on Physical Devices
    • Use Automated Techniques to Test the Responsive Design
  • Step 6: Use Analytics to Improve the UX
    • Define Analytics Goals Before Identifying Metrics
    • Use Specific Questions to Identify Metrics
  • Follow-Up

Risks and Pitfalls

  • Related Guidance

Gartner Recommended Reading

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