On average, every person on the planet spends about 6 hours and 40 minutes in front of screens. And when we think about those nearly 7 hours we picture them in front of a single screen, completely still, absorbed by the stimuli coming from all those pixels. That classic image of an office worker spending hours and hours in front of a computer screen.
But the picture is quite different because of the cross-platform experience. The number of hours we spend connected is the same, but the way we do it is quite different. In fact, if we consider that this screen time accounts for between 38% and 43% of our waking hours, it's hard to imagine it all spent in front of a single screen.
Every day, we move from one screen to another without even noticing. We navigate between devices that are integrated into our daily lives without, in most cases, even considering it "screen time." But that time counts (and counts a lot).
Television, computers, mobile phones, tablets… Our eyes are constantly jumping from one to another and, at times, we use several for the same purpose. Watching a series, checking our bank account or reordering food delivery are experiences that can pass through different screens. But what we expect from each of them is completely different.
Yes. The experience of your digital product or service on a mobile phone screen coexists with that on a computer, but that doesn't mean it has to be the same. And in this article we're going to explain why. To do so, we'll introduce you to the concept of cross-platform experience and the reasons why you should have it firmly in mind.
We could define a cross-platform experience as one that adapts to the nature of each device and the user's expectations when interacting with it. In fact, the key to this type of experience lies precisely there: in understanding the user's expectations and actual experience on each platform.
Think, for example, about how you interact with airline websites or apps depending on which device you're using. The chances are you're among the large majority of users who use their computer to book the flight because it feels more secure, but when it comes to managing the booking or checking the flight status, you reach for your phone. See? They're not the same.
It sounds logical, but it isn't always. In fact, many companies believe that adapting their experience design to the specific dimensions of each screen is enough. But it's not sufficient. You need to move from responsive design to designing a true cross-platform experience.
You've surely heard of responsive design and consider it a basic criterion in your user experience. And yes, it is. It's undeniable that without a design that adapts to the different screens of a user's different devices, your product will go nowhere. But it may not be enough.
Responsive design falls short. It's that simple. This criterion is based exclusively on a technical question of dimensions (or pixels, if you prefer). It only concerns itself with ensuring that the same design or experience "looks right" on the user's different screens.
But… what about the user's "real" experience with each screen? What if what they expect from their mobile experience isn't the same as from the television? Taking that into account is the difference between responsive design and a cross-platform experience. And that difference can define the success of your business.
We know this isn't as obvious as it seems. It's very easy to fall into the trap of confusing both concepts and end up designing a responsive experience thinking it's cross-platform. It's happened to all of us.
Fortunately, we're here to explain 3 key differences or basic criteria for understanding the differences between responsive and cross-platform design. Here they are:
Responsive design only ensures one thing: that the user can correctly view the information regardless of their screen. But it forgets something important: that the user picks up their experience correctly regardless of which device they use. A cross-platform experience always considers that all screens are synchronised and that the user's experience flows.
If you understand why the user needs each device, your cross-platform design is practically done. A good experience that adapts to each screen evolves the design to meet the user's expectations and real needs. Because using a mobile phone is not the same as using a computer screen.
The third key (and difference) of a cross-platform experience is real-time synchronisation between devices. To guarantee the continuity we mentioned, we need to make sure that data and information are consistent at all times. Each device needs to function as a reflection (in a different form).
The fact that your website or service experience adapts and can be navigated across different devices is clearly a positive thing. But wait, there's more: a good cross-platform experience provides many more advantages for your business.
Adaptability and scalability — A good cross-platform design strategy lets you integrate new channels and devices much more quickly and effectively. This lets you keep pace with technology and user needs.
More personalisation — We already know that personalisation is one of the great bets for improving your user experience. Thanks to a cross-platform experience you can adapt your product to their usage preferences. After all, that's also personalisation.
Less friction and more conversion — If your user experience ensures that when changing device everything picks up where it left off, the likelihood of the user encountering problems is reduced. In other words, you're making it easier for them to convert without any friction.
More user retention — When a user experience adapts to your screens, your expectations of each format and your natural way of using each device, there's a high likelihood you'll stay loyal to it and keep using it.
Now let's get into the details: how can I make sure my user experience is truly cross-platform and not just responsive? In theory everything sounds great and seems straightforward, but in practice it's often not easy to know where to start.
Don't worry. There are 4 things you absolutely must keep in mind when thinking about an experience that adapts to each device and the user's needs. And here they are so you don't have to go searching:
Visual and functional consistency — You don't just need to make sure visual elements are recognisable to the user across different devices. You also need to ensure that, despite the differences between screens, the steps and processes to follow are recognisable and the user understands how to progress.
Real-time synchronisation — It's vitally important to find a way to ensure that whatever is happening on one device is also reflected on the other. If a user starts buying on the website, they should be able to complete the purchase on their phone without friction.
Context-based variations — For this point, it's essential that you know your user well and how they interact with your product or service depending on the context. Make sure to adapt the design depending on what they're looking for at each moment and on each device.
Performance optimisation — Every device has its limits (and its strengths). You should always use them to your advantage and adapt the experience to each one to avoid friction and make the most of each device's capabilities.
Wait! Before we finish, we'd like to go through the main mistakes we've all made at some point when designing a cross-platform experience. We don't want you to make them too, so let us give you a brief summary:
Don't assume, analyse — When designing user experiences, we tend to believe we perfectly understand the logic users will apply and how they'll navigate across different devices. And well, we're often wrong. Before starting, make sure you listen to them and observe them carefully.
Too much rigidity between devices — It's natural. We all think all information must be organised in the same way across all devices, otherwise there'll be a lack of coherence between them. But this isn't always the case. The user is aware that there will be differences and, if everything is well thought out, they'll know where to find each thing in each context.
Serious inconsistencies — Adapting to context doesn't mean forgetting about the key features of your product. Avoid including functionalities or elements that work in one context but have no place in the other. Imagine starting a chat on your phone but not being able to find it anywhere on your laptop. That's a problem.
Take the leap. If responsive design is already present in your user experience, why not go for a cross-platform solution that lets you better connect with your users and adapt to everything yet to come? It's all upside.
If you want, at Boost we can help you achieve it. We analyse your current user experience, the data showing us how your users interact with it and what might be going wrong on each device. Then we'll propose a solution totally adapted to you.
All you need to do is reach out (from whichever device you choose, of course).
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