So you built a Web site and it seems to do everything you need. Then someone points out that it looks pretty terrible on a phone, so you build a mobile Web site. Then you realize that it isn’t optimized for touchscreens and doesn’t work on an iPad, so you build an iPad version. Then you get a memo from the chairman asking why it doesn’t work right on his wife’s new Kindle Fire, and then…well, you get the idea.
How to create for the multi-device world
The moral of the story is that the one thing you can count on in our technology-drenched world is change — which is why you need a better way to approach creating things for digital channels. That better way is called responsive Web design.