Audience and Device Aware (ADA) is an approach aimed at ensuring that a site is optimised to deliver what a user wants and that works effectively on the device being used to access the site. Unlike Responsive web design (RWD), which crafts a site visually for a range of devices, ADA aims to reflect the many different elements that enhance and impact the performance and usability of a site. The predominant application for the ADA approach is for mobile and smaller screen devices. The principle truly sees the adoption of a “mobile first” strategy and focuses on performance of a site and value that it delivers to a user and the business.
A true ADA approach will see features and functionality presented that are optimised for both the user and the mobile device being used to access the site. ADA reflects the key elements that significantly impact on user experience and a mobile site performance and the value that it delivers:
- Design and presentation of products and information
- Time to load
- Compatibility to a wide range of devices
- Ability to find what the user wants quickly
- Clicks required to find and access site components
- Features geared towards a mobile user
- Understanding of the mobile environment
As more customers turn to their mobiles the channel is now becoming the first point of interaction for many with a business. An organisation that the understands the ADA approach and delivers against it will see significantly improved site performance and increased value.