The team at Emote were recently able to explore the importance and potential of designing a website for mobile first.

Bakers Delight came to us to redesign their online presence, which included building a mobile version of their website. Read on to find out how we worked our magic to produce beautiful results.

The client

Bakers Delight are giants in their industry, but their current website didn’t do justice to their long-established reputation. It also lacked mobile integration. This was particularly problematic for their online audience, 58% of whom were viewing the site through mobile.

We created a new mobile website that not only overhauled their entire online presence, but provided easily-accessible information that most mobile users would want to access.

Goals

Bakers Delight didn’t just want a mobile clone of their new desktop site. They needed their brand’s mobile site to address key criteria in a unique way.

The website needed to cater to mobile users first, since that was where the majority of their traffic was coming from. It was therefore essential that we create a mobile website that allowed for a positive user experience.

This would need to involve more functionality that would encourage customers to spend more time on the site, as well as provide essential brand information that would greatly decrease the number of enquiries Bakers Delight received on a daily basis.

The overarching goal of this project was to use these features to increase website traffic, which would in turn greatly improve Bakers Delight’s online reach and strengthen their brand image.

Outcomes

We were able to create a fast and responsive mobile site that not only addressed Bakers Delight’s needs, but was an example of how designing a website for mobile first can greatly improve a brand’s service offering.

Some of the design features we implemented for Bakers Delight’s mobile website include:

  • A responsive page design that scaled to smaller screens and eliminated the need for “pinch-and-zoom”
  • An appropriately-sized font that’s easy to read on a smaller screen
  • Collapsible menus and search filters
  • Resized and minimised pop-ups that don’t disrupt the user experience
  • Horizontal tiled image collage redesigned to display vertically on a mobile
  • Drop-down menu shifts to a vertical display rather than horizontal
  • Mobile-compatible, embedded YouTube video that’s playable on both desktop and mobile
  • Scalable images that display in high resolution even on smaller screens
  • Making “FAQs” and “Find a bakery” pages more visible on the mobile version of the website, addressing a prime need of mobile users

Are you interested in optimising your brand’s website for mobile? Get in touch with the Emote developer team today and discover the potential of mobile browsing for your site’s rankings.

 

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