February 16, 2012, 9:14 AM

New Gorilla Design Service Focuses on Responsive Design

Adapt gives online retailers a competitive advantage by allowing them to deploy sites that intelligently adjust to screen size and resolution.

Chicago, IL – Gorilla, an award-winning, full-service ecommerce solutions provider, today announced the launch of Adapt, a new design capability that brings the power of “every screen ecommerce” to online retailers. Built using the principles of responsive design, Adapt gives online retailers a competitive advantage by allowing them to deploy sites that intelligently adjust to screen size and resolution, without regards to device or operating system, eliminating the need for retailers to operate and maintain separate smartphone apps and mobile websites.

“The Adapt framework allows us to create sites that present a fluid user experience, whether the end user is viewing a site on a desktop or laptop, a tablet, a smartphone, or even a web-enabled TV,” said Ethan Smith, Creative Director at Gorilla. “When factoring the cost and resources necessary to build, maintain and update separate websites, mobile optimized sites and smartphone apps, the advantages of this responsive design-based service are immediately clear.” 

Adapt doesn’t simply resize a website to fit a given screen size, a process that often renders websites unreadable and unusable on mobile devices. Instead, Adapt intelligently recognizes both screen size and resolution and then reformats the user interface and page content in a way that is tailored to the screen on which the website is being viewed.

The advantages of this flexible approach to website design are numerous. No longer do companies need to invest in separate mobile optimized sites (also known as m dot sites), running parallel to their primary website. And unless there is a specific need to integrate a smartphone feature, such as camera functionality, creating multiple smartphone apps to reach customers on tablets and smartphones becomes redundant. This removes the initial investment required in building these separate mobile instances. It eliminates the need to dedicate ongoing resources to maintain and update these sites and apps, and companies no longer need to allocate resources to maintain content across multiple platforms. All of which can translate into significant short-term and long-term cost savings.

Adapt is mobile optimized for iOS, Android, Windows Mobile, and all other major operating systems. Adapt utilizes the latest design technologies including, HTML5, CSS3, Media Queries and a modular design. Gorilla will be demonstrating Adapt at the 2012 Internet Retailer Website Design and Usability Conference (IRWD 2012), February 13-15 in Orlando, Florida (http://irwd.internetretailer.com/2012/), at booth 202 on the exhibition hall floor.

For more information, including a fully functional demo of Adapt in action, visit Adapt.gorillagroup.com.

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