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Q&A: Laura Jenner, How CBSi are using Adaptive Design

Laura Jenner, Product Manager CBS Interactive Laura Jenner is product manager, business media at CBS Interactive UK. She’s one of the speakers at the AOP Summit on 12 October, joining a session of case studies discussing how publishers can use adaptive design to meet the challenge of proliferating platforms. Current Summit price rate: Early Booker Book now Here she talks about CBS Interactive’s experience with adaptive design.

How has CBS Interactive been using adaptive design?

Over the past year, both and have moved to adaptive/responsive design, with sites that adapt for desktop, tablet and smartphone screens. There are a number of other projects in the pipeline. What are the principle strategic and business drivers behind moving to adaptive design? The audience is mobile in increasing numbers. Pew Internet, for example, recently found that 55% of adult mobile phone owners use the Internet on their phones. Publishers simply cannot ignore the audience shift - although mobile/tablet isn't yet a majority of traffic for many sites, the trend is moving in  that direction. Also, it's no longer just 'desktop' and 'iPhone' - the range of devices available mean that it is vital for anyone publishing online to be accessible to the widest possible range of users. How much of the work did you do in-house and how much did you outsource? The project was run in-house. What should publishers think about when looking at adaptive design? What will be the improvements to the user experience? Which products are already seeing the best mobile traction? How can the adaptive experience be monetised? What are the different needs of a mobile user? For example, someone browsing on a tablet on a Sunday may be in a different frame of mind than a user on a smartphone during the Monday morning commute. Do you take a user-centric approach to product design, and if so, how does that manifest itself? The user experience should be central to any product design. Research, testing, feedback and looking at existing UX principles are key factors in keeping the focus on the users.


About CBS

An AOP Board Publisher member, CBS Interactive is the premier online content network for information and entertainment. Across brands such as BNET UK, CNET UK, GameSpot UK,, and ZDNet UK with over 229m* people visiting globally each month, they are a top 10 web property and reach nearly 19% of the world's online population.