Health Information On-the-Go: Responsive Design

Background: The digital communication landscape in the U.S. is evolving, affecting how consumers gather and share knowledge, engage with one another, and what devices and product designs they can most effectively use. With more interactive and responsive websites, content, and platforms offered with these growing technologies, consumers are accustomed to getting the information they want, when and where they want it (Oracle, 2012). Monitoring device use behaviors, we know that: 45% of users own a smartphone and 25% own a tablet (Rainie, 2012); One in every three digital media minutes is spent on devices beyond the PC (comScore, 2013); Mobile activity accounts for 30% of all web traffic (eMarketer, 2012); 21% of U.S. adults use technology to track personal health data, and 7% of these use a mobile device to do so (Fox, 2013); and 52% of smartphone owners gather health information using their phone. With this data, we know that consumer health needs are driving their health-information seeking behaviors, but device and content design must meet those expectations. For public health, this means that it is our responsibility to leverage the best technologies to provide the right message, at the right time, and in the right location—with a special focus on mobile, tools that roughly 85% of Americans use daily (Pew Research, 2013). Applying responsive web design (RWD) concepts, specifically, public health communicators have the opportunity to be farther-reaching by providing easily accessible information to both mobile and non-mobile users, as well as streamline our own communication tactics.

Program background: This session will share case studies from across government and private sectors, and explore how these programs adapted their design, content, and mobile strategies and applied responsive design within HIV/AIDS and sexually transmitted disease initiatives, among others. 

Evaluation Methods and Results: Attendees will hear discussion on and be shown examples of how RWD can aid communicators in maintaining message integrity; best practices in optimizing digital content across information products and audiences; and RWD tools and techniques for use within public health. This portion of the panel will also focus on the significance of RWD and how this approach to design can not only accommodate the various devices and platforms in use today, but can also be a forward-thinking content strategy that can aid in planning for other technologies as they emerge.

Conclusions: It is clear that omission of a well-designed mobile platform alienates and, even worse, runs the risk of misinforming health-information seeking consumers. RWD provides the opportunity to improve user experience with flexible, more fluid design; improve site readability and, potentially, the reader’s health literacy; and provide prioritized, useful, and re-usable content to users.

Implications for research and/or practice: Together we will build upon and advance the ongoing conversation around RWD and uncover new opportunities for leveraging quality design within health for consumers who expect on-demand, streamlined experiences and information.