Rethinking Your Website Design

By Kirsten Oelrich 2 min read

Does One Size Really Fit All?

We all know the drill. Today’s web users want sites that provide an optimal viewing experience, easy reading and simple navigation, regardless of whether they’re on their iPhone, their tablet or their oversized desktop monitor.

Yet with so many mobile devices and screen dimensions out there, many one-size-fits-all websites are having trouble keeping up. Too many devices and sizes are causing chaos for developers—but it doesn’t have to be that way.

That’s where your choice of website design comes in. You’ve got two options–responsive web design (RWD) and adaptive web delivery (AWD). Both can get the job done, but of course, each has their pros and cons. It really comes down to a choice of tradeoffs: time, cost and usage. Let’s take a closer look at the two options.

Option 1: Responsive Web Design (RWD)

This approach delivers a single layout for all devices.

How It Works: Responsive design is client-side, which means the web page is sent to the device browser (the client). It uses Cascading Style Sheets (CSS) and media queries to detect the device’s screen size and then modifies the appearance of the page in relation to the size of the browser window.

Main Advantage: One of the great benefits of responsive design is that a single website code base can serve both mobile and desktop users. It removes the maintenance nightmare of multiple code versions targeted at different device types.

Option 2: Adaptive Web Delivery (AWD)

Unlike RWD, adaptive web delivery provides a distinct layout that’s optimized for each device.

How It Works: AWD is predominantly server-side, which means the web server does all of the work to detect the various devices and load the correct style sheet depending on the device attributes.

Main Disadvantage: While AWD’s customized delivery seems ideal, there are some downsides. The initial construction is time-consuming and costly since so many layouts need to be designed. Also, the maintenance and updates of multiple layouts represent an ever steeper financial investment.

The Goal: Ultimately you want to create a simple viewing and navigation experience with a minimum of resizing, panning and scrolling, across a wide range of devices. Fortunately, you have two great choices for getting you there.

Need more help? Watch for my next post in this series: Responsive Web Design vs. Adaptive Web Delivery: Which Is Right for You? or Contact Us Today.

Explore Additional Resources

Our Web and Mobile Development services range from initial prototyping and wire-framing to full creation of responsive websites ready to serve tens of thousands of users every day.

Our User Experience (UXD) Practice designs thoughtful, engaging, user-centric websites that drive conversions.


We have one of the largest and deepest multi-solutions digital consulting teams in the world. Our proprietary processes and years of Digital Experience expertise have earned us a 97% customer satisfaction rating with our clients ranging from Global Fortune 1000 to Mid-Market Enterprises, leading educational institutions, and Non-Profits.

About TA Digital

TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.

Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.

Recognized in 2013, 2014, 2015, 2019, and 2020 Inc. 5000 list as one of the most successful technology companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP and Salesforce and possess global partnerships with industry leaders such as Sitecore, Episerver, Elastic Path, BigCommerce, AWS, Azure and Coveo.

Kirsten Oelrich

Written By

Kirsten Oelrich