Responsive design is a term you’ll see a lot this year. It means your website will detect the kind of device being used to view it and accordingly modify the website to best fit that device.

Using a website on a computer gives web designers a lot of real estate. Websites on mobile devices force some hard decisions, both in design elements and prioritizing the content. Some companies have worked around this problem by developing a separate mobile site, which leads to extra maintenance. Others have simply fixed the width of their main site so that mobile and desktop views are fairly similar. This solution doesn’t optimize the content for either medium, though. A third option, recently popularized, is responsive design.

A single website that adapts to whatever screen your customer is using. That’s the genius of responsive design. But if you plan to create such a site for your business, it helps to know your audience’s reactions. What do they see first on your site? What do they look for? What frustrates them? What do they ignore?

Why go through the work of building and publishing a website if you don’t already know the answers to those questions?

Real, useful information about the user experience (UX) of your website can head off mistakes before they’re made. You know who your customers are. You know what they want in your products. Give them the experience that informs them, respects them, and earns repeat business.

Investing in UX testing saves you money by helping you get things right the first time.

Also published on Medium.