? ? Thanks to strong mobile Web adoption worldwide, we have seen the launch of even more responsive designs in 2012 and 2013. Most of these have been in the publishing category, but lately we are starting to see complex transactional websites, such as Currys UK , take a brave step into this new world. For very well thought out reasons, Mojo Motors (a startup created in 2010 to provide shoppers with a better way to buy used cars) also just launched the first responsive website in the automotive market space. When I joined Mojo Motors in May 2012 as head of UX, it had only a desktop website — but 21% of its total Web traffic was already coming from mobile devices. Of that number, 64% were from iOS devices and 34% from Android devices. It was quite clear to me that we had to think carefully about our mobile strategy when redesigning the new website. After carefully assessing the situation, we ended up adopting the responsive design approach, for the following reasons: We were planning to redesign the entire website from scratch. Our content lends itself well to this approach, and we did not have to deal with ads like our competitors
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