7 UX tips in a world of ever-changing screen sizes

Staying ahead of the curve

UX Design changed considerably in the last two decades when users began to focus on mobile and now we have so many devices of all sizes - desktops, laptops, tablets, smartphones and wearables, all supporting multiple aspect ratios. It continues to keep designers on their toes as we have to be so reactive to hardware changes in our individual creative processes.

It still shocks me how many young designers focus on the desktop – Why? I know it is so easy to check desktop whilst in work at your desk – I know, I know! but the desktop has reached a level of maturity. Mobile devices are seeing the largest growth in screen sizes which has led to a high demand for UI design.

Do not neglect mobile design or your product will suffer. People are on their phones all day, even in front of their desktop/laptop.

I am going share with you 6 crucial steps as a UX designer which will help you develop a strategy to target a range of screen sizes and devices.


1. Distinguish device groups for your product/service

It is almost impossible to target individual devices so define device groups for your products based on what your audience is likely to focus on.




2. What is the focus of your user experience?

Every product or service has a focal user experience which solves a problem people have – this provides value. To find the focal point of your product ask yourself: "What is the common task a customer needs to achieve?" It is imperative to maintain these tasks on every channel you use for your product.

For example, Skyscanner's focal user experience is to compare and book cheap flights. This feature should work well on each device regardless of screen size.



3. Design for the smallest screen first

Focus on a mobile-first approach and design on the smallest screen that is relevant to your users. In the past, designers have been used to designing for desktop and having so much white space for extra (often irrelevant) features. Designing for mobile first helps prioritise the key features and stops stakeholders from adding more and more unnecessary junk.

4. Adaptive Design

Don't just expand your designs to fit large screens, the large screens need the same level of consideration. An adaptive design will warrant the best user experience based on whichever device the user is interacting with. Unlike responsive design, where a screen stacks from desktop design into a smaller device’s, the adaptive design offers customised solutions.



5. Support a consistent experience

At Together Incredible, we talk a lot about consistency as it is one of the most important factors in user experience. A consistent experience should be paramount across all screen sizes. It saves your company money, time and builds user confidence – winner!

Users don't want to try work out your product on every device they interact with. Rather than creating bespoke designs across all screen sizes (which is nearly impossible), you can treat them as aspects of the same experience.

6. Build a seamless experience

This is will help you differentiate your product or service from your competitors. Users want to be able to move freely back and forth between devices to complete a task without thinking about what device they are using. The expectation in functionality is crucial - there should be no reason for the user to think this could be better.

Spotify is a famous example: you can set up a playlist on your desktop and it will immediately be accessible on your iPhone.

7. Test

Like everything in UX, we should test our products and not based anything on assumptions. Carry out usability tests for your product with real users on a variety of different devices and this will reveal any UX problems before it gets launched.



As a designer, it is not an easy task to create a seamless experience across multiple screen and devices. Users expect a frictionless user experience regardless of the device. The best approach is to always have the end-user in mind and assess when, where and how the product will be used in order to evaluate the optimal experience.


Other related articles:

Design-Thinking: Designers have become too reliant on surface-level visuals

4 tips to help build customer trust

The top 5 UX tips to consider

Our need to communicate is paramount, even Banksy gets this wrong

Banksy Exhibition in the Moco Museum, Amsterdam was eye-opening ...

Read the text in the image below

How can Banksy allow typographical errors posted alongside his world-famous art? Ok, this may be due to the translation, however, it is outrageous (but funny to an extent)


Designs are unforgiving when it comes to human error – especially coming from a world-class phenomenon. It’s the designer’s role to make the user feel confident and in control at all times, not make them feel stupid.




Take pride in the content you create because the content is UX.

We have all been creators of content at some point – our diary, text messages, work emails and social posts. We have also been consumers of content too – news articles, blogs, website content and textbooks.

Content is a huge part of our lives and our need to communicate is paramount.


 Content is at the heart of design. Without content, design will have no meaning.


If the primary purpose of websites, art exhibitions or services is to deliver valuable content to an audience, we should be designing content-first for the best possible UX.

We often miss the opportunity to validate our UX designs with content insights, instead of waiting until the final stages – which is too late.



You may also like to read:

6 UX principles that will guide you to create killer content 

10 Books that will boost your creative knowledge

The problems UX designers are facing with the demand for sneakers

Why the 🦆 is it so hard to buy a pair of sneakers?

We are often wondering what is wrong with the world? Sneaker fans have gone insane. Who in the right mind wants to be stood in an aggressive queue outside a store or hopelessly wishing to get a break through on desktop, mobile and/or app devices – only to find out the sneakers sold out in seconds?

Sounds like a terrible experience. It is overwhelming and leaves UX Designers in a constant battle against everything brands were originally trying to achieve. We can’t help but notice brands are just seeing the dollar signs and have become ignorant to what actually happens.

“How can we create a seamless experience in such an unprecedented level of demand?”

We have seen raffles and bespoke apps being created which were originally considered a great way to capture customer data, avoid platform crashes and action the rise of bots but, we have to ask ourselves the question – Did this actually work?

To some degree yes, but on the whole not one brand has developed a solution that has conquered this sort of demand. The whole concept has caused bewilderment for UX Designers, the demand for re-sell has outweighed those loyal customers.

The amount of negative reviews and consumer hate towards brands is ever increasing. Genuine customers are annoyed by the constant game that comes with a launch product. We cannot help but see customers are becoming increasingly impatient and brands are rapidly losing creditability– the long term damage is often irreversible (especially the smaller retailers).


Is there a solution?

Honestly, we cannot see a quick solution, it is down to two market leaders; Adidas and Nike. Research suggests people are following these brands on a daily basis– could this hype become a lifestyle rather than focusing on the scarcity principle?

Perhaps a change in mind-set is the only way forwards. The phenomenon that causes people to assign high value to things they deem as less available is out of control.

Innovation and a shift in demand is key. The future products need to exceed what is currently being produced and made more accessible and desirable.


Focus on the negative reviews

As UX Designers we would advise to take all the negative reviews on-board and comment to your customers with transparency. The trust in brands is very fragile and so honesty is key. Remember, it’s nothing personal to you – there is no target audience, there is no trends or patterns to follow, the industry has gone rogue.

Continue to work on new ideas to give users the best experience and learn along the way. By doing this you will always better the latest iteration regardless of the audience demand. You are not alone – the brands themselves are only producing limited numbers of sneakers as they equally cannot judge the hype anymore.

It is one huge learning curve but an exciting challenge. However, there will be a break through soon enough as there is only so much aggression and hate one brand will/can take.

Photo by Xavier Teo on Unsplash