The responsive redesign was tackled by an inter-disciplinary team of product, development, design, and user research. The previous Urbanspoon mobile website was separately maintained and had a completely different look and feel and hierarchy of information from the website. We wanted to make the change to responsive because 1) it would help us prioritize information across web, tablet, and mobile, 2) users would have a more consistent experience across all three platforms, and 3) it would be simpler and more time saving for developers to update in the future.
The results were a 70% increase in overall engagement, 123% increase in content and a 45% growth in revenue.
After the shift to responsive when the rebranding project was launched, the new look and feel was easily implemented across all platforms as well.