Until recently, creating mobile web designs that look and feel like native apps has pretty much been an impossible dream. There are plenty of creative workarounds to try and bring that native "feel" to mobile web browsing, but so far we've struggled to bridge the gap between native and the web.
However, a slew of new, high-powered smartphones is allowing designers to finally unleash complex, performant, native-feeling smartphone UI patterns — designed and built for the web. These patterns are blurring the lines between native apps and the web.
Take Style.com — their new adaptive website is an interesting example of how to provide a great user experience at different screen-sizes, while also targeting different device capabilities. This has led to some truly advanced mobile designs that work extremely well on recent devices.
In this post, you'll find five awesome design patterns from Style.com that you've likely never seen before while browsing the web on a smartphone.
1. A New Kind of CalendarWeb-based calendars on mobile devices have always been a pretty terrible experience. This is why most designers avoid calendars like the plague, opting instead for a different design pattern like a simple list of dates.
On Style.com, the fashion show calendar was created by binding two carousels together to help users easily browse through dates and events. That's right: double carousels.
2. Dynamic Content in Off-Canvas FlyoutsOff-canvas flyouts are areas of the page that live out of the viewport until a user taps or swipes the appropriate area. They have become a primary navigation pattern for mobile in both native and web apps and you can even find them on a handful of desktop websites too.
Most web pages use off-canvas flyouts to simply hide menus and other static content, but it's possible to use them to display a whole host of other dynamic content too.
On Style.com, both static and dynamic content are placed off-canvas. Primary navigation is hidden within an off-canvas menu on the right-hand side, while on the left-hand side of the header a secondary off-canvas flyout reveals a user's recent history on the site.
|A users' history on Style.com||Off-canvas flyouts closed||Static navigation menu|
The recent history includes pages, as well as individual slides from fashion shows. Seeing as Style.com is a fairly content-heavy website, it's a great feature for users who want to review their favourite content after browsing through the site.
This technique uses the WebKit localStorage paired with the off-canvas system Mobify developed in-house, called Pikabu. There are a bunch of off-canvas libraries available, you can also check out David Bushell's Responsive Off-Canvas Menu and Christopher Yee's Pushy.
3. Pinch to Zoom in GalleriesPinching to zoom text is generally regarded as the sign of poorly formatted content — but images are a different case entirely.
Just like with native maps and images in apps, users frequently want to zoom into pictures on the web to see more detail.
Style.com has progressively enhanced their many image galleries so that users can zoom into any slide and view the image in finer detail. However, they've done so in a way that does not zoom into the viewport — just the container that the image is in.
Since this feature requires a fair amount of processing power, it has only been enabled for users with Retina iOS smartphones. Remember, it's important to treat performance as a design feature, so make sure that complex features are only turned on for devices that can support them in a performant way!
At Mobify, we use a device's pixel density (among other factors) to estimate how powerful the device is. This allows us to ensure that we provide an experience that works wonderfully on devices that can handle it — without worrying about breaking the experience on older devices.
To replicate this viewport-constrained, pinch to zoom image functionality, check out the popular hammer.js library.
4. Huge Image CarouselsThere are two main reasons why large image carousels are a pain to implement on mobile: performance and navigation.
But if you overcome both of these challenges, you can create a very native-feeling image browsing experience to really take advantage of all those wonderful high DPI screens out there.
Challenge #1: PerformanceThe first challenge is a performance one: devices are not usually powerful enough to render many objects in a row.
Imagine an image that is as big as a device's screen (or twice as big if it's a Retina device). Now, since it's an image carousel, imagine a few dozen or even hundreds of those kind of images next to each other in a row. How wide will it be?
On Style.com, one particular image carousel came in at more than 80,000px wide. Yikes.
Most mobile browsers crash just trying to render that many elements on page — even if they are just empty placeholders with no media content.
To get around this, Style.com has optimized image carousels so that inactive slides take no space on the page. Using the DOM rewriting properties of Mobify.js, images are requested on-demand only, and thus the amount of CPU resources required for their rendering is significantly lower.
In some cases this made the mobile gallery up to 10x smaller (from 6.2MB down to 650kB on one page).
Challenge #2: NavigationThe second challenge was around navigation. If you have all of these beautiful images in a long row, how can you quickly move between them?
The answer lay in creating a grid view from the carousel HTML. This can be done relatively easily by changing the image sources and CSS.
5. Native-Like Alphabetical ListsAn alphabetical index is a great way to help users scroll through long lists of items. Apple provides one to help users select contacts and music in iOS, but it's proven to be pretty difficult to bring this functionality to the web in a way that works as well as its native counterparts.
On Style.com, this design technique been achieved using a double carousel (just like the calendar!) and iscroll.js. And, with a new spin on it, the alphabetical list only exists within the list's container, so other content on the page isn't affected!
ConclusionUntil recently, the difference between browsing the web and using a native app has been clear to anyone who uses a smartphone.
But as devices become more powerful and responsive and adaptive techniques become more sophisticated, it's increasingly possible to blur the boundaries between native and web. Style.com is one such example of how you can use adaptive techniques to create some really interesting features that otherwise wouldn't have been possible to bring to users on mobile.
So with more and more people progressively enhancing the web to take advantage of the capabilities of modern devices in this manner, it's likely that we’re about to see an explosion of truly advanced and noteworthy mobile web designs. Exciting!
The techniques in this post were developed by the Style.com team and Anton Bielousov, one of Mobify’s engineers. If you have any questions about them, feel free leave a comment or reach out to Anton directly @bielousov.