Using the web to respond to the needs of women smokers

Background: As mobile phone usage becomes more ubiquitous, mobile internet access is projected to bypass desktop usage by 2015. Responsive Web Design (RWD) is part of the Government's digital strategy to deliver better digital services using modern tools and technologies. Methods: To better cater to a growing audience of mobile visitors, Women.smokefree.gov (Smokefree Women) underwent a redesign in 2012. Based on women's device usage patterns and consumption of cessation resources, the re-design took a “mobile first” approach to inform the re-design and ensure that users could comfortably access and engage with our resources on their mobile phones, desktops, and tablets using RWD principles. Results: Smokefree Women is one of the early adopters of RWD across the federal government. This presentation will discuss the process of redesigning the website to cater to women's needs, employing RWD. Preliminary web metrics including site traffic, top pages and mobile visits will be shared pre-and post- redesign to highlight the impact of the redesign. Conclusions: The Smokefree Women responsive website re-design offers a cost-effective way to provide our audience, both mobile and desktop users, with the same, desired information without having to maintain separate web and mobile sites.