SMU's revamped website to provide consistent experience across all devices

Developed by TEQUILA\Singapore, the RWD site will enable user access on any internet-enabled device, big or small, by automatically resizing templates based on individual screen sizes.

Brent Farrell, managing director at TEQUILA, noted that one of the major challenges it faced is the changing browsing habits of SMU’s different target audiences, such as senior academics at other universities seeking business insights, information and research; and prospective students looking for information on SMU’s wide range of courses.

Mobile devices such as smartphones and tablets are rapidly becoming the web browsing devices of choice, creating a major challenge for organisations and brands as most websites have not been designed for use across different devices.

“By using RWD, anyone with a smartphone, tablet, laptop, or a desktop computer can now access all content and functionalities, across the entire SMU website,” he said.

SMU picked TEQUILA\Singapore for its website overhaul project in September, after a long and arduous three-way pitch.

Alan Goh, vice president for corporate communications and marketing at SMU, said the objective of the web revamp project is to keep things simple, user-centric and navigation-friendly.

“With this website, we want to provide our audiences with a delightful experience,” he said. “The deployment of RWD underscores our commitment that this enjoyment is available to all our customers and stakeholders, regardless of the devices from which they may choose to access our website.”