How do you plan for the unknown? The answer is obvious — you can’t — but that’s not a bad thing. Unknowns can be scary, but they also create opportunity.
On the Web, it’s tempting to focus our effort around what we know (or think we know) about our customers based on analytics data we’re collecting and our own experience of the Web. Similarly, we often get hung up on trying to give every customer the exact same experience of our product. What we need to realize, however, is that analytics and anecdotal knowledge only get you so far. Our customers’ access and experience of the wWeb is highly variable, deeply personal, and, more often than not, completely out of our control.
But take heart, all is not lost. By being flexible in our approach and embracing the unknown, we can create user experiences that are intended to vary from device to device, browser to browser, and network to network.