So let me throw out a radical anti-RWD design pattern that quite literally will blow your mind.
Design one web site. For all platforms. For all browsers. Using THE SAME DESIGN.
Holy shit, Batman. I just made a bunch of web devs poop in their pants.
But look at the advantages of anti-RWD:
1. I focus more on the UX and content. Reduce it to what the content really should be at a minimum, and how that will translate effectively on different screen sizes and form factors. The resulting design decisions are simpler. I'm not going to give user X a different web site because he's on a mobile phone. I'm going to give him the same experience because that's what he or she deserves, dammit.
2. It enables you to have that "come to Jesus" moment when it comes to UX design, which is…
3. Don't compromise great UX and your great marketing message by dumbing it down for mass consumption.
This is important. I want you to read #3 over and over again until you get it.
Do you get it yet? Go back, dude. Seriously, read it over.
OK, so now when I say: "You really should do a mobile-optimized RWD of your desktop e-commerce web site for BlackBerry screens, because a lot of your customers still use BlackBerrys" your answer would be....
a) Totally! RWD is great and good!
b) Let me talk to my BA and come up with some pros and cons for you on that
c) WTF didn't you just read what I just typed? Maybe your users SHOULD NOT VISIT THE WEB SITE using their BlackBerry phones.
I just blew your mind again, but it's really fucking common sense.
Focus on ONE web site design. Make it GREAT on the devices you care about. And accept the fact that it may suck on some devices ... and EMBRACE that. Because your UX is focused and consistent.
And if that BlackBerry user has to jump to their PC to see your web site correctly so be it. Fact is, you made that person's user experience better by forcing them to do so.
It pisses me off that more UX designers don't get on board with this concept. Death to RWD.