Fans of responsive web design (and unicorn makeup) will want to hear Chrissie Webster and Linda Bustos explain how they met the needs of Lime Crime’s mobile audience.

Can responsive design work for a retailer that enables individuals and enterprises to create their own designs? Chad Jennings and Noëla Parant from MOO.com tell us “yes it can.”

A responsive redesign must build on the personality and narrative of the brand. Claudina Sarahe and Becki Choi from Casper share how they executed a second responsive design.

Lauren Young and Kevin Gilsdorf explain how a responsive redesign of Celestial Seasonings helped fix the “busyness” of the previous site by prioritizing the most important content and information.

Omnichannel UX requires device-specific web strategies, right? America’s largest retailer says no. Mini Kurhan and Olawale Oladunni tell us responsive design works for Walmart.

For MIO, a retailer making sustainable home products, responsive design means sustainability online. Jamie Salm and Aaron Mentele explain how a redesign improves business metrics.

Should retailers just accept low conversion rates on mobile? Eoin Comerford and Steve Anders from Moosejaw say it delivers business value to design—and redesign—responsively.

How does a responsive design support storytelling? Sarah Thompson and Ethan Winn show how a collaborative process and a modular architecture helped Seventh Generation support their content strategy.

Why would people browse fonts on their phone when they’re buying fonts for desktop computers? Jason Smith and Marcus Taylor explain why Fontsmith needs to work on every device.

If customers are mobile, retailers also need the ability to manage their stores on mobile. In the second of a two-parter, Jonathan Snook from Shopify talks about making the admin experience responsive.

Customers use their phones to shop—but merchants are also mobile. Monika Piotrowicz from Shopify tells us the responsive redesign of their marketing website helps them reach retailers.

Starbucks considers mobile to be the first customer touchpoint. Lincoln Mongillo tells us why managing for “one web” forces them to focus on what’s important, and puts performance, accessibility, and security at the center of their design process.