Date post: | 05-Dec-2014 |
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Friend or foe?
RESPONSIVE WEB DESIGN
It’s catching on...
People are talking...
“Three Reasons Why Responsive Web Design Is Responsible Web Design”
-Mediapost
“Responsive web design is the ‘logical way’” -Internet Retailer
“There is an ongoing love/hate relationship with response web design”
-Mobile Marketer
WHAT IS IT?
“The creation of a site that is able to adapt to the context in which it is being viewed”
WHAT IS IT?
“The creation of a site that is able to adapt to the context in which it is being viewed”
Coined by Ethan Marcotte in 2010, but the concept has been around for years before.
the connected devices landscape WHY WAS THIS CREATED?
THEY’RE MULTIPLYING
THEY’RE MULTIPLYING
THEY’RE MULTIPLYING
THEY’RE MULTIPLYING
HOW DO WE SOLVE FOR THIS?
? ?
?
? ?
?
? ?
?
?
? ? ? ?
THREE DISTINCT PARTS
Flexible grid Flexible images Media queries
WHEN TO CONSIDER RWD?
CONTENT TYPE Is your content dynamic or static?
WHY CONSIDER RWD?
UPDATE ONCE, RUN EVERYWHERE
CONTENT TYPE Is your content dynamic or static?
WHY CONSIDER RWD?
CONTENT TYPE Is your content dynamic or static?
CONTENT STRATEGY Is it consistent or differentiated?
WHY CONSIDER RWD?
ONLY ALLOWS FOR CONTENT PRIORITIZATION NEEDS SIMILAR REGARDLESS OF DEVICE
CONTENT TYPE Is your content dynamic or static?
CONTENT STRATEGY Is it consistent or differentiated?
RESPONSIVE WEB IS BEST FOR...
DYNAMIC CONTENT
CONSISTENT CONTENT STRATEGY
BENEFITS
+SINGLE-SOURCE PUBLISHING +LONG-TERM EFFICIENCIES IN MAINTENANCE +CONSISTENT BRAND EXPERIENCE AND MESSAGING
DOWNSIDES
/EFFICIENCY ONLY THROUGH FULL IMPLEMENTATION /HIGH INITIAL COSTS /INDUSTRY STILL NASCENT STAGE
implementation RESPONSIVE WEB DESIGN
NOT is an
a strategy
HOW DO I USE IT?
Executions for smartphones... ...become the framework for the rest of digital experiences
MOBILE FIRST APPROACH
START small
IDEAL? YES!!!!!
small START
IDEAL? YES!!!!! FEASIBLE? ...NO
small START
TRY IT ON!
MOBILE/TABLET SPECIFIC
CAMPAIGN LANDING PAGE
HOMEPAGE
DYNAMIC CONTENT CONSISTENT CONTENT STRATEGY
“FULL IMPLEMENTATION”
mobile
tablet
desktop
STATIC CONTENT DIFFERENTIATED CONTENT STRATEGY
“CAMPAIGN SPECIFIC”
mobile
tablet
desktop
DYNAMIC CONTENT DIFFERENTIATED CONTENT STRATEGY
“HOMEPAGE”
mobile
tablet
desktop
“US AND CAMPAIGNSPECIFIC”
STATIC CONTENT CONSISTENT CONTENT STRATEGY
mobile
desktop
DYNAMIC CONTENT CONSISTENT CONTENT STRATEGY
“FULL IMPLEMENTATION, PRODUCT CATALOG”
mobile
tablet
desktop
FRIEND OR FOE?
(as long as it’s implemented correctly) FRIEND!
REMEMBER TO ANALYZE...
CONTENT TYPE AND STRATEGY MOBILE AUDIENCE STRENGTH? VALUE? CURRENT MOBILE EXPERIENCE INVESTED? WORKING?
MAYBE IT’S NOT “RIGHT NOW”
FIND OPPORTUNITIES TO TEST
PRODUCT/SERVICE LAUNCH LANDING PAGE NEW MOBILE INITIATIVE
THANK YOU
nicolecardoza.com