More than 70% of the world’s population is now connected to a mobile network, and more and more mobile devices are inviting users to let their fingers do the navigating. How well does your website accommodate the users of touch-friendly devices? In 2011 alone, traffic to law firm websites from mobile devices increased by 152%. Your audience increasingly relies on mobile devices to get information, communicate and even conduct transactions. During this webinar, our interactive marketing experts – Kalev Peekna and Nate Denton – discussed how you can make your site more accessible to your mobile clients. They explored the latest trends and techniques in responsive and touch-friendly design and shared ways your firm can move beyond the desktop today. To watch the webinar, visit http://www.hubbardone.com/touch-friendlydesign.

1. Tap. Swipe. Pinch.
Designing for touch-friendly devices
26 April 2012

2. Welcome
Nathan Denton
Creative Director
Kalev Peekna
Director of Interactive
Marketing Strategy

3. Agenda
• Rise of Touch Interfaces
• Techniques for touch-friendly design
Content Strategy Interactive Technologies
Touch Interactivity Paginations and Listings
Bigger is Better From Form to Filter
Typography Handling Gestures
Contrast Ratios Responsive Design
Navigation Techniques
• Q&A

4. Rise of Touch Interfaces
• Smartphones
• Tablets
• New Operating Systems

5. Browsing Behavior is Changing
From January 2011 to January 2012, general mobile
web traffic grew almost 100%
4.3% 8.5%
January 2011 January 2012
Law firm traffic is not behind…
6.5% 5.6% - 9%
Average - Q1 2012 Range – Q1 2012

6. Strong preference for Touch
Mobile Traffic Q1 2012, Sites hosted by Hubbard One
2.34% 2.17%
6.71%
18.31% 40.14%
iPhone
iPad
Android
BlackBerry
30.33%
iPod
Unknown Mobile

7. Handheld vs. Tablet Strategy
vs.

8. Handheld vs. Tablet Strategy
Handheld Users Tablet Users
• Focused needs • General browsing
• Smaller screen • Full screen
• Dedicated site • Expect full site
• Need it to work well

9. Tablet behavior is targeted
450000 300 100
400000 90
250
350000 80
70
300000 200
60
250000
150 50
200000
40
150000 100
30
100000 20
50
50000 10
0 0 0
Views Visit Duration Bounce Rate (%)
Desktop iPad

12. Content Strategy for Touch
• Keep important things at the top
• Create a focus
• Break it up
1_Custom
Layout it scannable
• Make
• Allow exploration
What’s good for touch users is good for
everyone else.

14. Touch Interactivity
Remember, a touch device has no mouse. This
means:
• No “hover” or “rollover”
1_Custom
• Rely on the click or drag to initiate actions
Layout
• Use transitions
• Reduce overlapping windows or areas

16. Typography
• Limited space • Retina display
– Less is more
– Size matters
1_Custom
• More fonts
Layout
available

18. Bigger is Better
• Large Buttons
• Ample Spacing
• Not all fingers
1_Custom
are created equal
Layout

20. Universal Footer Sitemaps
• What do you do
at the end of a page?
• Doesn’t interrupt
content
• Feature sandbox for
multiple tools and
navigation

23. Persistent Navigation
• Navigation that remains anchored to the top
and/or side of your device
• Increases usability and can make a
more efficient user experience
}
• 30 seconds/day x 1.5
• 210 seconds/week
• 14 minutes/month
• ≈ 3 hours/year

25. Paginations and Listings
Traditional pagination controls (previous, next, 1 2 3 4)
are outdated and hard to use on a touch interface:
• The fold is dead.
• Scrolling is fun. Really.
• Data columns look and feel like work.
• Use simplified controls for sorting and seeing more
content.

27. From Form to Filter
Getting all your content onto the web used to be a
main goal of interactive marketing. Now the problem
is getting users to the right content:
• Avoid traditional search forms.
• Use progressive filters.
• Update results naturally. Use transitions.
• Leverage search.

29. Contrast Ratios
• Avoid certain color
combinations
A
A
A
A
• Different lighting
situations

30. Gestures
• The Big 3:
- Tap
- Swipe
- Pinch
• Gestures have a natural
feel for most users and
are easy to remember

31. Responsive Design
• Lets your site respond to a wide
range of screen sizes
– Handheld
– Tablets/Small Screens
– Desktop/Big Screen
• Lets your site respond to a wide
range of resolutions
• Not everyone maximizes their
browsers
• Utilizes latest coding techniques

32. Responsive Design: Food Sense
1 2 3

33. Tech Notes
In many ways, re-tuning the technical approach for
touch interfaces makes things easier:
• Use newer standards: HTML5 / CSS
• Eliminate Flash
• Platform-independent tools like AJAX and JavaScript
• Common media formats like MP4 and MP3

35. Touch Design Cliff Notes
• Content Strategy
• Touch Cognizant
• Bigger is Better
• Typography Matters
• Persistent Navigation & Footer Sitemaps = Efficient UX
• Pagination Can Be Cumbersome
• Filters are Fun
• Contrast Ratios Improve UX
• Gestures: Remember the Big 3
• Responsive Design Accounts for the Masses
• Keep Your Developer Happy

36. Q&A