Responsive Design
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This document discusses responsive design, which delivers a single, flexible design that adapts to different devices. It notes that 50% of US smartphone owners use their phones for shopping-related activities and $158 billion in store sales will be influenced by in-store mobile use. It outlines four approaches: doing nothing, separate desktop/mobile sites, supplementing desktop sites with mobile apps, or using responsive design. Responsive design provides a seamless experience across devices with one code base, is search engine friendly, and offers a future-proof solution, though it requires additional design/development costs. The document advocates starting with a mobile-first or content-focused approach and close collaboration between designers and developers.
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Responsive Design
- 2. The mobile browser has arrived
- 3. 50.4% of US cell phone owners use smartphones. Source: Nielsen, Mobile Insights, Q1 2012
- 4. 17% of US cell phone users go online using their phones more than their desktops, laptops or tablets. Source: Pew Research Center’s Internet & American Life Project, March 15-April 3 2012 Tracking Survey
- 5. 58% of US smartphone owners have used their phone for store-related shopping. Source: Deloitte Mobile Influence Survey, May 2012
- 6. $158B of estimated 2012 in-store sales will be influenced by in-store mobile use. Source: Deloitte Mobile Influence Survey, May 2012
- 8. 2010
- 9. 2012
- 10. Mobile user needs are different from desktop user needs
- 11. Mobile designs are different from desktop designs
- 12. One size doesn’t fit all.
- 13. Four ways to approach this: 1. Do nothing 2. Build separate desktop and mobile sites 3. Supplement desktop site with mobile apps 4. Responsive design
- 14. Four ways to approach this: 1. Do nothing 2. Build separate desktop and mobile sites 3. Supplement desktop site with mobile apps 4. Responsive design
- 16. Philosophy Deliver a single, flexible design that adapts to display properly on whatever device is used to view your site.
- 21. Advantages • Eliminates maintenance redundancies • Better for social & linking strategies • Search engines like it • Seamless experience • Future-ready • Full site is accessible from mobile
- 22. Disadvantages • Additional design & dev costs (but similar to other solutions) • Customer needs may be different for mobile • Requires adjustments to creative process • Some design limitations
- 23. In-between
- 24. Content-focused Before you design, define the content, priority and hierarchy appropriate for the audience
- 25. Content-focused Before you design, define the content, priority and hierarchy appropriate for the audience Mobile first Start with the simplest form and expand from there
- 26. Collaborative Requires close communication and collaboration between Design, UI and Development
- 27. Customer
- 29. Customer Content + Context
- 30. Customer Content + Context Optimized experience
- 31. Thank You.
Notas del editor
- “Responsive Design” is a term that has been getting a lot of buzz lately, both internally and from our clients.We thought it might be a good idea to put a presentation together to describe what it is and what it means for us.
- First, a little background.We’ve been saying for years that “mobile is coming.” It is finally here.We are on the edge of a fundamental shift in customer contact.It is no longer a question of IF you have a mobile presence. Rather, it is a question of HOW WELL you do it.Let me give you some numbers that put this into perspective.
- According to a new study by Deloitte, in-store smartphone use currently influences 5.1 percent of annual retail store sales, translating into $158 billion. This is expected to nearly quadruple by 2016.
- Not only do we have this tremendous shift in consumer behavior, we also have an explosion in devices and their capabilities.
- Just a few years ago, it was standard practice to design a single version of a site that worked on a typical 1024 x 768 desktop screen. If we were feeling especially generous, we would make sure it was also usable on an 800 x 600 browser.
- Today there are over 25 screen resolutions.This doesn’t take into non-traditional Web devices like TVs and internet-ready appliances. Nor does it address future devices
- Behavior patterns are distinctly different on mobile devices, and our experiences should be tailored accordingly.Swipe vs. clickSmaller screen sizeShorter, more focused sessions
- If the device sizes and user needs are different between mobile and desktop, we should be modifying the design to account for this.
- Behavior patterns are distinctly different on mobile devices, and our experiences should be tailored accordingly..Behavioral studies have shown that people surf and explore on a desktop PC (longer sessions, multiple sites). They look for discrete information on an phone (shorter sessions, more focused)
- There are valid reasons to take any of these four approaches, but our default approach should be #4: Responsive Design
- There are valid reasons to take any of these four approaches, but our default approach should be #4: Responsive Design
- So, back to our initial question…
- Responsive design has been around for a couple of years.Coined by Ethan Marcotte in 2010.Built on technology that we use today, but I’m not going to go into detail about that this morning.
- benefits
- benefits
- Responsive design is as much about the in-between as it is the end points.The designer, developer and client need to understand what happens to the content as it flexes between the two.This requires a new approach and some new tools
- Content-focusedBefore doing any design, define content priority and hierarchyGives designer an objective set of communication guidelines and developers a clear outline for developmentMobile firstStart with the simplest form and expand from there.Much easier to expand design than it is to shrink it.
- Content-focusedBefore doing any design, define content priority and hierarchyGives designer an objective set of communication guidelines and developers a clear outline for developmentMobile firstStart with the simplest form and expand from there.Much easier to expand design than it is to shrink it.
- CollaborativeDesigners can’t always predict what is going to happen as their layouts flex to different widthsThey need to be able to effectively work with their project teammates to handle issues as they come up.