A Need for Speed: Responsive Design in a Mobile World

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This document summarizes Bob Johnson's presentation on responsive design and mobile performance. The presentation covered how reducing content and adding marketing experts to design teams can improve responsive sites. It emphasized that mobile users expect fast load times but responsive designs often perform slower than mobile sites. The presentation suggested mobile-first approaches with minimal content to focus on key tasks and calls to action. It provided resources for testing responsive design performance and developing mobile-friendly sites.

Empresariales Tecnología

A NEED FOR SPEED: RESPONSIVE
DESIGN IN A MOBILE WORLD
©ROBERTE. JOHNSON, PH.D.2010
Bob Johnson, Ph.D.
President, Bob Johnson Consulting
Partner, Customer Carewords, Ltd
J.Boye Web & Intranet Conference
Philadelphia, PA
May 6-9, 2013
Bob Johnson Consulting, LLC 1

My goal today…
For marketers…
• Understand why
reducing content will
make it easier to
create effective
responsive design
websites.
For website creators…
• Understand why
adding a marketing
communications
person to the website
design team will help
make a site easier to
use.
Bob Johnson Consulting, LLC 2

COMPLETE A TOP TASK…
Major reason people visit your
website
Bob Johnson Consulting, LLC 3

<5 SECONDS TO
CONNECT…
The Golden Rule
Bob Johnson Consulting, LLC 4

PERFORMANCE IS A
PRIORITY…
“It’s possible to address
performance concerns... most
people don’t.”
Tim Kadlec, Implementing Responsive Design
Bob Johnson Consulting, LLC 5

SPEED… THE ACHILLES’
HEEL OF RESPONSIVE
DESIGN
“Unfortunately, performance is treated
as an afterthought on many projects.”
Tim Kadlec, Implementing Responsive Design
Bob Johnson Consulting, LLC 6

Home page load times increasing…
Web Performance Today http://bit.ly/1525Y7P
Bob Johnson Consulting, LLC 7

Slower on all browsers…
Web Performance Today http://bit.ly/1525Y7P
Bob Johnson Consulting, LLC 8

10 fastest business sites… <4seconds
Web Performance Today http://bit.ly/1525Y7P
Bob Johnson Consulting, LLC 9

Tablet users have high expectations…
http://bit.ly/HUPxPj (March 2012 research)
Bob Johnson Consulting, LLC 10

That are not being met…
Bob Johnson Consulting, LLC 11

RD vs. mobile download speed…
http://mobitest.akamai.com/m/index.cgi
Top RD website… 5.05s Top mobile website… 1.80s
Bob Johnson Consulting, LLC 12

Mobile site speed leader… 12 requests
Bob Johnson Consulting, LLC 13

RD site speed leader… 28 requests
Bob Johnson Consulting, LLC 14

AFTER THE RESPONSIVE
HOME PAGE?
Some desktop pages are not “mobile
friendly”…
Bob Johnson Consulting, LLC 15

Not very “responsive” for humans…
Bob Johnson Consulting, LLC 16

GOING FORWARD:
MOBILE FORCES FOCUS…
“Mobile first… helps you to focus on key
components of your site…”
Tim Kadlec, Implementing Responsive Design
Bob Johnson Consulting, LLC 17

REMOVING CONTENT…
“The alarming trend of hiding
content on mobile devices…”
Tim Kadlec, Implementing Responsive Design
Bob Johnson Consulting, LLC 18

PORTABLE CONTENT…
“How do we make content more
portable?”
Tim Kadlec, Implementing Responsive Design
Bob Johnson Consulting, LLC 19

CUSTOM CONTENT…
“Some suggest that custom
content should be written for each
site.”
Tim Kadlec, Implementing Responsive Design
Bob Johnson Consulting, LLC 20

Get priorities in order…
• Start with mobile expectations…
1. Create a simple design
2. Highlight important info (AKA: identify top
tasks)
3. Feature calls-to-action
4. Keep sites quick
5. Optimize for screen size
• Website Magazine, “Meeting Mobile Expectations,”
May 2013
Bob Johnson Consulting, LLC 21

If you were starting RD from scratch…
Build from mobile up…
• Less content
• Fewer images
• Cleaner design
• Faster operating site
If from desktop down…
• Can you eliminate
garbage content?
• Can you agree that not all
content is “ready for
responsive”?
• Can you wait to launch
until all key pages are
ready?
• Does everyone
understand “speed”?
Bob Johnson Consulting, LLC 22

RESOURCES…
Bob Johnson Consulting, LLC 23

The case for speed…
http://www.copyblogger.com/website-speed-matters/
Bob Johnson Consulting, LLC 24

Testing for “real world” performance…
http://www.guypo.com/uncategorized/real-world-rwd-performance-take-2/
Bob Johnson Consulting, LLC 25

Tim Kadlec’s book…
http://www.implementingresponsivedesign.com/
Bob Johnson Consulting, LLC 26

Problems and solutions…
http://vimeo.com/49194960
Bob Johnson Consulting, LLC 27

Available on SlideShare…
http://www.slideshare.net/tsalcedo/higher-ed-web-ne-presentation
Bob Johnson Consulting, LLC 28

Testing mobile sites…
http://mobitest.akamai.com/m/index.cgi
Bob Johnson Consulting, LLC 29

THANKS FOR BEING
HERE IN PHILADELPHIA!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
Bob Johnson Consulting, LLC 30

ADDENDUM 1
Speed tests, Mobile Sites vs.
Responsive Design Sites
Bob Johnson Consulting, LLC 31

8 higher education RD websites +1…
Bob Johnson Consulting, LLC 32

9 higher education mobile sites…
Bob Johnson Consulting, LLC 33

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A Need for Speed: Responsive Design in a Mobile World

1. A NEED FOR SPEED: RESPONSIVE DESIGN IN A MOBILE WORLD ©ROBERTE. JOHNSON, PH.D.2010 Bob Johnson, Ph.D. President, Bob Johnson Consulting Partner, Customer Carewords, Ltd J.Boye Web & Intranet Conference Philadelphia, PA May 6-9, 2013 Bob Johnson Consulting, LLC 1

2. My goal today… For marketers… • Understand why reducing content will make it easier to create effective responsive design websites. For website creators… • Understand why adding a marketing communications person to the website design team will help make a site easier to use. Bob Johnson Consulting, LLC 2

3. COMPLETE A TOP TASK… Major reason people visit your website Bob Johnson Consulting, LLC 3

4. <5 SECONDS TO CONNECT… The Golden Rule Bob Johnson Consulting, LLC 4

5. PERFORMANCE IS A PRIORITY… “It’s possible to address performance concerns... most people don’t.” Tim Kadlec, Implementing Responsive Design Bob Johnson Consulting, LLC 5

6. SPEED… THE ACHILLES’ HEEL OF RESPONSIVE DESIGN “Unfortunately, performance is treated as an afterthought on many projects.” Tim Kadlec, Implementing Responsive Design Bob Johnson Consulting, LLC 6

7. Home page load times increasing… Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 7

8. Slower on all browsers… Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 8

9. 10 fastest business sites… <4seconds Web Performance Today http://bit.ly/1525Y7P Bob Johnson Consulting, LLC 9

10. Tablet users have high expectations… http://bit.ly/HUPxPj (March 2012 research) Bob Johnson Consulting, LLC 10

11. That are not being met… Bob Johnson Consulting, LLC 11

12. RD vs. mobile download speed… http://mobitest.akamai.com/m/index.cgi Top RD website… 5.05s Top mobile website… 1.80s Bob Johnson Consulting, LLC 12

13. Mobile site speed leader… 12 requests Bob Johnson Consulting, LLC 13

14. RD site speed leader… 28 requests Bob Johnson Consulting, LLC 14

15. AFTER THE RESPONSIVE HOME PAGE? Some desktop pages are not “mobile friendly”… Bob Johnson Consulting, LLC 15

16. Not very “responsive” for humans… Bob Johnson Consulting, LLC 16

17. GOING FORWARD: MOBILE FORCES FOCUS… “Mobile first… helps you to focus on key components of your site…” Tim Kadlec, Implementing Responsive Design Bob Johnson Consulting, LLC 17

18. REMOVING CONTENT… “The alarming trend of hiding content on mobile devices…” Tim Kadlec, Implementing Responsive Design Bob Johnson Consulting, LLC 18

19. PORTABLE CONTENT… “How do we make content more portable?” Tim Kadlec, Implementing Responsive Design Bob Johnson Consulting, LLC 19

20. CUSTOM CONTENT… “Some suggest that custom content should be written for each site.” Tim Kadlec, Implementing Responsive Design Bob Johnson Consulting, LLC 20

21. Get priorities in order… • Start with mobile expectations… 1. Create a simple design 2. Highlight important info (AKA: identify top tasks) 3. Feature calls-to-action 4. Keep sites quick 5. Optimize for screen size • Website Magazine, “Meeting Mobile Expectations,” May 2013 Bob Johnson Consulting, LLC 21

22. If you were starting RD from scratch… Build from mobile up… • Less content • Fewer images • Cleaner design • Faster operating site If from desktop down… • Can you eliminate garbage content? • Can you agree that not all content is “ready for responsive”? • Can you wait to launch until all key pages are ready? • Does everyone understand “speed”? Bob Johnson Consulting, LLC 22

23. RESOURCES… Bob Johnson Consulting, LLC 23

24. The case for speed… http://www.copyblogger.com/website-speed-matters/ Bob Johnson Consulting, LLC 24

25. Testing for “real world” performance… http://www.guypo.com/uncategorized/real-world-rwd-performance-take-2/ Bob Johnson Consulting, LLC 25

26. Tim Kadlec’s book… http://www.implementingresponsivedesign.com/ Bob Johnson Consulting, LLC 26

27. Problems and solutions… http://vimeo.com/49194960 Bob Johnson Consulting, LLC 27

28. Available on SlideShare… http://www.slideshare.net/tsalcedo/higher-ed-web-ne-presentation Bob Johnson Consulting, LLC 28

29. Testing mobile sites… http://mobitest.akamai.com/m/index.cgi Bob Johnson Consulting, LLC 29

30. THANKS FOR BEING HERE IN PHILADELPHIA! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing Bob Johnson Consulting, LLC 30

31. ADDENDUM 1 Speed tests, Mobile Sites vs. Responsive Design Sites Bob Johnson Consulting, LLC 31

32. 8 higher education RD websites +1… Bob Johnson Consulting, LLC 32

33. 9 higher education mobile sites… Bob Johnson Consulting, LLC 33

A Need for Speed: Responsive Design in a Mobile World

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A Need for Speed: Responsive Design in a Mobile World