epa victoria - case study in responsive design
Post on 21-Oct-2014
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DESCRIPTION
Presented by EPA Victoria: Daniel McLeod, Program Leader Digital, Marketing & Communications Unit, with Tim Kotsiakos, Executive Creative Director at Reactive Media. Presentations to the Victoria Online Seminar Series, Thursday 22 November 2012.TRANSCRIPT
WHAT IS RESPONSIVE
WEB DESIGN?
INTRO
THE WEB RIGHT NOW
16.2 million mobile handset subscribers in Australia
an increase of 7% from 15.2 million subscribers at the end
of December 2011
* Australian Bureau of Statistics
THE WEB RIGHT NOW
6,610 Terabytes downloaded during three months
ending June 2012 an increase of 32%
from the three months ended 31 December 2011
* Australian Bureau of Statistics
THE WEB RIGHT NOW
As many as 31% of users use their mobile as their primary means to access the internet
(United States stat)
DIFFERENT RESOLUTIONS & FORMATS
TWO APPROACHES, EXPLAINED
Separate Mobile site:
• Mobile & desktop experiences are treated completely differently
• The Web site detects the devices and diverts the user to the appropriate site
• Typically the mobile site has fewer functions and content
Responsive design
• User experience is based on the same foundation
• The site detects the screen resolution and adjusts the interface accordingly
• Content is the same across desktop & mobile
CONSIDERATIONS
Separate Mobile site:
• Good for dedicated experiences
• URL’s will be different
• Page load can be better optimized for the device
• Users may not expect a completely different experience
Responsive design:
• May impact production costs
• One URL is good for SEO (Google's preferred approach, although they support separate sites too)
• Easy to maintain (one single version of the site)
• Mitigate against future devices
• Guarantee to fit on the users screen
• Resizing graphics could be problematic
• Compatibility issues with HTML5 & CSS3
• Responsiveness can be compromised
WHY SHOULD EPA BE RESPONSIVE?
Mobile traffic growing from around 5% a year to 10%
(and increasing)Plan for the future
53% mobile traffic during
summer
10% mobile traffic
WHY EPA AND NOT THE BEACH REPORT?
WHY EPA AND NOT THE BEACH REPORT?
Main EPA site gets less mobile traffic and has less of a specific
purpose Responsive design allowed EPA to support mobile whilst catering to
all audiences and needs
DEMONSTRATION
11% increase in visits and24% increase in page views
in the 3 months afterlaunch compared to the 3
months before launch
GENERAL TRAFFIC RESULTS*
* Please note that these are approximations
10% mobile traffic 1st Aug – 31st Oct 2012
(compared to 5.6% mobile traffic during
1st Aug – 31st Oct 2011)
MOBILE TRAFFIC RESULTS*
* Please note that these are approximations
External feedback has been overwhelmingly positive
...AND MOST IMPORTANTLY
SOME LEARNINGS
• Content can be tricky e.g complex tables• Legacy apps - Think about how to integrate non-responsive
apps/microsites• Page and image sizes• Order of item layout at various sizes - requires thought• Hard to explain to people without showing them (having
responsive wireframes developed was useful as an internal sales tool)
• Content creators need to update their thinking to consider mobile (the responsive design framework isn't going to solve this) - still working on this one