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