This document discusses what we have learned about responsive web design. It provides statistics showing increased smartphone and tablet usage. Designing for multiple screens is important as people access websites from various devices. Responsive design allows a single website to adapt to different screen sizes but may increase costs and loading times. Key aspects are making important information easily accessible on small screens and providing a good user experience across devices.

1. Vad vi lärt oss om responsiv webb
Nansen Stockholm / Chicago / New York / London
Martin Edenström / Andreas Carlsson
martin.edenstrom@nansen.com, andreas.carlson@nansen.com
@MKSECom, @nofont

3. RESPONSIV
WEBB

4. .SE Svenskarnas Internetvanor 2012
• 75-80 % i åldrarna 12-35 år äger en smartphone.
• 54 % (+12 år) använder mobilt internet för att dagligen
söka information.
• 20% av Sveriges befolkning (+12 år) äger eller har tillgång
en surfplatta

5. Statistiken som formade “mobile first”
• 51% of business travelers use mobile devices to get travel
information.
Google/OTX, The Traveler’s Road to Decision, 2011
• Smartphone users spend average 157 mins on their
phones daily.
• Mobile searches have grown by 400% since 2010.
• There are 27mn smartphone users in Urban India (1lac+
towns) and growing.
Google Mobile Optimization Webinar 2011
Nielsen 2012

6. SILVER BULLET

7. 2 ÅR, 20 PROJEKT SENARE?

8. KONTROLLER

9. Nya nischer
• Responsive commerce
• Adaptive design
• RESS

10. ROI?ROI?

11. Dyrare
Det kostar mellan 20-30% mer än att utforma en responsiv
hemsida vs. klassisk webbplats.
Mandoly ’13.

12. LÄNGRE
LADDTIDER

13. Höga krav
• 47% of customers expect a page to load in 2 sec or less
• 40% abandon a website that takes more than 3 sec to load
• 79% of shoppers who are dissatisfied with website performance
are less likely to buy from the same webpage again
• 52% of online shoppers state that quick page loading is
important to their site loyalty
• A 1 sec delay (or 3 sec of waiting) decreases customer
satisfaction by about 16%
• 44% of online shoppers will tell their friends about a bad
experience online
Kissmetrics/Akamai 2012

14. "Take an airline website, for example. Simply taking the
web experience and trying to put it on a small screen
doesn’t help the user at all; in fact, it has the opposite
effect. If the user is on the way to the airport and needs to
check whether a flight is delayed, the last thing your user
has time to do is scroll around to find where to check flight
times. If you’ve found yourself racing to make a flight and
needing to find your flight information, such as times, gate,
etc., you need that information quickly.“
Brian Fling/Mobile Design and Development

15. XXXX
MULTI-
SCREEN

16. Bästa kombo

17. Sjätte främsta

18. Shopping cart abandonment
• 97% övergivna mobila varukorgar.
• Från 21 till 3 steg i mobila e-handelns utcheckningsflöde

19. Webbläsarens nya roll

20. Appens comeback?

21. Gemensam varukorg

22. Tack.Thank you. 多謝. Danke.
nansen.com