Responsive design business_case_or_not

INSIGHTResponsive Web:Business Beneﬁts orNot?Tommi Pelkonen, Strategist tommip tommipelkonen tommi.pelkonen@frantic.com www.frantic.com

TOMMI PELKONEN, Strategist 2010->: Strategist at Frantic 2008-2010: Business Consultant at Finpro Budapest in ICT/software business 2005-2008: Strategist at Satama Amsterdam 1999-2005: Business Consultant at Satama Helsinki 1996-1999: Research at the HSE Electronic Commerce Institute, focus: digital media service companies Born 1971, married, daughter M.Sc. (Econ.): 1999, Helsinki School of Economics, HSE, International Business, Finance & Accounting, Information Technology Lecturer and author of several publications & articles in the ﬁelds digital media, internationalisation of SMEs and service business Industrial focus: Media, Telecoms, Financial sector, B2B Commerce, Industrial manafacturing Consulting focus: Strategy, Procesess & Innovation, Digital opportunities, Business modelling

INSIGHTResponsive Web:Business Benefits or Not?Basics –what is responsive web? INSIGHTThink – Design – Tech - challenges Responsive Web:Business considerations Business Benefits orSo what – why should you care? Not? Basics –what is the responsive web? Think – Design – Tech - challenges INSIGHT Responsive Business considerations Web: So what – why should you care? Business Benefits or Not? Basics… Think… Business… So what…

the Mobile web here to•  In 2011, stay! smartphone shipments surpassed desktop device shipments.•  The web is changing and we need to change the way we design and develop for it...

In country a.k.a the Nokia-land, too! 5/2012: " 44 % Smartphones, " 6 % tablets!http://www.tns-gallup.ﬁ/uutiset.php?aid=14815&k=14320!

At ﬁrst, there was a Nokia-dominated mobile web…!

We experienced a plethora of amazing" mobile-driven service innovations.!

These led to mobile service harmonisation (to some extent)!

And then came iPhone,the touch & the apps explosion…

Now, it all about choosing between mobile sites or mobile apps –or is it?http://www.mdgadvertising.com/blog/wp-content/uploads/2013/06/should-you-build-a-mobile-app-or-mobile-website.png!

Responsify yourself?

Responsive design is an approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries. ! ! The goal of responsive design is to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly.!http://whatis.techtarget.com/definition/responsive-design!

The big question: Why wouldnt you want your website to look great regardless of whether it’s viewed on a desktop, smartphone, or any other kindhttp://responsiveweb.ca! of device?

Key design/tech principlesOne service fits for Fluid design, flexible Design/think all devices & grids and scalable browsers imagery mobile first Support modern Use style sheets browsers Unleash the (CSS) and media (rule of thumb 2009 potential of the queries to the tech onwards should browser maximum work…) Show only the Recognise the essential, build the device, place, extras gradually and context and time – contextually and then customise

Nice – but once again .!Is there any business relevance in this?!

INSIGHTResponsive Web:Business Benefits or Not?Basics –what is responsive web? INSIGHTThink – Design – Tech - challenges Responsive Web:Business considerations Business Benefits orSo what – why should you care? Not? Basics –what is the responsive web? Think – Design – Tech INSIGHT Responsive Business considerations Web: So what – why should you care? Business Benefits or Not? Basics…… Think… Business… So what…

CASE 1: Music listening & entertainment: Responsive design/tech? Responsive thinking?Response to the need/environment for private listening?

CASE 2: Television & entertainment: Responsive design/tech? Responsive thinking?Response to the need to viewrelavant content to oneself?

CASE3: Real life & feedback: Responsive design/tech? Responsive thinking? Response with theenvironment and audiences?

Three essential themes in RWD WHY?! HOW?! THINKING: TECHNOLOGY: INNOVATE MAKE IT HAPPEN DESIGN: PLAN & GUIDE WHAT?!The discussion on RWD has so far been mostly been focused on design & tech

Dimensions for RWD SET-UP: Screen size/browser/device/OS – conﬁguration CONTEXT: Location/Place OCCASION: Time/Season Context and occasion are less usedcomponents for responsive design at the moment

Challenges for Responsive Solutions Speed issues Functionality Content•  What will the extra •  What do we offer at •  What extra levels of code and scripts each site size content do we offer needed to do for my category and how? in each of the size site performance? •  How to offer the classes?•  What do hide/show same quality of •  How to view and to keep the load service on mini/ manage different times fast enough? normal/maxi-screens content elements in•  How to optimise without loosing the different sizes content & media for essential? •  How to make sure different sizes? •  How to design the same content minimal, but offer works in all the sizes? upwards scalability? •  What angle should be taken to older browser usage?

INSIGHTResponsive Web:Business Benefits or Not?Basics –what is responsive web? INSIGHTThink – Design – Tech - challenges Responsive Web:Business considerations Business Benefits orSo what – why should you care? Not? Basics –what is the responsive web? Think – Design – Tech - challenges INSIGHT Responsive Business considerations Web: So what – why should you care? Business Benefits or Not? Basics…… Think… Business… So what…

SIMPLE FORMULABENEFITS > COSTS => FEASIBILITY!

Key beneﬁts for RWDUpdate once, update all SEO Beneﬁts - traffic•  Less concerns and work on •  Inbound links concentrated updating several different into one site and domain. Less versions of a website in order domains, less crowling for to keep the mobile, tablet and Google –better changes to desktop versions consistent. optimise well and gain trafficLess systems – less costs Think differently•  One platform, one content •  RWD pushes organisation to approach, less apps, less rethink their web and mobile testing strategy and approach•  In theory (at least) this should •  Brings location & time to the lead into cost savings thinking context, too.

RWD Cost ImplicationsAdditional testing and Content optimisation costsprogramming costs for site •  Especially images and videodevelopment content may cause extra work and thus costs•  Roughly min 20-30% more programming /testing work •  How to test and manage this content process?Legacy application stiffness Limited usage / costs•  Regardless of fancy RWD for main •  In many areas and industries, content, the actual transactional mobile = responsive approach and servicing tools most propably demanding usage is still marginal will not turn responsive easily = – thus may not be worth the costs can skyrocket fast effort

A good business case or not? Beneﬁts Costs•  Update & content •  Increased programming and management costs decreases testing costs•  System maintenance & •  Increases in content management cost decreases optimisation costs and•  SEO – more traffic to site requirements•  Innovation potential and •  Legacy application integration rethinking of the web/mobile and strategy •  Marginal use times and case in several industries – eye candy – vs. real beneﬁts? There is no absolute answer to the feability formula in this – trials and tests are needed!

USE A PLANNING / THINKING FRAMEWORK! Define Analyse & Conclude Which services should you Develo How can you develop develop to fulfil the needs of p services to fit your strategy? your customers? How can you Reach attract new customers? RETENTION MARKETING conversion point conversion point How can you keep your How can you convince Create, customers loyal and expand your share of their Nurture CUSTOMER Engage new customers to manage & wallet? /COMPANY purchase? Innovate conversion point conversion pointThis should be SERVICE SALES Activateused regardless Measure: Measure develop of being & optimise (KPIs) How can you make a sale and turn a trial into repeated usage? responsive or not… !

INSIGHTResponsive Web:Business Benefits or Not?Basics –what is responsive web? INSIGHTThink – Design – Tech - challenges Responsive Web:Business considerations Business Benefits orSo what – why should you care? Not? Basics –what is the responsive web? Think – Design – Tech - challenges INSIGHT Responsive Business considerations Web: So what – why should you care? Business Benefits or Not? Basics…… Think… Business… So what…

Some hints to proceed•  Test this possiblity and see how you perform•  Analyse your mobile site usage and its potential to grow•  Start building/reﬁning your mobile strategy – sites are becoming mobilised all over the place•  Pilot on limited areas to learn more about the potential

TEST YOUR SITE - NOW mattkersley.com/responsive/! www.ipadpeek.com ! !You can already see how you site looks on different screen sizes

But does this really matter?•  In web design – there is no silver bullet! •  Yet, there are good best practices and it seems the RWD is becoming one of these•  RWD still in early phases, but can become something very essential for all site designs•  It does not harm to be prepared for the change to come – mobile is here to stay!

www.frantic.com THANK YOU!

Responsive design business_case_or_not

by Tommi Pelkonen on Jun 14, 2012

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