Slides from my talk at EuroIA, 23 September 2011 |
"Design for everyone and you design for no one" has been the universally acknowledged mantra shared with clients, colleagues and students when they ask "What about ...?". But does it still hold true?
Today the users we design for access the web from an ever increasing array of devices used anywhere and at any time. From the young to the old more people are online with each user expecting what they use to work for them, and them specifically. Their journeys are becoming less linear with multiple entry points and wished for onward journeys across channels, resulting in an endless list of ‘could be’ scenarios for us as designers. More than ever, by targeting a specific audience, and specific scenarios, we’re shutting out or compromising the experience for the rest. But, is it actually possible to design for everyone and if so, where do you start?
Building on principles from responsive design, dynamic publishing, contextual and timely content this presentation provides a toolbox for how to design for everyone, anywhere, at any time by defining:
what designing for everyone means for brands and for us as designers
when designing for everyone is the right approach
why it is a mere adjustment of the principles and methods we are used to working with
how it can be successfully achieved without compromising the experience but actually deliver a better one.