A Need for Speed: Responsive Design in a Mobile World

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To thrive in the mobile world speed is essential. This presentation urges more attention to the potential Achilles' heel of responsive design websites... speed. Open the slides to compare the speed …

To thrive in the mobile world speed is essential. This presentation urges more attention to the potential Achilles' heel of responsive design websites... speed. Open the slides to compare the speed differences on higher education websites... and review once again the value of major content reduction in the mobile world.

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  • 1. A NEED FOR SPEED: RESPONSIVEDESIGN IN A MOBILE WORLD©ROBERTE. JOHNSON, PH.D.2010Bob Johnson, Ph.D.President, Bob Johnson ConsultingPartner, Customer Carewords, LtdJ.Boye Web & Intranet ConferencePhiladelphia, PAMay 6-9, 2013Bob Johnson Consulting, LLC 1
  • 2. My goal today…For marketers…• Understand whyreducing content willmake it easier tocreate effectiveresponsive designwebsites.For website creators…• Understand whyadding a marketingcommunicationsperson to the websitedesign team will helpmake a site easier touse.Bob Johnson Consulting, LLC 2
  • 3. COMPLETE A TOP TASK…Major reason people visit yourwebsiteBob Johnson Consulting, LLC 3
  • 4. <5 SECONDS TOCONNECT…The Golden RuleBob Johnson Consulting, LLC 4
  • 5. PERFORMANCE IS APRIORITY…“It’s possible to addressperformance concerns... mostpeople don’t.”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 5
  • 6. SPEED… THE ACHILLES’HEEL OF RESPONSIVEDESIGN“Unfortunately, performance is treatedas an afterthought on many projects.”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 6
  • 7. Home page load times increasing…Web Performance Today http://bit.ly/1525Y7PBob Johnson Consulting, LLC 7
  • 8. Slower on all browsers…Web Performance Today http://bit.ly/1525Y7PBob Johnson Consulting, LLC 8
  • 9. 10 fastest business sites… <4secondsWeb Performance Today http://bit.ly/1525Y7PBob Johnson Consulting, LLC 9
  • 10. Tablet users have high expectations…http://bit.ly/HUPxPj (March 2012 research)Bob Johnson Consulting, LLC 10
  • 11. That are not being met…Bob Johnson Consulting, LLC 11
  • 12. RD vs. mobile download speed…http://mobitest.akamai.com/m/index.cgiTop RD website… 5.05s Top mobile website… 1.80sBob Johnson Consulting, LLC 12
  • 13. Mobile site speed leader… 12 requestsBob Johnson Consulting, LLC 13
  • 14. RD site speed leader… 28 requestsBob Johnson Consulting, LLC 14
  • 15. AFTER THE RESPONSIVEHOME PAGE?Some desktop pages are not “mobilefriendly”…Bob Johnson Consulting, LLC 15
  • 16. Not very “responsive” for humans…Bob Johnson Consulting, LLC 16
  • 17. GOING FORWARD:MOBILE FORCES FOCUS…“Mobile first… helps you to focus on keycomponents of your site…”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 17
  • 18. REMOVING CONTENT…“The alarming trend of hidingcontent on mobile devices…”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 18
  • 19. PORTABLE CONTENT…“How do we make content moreportable?”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 19
  • 20. CUSTOM CONTENT…“Some suggest that customcontent should be written for eachsite.”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 20
  • 21. Get priorities in order…• Start with mobile expectations…1. Create a simple design2. Highlight important info (AKA: identify toptasks)3. Feature calls-to-action4. Keep sites quick5. Optimize for screen size• Website Magazine, “Meeting Mobile Expectations,”May 2013Bob Johnson Consulting, LLC 21
  • 22. If you were starting RD from scratch…Build from mobile up…• Less content• Fewer images• Cleaner design• Faster operating siteIf from desktop down…• Can you eliminategarbage content?• Can you agree that not allcontent is “ready forresponsive”?• Can you wait to launchuntil all key pages areready?• Does everyoneunderstand “speed”?Bob Johnson Consulting, LLC 22
  • 23. RESOURCES…Bob Johnson Consulting, LLC 23
  • 24. The case for speed…http://www.copyblogger.com/website-speed-matters/Bob Johnson Consulting, LLC 24
  • 25. Testing for “real world” performance…http://www.guypo.com/uncategorized/real-world-rwd-performance-take-2/Bob Johnson Consulting, LLC 25
  • 26. Tim Kadlec’s book…http://www.implementingresponsivedesign.com/Bob Johnson Consulting, LLC 26
  • 27. Problems and solutions…http://vimeo.com/49194960Bob Johnson Consulting, LLC 27
  • 28. Available on SlideShare…http://www.slideshare.net/tsalcedo/higher-ed-web-ne-presentationBob Johnson Consulting, LLC 28
  • 29. Testing mobile sites…http://mobitest.akamai.com/m/index.cgiBob Johnson Consulting, LLC 29
  • 30. THANKS FOR BEINGHERE IN PHILADELPHIA!Bob Johnson, Ph.D.bob@bobjohnsonconsulting.comwww.bobjohnsonconsulting.com@highedmarketingBob Johnson Consulting, LLC 30
  • 31. ADDENDUM 1Speed tests, Mobile Sites vs.Responsive Design SitesBob Johnson Consulting, LLC 31
  • 32. 8 higher education RD websites +1…Bob Johnson Consulting, LLC 32
  • 33. 9 higher education mobile sites…Bob Johnson Consulting, LLC 33