Your SlideShare is downloading. ×
Responsive Web Design is the Real Opportunity
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Responsive Web Design is the Real Opportunity

605
views

Published on

The golden opportunity is right in front of us - responsive is a design and technology approach that saves users grief and brands money. The biggest bang for your buck isn’t more ads on Facebook, more …

The golden opportunity is right in front of us - responsive is a design and technology approach that saves users grief and brands money. The biggest bang for your buck isn’t more ads on Facebook, more apps on the app store, and people are debating about social as I type. The real deal, the real opportunity is in responsive web design.

Published in: Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
605
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Responsive Web Design isthe Real OpportunityThese days you read all manner of storiesabout social-this, apps-that, mobile a-go-go.You can read in Adage about how muchmarketers plan on spending on digital everyyear, especially on mobile. The biggest bangfor your buck isn’t more ads on Facebook,more apps on the app store, and people aredebating about social as I type. The real deal,the Real Opportunity (in caps) is in responsiveweb design (RWD).Responsive web design as defined by Smashing Magazine is “the approach that suggests that design anddevelopment should respond to the user’s behavior and environment based on screen size, platform andorientation” (here’s a list of links to learn more.) “Responsive design” is no longer a new a word, although it wasbeing dramatically mouthed in web conferences in the past 1-2 years. I’d reckon, if asked, more than 50% of brandmanagers out there today have some knowledge of RWD but I’d also guess that a majority have no plan to movetheir website over to a desktop/tablet/mobile optimized site. Why should they? Well, the increasing number ofmobile and tablet users should be the answer. Especially if you are in the ecommerce business, the recent report(Clickz.com) that 11% of holiday sales were on mobile devices should be an eye opener. Do you turn customersaway from your shop if they walk in wearing a different kind of shoes? When I say RWD, I’m not talking aboutbuilding “mobile websites”. What a waste of money that is, having a completely different set of code for mobileusers to build then maintain. At the same time, there’s the issue of the over-saturation of apps on the App Store,with the majority of apps being ignored, except for the top 50 (that said, some mobile functionality still requires themobile OS core features.)white paper | 3/23/13 Ph: 415 738 0738 | www.ideasindigital.com 1
  • 2. Responsive Web Design is the Real OpportunityThe shift to mobile has already happened butwhy are so many major consumer websitesstill not responsive? Try minimizing thebrowser to iPhone size on these guys:Nike.com, Walmart.com, and even Apple.com!OK, so many brands have invested in apps ormobile sites but wouldn’t it be great to investin ONE website, rather than a hodge-podge ofdifferent touchpoints? RWD=ROI, plain andsimple.For us at iiD, over the past year, thisopportunity has come with the usual growingpains of teaching a youngish dog new tricks.Our recent work on the Gallo Family Vineyardsresponsive website (still in development) is aperfect example of a smart brand needing to reach a wide demographic with a steady increase of mobile users.What we provided was UX design and front-end development to ALL wine consumers the ability to painlessly browsewines in a variety of ways through interactive HTML5 tools – all of them responsive.For iiD, as designers/engineers of web and mobile experiences, the golden opportunity is right in front of us – adesign and technology approach that saves users grief and brands money. RWD is an important part of what iiDdoes and will be doing in the future. There are plenty of websites needing responsive – good news to us! To thequietly reading brand or ecommerce manager out there: Why wait until the competition does it first or you see adrop in ecommerce sales? RWD=ROI, comprende? Lance Shields is chief strategy officer at iiD lance@ideasindigital.com @lanceshwhite paper | 3/23/13 Ph: 415 738 0738 | www.ideasindigital.com 2
  • 3. iiD (“ideas in digital”) puts brands in people’s lives by creating meaningful experiences that help peoplelive well, be smart and have fun. We counsel our clients on how to leverage digital channels such as theWeb, mobile devices, social media, and other emerging media to engage people, build brand loyalty andbuild brands for the digital age. The company was founded in 2007 and is located in San Francisco. iiDmaps out, designs and develops digital products and services to delight consumers and achieve clients’business goals. The agency blends the four key elements of success in digital media: strategy, creative,social design and technology. We are an innovative team of strategists, designers and technologists whoare extremely passionate about creating forward-thinking brands for a digital world. Want to meet us? ideas in digital, LLC 1620 Montgomery St. #250 San Francisco, CA 94111 ph. 415-738-0738 info@ideasindigital.com www.ideasindigital.com 3