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The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
The Battle Is Not the War
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The Battle Is Not the War

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Responsive Design is a Victory, but the Campaign 
Must Go Farther Than Ourselves …

Responsive Design is a Victory, but the Campaign 
Must Go Farther Than Ourselves

My keynote address at the New England HighEdWeb conference on 25th April, 2014.

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  • 1. Jason Pamental | @jpamental http://hwdesignco.com HighEdWeb New England 25th April, 2014 The Battle Is Not The War Responsive Design is a Victory, but the Campaign 
 Must Go Farther Than Ourselves
  • 2. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne About Me + JasonPamental
 principal,co-founderofh+wdesign + Lovetolearn&share + Canbefound@jpamentalinmostplaces + Postthoughts,work,instigations&pics
 onInstagr.am&hwdesignco.com + Fixedwidths&Arialmakemesad
  • 3. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Why Are We Here? + Talk purpose of design + Talk how & why it’s still broken + We’ll try & understand the battlefield + & remind ourselves we have not yet begun to fight
  • 4. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne What do we mean by ‘design’? + Design is a commercial endeavor. 
 To be successful it must: • Communicate an idea  • Influence behavior + Relies upon artistic principles, cognitive science & psychology
  • 5. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Popular Archeology, September 2011 Big Game Travel Advertising
  • 6. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Page from a manuscript from Al-Andalus, 12 century BC – Wikipedia Do this, don’t do that
  • 7. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Map of the World by Abraham Ortelius – Wikipedia Here there be monsters
  • 8. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Designer as Profession
  • 9. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Words Divide, Images Unite
  • 10. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Ideas that Influence + Visual representations of ideas that influence behavior • Find food here • Don’t go there • Use this toilet, not that one + Dealt with known constraints of size, material & media + And then along came the web
  • 11. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Interaction It’s not just about the web
  • 12. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Package Design http://bit.ly/guitar1711
  • 13. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Billboards: Seven Words
  • 14. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Ad Placement
  • 15. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Design Has Always Been About 
 User Experience
  • 16. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne But we got lazy.
  • 17. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne 20 Years In & Design Is Still Broken + Trying the same techniques to solve design challenges + But the medium is different • and so is its use + Technology amplifies the differences • and provides new solutions
  • 18. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne What’s so different about web design?
  • 19. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne You're dealing with the attention span of reading a billboard while trying to convey the depth of information in an annual report
  • 20. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne It’s not what we don’t know that’ll kill us It’s what we willfully ignore
  • 21. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne A Long Road to a Make-Believe Place + We prop up our vision of the world with tricks & misconceptions 960px
  • 22. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne A Long Road to a Make-Believe Place + We prop up our vision of the world with tricks & misconceptions
  • 23. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne A Long Road to a Make-Believe Place + We prop up our vision of the world with tricks & misconceptions “A page is not a valuable concept even for someone who wants to read a book.” Jeff Eaton (@eaton)
  • 24. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne This is how we should work. 
 RWD is a good idea.
  • 25. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We’re too close
  • 26. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Still too normal: + <table> != layout + Position: absolute + ‘It has to be in Arial’ + Schools: • optional to teach design students about the web • fail to teach how to apply problem solving skills to a new medium
  • 27. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Web Standards Battle Won + Based on conference content - everyone knows + Sites like Disney, MS, E!, Martha Stewart are responsive + We have books, tutorials, workshops galore + We have new standards, by the community - being ratified
  • 28. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne But The War is Far From Over
  • 29. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We work in an Accidental Profession
  • 30. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We Must Act With Intent + If schools aren’t succeeding, change the schools + If alternatives don’t exist - make them + If alternate models show promise, promote them
 (http://bit.ly/sparkapprentice) + Without intent, there’s only mythology
  • 31. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne The Term ‘Unicorn’ Sucks* * the term, not the concept!
  • 32. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Why? + Because it implies pixie dust & magic + Because it undermines the efforts we undertake to learn, invent, understand & grow + Because it presents a set of qualities as something that will never be the norm
  • 33. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Yes, Understanding Design & Tech Is Hard + It’s not for everyone + It takes a lot of effort + But without it we have no leadership, we have only fragmentation
  • 34. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Why Should We Care? + Because we’ve been making it up as we go + Because the work will never slow + Because knowledge shared means lives bettered + Because we can change the world + and we could do more…
  • 35. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne We must accept our true 
 manifest destiny
  • 36. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Let’s win the war.
  • 37. hwdesignco.com | @jpamental | HighEdWeb NE | #hewebne Let’s Make it an 
 Intentional Profession
  • 38. Jason Pamental | @jpamental http://hwdesignco.com Thank You! Jason Pamental (@jpamental) jason@hwdesignco.com Slides here: http://bit.ly/jphewebne

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