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Responsive design now and in the near future


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Simon Norris' presentation from the Web Managers Forum, 6th February 2013.

It can be argued that the current buzzword of the moment is 'Responsive' in reference to web design. It has crept more and more into our consciousness in recent times as more brands recognise the need to design for a variety of devices and formulate a more joined up experience across channels.

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Responsive design now and in the near future

  1. 1. This is mypresentation andnotes from the WebManagers Forum inFeb 2013.Notes from me, SimonNorris here!
  2. 2. In the beginning therewas liquid design. Thechallenge was that asnew browser versionsemerged, liquid designbecame increasinglycomplex.This ushered in theera of ‘fixed width’design layouts.
  3. 3. 1 2 3With the rise smartphones and tablets,responsive web design(RWD) emerged. LukeWroblewski’s(@lukeW) mobile firstapproach thenemerged and betterexperiences prevailed.
  4. 4. Part of Nomensa styleguidelines. An oftenoverlooked aspect ofRWD but verynecessary to design aconsistent experience.
  5. 5. RWD considers how tobest present acrossdifferent devices fromsuper desktop throughto mobile, includingdifferent orientations.
  6. 6. The challenge is howmany devices do wedesign for?There are so manydevices with moreemerging all the time.We need to be specificabout the devices weare designing for.
  7. 7. Let’s go back to thefuture!
  8. 8. Research stats: 32% of UK consumers have used their mobile to find a retailer’s nearest store or opening timesShopping is part ofour culture.
  9. 9. Research stats: 43% of UK consumers have used their mobile to compare prices and look at product reviews while out shoppingWe love comparingreviews and prices onour phones.
  10. 10. Research stats: 32% of smartphone owners use mobile to research products every weekThe phone has becomea powerful ubiquitoussearch tool.
  11. 11. Research stats: 1 in 5 smartphone owners admit to ‘showrooming’Showrooming –buying a product froma different store to theone you are in.
  12. 12. Purchase stats:On average mobiles account for 31% of site traffic in the UK
  13. 13. Purchase stats:69% of tablet owners make a purchase on their device every month
  14. 14. Purchase stats: 20% of mobile owners say that mobile ads have influenced a purchase1 in 5 people areinfluenced by mobileadverts.
  15. 15. Purchase stats: Almost 1 in 5 mobile device owners saytheir impulse buying has increased, 71% of these say the main reason is the process is so simple
  16. 16. Purchase stats: 25% of UK consumers have made a purchase using their mobileMobile buying isbecoming a commonbehaviour.
  17. 17. Purchase stats: 1 in 4 UK residents have shopped online using their smartphone25% of mobile usersshop online.
  18. 18. Purchase stats:Tablets account for 18% of UK paid search clicks
  19. 19. Purchase stats: 29% of UK smartphone ownershave made a purchase using the mobile web
  20. 20. Purchase stats:24% of UK consumers used mobile for Christmas shopping
  21. 21. Relationship between research and purchase: A survey of 2,000 smartphone owners found that: • After researching products on their phone, 38% of respondents completed a purchase in-store, 25% on their smartphone • 41% of respondents said they use their mobile device in-store at least half the time they were out shoppingRates of buying in-store (38%) arecatching up withonline mobile (25%).
  22. 22. Relationship between research and purchase: A survey of 2,000 smartphone owners found that: • 42% of in-store researchers are looking for better prices elsewhere • 19% are searching for vouchers • 16% for location based offersBetter prices is thenumber one thingpeople are searchingfor.
  23. 23. Everything ischanging. Thephysical world isblending with thedigital world. A newworld of cross channelinteraction isemerging(#xchannel).
  24. 24. It is no longer justdigital. We can moveseamlessly from thedigital to physicalworld and back again.We need to know howto design for this newera.
  25. 25. There is no roadmapfor the future. Skilland courage andessential design skills.We need to be a littlebit more like FelixBaumgartner – JUSTGO FOR IT!
  26. 26. Thank you for reading– please follow us on Thank youTwitter for more @we_are_Nomensainsights.