RESPONSIVE DESIGN IS DEAD,LONG LIVE RESPONSIVE DESIGNOCTOBER 26, 2012                              1
RESPONSIVE WEB DESIGN                        2
HONORED TO BE HERETODD YUZWA                            JAY KARR•  A Creative Director at Resource    •  A Technology Dire...
RESOURCEEST. 1981   •  Offices       –  Columbus       –  San Francisco       –  Chicago       –  Cincinnati   •  400+ Asso...
A CASE FOR CHANGENEW CONSUMER BEHAVIORS           of US mobile web users                                              of u...
RESPONSIVE AT RESOURCECOMPLETED RWD PROJECTS                         6
RESPONSIVE EXAMPLESLITTLE BLACK DRESS                      7
RESPONSIVE EXAMPLESPURINA CAT CHOW                      8
RESPONSIVE WEB DESIGNTHIS IS GREAT!•  Provides a great experience to the greatest number of consumers and   devices – in a...
RESPONSIVE WEB DESIGN                   All of this is                      very good                        http://www.fli...
RESPONSIVE WEB DESIGN…or is it?                        http://www.flickr.com/photos/sarahreido/3120877348   11
RESPONSIVE WEB DESIGNTHIS IS GREAT?But it’s just resolution independent…•  The experience is built around pixel width reso...
“Mind reading is no way to base fundamental content decisions”            MARK KIRBY, THE MOBILE CONTEXT                  ...
What if Starbucks ran their   business this way? Delivering same ubiquity       to everybody.                             ...
It might look a bit like this.                                 15
Everybody gets the same thing.    Just in different sizes.                                 16
How very responsive.                       17
But not all that special.    …or personal.                            18
It’s the back of the cupthat matters.                           19
20
Acknowledging that there is aunique person on the other side.                                   21
It’s the personalexperience that matters.                           22
This is where RWDcan get it’s soul back.                          23
RESPONSIVE WEB DESIGN                        24
TECHNOLOGY APPLICATION                                                     •  HTML       FRONT-END                        ...
CONSUMER FIRSTWHERE WE’RE HEADED NEXT                          26
RESPONSIVE AT RESOURCEWHERE WE’RE HEADED NEXT                          27
EXPERIENCE DESIGN(personalization beyond scaling)                                   28
EXPERIENCE DESIGNPERSONALIZATION BEYOND SCALING            Let’s create a hypothetical            example to illustrate th...
EXPERIENCE DESIGNPERSONALIZATION BEYOND SCALING       This is great if you’re on a desktop. At home.                      ...
But what if you’re not?                          31
This has no chance.                      32
•  Location based messaging                  –  Weather conditions                  –  Relationship to retail locations   ...
What if you’re onthe beach. In Hawaii.On your phone.                        34
Or if you’re askate girl who hatesthe ocean?                       35
And by the way, you doknow I’m on the newiPhone 5, right?Right?                         36
Responsive Design is dead without thispersonalized approach.                         37
Responsive Designmust be driven by personalized    experience to matter.                                 38
RESPONSIVE EXPERIENCEHOW WE DO ITResponsive Design demands new ways of working together with ourstakeholders, partners and...
RESPONSIVE EXPERIENCE       PERSONALOptimize  AdaptSupport       GENERAL                        40
RESPONSIVE EXPERIENCEOUR RESPONSIBILITIESForget resolution, devices, or platforms. It’s about people.•  Even before design...
Web is a service, not a product.  Let’s do it better tomorrow      than we did today.        Jay Karr gkarr@resource.com  ...
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Responsive Design is Dead

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Responsive Design is Dead

  1. 1. RESPONSIVE DESIGN IS DEAD,LONG LIVE RESPONSIVE DESIGNOCTOBER 26, 2012 1
  2. 2. RESPONSIVE WEB DESIGN 2
  3. 3. HONORED TO BE HERETODD YUZWA JAY KARR•  A Creative Director at Resource •  A Technology Director at•  Working in digital for 17 years. Resource (No, I didn’t invent the web) •  Passionate user advocate in•  Love RWD. But not blinded by technology, for as long as I’ve that love. been a user •  Passionate technology advocate in user experiences, for as long as I’ve been a technologist 3
  4. 4. RESOURCEEST. 1981 •  Offices –  Columbus –  San Francisco –  Chicago –  Cincinnati •  400+ Associates •  Women owned & operated •  Independent 4
  5. 5. A CASE FOR CHANGENEW CONSUMER BEHAVIORS of US mobile web users of users expect the mobile only access the web from experience to be better than their mobile devices or equivalent to using a laptop or desktop computer of moms with tablets said of moms surveyed said they they now use their PC fewer have made a purchase than two hours per week, using their tablet within yet log more than ten hours the last month per week on their tablets Sources: AdMob, US Labor Department, Nielsen, Knowledge Network, CNN, IBM 5
  6. 6. RESPONSIVE AT RESOURCECOMPLETED RWD PROJECTS 6
  7. 7. RESPONSIVE EXAMPLESLITTLE BLACK DRESS 7
  8. 8. RESPONSIVE EXAMPLESPURINA CAT CHOW 8
  9. 9. RESPONSIVE WEB DESIGNTHIS IS GREAT!•  Provides a great experience to the greatest number of consumers and devices – in a word, reach•  Maximizes investments in infrastructure and technology•  Delivers ROI with efficiency in maintenance with lower total cost of ownership•  Provides a future-friendly approach for web-connected devices•  SEO benefit of consolidated link equity for search and social•  Unified tracking and analytics for holistic view of engagement, conversation and optimization opportunities 9
  10. 10. RESPONSIVE WEB DESIGN All of this is very good http://www.flickr.com/photos/sarahreido/3120877348 10
  11. 11. RESPONSIVE WEB DESIGN…or is it? http://www.flickr.com/photos/sarahreido/3120877348 11
  12. 12. RESPONSIVE WEB DESIGNTHIS IS GREAT?But it’s just resolution independent…•  The experience is built around pixel width resolution•  We assume resolution tells us device•  We assume device gives us context 12
  13. 13. “Mind reading is no way to base fundamental content decisions” MARK KIRBY, THE MOBILE CONTEXT 13
  14. 14. What if Starbucks ran their business this way? Delivering same ubiquity to everybody. 14
  15. 15. It might look a bit like this. 15
  16. 16. Everybody gets the same thing. Just in different sizes. 16
  17. 17. How very responsive. 17
  18. 18. But not all that special. …or personal. 18
  19. 19. It’s the back of the cupthat matters. 19
  20. 20. 20
  21. 21. Acknowledging that there is aunique person on the other side. 21
  22. 22. It’s the personalexperience that matters. 22
  23. 23. This is where RWDcan get it’s soul back. 23
  24. 24. RESPONSIVE WEB DESIGN 24
  25. 25. TECHNOLOGY APPLICATION •  HTML FRONT-END •  CSS •  JavaScript BACK-ENDContent Management Commerce / Social Commerce Native Apps / Messaging 25
  26. 26. CONSUMER FIRSTWHERE WE’RE HEADED NEXT 26
  27. 27. RESPONSIVE AT RESOURCEWHERE WE’RE HEADED NEXT 27
  28. 28. EXPERIENCE DESIGN(personalization beyond scaling) 28
  29. 29. EXPERIENCE DESIGNPERSONALIZATION BEYOND SCALING Let’s create a hypothetical example to illustrate this. 29
  30. 30. EXPERIENCE DESIGNPERSONALIZATION BEYOND SCALING This is great if you’re on a desktop. At home. 30
  31. 31. But what if you’re not? 31
  32. 32. This has no chance. 32
  33. 33. •  Location based messaging –  Weather conditions –  Relationship to retail locations –  Regionalized Tweet DataSome things •  Historical based messagingthey expect: –  Past purchases –  Past product views –  Past Interests •  Social based messaging –  Demographic data –  Social Graph data 33
  34. 34. What if you’re onthe beach. In Hawaii.On your phone. 34
  35. 35. Or if you’re askate girl who hatesthe ocean? 35
  36. 36. And by the way, you doknow I’m on the newiPhone 5, right?Right? 36
  37. 37. Responsive Design is dead without thispersonalized approach. 37
  38. 38. Responsive Designmust be driven by personalized experience to matter. 38
  39. 39. RESPONSIVE EXPERIENCEHOW WE DO ITResponsive Design demands new ways of working together with ourstakeholders, partners and internal teams. –  Requires real-time collaboration to continually balance content, design and functional perspectives •  Individuals and interactions over processes and tools –  All visual communication done through working code •  Working software over comprehensive documentation –  Requires input, trust and partnership •  Customer collaboration over contract negotiation –  Scale challenge: too many moving parts to manage with traditional deliverables •  Responding to change over following a plan 39
  40. 40. RESPONSIVE EXPERIENCE PERSONALOptimize AdaptSupport GENERAL 40
  41. 41. RESPONSIVE EXPERIENCEOUR RESPONSIBILITIESForget resolution, devices, or platforms. It’s about people.•  Even before design, we need a consumer-focused strategy –  What do we think matters? How do we determine what actually matters? –  How can we empower them rather than make choices for them?•  Define your priorities and make tough decisions –  Breakpoints and mediaqueries are the easy part•  We know more every step of the way. Do something about it. –  Optimize the experience. 41
  42. 42. Web is a service, not a product. Let’s do it better tomorrow than we did today. Jay Karr gkarr@resource.com Todd Yuzwa tyuzwa@resource.com 42

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