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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 differences on higher education websites... and review once again the value of major content reduction in the mobile world.

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A Need for Speed: Responsive Design in a Mobile World

  1. 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. 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. 3. COMPLETE A TOP TASK…Major reason people visit yourwebsiteBob Johnson Consulting, LLC 3
  4. 4. <5 SECONDS TOCONNECT…The Golden RuleBob Johnson Consulting, LLC 4
  5. 5. PERFORMANCE IS APRIORITY…“It’s possible to addressperformance concerns... mostpeople don’t.”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 5
  6. 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. 7. Home page load times increasing…Web Performance Today Johnson Consulting, LLC 7
  8. 8. Slower on all browsers…Web Performance Today Johnson Consulting, LLC 8
  9. 9. 10 fastest business sites… <4secondsWeb Performance Today Johnson Consulting, LLC 9
  10. 10. Tablet users have high expectations… (March 2012 research)Bob Johnson Consulting, LLC 10
  11. 11. That are not being met…Bob Johnson Consulting, LLC 11
  12. 12. RD vs. mobile download speed… RD website… 5.05s Top mobile website… 1.80sBob Johnson Consulting, LLC 12
  13. 13. Mobile site speed leader… 12 requestsBob Johnson Consulting, LLC 13
  14. 14. RD site speed leader… 28 requestsBob Johnson Consulting, LLC 14
  15. 15. AFTER THE RESPONSIVEHOME PAGE?Some desktop pages are not “mobilefriendly”…Bob Johnson Consulting, LLC 15
  16. 16. Not very “responsive” for humans…Bob Johnson Consulting, LLC 16
  17. 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. 18. REMOVING CONTENT…“The alarming trend of hidingcontent on mobile devices…”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 18
  19. 19. PORTABLE CONTENT…“How do we make content moreportable?”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 19
  20. 20. CUSTOM CONTENT…“Some suggest that customcontent should be written for eachsite.”Tim Kadlec, Implementing Responsive DesignBob Johnson Consulting, LLC 20
  21. 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. 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. 23. RESOURCES…Bob Johnson Consulting, LLC 23
  24. 24. The case for speed… Johnson Consulting, LLC 24
  25. 25. Testing for “real world” performance… Johnson Consulting, LLC 25
  26. 26. Tim Kadlec’s book… Johnson Consulting, LLC 26
  27. 27. Problems and solutions… Johnson Consulting, LLC 27
  28. 28. Available on SlideShare… Johnson Consulting, LLC 28
  29. 29. Testing mobile sites… Johnson Consulting, LLC 29
  30. 30. THANKS FOR BEINGHERE IN PHILADELPHIA!Bob Johnson, Johnson Consulting, LLC 30
  31. 31. ADDENDUM 1Speed tests, Mobile Sites vs.Responsive Design SitesBob Johnson Consulting, LLC 31
  32. 32. 8 higher education RD websites +1…Bob Johnson Consulting, LLC 32
  33. 33. 9 higher education mobile sites…Bob Johnson Consulting, LLC 33