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2011: CPG Brand Site “Reskin”

Stated project objective: update
brand site, Facebook, etc. with
brand’s new look & feel to match
new packaging, product line, tone to
suit target demographic

Opportunity: reach brand’s target of
20something women with a site that
responds well on multiple
devices, not just a desktop web site.

Proposed solution: redesign site’s
templates to be consistent with new
brand look but also to be responsive
to devices.



7/20/2012
Responsive Design – what is it?
•     One way to keep up with all of the devices/resolutions on the market
•     Applies an architectural philosophy to digital design, that structures
      should respond to the environment and people in them
•     Designs should respond to a user’s behavior and environment based
      on screen size (resolution), platform and orientation
•     Fluid grids, flexible images and media queries
•     Eliminates the need for a different design and development phase for
      each new gadget on the market
    •       NOTE: this does not mean it is cheaper to develop. See Lessons
            Learned section of this presentation.




7/20/2012
Making our case
            To sell the idea to internal
            stakeholders, then the clients, we
            presented:

            •   Data about the mobile behaviors of
                target consumers and mobile usage
                trends in general
            •   Analytics and mobile-related site
                traffic data for existing site
            •   Review of mobile presence of brand’s
                competitors
            •   Outlined expected features for mobile
                brand sites and recommended
                responsive design for brand site
                restage
            •   Proposed a small, interdisciplinary
                team to work on development in
                iterative fashion


7/20/2012
RWD “Flavors”




            Text-driven vs. Design-driven


7/20/2012
Target Sizes




            •   Breakpoints
            •   Transitions between them


7/20/2012
Target Sizes / Breakpoints


            2




            3




            4




7/20/2012
Transitioning between breakpoints



Fluid                            Snap

http://mediaqueri.es             http://cafezola.com/

http://stephencaver.com/   vs.   http://teixido.co/

http://www.deren.me/             http://informationarchitects.net/




7/20/2012
Cross Browser, Cross Device




                   Polyfill for IE8 and earlier:

                   Respond.js




7/20/2012
Cross Browser, Cross Device

 •    Minify and concatenate CSS and JavaScript
 •    Optimize Images




7/20/2012
UX Design Approach – Keep it Simple

  •     Start small (handheld) and work larger (tablet > desktop)
            •   “Mobile First”
  •     Prioritize content based on the viewing experience (handheld or
        tablet or desktop)
  •     Create a design plan that allows copy and visuals to scale and
        reorient in an optimized way
  •     Avoid extraneous material that doesn’t add much value to the
        overall experience
  •     Determine whether there are features or functions that WILL
        need to be device-specific due to business or user requirements




7/20/2012
Team Work Approach -
 fast, fluid, collaborative

  •     Replaced documentation and wireframing with direct interaction
        (quick sketching, quick prototyping)
  •     Used the functional prototype as the document of team decisions
  •     Worked very closely with team members on a daily basis
  •     Two heads, and in some cases four heads, were better than one –
        Colocation
  •     Made decisions quickly to keep project moving.




7/20/2012
Responsive design vs. mobile site vs.
apps
  •    Does a single feature set meet the needs of users on all
       devices, or is specialized functionality needed on a mobile/tablet
       device?
  •    Do you need a native app to deliver required features?
  •    Are you ready to put content first?
  •    Is the ability to update content in one place a top priority (vs.
       separate mobile and desktop sites)?
  •    Is this a good fit for the client's needs?




7/20/2012
Design

  •     Keep the page designs simple.

  •     If it needs to scale, it’s not going to be pixel perfect.




7/20/2012
Engineering

  •     Evolve prototypes by collaborating closely with the designers
        and information architects.

  •     Allow elements to maintain their natural document flow wherever
        possible.




7/20/2012
Everyone

  •     Plan for a longer project duration. It WILL take longer to
        plan, design, build, and evolve than a standard interface.
  •     You won’t get it right the first time and that’s okay.
  •     Constant battles will arise throughout the process.
  •     Work with your teammates to refine the experience through trial
        and error.
  •     Always Be flexible: Resist the urge to be a control freak.




7/20/2012
Thanks!    Krysta Stone
            Associate Director of Interaction Design
            Likes: Food, Libraries


            Adam Kempa
            Senior Software Engineer
            Likes: Legos, Pinball Machines


            Dan Kennedy
            Interactive Designer
            Likes: Anything that has to do with sports

            Karen Ford
            Software Engineer
            Likes: Baking, Classical Music, Dogs




7/20/2012

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Internet User Experience 2012

  • 1.
  • 2. 2011: CPG Brand Site “Reskin” Stated project objective: update brand site, Facebook, etc. with brand’s new look & feel to match new packaging, product line, tone to suit target demographic Opportunity: reach brand’s target of 20something women with a site that responds well on multiple devices, not just a desktop web site. Proposed solution: redesign site’s templates to be consistent with new brand look but also to be responsive to devices. 7/20/2012
  • 3. Responsive Design – what is it? • One way to keep up with all of the devices/resolutions on the market • Applies an architectural philosophy to digital design, that structures should respond to the environment and people in them • Designs should respond to a user’s behavior and environment based on screen size (resolution), platform and orientation • Fluid grids, flexible images and media queries • Eliminates the need for a different design and development phase for each new gadget on the market • NOTE: this does not mean it is cheaper to develop. See Lessons Learned section of this presentation. 7/20/2012
  • 4. Making our case To sell the idea to internal stakeholders, then the clients, we presented: • Data about the mobile behaviors of target consumers and mobile usage trends in general • Analytics and mobile-related site traffic data for existing site • Review of mobile presence of brand’s competitors • Outlined expected features for mobile brand sites and recommended responsive design for brand site restage • Proposed a small, interdisciplinary team to work on development in iterative fashion 7/20/2012
  • 5.
  • 6. RWD “Flavors” Text-driven vs. Design-driven 7/20/2012
  • 7. Target Sizes • Breakpoints • Transitions between them 7/20/2012
  • 8. Target Sizes / Breakpoints 2 3 4 7/20/2012
  • 9. Transitioning between breakpoints Fluid Snap http://mediaqueri.es http://cafezola.com/ http://stephencaver.com/ vs. http://teixido.co/ http://www.deren.me/ http://informationarchitects.net/ 7/20/2012
  • 10. Cross Browser, Cross Device Polyfill for IE8 and earlier: Respond.js 7/20/2012
  • 11. Cross Browser, Cross Device • Minify and concatenate CSS and JavaScript • Optimize Images 7/20/2012
  • 12.
  • 13. UX Design Approach – Keep it Simple • Start small (handheld) and work larger (tablet > desktop) • “Mobile First” • Prioritize content based on the viewing experience (handheld or tablet or desktop) • Create a design plan that allows copy and visuals to scale and reorient in an optimized way • Avoid extraneous material that doesn’t add much value to the overall experience • Determine whether there are features or functions that WILL need to be device-specific due to business or user requirements 7/20/2012
  • 14. Team Work Approach - fast, fluid, collaborative • Replaced documentation and wireframing with direct interaction (quick sketching, quick prototyping) • Used the functional prototype as the document of team decisions • Worked very closely with team members on a daily basis • Two heads, and in some cases four heads, were better than one – Colocation • Made decisions quickly to keep project moving. 7/20/2012
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. Responsive design vs. mobile site vs. apps • Does a single feature set meet the needs of users on all devices, or is specialized functionality needed on a mobile/tablet device? • Do you need a native app to deliver required features? • Are you ready to put content first? • Is the ability to update content in one place a top priority (vs. separate mobile and desktop sites)? • Is this a good fit for the client's needs? 7/20/2012
  • 25.
  • 26. Design • Keep the page designs simple. • If it needs to scale, it’s not going to be pixel perfect. 7/20/2012
  • 27. Engineering • Evolve prototypes by collaborating closely with the designers and information architects. • Allow elements to maintain their natural document flow wherever possible. 7/20/2012
  • 28. Everyone • Plan for a longer project duration. It WILL take longer to plan, design, build, and evolve than a standard interface. • You won’t get it right the first time and that’s okay. • Constant battles will arise throughout the process. • Work with your teammates to refine the experience through trial and error. • Always Be flexible: Resist the urge to be a control freak. 7/20/2012
  • 29.
  • 30. Thanks! Krysta Stone Associate Director of Interaction Design Likes: Food, Libraries Adam Kempa Senior Software Engineer Likes: Legos, Pinball Machines Dan Kennedy Interactive Designer Likes: Anything that has to do with sports Karen Ford Software Engineer Likes: Baking, Classical Music, Dogs 7/20/2012