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Content Strategy
for Responsive Websites
Web Content Mavens
January 8, 2013 – Washington, DC




                             Clarissa Peterson
                                     @clarissa
“So you’re going to make websites
work better on mobile phones?
Because right now they mostly all suck.”
             – my friend who's not a web designer
Mobile Strategy?
Mobile strategy is the same thing as web
 strategy, but without ignoring mobile.
What is Responsive Design?
Flexible
http://www.bostonglobe.com/
http://www.bostonglobe.com/
http://www.jsonline.com/
Adjustable
http://www.unitedpixelworkers.com/
http://www.unitedpixelworkers.com/
http://www.unitedpixelworkers.com/
http://www.unitedpixelworkers.com/
http://www.unitedpixelworkers.com/
Flexible & Adjustable
But It’s Not Magic
“It's not like our industry nailed web
design before we started doing
responsive design. It's still a work in
progress.”
                                – Dan Willis
                                  @uxcrank
Fixed-Width
(just doesn’t work)
http://www.nytimes.com
http://www.nytimes.com
Separate Mobile Site
  (where’s all the content?)
http://m.usa.gov
http://www.usa.gov
Photo credit: Brad Frost via Creative Commons http://flic.kr/p/cfQwL7
Context?
Stop making assumptions.
Photo credit: Kai Chan Vong via Creative Commons http://flic.kr/p/5c4Sfv
Photo credit: Carlos Smith via Creative Commons http://flic.kr/p/8tLb4P
“There is no Mobile Web. There is only
The Web, which we view in different
ways. There is also no Desktop Web. Or
Tablet Web.”
                         – Stephen Hay
                          @stephenhay
Why It Matters
85%
         of American adults
own a cell phone

http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012.aspx
45%
         of American adults
own a smartphone

http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012.aspx
40%
  have a cell phone that’s
not a smartphone

http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012.aspx
17%
do most of their online browsing
     on their phone

  http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012.aspx
But most of them also have
         a desktop or laptop.




http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012.aspx
Fluid boundaries between devices.
1. Everything for Everybody
Content Parity
http://www.consumerreports.org
http://m.consumerreports.org
http://m.consumerreports.org
http://m.consumerreports.org
Access
http://www.unheap.com/
“The beauty of the web is its openness.
Don’t arbitrarily lock people out because
of browser, device or configuration.”
                             – Brad Frost
                             @brad_frost
2. Content First
Design Process
Design   Develop
Design


Develop
Responsive Prototyping
http://foundation.zurb.com/prototype-example2.php
Design for
Small Screen First
“Mobile use case: I just transferred
money at my desk using my phone
because logging into my banking app
requires fewer steps.”
                     – Stephanie Rieger
                      @stephanierieger
Make it easy for everyone.
Context of Use
Put the important stuff first
but don’t get rid of the rest of it.
http://www.kiwibank.co.nz/
http://www.kiwibank.co.nz/
http://www.kiwibank.co.nz/
http://www.kiwibank.co.nz/
http://www.kiwibank.co.nz/
http://www.kiwibank.co.nz/
http://www.kiwibank.co.nz/
Mobile Devices
http://waterlife.nfb.ca/
http://waterlife.nfb.ca/
If you can’t make it responsive,
   at least make sure it works.
3. Independent Content
It can go anywhere
http://www.forbes.com/sites/ericsavitz/2012/12/27/the-future-of-the-web-the-case-for-responsive-design/
http://www.forbes.com/sites/ericsavitz/2012/12/27/the-future-of-the-web-the-case-for-responsive-design/
via Instapaper
via Instapaper
Content Strategy
1. Everything for Everybody
      2. Content First
  3. Independent Content
Some responsive websites:
http://worldwildlife.org/
http://emerilsrestaurants.com/
http://www.wm.edu/
http://www.hsgac.senate.gov
Resources
Books

Content Strategy for Mobile
Karen McGrane (2012)
http://www.abookapart.com/products/content-strategy-for-mobile




Responsive Web Design
Ethan Marcotte (2011)
http://www.abookapart.com/products/responsive-web-design/




Content Strategy for the Web, 2nd Ed.
Kristina Halvorson & Melissa Rach (2012)
http://contentstrategy.com/
Articles

Responsive Web Design - Ethan Marcotte (May 2010)
http://www.alistapart.com/articles/responsive-web-design/



Responsive-Ready Content - Sara Wachter-Boettcher (March 2012)
http://sarawb.com/2012/03/07/content-strategy-responsive-design/



How to Approach a Responsive Design (Boston Globe) - Tito Bottitta (Jan. 2012)
http://upstatement.com/blog/2012/01/how-to-approach-a-responsive-design/



Design Process In The Responsive Age - Drew Clemons (May 2012)
http://uxdesign.smashingmagazine.com/2012/05/30/design-process-responsive-age/



Dive into Responsive Prototyping with Foundation - Jonathan Smiley (April 2012)
http://www.alistapart.com/articles/dive-into-responsive-prototyping-with-foundation/
A Few More Examples of Responsive Design

              Boston Globe      http://www.bostonglobe.com
        Smashing Magazine       http://www.smashingmagazine.com
               People (mobile site)     http://m.people.com
                       Disney     http://disney.com/
             Mashable (beta)       http://beta.mashable.com/
         Stuff & Nonsense    http://www.stuffandnonsense.co.uk/
            Google Nexus        http://www.google.com/nexus/
           Hotellweb    http://www.hotellweb.no/?lang=en_US
       Andersson-Wise Architects      http://www.anderssonwise.com
WordPress Theme: Twenty Twelve     http://twentytwelvedemo.wordpress.com/
Find me online:
clarissapeterson.com
       @clarissa

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