This presentation discusses the benefits of evolving design workflows to be more dynamic using in-medium design in Webflow rather than static designs. Some key benefits include stopping the practice of designing in a vacuum and instead taking the user's perspective, reducing the need for multiple artboards, and creating functioning prototypes earlier to test with users. The presentation covers adopting a mindset of flexible, fluid designs using techniques like responsive breakpoints and CSS. It emphasizes building reusable and scalable designs through semantic HTML and CSS practices like inheritance, modifiers, and child/parent relationships.

1. Life is not static — your
designs shouldn’t be either
A primer for evolving design workflows
Presented by Dan Arbello at No Code Conference 2019
Access this presentation at danarbello.com/ncc-in-medium »

2. Since October 2019
Senior Front-end
Designer & Developer
Since 2005
Print & Digital
Designer

3. Definitions
Introduction
The Pitfalls of Static Design
The Benefits of In-Medium
Action
The Mindset (of in-medium)
The Styles (CSS)
Summary Conclusion
Resources (for later)
Q&A
Agenda

4. Definitions

5. Designers
A designer brings together sociology, psychology,
aesthetic, and contemporary trends to create
context-relevant experiences.

6. Developers
Builds the experience by balancing the
designs and the technology behind it
(performance, maintenance, compatibility).

7. Everyone
Create for the sake of as many
users as possible; all bodies,
minds, and desires.

8. Introduction

9. Static
vs
In-Medium

10. The Pitfalls
Of Static Design

16. This is what static
reviews look like.

17. This is what in-medium
review looks like.

18. The Benefits of In-Medium

19. Stop designing inside of a vacuum. Take the
user’s seat while you are designing, not after
development finishes.
Design like you’re the end user

20. Artboards = Time x 3
Trash your artboards. You don’t need
several artboards for every breakpoint per
page design.

21. Instead of beating around bushes
with static designs, wireframes,
and artboard-based prototypes,
use in-medium to speak the same
language as developers. You will
see visual designs, the developers
will see function and code.
Speak the same
language

22. Instead of waiting for development to produce what you’ve
designed, generate a functioning prototype that will feel virtually
the same as the end product. This allows:
● strategy to sell an idea with more meat before too many
resources are burned,
● clients to review and approve things without wearing
a creative’s hat,
● engineers to estimate and plan earlier,
● and design to be more thoughtful and
environment-/-platform-aware.
Show the product sooner

23. Your team has a great idea. But there
Are no examples in the wild, or sharing
that example isn’t an option. Help your
team express breakthrough concepts
beyond words in a proposal.
Supporting Strategy

24. The 10hr Visual Sales Pitch
Take preliminary findings from user data, basic
psychology, competitor research, and intuition to
ideate and develop a single, but powerful, feature
optimization or addition.

25. User testing,
but for real.
You don’t have to choose between
sketched wireframes, static comps,
half-static prototypes, or going to dev
quickly when it comes to testing designs.
Stop relying on the polar opposites of
options and test your actual in-medium
designs with real people.

26. 1. Will this take developers jobs? No.
2. As a designer, will I be expected to contribute to production code?
Let’s hope not, but also maybe a little 😏
3. How do I get training beyond Webflow University? Many, many options.
4. What is the average training time? 1-2 months
5. Is this helpful for my resume? Leveling up is always a plus.
6. Is doing this with design workflows unique? So far: very.
Convincing the team

27. Action

28. The Mindset

29. The circle box of life
There is a semantic rhythm to the web…
in the form of boxes. Everything is a box,
but that’s okay. Clean up after yourself by
packing boxes appropriately.

30. The Family Nest
<!-- HTML Markup Example -->
<div class=”bird”> <!-- the parent -->
<div class=”egg”> <!-- a child -->
</div>
<div class=”egg”> <!-- a child -->
</div>
</div>
/* You can use “pseudoclasses” to do cool
things like this */
.egg:nth-child(2) {
background: blue;
}
In HTML, there are parents and children.
Children are also siblings to each other.

31. The browser is a flexible
window.
Internet browsers aren’t fixed into set widths
and heights foretold by breakpoints (mobile,
tablet, desktop, and so on). Rather, it is fluid
and flexible.

32. Use breakpoints
where it makes sense
You are not restricted to the Designer
view breakpoint UI. In CSS, this break-
point is declared with media and then
the value of the browser window width
when you want the change to start
occuring.
Inside an HTML Embed element:
Webflow breakpoint UI buttons:
<style>
@media (max-width: 768px) {
.classname-to-change {
font-size: 20px;
}
}
</style>

33. If… then… or else…
Design for real world content.
The world is not one size fits all, and neither
is content for the web. Ensure your designs
consider variation and scalability.

34. Medium limitations are
crucial to designing anything
worth experiencing.

35. Sketch the markup.

36. Sketch the design,
if you must.

37. Move to in-medium
to design and perfect.

38. Unless you are building a Webflow-hosted
instance, remember to treat your designs
as what they are: designs. Do not get stuck
in the particulars.
Don’t get it twisted
⚠

40. Inheritance
Styles will naturally inherit those set
on its parents. This can be used to
your advantage. Refrain from repeating
yourself and “set it and forget it”
whenever possible.

41. Giving a class a name
makes it unique and
reusable.
/* CSS Styles */
.apple {
sweet;
red;
tangy;
tree-fruit;
}
<!-- HTML Markup -->
<div class=”apple”>
</div>

43. We can start to say things
about elements (children)
of an apple./* child classes */
.apple__stem {
woody;
brown;
inedible;
}
.apple__leaf {
crisp;
green;
translucent;
}

44. But, not all apples are red!
/* modifier classes */
.apple--green {
green;
sour;
grandma’s;
}
.apple--rotten {
unhealthy;
smelly;
moldy;
}

45. <!-- HTML Markup -->
<div class=”apple apple--rotten”>
<div class=”apple__stem”></div>
<div class=”apple__leaf”></div>
</div>
Bring it all together to
create complex designs.
/* CSS Styles */
.apple--rotten {
inedible;
smelly;
Moldy;
/* nested styles */
.apple__stem {
shriveled;
black;
}
.apple__leaf {
dry;
brown;
opaque;
}
}

47. What this looks like
in Webflow…

48. Since free dragging and placement isn’t
an option we are given properties that
allow us to break out of this flow.
Positioning

49. Controlling the display
of flow
There are five important display values
used to specify the basics of how that
content (or its children’s content, in the
case of flex and grid) should be rendered.

50. Now that’s what I call display 😎
Don’t be afraid of flexbox and grid. They are the present and
continued future of layout design… and there is more to come.

51. Conclusion

52. 👯‍♂ Get ahead of the curve and bring digital medium into your design
workflow. Show the product sooner to benefit your team, sales, and
user testing.
🤳 Up your design game by experiencing the design sooner,
in turn allowing for a better understanding of how your experiences
will actually be experienced in the wild.
❤ Have better relationships with your team and clients by speaking
the same language.
Three good reasons to go in-medium:

53. Resources

54. 🙅‍♂Multi-user Support & Team Versioning
Multi-user collaboration — similar to how developers maintain their
collaborative and synchronous workflow — is not yet a feature of
Webflow. Until it is, only one individual can work on the site at a time.
There are two wishlist tickets up for this. Put your votes in!
● https://wishlist.webflow.com/ideas/WEBFLOW-I-39
● https://wishlist.webflow.com/ideas/WEBFLOW-I-2100

55. 📚There’s more material in the wild…
📓 Webflow’s own 10 reasons why design
teams should use Webflow »
📓 Free learning library: Webflow
University »
📓 Download Firefox and use Inspector
when you get stuck: Demo »
📓 Design Code’s ($) Webflow Course »
📓 Nelson Abalos’ Live Streams »
📓 Get great ideas and see how the
person made it: Codepen »
📓 Extensive code syntax and
specifications: MDN web docs »
📓 Ask the world for solutions:
StackOverflow Questions »
📓 Jennifer Parson’s extensive list of
resources »

56. Q & A & Thank You
Access this presentation at danarbello.com/ncc-in-medium »