This document discusses responsive web design. It begins by outlining the failures of separate mobile websites and native apps. Responsive design is identified as the key approach because it allows for one website with a layout that adapts to any screen size. The document then covers various aspects of responsive design such as thinking mobile first, information architecture considerations, designing in the browser versus Photoshop, using a fluid or fixed grid, and making design decisions beyond just visual design.

1. RESPONSIVE
WEB DESIGN
November 3, 2011 – Microsoft Web & Phone UX Tour Belgium

2. Bram Simon Thomas
@bram_ @scoudeville @decthomas
Information architect Web designer Front-end developer

3. You may remember us from such clients as:

4. netlash.com/blog

5. 1. Why you should use responsive design
2. Design responsive design
3. Technical challenges

6. Why responsive design?
1. How not to approach mobile web
2. Why responsive design is key
3. Think mobile first
4. It starts with IA

7. No stats and numbers.
You’re here so you know
mobile is big.

8. HOW NOT TO
APPROACH
MOBILE WEB

9. Imagine:
a mobile operator in 2006

10. We need a mobile website!
Mark Obistar
CEO at random mobile operator

11. m.*
mobile.*
“Go to full website”

12. A separate mobile website (1)
‣ What about tablet pc’s?
‣ What about new devices with unknown
display sizes?

13. Raise your hand if you never used
your smartphone laying in bed.

14. A separate mobile website (2)
‣ Mobile users ≠ users on the road
‣ You probably need all your content

15. “How should I configure my phone
to use mobile internet?”

16. m.proximus.be

17. m.mobistar.be

18. m.base.be

19. m.mobilevikings.be

20. A separate mobile website (3)
‣ You’ll have to manage all your
content twice

21. A separate mobile website (4)
‣ Users share links.
‣ Different users use different devices.

22. A separate mobile website
(conclusion)
‣ Only optimized for small screens
‣ Need to provide all content
‣ content has to be managed twice
‣ Issues when sharing content
‣ Pretty expensive for an unsatisfying result

23. Imagine:
a newspaper company in 2010

24. We need an app!
P. Vandermeersch
CEO at a random newspaper
company

26. FA I L

27. Native apps (1)
Cfr. separate mobile website:
‣ What about tablet pc’s?
‣ Mobile users ≠ users on the road
‣ You’ll have to manage all your
content twice

28. Native apps (2)
‣ Which platforms will you support?
(iOS, Android, WindowsPhone)
‣ Each update:
- cost per platform
- might take time (approval)

29. Native apps (3)
‣ Store owners take a cut on in-app
purchases

30. Native apps (4)
‣ What about search engines?
‣ Your content won’t be indexed by them

31. Native apps (5)
‣ links to websites open in a new app (!)
‣ no native browser functions
(bookmarking!)
‣ non selectable text (no copy-paste)
‣ App’s often have their own interface
language

32. Remind you to something?
‣ issues with links to other websites
‣ no native browser functions like bookmarking
‣ non selectable text (no copy-paste)
‣ each interface is different

34. Please.
Let’s not go there again.

35. (of course native apps can
be the best answer)
‣ If you need hardware functions that
browsers don’t yet support (camera,
compass, gyroscope, gpu power, ...).

36. Native apps (conclusion)
‣ Different platforms to support
‣ Cut on in-app-purchases
‣ Content has to be managed twice and won’t
be indexed by search engines
‣ Risk on usability issues
‣ Only if you need specific hardware functions

37. In a lot of cases, neither separate
mobile websites nor native apps
provide an effective answer on
todays needs.

38. RESPONSIVE
IS KEY

39. Responsive web design:
‣ One website (content!)
‣ No issues with sharing or search engines
‣ One design
‣ Layout adapts to any screen size

40. handelsbeurs.be

41. HOW TO START?
(This is how we do it)

42. Our proces
1. Online strategy
2. Information architecture
3. Design
4. Front-end design
5. Development

43. THINK MOBILE
FIRST

44. What mobile first does not mean

45. What mobile first does not
mean:
‣ We should only focus on mobile from
now on
‣ Mobile is more important than
desktop

46. Creating a website: 2 options
‣ Mobile first
‣ Desktop first

47. Why mobile first (1)
Mobile is harder to use
‣ Smaller screen
‣ Touch instead of keyboard and
mouse(pad)
‣ Slower internet connection

48. Why mobile first (2)
Mobile users have typically less
patience
‣ Because it’s harder to use
‣ Might be on the move
‣ Need that info to use it right now

49. Why mobile first (3)
Forces you to focus:
‣ No space for complexity
‣ No space for extra’s
‣ Focus on core features and simplicity

50. It’s easier to make a simple thing
more complex than to make a
complex thing more simple.

51. If you can support the mobile
web, you can support anything.

52. Our proces
1. Online strategy
2. Information architecture
3. Design
4. Front-end design
5. Development

53. IA FOR MOBILE
(actually it counts as much for desktop)

54. Know the online strategy
3 basics:
‣ Target audience
‣ Goal of the client
‣ USP of the client

55. KISS: Keep it simple and
straightforward
‣ Top tasks (key services) in main menu
‣ Short and simple copy
‣ Throw away anything that isn’t needed
‣ White space is allowed
‣ Conclusion first, details later

56. “Don’t make me think” (1)
‣ At any point it should be clear how to
get closer to the wanted answer
‣ Extra click is way better than complex
navigation

57. “Don’t make me think” (2)
‣ 2 types of page: choice page and
action page
‣ Homepage is a choice page

59. CONCLUSION
SO FAR

60. Conclusion so far
‣ For content-driven websites, responsive
web design is the future
‣ Think mobile first
‣ KISS, focus on core tasks (starts with IA)

61. twitter.com/bram_
bram@netlash.com
www.netlash.com

62. designing
responsive websites

63. Our proces
1. Online strategy
2. Information architecture
3. Design
4. Front-end design
5. Development

64. 1. Web design trends
2. Where to start & how to start
3. Fluid grid vs fixed grid
4. Design decisions beyond photoshop

65. 1. Web design trends
2. Where to start & how to start
3. Fluid grid vs fixed grid
4. Design decisions beyond photoshop

66. 1. Web design trends
2. Where to start & how to start
3. Fluid grid vs fixed grid
4. Design decisions beyond photoshop

67. 1. Web design trends
2. Where to start & how to start
3. Fluid grid vs fixed grid
4. Design decisions beyond photoshop

68. Responsive webdesign consists of three
components: a fluid grid, fluid media and
media queries
Ethan Marcotte
alistapart.com

69. informationarchitects.jp

73. simplebits.com

78. bostonglobe.com

83. mediaqueri.es

84. Web design trends

85. 1. Content & organisation of content first
2. Typography
3. No unnecessary visual design elements

86. 1. Content & organisation of content first
2. Typography
3. No unnecessary visual design elements

87. 1. Content & organisation of
2. Typography
3. No unnecessary visual design elements

89. Designing
in the browser

90. 1. The browser is our canvas
2. A static image doesn’t feel like a real page
3. Content organisation before design
4. Accessibility & appropriate hierarchy

91. 1. The browser is our canvas
2. A static image doesn’t feel like a real page
3. Content organisation before design
4. Accessibility & appropriate hierarchy

92. 1. The browser is our canvas
2. A static image doesn’t feel like a real page
3. Content organisation before design
4. Accessibility & appropriate

93. 1. The browser is our canvas
2. A static image doesn’t feel like a real page
3. Content organisation before design
4. Accessibility & appropriate hierarchy

94. Designing
in photoshop

95. 1. Photoshop as creative outlet
2. No limitations
3. Try things not possible with only

96. 1. Photoshop as creative outlet
2. No limitations
3. Try things not possible with only

97. 1. Photoshop as creative outlet
2. No limitations
3. Try things not possible with only css3

98. Establish the
global visual design direction

99. 1. Starting point
2. Something to fall back on
3. The designer ≠ front-end dev

100. 1. Starting point
2. Something to fall back on
3. The designer ≠ front-end dev

101. 1. Starting point
2. Something to fall back on
3. The designer ≠ front-end dev

102. Before you start:
solid IA for hierarchy of info

103. Designing
proportions.

104. 1. Forget pixels!
2. Think proportions, ratios, percentages
3. Modular!

105. 1. Forget pixels!
2. Think proportions, ratios, percentages
3. Modular!

106. 1. Forget pixels!
2. Think proportions, ratios, percentages
3. Modular!

107. Width?

108. 1. Decide on a maximum width
2. Dependent of the amount of content
3. Dependent of number of modules
4. old principles of webdesign still stand

109. 1. Decide on a maximum width
2. Dependent of the amount of content
3. Dependent of number of modules
4. old principles of webdesign still stand

110. 1. Decide on a maximum width
2. Dependent of the amount of content
3. Dependent of number of modules
4. old principles of webdesign still stand

111. 1. Decide on a maximum width
2. Dependent of the amount of content
3. Dependent of number of modules
4. old principles of webdesign still stand

112. Grid!

113. 1. Solid grid helps establish proportions
2. Forget 960 grid system
3. Make your own grid

114. 1. Solid grid helps establish proportion
2. Forget 960 grid system
3. Make your own grid

115. 1. Solid grid helps establish
2. Forget 960 grid system
3. Make your own grid

116. Modular grid extension
modulargrid.org

121. Design decisions
beyond photoshop

122. Fluid grid vs fixed grid

123. Fluid grid

124. 1. Page adapts to every possible resolution
2. Maximum width defined once
3. Takes up all the available space
4. Harder to achieve (fluid media)

125. 1. Page adapts to every possible
2. Maximum width defined once
3. Takes up all the available space
4. Harder to achieve (fluid media)

126. 1. Page adapts to every possible
2. Maximum width defined once
3. Takes up all the available space
4. Harder to achieve (fluid media)

127. 1. Page adapts to every possible
2. Maximum width defined once
3. Takes up all the available space
4. Harder to achieve (fluid media)

128. fixed grid

129. 1. Different layouts defined in fixed widths
2. Easier to achieve.
3. Not optimizied for future screen sizes?

130. 1. Different layouts defined in fixed widths
2. Easier to achieve.
3. Not optimizied for future screen sizes?

131. 1. Different layouts defined in fixed widths
2. Easier to achieve.
3. Not optimizied for future screen sizes

132. flexible modules

133. In close association with
information architect

134. best practices

135. 1. Define a maximum width
2. Start with a solid grid
3. Design flexible modules
4. Use a fluid layout when possible

136. 1. Define a maximum width
2. Start with a solid grid
3. Design flexible modules
4. Use a fluid layout when possible

137. 1. Define a maximum width
2. Start with a solid grid
3. Design flexible modules
4. Use a fluid layout when possible

138. 1. Define a maximum width
2. Start with a solid grid
3. Design flexible modules
4. Use a fluid layout when

139. twitter.com/scoudeville
simon@netlash.com
www.netlash.com

140. Front-end

141. Our proces
1. Online strategy
2. Information architecture
3. Design
4. Front-end design
5. Development

142. 1. Media queries
2. Adaptive images
3. Flexbox
4. Multi-column

143. 1. Media queries
2. Adaptive images
3. Flexbox
4. Multi-column

144. 1. Media queries
2. Adaptive images
3. Flexbox
4. Multi-column

145. 1. Media queries
2. Adaptive images
3. Flexbox
4. Multi-column

146. Media queries

147. Media queries
1. Not new

148. Media queries
@media print { /* print styles here */ }

149. Media queries
1. Not new
2. Screen sizes (basics)

150. Media queries
‣ max-width 479px (smartphones portrait)

151. Media queries
‣ max-width 479px (smartphones portrait)
‣ max-width 767px (smartphones landscape)

152. Media queries
‣ max-width 479px (smartphones portrait)
‣ max-width 767px (smartphones landscape)
‣ max-width 1023px (tablets portrait)

153. Media queries
‣ max-width 479px (smartphones portrait)
‣ max-width 767px (smartphones landscape)
‣ max-width 1023px (tablets portrait)
‣ min-width 1024px (tablets landscape & others)

154. Media queries
‣ max-width 479px (smartphones portrait)
‣ max-width 767px (smartphones landscape)
‣ max-width 1023px (tablets portrait)
‣ min-width 1024px (tablets landscape & others)
‣ inheritance!

155. Media queries
1. Not new
2. Screen sizes (basics)
3. Screen sizes (advanced)

156. Media queries
‣ max-width 479px (smartphones portrait)

157. Media queries
‣ max-width 479px (smartphones portrait)
‣ min-width 480px and max-width 769px (smartphones landscape)

158. Media queries
‣ max-width 479px (smartphones portrait)
‣ min-width 480px and max-width 769px (smartphones landscape)
‣ min-width 780px and max-width 1023px (tablets portrait)

159. Media queries
‣ max-width 479px (smartphones portrait)
‣ min-width 480px and max-width 769px (smartphones landscape)
‣ min-width 780px and max-width 1023px (tablets portrait)
‣ min-width 1024px and max-width 1439px (tablets landscape &
others)

160. Media queries
‣ max-width 479px (smartphones portrait)
‣ min-width 480px and max-width 769px (smartphones landscape)
‣ min-width 780px and max-width 1023px (tablets portrait)
‣ min-width 1024px and max-width 1439px (tablets landscape &
others)
‣ min-width 1440px and max-width 1919px (laptops & others)

161. Media queries
‣ max-width 479px (smartphones portrait)
‣ min-width 480px and max-width 769px (smartphones landscape)
‣ min-width 780px and max-width 1023px (tablets portrait)
‣ min-width 1024px and max-width 1439px (tablets landscape &
others)
‣ min-width 1440px and max-width 1919px (laptops & others)
‣ min-width 1920px (larger screens)

162. Media queries
‣ max-width 479px (smartphones portrait)
‣ min-width 480px and max-width 769px (smartphones landscape)
‣ min-width 780px and max-width 1023px (tablets portrait)
‣ min-width 1024px and max-width 1439px (tablets landscape &
others)
‣ min-width 1440px and max-width 1919px (laptops & others)
‣ min-width 1920px (larger screens)
‣ no inheritance

163. Media queries
1. Not new
2. Screen sizes (basics)
3. Screen sizes (advanced)
4. Polyfills

164. Media queries
‣ Check for native browser support

165. Modernizr

166. Respond.js

167. Media queries
1. Not new
2. Screen sizes (basics)
3. Screen sizes (advanced)
4. Polyfills
5. Frameworks

168. Less Framework

169. Golden Grid System

170. Skeleton

171. CSS Grid

172. HTML5 Boilerplate

173. 1. Media queries
2. Adaptive images
3. Flexbox
4. Multi-column

174. Adaptive images

175. Adaptive images
1. Lots of screen sizes

176. Adaptive images
1. Lots of screen sizes
2. Devices: download speed

177. Adaptive images
‣ image optimization

178. Adaptive images
‣ image optimization
‣ http://imageoptim.pornel.net/

179. Adaptive images
‣ image optimization
‣ http://imageoptim.pornel.net/
‣ http://smushit.com

180. Adaptive images
‣ serve different images

181. Adaptive images
‣ serve different images
‣ write own JS

182. Adaptive images
‣ serve different images
‣ write own JS
‣ existing solution

183. Adaptive images

184. 1. Media queries
2. Adaptive images
3. Flexbox
4. Multi-column

185. Flexbox

186. Flexbox
1. Working draft

187. Flexbox
1. Working draft
2. Positioning elements

188. Flexbox
1. Working draft
2. Positioning elements
3. display: flexbox;

189. Flexbox
1. Working draft
2. Positioning elements
3. display: flexbox;
4. For now - display: box;

190. 1. Media queries
2. Adaptive images
3. Flexbox
4. Multi-column

191. Multi-column

192. Multi-column
1. Candidate recommendation

193. Multi-column
1. Candidate recommendation
2. Divide content into columns

194. Multi-column
1. Candidate recommendation
2. Divide content into columns
3. column-count: 3;

195. Multi-column
‣ columns

196. Multi-column
‣ columns
‣ column-width

197. Multi-column
‣ columns
‣ column-width
‣ column-count

198. Multi-column
‣ columns
‣ column-width
‣ column-count
‣ column-gap

199. Multi-column
‣ columns
‣ column-width
‣ column-count
‣ column-gap
‣ column-rule

200. Multi-column
‣ columns
‣ column-width
‣ column-count
‣ column-gap
‣ column-rule
‣ column-span

201. Useful links
‣ http://www.w3.org/TR/css3-mediaqueries/
‣ http://www.w3.org/TR/css3-flexbox/
‣ https://developer.mozilla.org/en/CSS/-moz-box-flex
‣ http://www.w3.org/TR/css3-multicol/
‣ https://developer.mozilla.org/en/CSS3_Columns
‣ http://www.slideshare.net/stephenhay/realworld-
responsive-design

202. twitter.com/decthomas
thomas@fork-cms.com
www.netlash.com

203. QUESTIONS?