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The Squishy Future
of Content
Dave Olsen, @dmolsen
WVU University Relations - Web
January 2014
@dmolsen
dmolsen.com
THE SQUISHY FUTURE OF CONTENT

I. Where We Are
II. An Opportunity to Reboot
III. Starting Small
IV. Content Choreography
V. Summing Up
I. WHERE WE ARE

http://flic.kr/p/87gkH5
*insert jean-luc picard facepalm here*
http://flic.kr/p/69ZZhR
“My God, it’s full of devices...”

http:/
/flic.kr/p/gS7txD
THE RISE OF THE MOBILE-ONLY USER

34% of current mobile internet users mostly go
online using their phone. (source)
50% of teen smartphone owners aged 12-17 and 50%
of young adults aged 18-29 say they use the internet
mostly on their mobile phone. (source)
Blacks, Hispanics, low-income Americans, lesseducated Americans, and young adults are more likely
to be mobile-only users. (source)
77% of mobile searches take place at home or work,
only 17% on-the-go, according to Google. (source)
OUR “TRADITIONAL” COMMS ARE GOING TO MOBILE OUTLETS

51%
Percentage of Email Opened
on Mobile in Dec. 2013

http:/
/bit.ly/1iJ6XAH
“MOBILE” IS A BIG PART OF OUR TRAFFIC

www.wvu.edu: 23%
mountainlair.wvu.edu: 45%
parentsclub.wvu.edu: 33%
braxton.housing.wvu.edu: 32%
construction.wvu.edu: 30%
visit.wvu.edu: 30%
fashion.wvu.edu: 27%
president.wvu.edu: 25%
tuition.wvu.edu: 21%
admissions.wvu.edu: 15%
This slide shows how the Boston Globe uses
responsive design.
link to animation
http://flic.kr/p/9ux7kJ

Content Flows Like Water?
http://flic.kr/p/8AE4ha

glasses with chunky content
http:/
/flic.kr/p/fJ9GEX
The Reality: Chunky Water
http:/
/flic.kr/p/6DxS9D
Layout informs content.
Content informs layout.
this is really important...

Neither is more important
than the other.
Linear Workflow

THROW IN
SOME CONTENT

THINK ABOUT
USERS

DESIGN

FRONT-END

BACK-END

courtesy Ben Callahan, Sparkbox

LAUNCH!
A process driven by one word...

Redesign.
Pixel Perfect Previews
http://flic.kr/p/8cPU9D
CONTENT GOES HERE
a Future Friendly truth...

Our existing standards,
workflows, & infrastructure
won’t hold up.
II. AN OPPORTUNITY TO REBOOT

http://bit.ly/1gwTc6V
The process can no longer be
driven by this word...

Redesign.
What to call it?

Refresh?
Reboot?
Blow up all the
things?
(
No More Pixel Perfection
http://flic.kr/p/8cPU9D
Process

Waterfall
Photoshop
Lorem Ipsum

The Death of Lorem Ipsum
http:/
/flic.kr/p/a2AZv1

http://flic.kr/p/7M8Uf5
We Need to Build Teams

WRITERS

DEVELOPERS

DESIGNERS

http://flic.kr/p/fhQFu
“1 Deliverable” Workflow

CONTENT

UX

BACK-END

DESIGN

FRONT-END

courtesy Ben Callahan, Sparkbox
“1 Deliverable” Workflow
e
Her
re

ou A
Y

CONTENT

UX

BACK-END

DESIGN

FRONT-END

courtesy Ben Callahan, Sparkbox
III. STARTING SMALL

http://flic.kr/p/bpVs1E
styletil.es
Identifying Content Examples

http://flic.kr/p/6DhBCd
SELECT TYPES OF CONTENT CHUNKS

I. Media
II. Forms
III. Tables
IV. Maps
V. Carousels
This slide shows how a media element like an
image might react in a responsive design.
link to animation

Think about how info-graphics or the focus of an image might change as they’re resized.
This slide shows how a form might react
in a responsive design.
link to animation

Think about how the form labels shift as they’re resized. Also the length of a form.
This slide shows how a table might react
in a responsive design.
link to animation

Think about how the columns shift to rows on smaller screens. Just one option.
This slide shows how a table might react
in a responsive design.
link to animation

Think about how less important columns are dropped on smaller screens.
This slide shows how a map might react
in a responsive design.
link to animation

This isn’t the best example. Should be thinking about touch, width, focus and download size.
Exterminate the Carousels!

Exterminate the Carousel!
The rise of...

Editorial
Calendars.
“1 Deliverable” Workflow

CONTENT

UX

BACK-END

re
uA
Yo

e
Her

DESIGN

FRONT-END

courtesy Ben Callahan, Sparkbox
Developing a Component Style Guide

Styleguide

http://flic.kr/p/9VewrY
IV. CONTENT CHOREOGRAPHY

http://flic.kr/p/49YSYK
“1 Deliverable” Workflow

CONTENT

UX

You Are Here

BACK-END

DESIGN

FRONT-END

courtesy Ben Callahan, Sparkbox
Content Influencing Layout
http:/
/flic.kr/p/6DxS9D
ELEMENTS OF CONTENT CHOREOGRAPHY

I. Defining a Layout
II. Content Layering
III. Interdigitation
IV. Content-based Breakpoints
V. When to Remove Content
Wireframing & Layout
The need to...

Prioritize
Content.
SCROLLING... SCROLLING... SCROLLING...
CONTENT LAYERING: MINIMIZING INFORMATION

III

{
only viewable after selecting an element...
CONTENT LAYERING: TAKE ADVANTAGE OF Z-INDEX

III

also only viewable after selecting an element...
INTERDIGITATION: CHANGE SOURCE ORDER BASED ON VIEWPORT

Title
Desc.
Buy!

Title
Description

Buy!

Specs
Related

Specs
changing order to encourage an action
Related
CONTENT-BASED BREAKPOINTS: LINE LENGTH RULES
NEVER REMOVE CONTENT!

Exterminate the Carousel!
SUMMING UP

http://flic.kr/p/byKgrf
“1 Deliverable” Workflow

CONTENT

UX

BACK-END

DESIGN

FRONT-END

courtesy Ben Callahan, Sparkbox
OUR NEW PROCESS

I. Start Small: Chunks & Style
II. Prioritize Your Content
III. Wireframe in the Browser
IV. Content-based Breakpoints
V. Profit
Real content is critical to
the entire process.
Be an advocate for it early & often.
This sh!t is complicated.
Don’t get discouraged.
Modern web design can’t be done by one
person. Find help, be helpful & reboot.
Maybe by being Future Friendly...
http://flic.kr/p/7jWpEb
...and forging future-ready partnerships...

http://flic.kr/p/gidRPX
...we can find unicorns & rainbows.
http://flic.kr/p/agyEkb
building.seesparkbox.com
THANKS TO...

Ben Callahan
@bencallahan

Brad Frost
@brad_frost

Eileen Webb Chris Coyier
@webmeadow @chriscoyier

Doug Gapinski
@douggapinski
THANKS FOR LISTENING!
QUESTIONS?
@dmolsen
dmolsen.com

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