Presented by Kye Tiernan, MA, on September 26, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.

1. Responsive Design
Implementing a Mobile-Friendly Web Strategy
Kye Tiernan
Managing Partner & Director of Client Service, Interactive Strategies
Plain Talk Conference 2013 – Communicating in a Time of Change

4. Responsive Design
Be fluid.
Make a plan.

5. To understand where we are
going, you need to understand
where we have been.

6. DISPLAY
BLOGSPPC
SEO
SOCIAL MOBILE
2000
2005
2010
ONLINE PR
AFFILIATEEMAIL
Online Communication Channels
DISPLAY
BLOGSPPC
SEO
SOCIAL MOBILE
ONLINE PR
AFFILIATE
VIDEO
EMAIL

7. How has mobile changed the way
users interact and engage with
information?

8. U.S Mobile Internet Usage

9. Visual.ly – Is Mobile Internet
Taking Over Desktop Usage?
Desktop vs. Mobile

10. It’s a Mobile Revolution

11. Responsive Design
a definition.
MOBILE

12. Responsive Frameworks

13. Size and Position – Relative Terms

14. Responsive Design
vs.
Mobile Friendly
Mobile Optimized
Adaptive Design
MOBILE

15. Mobile Friendly

16. Mobile Optimization

17. Adaptive Design

18. Responsive Design

19. Activity:
Considerations for responsive
design.

20. Define Your Goals.

21. Project Goals & Objectives
What are the overall project goals and objectives?
• Create an intuitive navigation
• Update the look and feel
• Reach multiple audiences
• Engage users in a new way
• Increase engagement via social media
• Increase site traffic via search engine
optimization
• Make a site easy to update

22. Project Goals & Objectives
What are the overall project goals and objectives?
• Can users find what they are looking for?
• Does the design accurately represent the
organization and/or brand?
• Who are you trying to reach?
• Are current forms of engagement effective?
• Are you using more than one way to engage
with audiences?
• Is your online presence effective?
• How do you keep site content fresh and
engaging?

23. “We want a blog for our new site”

24. Create Meaningful Goals & Objectives
We want a blog for our new site …
• Increase our exposure
• Become a thought leader
• Communicate more with our users
• Receive commentary from site visitors

25. Organization Goals & Objectives
• Enhanced Brand Awareness
o Perceived as the lead brand for all programs
o Leadership and Career programs are known by name
• Grow Student Enrollment and Nominations
o Direct mail and SEO traffic lead to conversions
• Boost Social Media Connections
o Facebook. Twitter and other social media channels gain more
traction for programs
• Known as authority for College and Career Readiness
o Resources utilized by key audiences – students/parents and teachers

26. Know Your Audience.

27. Get to Know Your Audience
What are some methods you can use?
• Interviews
o Key stakeholders
o External audiences
o Focus Groups
• Market research
o Online surveys
o Previous studies
o Market data
• Site analytics
o Google Analytics

28. • Students – Middle School, High School and College
students seeking information on fun, engaging
programs and resources to help them prepare for
college and career.
• Parents – Seeking information about the
benefits, cost, dates & locations and safety of
programs; what is the best fit for their child.
• Teachers – Seeking program benefits, nomination
forms, job opportunities and resources.
• Alumni - Seeking ways to keep in touch with friends
and mentors, access letters of participation and
participate in a broader community.
Primary Audiences

29. • Colleges & Universities
• International Partners & Affiliates
• Honor Societies
• School Districts
• Program Speakers
• Media
• Potential Employees
• Board of Advisors
Secondary Audiences

30. Intuitive Navigation and Site Features

31. Main Navigation
National Geographic Expeditions
People to People
ID Tech Camps
Discovery Student Adventures
Super Camp

32. Program Finder
NG ExpeditionsID Tech Camps People to People
Outward Bound
Broadreach

33. Activity:
Creating a responsive navigation.

34. Content: Mobile First

35. Align Objectives
Audience
Needs
Organization
Needs
Web
Site
A good content strategy will balance audience needs with
organizational goals.

36. Mobile First Content Strategy

37.  Develop a content strategy
o Know your audience
o Get to the point
o Create a hierarchy of information
 Creating context
o Images and text
o Calls-to-action
o Task oriented
 Deliver a good experience
o Reflect your core message
o Use actionable language to encourage engagement
o Align editorial goals and tone of website
Key Content Considerations

38. When writing for a mobile user, “if
in doubt, leave it out”.

39. Bringing It All Together

40. Goal of Strategy is to Align Needs
Project
Goals
Audience
Needs
Site
Content
• Interviews
• Current Site
• Peer Sites
• Interviews
• Site Analytics
• Peer Sites
• Research
Responsive Website Design

41. Thank You!