UCD14 Talk - Anna Dahlstrom - Device Agnostic Design: How to get your content to go anywhere

Device Agnostic Design
How to get your content to go anywhere
by Anna Dahlström | @annadahlstrom
UCD London, 25 Oct 2014 #UCD14
Image courtesy of Shutterstock

Before 2007 we mostly
thought about pages
www.flickr.com/photos/activeside/2192411612

That was when browsers
were our biggest head ache
www.flickr.com/photos/jorgeq82/4732700819

Today it’s browers &
a whole bunch of devices
www.flickr.com/photos/adactio/12674602864

“ For the first time ever
there are more gadgets in the
world than there are people. ”
- Source: Independent
http://www.businessinsider.com/vatican-square-2005-and-2013-2013-3

Android fragmentation, Screenshot from OpenSignal http://opensignal.com/reports/2014/android-fragmentation/

“ We have seen 18,769 distinct devices
download our app in the past few months.
In our report last year we saw 11,868. ”
- Source: Open Signal

We go online
everywhere and anywhere
www.flickr.com/photos/luigimengato/5963540855

…and these
are the game changers
https://www.flickr.com/photos/jfingas/10104822523

https://www.flickr.com/photos/bfishadow/4604166391
“ Just a giant iPhone. ”

2010 Ethan Marcotte, Responsive Web Design

Now… it’s Device Agnostic Design

“ Today’s popular devices aren’t tomorrow's so
building something which works on any device is better than
building something which works on today’s devices. ”
https://www.flickr.com/photos/jfingas/10104822523
- Combined wise words from @oneextrapixel & @trentwalton
!
!
!
!
!
!

What does work on “any device” mean?

“ The site you build is not dependent on
knowing what device it is being displayed on. ”
- Sarita Harbour, WDD

An evolvement of
responsive design

FULL WEBSITE
FULL
WEBSITE
FULL
WEBSITE
Responsive sites have the same url
& is basically “one site”
http://desktopwallpaper-s.com/19-Computers/-/Future

DESKTOP
FULL WEBSITE
BESPOKE
CUT DOWN
WEBSITE
BESPOKE
CUT DOWN
WEBSITE
Bespoke mobile sites have a separate url
& means maintaining different sites

Brings us back
to this…

Maintaining bespoke mobile sites
is messy & costly
www.flickr.com/photos/ericconstantineau/5618576278

It means maintaining
multiple technical solutions...
www.flickr.com/photos/nikio/3899114449

...and also maintaining
multiple versions of your content
www.flickr.com/photos/financialaidpodcast/7598618978

Realistically that means
making cuts & frustrating users
www.flickr.com/photos/bulldogsrule/187693681

This is NOT
what a mobile user looks like

Mobile Search MoMentS
UnderStanding how Mobile driveS converSionS
Mobile search is always on, happening
on the go, at home and at work
of mobile searches
occur at home or
work; 17% on the go 77%
0RELOHVHDUFKHVDUHVWURQJOWLHGWRVSHFLȴFFRQWH[WV
Shopping queries are 2x more likely to be in store
Mobile searches drive valuable
outcomes for businesses
3 of 4 mobile searches
trigger follow-up actions
Actions triggered by mobile search
also happen very quickly
of conversions (store visit,
phone call or purchase)
happening within an hour 55%
On average, each mobile search triggers
nearly 2 follow-up actions
Product shopping searches have a
higher number of outcomes
Number of follow-up actions per mobile search
3.56 2.52 2.08
2.20 2.07
Beauty Auto Travel Food Tech
36%
Continued
Research
18%
Shared Information
17%
Made a Purchase
25%
Visited a Retailer’s
Website
17%
Visited a Store
7%
Called a Business
77% of mobile searches
occur at home or work
17% of mobile searches
occur on the go
Source: http://www.thinkwithgoogle.com/infographics/creating-moments-that-matter-infographic.html

Many of us own
multiple devices

We switch between
them throughout the day
Morning Commute Work Lunch Meeting Dinner Movie

A poor experience results in
the same thing where ever it takes place
www.flickr.com/photos/sixmilliondollardan/2493495506

Users expect an equal continuous
experience across devices
www.flickr.com/photos/joachim_s_mueller/7110473339

Having separate sites
does, for the most part, not make sense
DESKTOP
FULL WEBSITE
BESPOKE
CUT DOWN
WEBSITE
BESPOKE
CUT DOWN
WEBSITE

Bespoke mobile sites: Different sites
based on the device that’s used
DESKTOP
FULL WEBSITE
BESPOKE
CUT DOWN
WEBSITE
BESPOKE
CUT DOWN
WEBSITE

Responsive sites: The same site
irrespectively of the device
FULL WEBSITE
FULL
WEBSITE
FULL
WEBSITE

http://foundation.zurb.com/docs/layout.php
“ Design development
should respond to the user’s
behaviour environment based
on screen size, platform
orientation. [It’s]...a mix of
flexible grids layouts, images
an intelligent use of media
queries. ”
- Smashing Magazine

It’s all about
the modules baby
www.flickr.com/photos/donsolo/2136923757/

Define your content stacking strategy
across devices orientation.
www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/

Define your content stacking strategy
across devices orientation.
www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
sizes

Breakpoints Behaviour

www.flickr.com/photos/theaftershock/2811382400
!
!
!
!
!
“ Content needs to be choreographed
to ensure the intended message is preserved
on any device and at any width “
- Trent Walton

Keep the core content the same
but optimise the experience, display
interactions to the device

http://thenextweb.com/
So that it’s carefully
considered, like this

From responsive to
device agnostic design

Responsive design established the principle
of the same content across devices
www.flickr.com/photos/joachim_s_mueller/7110473339

But it’s brought
up other problems
www.flickr.com/photos/stankus/3718835245

“ Smartphones accounted for 57.6% of total sales
in fourth quarter of 2013 ” *
- Source: Gartner
www.flickr.com/photos/aforgrave/6168689222

Internet connection
is still not a given
http://gizmodo.com/a-map-of-every-device-in-the-world-thats-connected-to-t-1628171291

Oh, and Internet
actually sleeps…
http://www.wired.com/2014/10/internet-sleeps-night-really

…and not all
connections are made equal
Screenshot from http://opensignal.com/coverage-maps/UK/

Content layer
rich semantic HTML markup
Presentation layer
CSS and styling
Client-side scripting layer
JavaScript or jQuery behaviors

www.thegrid.io
“ To get response times to a
minimum, we’ve had to develop a
system that loads in just the
essential components of the page
at the right times.
Mobile-sized images download first,
then when the page’s Javascript
detects the browser’s capabilities,
higher-resolution images get
‘loaded in dynamically.’ ”
- Andrew Pipe, BBC iWonder

Mobile context ≠ mobile use case
The latter is about the task, the former about
the total sum of the user’s mobile experience
www.flickr.com/photos/icedsoul/2486885051

“ I used to think it merely dealt with basing responsive
breakpoints on content rather than particular devices, but there’s
more to devices than the size of their screens. ”
Image courtesy of Shutterstockwww.flickr.com/photos/jmsmith000/3169546564
- Trent Walton, Device Agnostic

“ A device-agnostic approach also takes
into account infinite combinations of screen resolution, input
method, browser capability, and connection speed. ”
www.flickr.com/photos/lokan/88w4w34w6.f4li8ck5r2.com/photos/jmsmith000/3169546564
- Trent Walton, Device Agnostic

www.flickr.com/photos/66327170@N07/7296381856
!
!
!
!
!
!
‘ New rule: every desktop design has to go finger friendly ’
- Josh Clark

www.flickr.com/photos/intelfreepress/6837427202
www.flickr.com/photos/janitors/9968676044
www.flickr.com/photos/johnkarakatsanis/6902407334 www.flickr.com/photos/jorgeq82/4732700819

Impacts controls, placement interactions

We need to consider
precise v.s imprecise input means
www.flickr.com/photos/ljrmike/7675757042 www.flickr.com/photos/jmtimages/2883279193

www.flickr.com/photos/vincentsl/3543888150
“ Designing for touch means designing
for fingers, yes, but to be more specific,
you’re really designing for thumbs. ”
- Josh Clark

Designing for multiple devices
can become a bit of a minefield
www.flickr.com/photos/cayusa/534070358

We can’t always successfully tell
what devices users are using

It’s about content.
Not what device we’re using.

“ Get your content to go
anywhere, because it’s going to
go everywhere. ”
- Brad Frost

“ It is your mission to get
your content out, on whichever
platform, in whichever format
your audience wants to
consume it. ”
- Karen McGrane

Source: http://www.prnewswire.com/news-releases/strategy-analytics-android-captures-record-85-percent-share-of-global-smartphone-shipments-in-q2-2014-269301171.html

“ Your users get to decide
how, when, and where they
want to read your content.
It is your challenge and your
responsibility to deliver a good
experience to them. ”
- Karen McGrane

device
browser
screen
input method
connection speed
Any
Used anytime
anywhere

How do we design something that can work on any device?

www.thegrid.io
“ The design adjusts to look
good on every browser and
every device. Automatically.”
- The Grid

It all starts
with content
www.flickr.com/photos/grimsanto/751075283/photos/carlosfpardo/6791950592

Less about pages more focus on
the building blocks that make up those views
www.flickr.com/photos/boltofblue/4418442567

Gone is the big reveal of the
beautiful page designs
www.flickr.com/photos/nataliejohnson/377344806

It’s about views that will look good,
work well, across different browsers, screen
sizes, device types, connections input methods
www.flickr.com/photos/jorgeq82/4732700819 www.flickr.com/photos/adactio/6153481666

1. Understand content content stacking strategy
2. Approach design as systems of modules
3. Use content rather than device based breakpoints

“ With thousands and
thousands of pages on the
Crayola site, it wasn’t efficient to
wireframe every single page and
state.
We created a system of
components that could be
assembled in different
configurations to accommodate
the unique content needed for
each type of page. ”
- Daniel Mall
Screenshot: www.crayola.co.uk/

The more you reuse, the less modules
there will be to design, define develop
www.flickr.com/photos/boltofblue/4418442567

Essential for preventing
ending up with too many pieces
www.flickr.com/photos/akrabat/9085299639

An evolution of how we’ve always worked

Define views key templates
Home Categories Product listing Product page
Header Nav
Header Nav
Filter search
Features
Products
Footer
Featured categories
Featured products
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Related products
Footer

Break down content further explore layouts
Product listing
1 Header Nav
2 Filter search
Product page
1 Header Nav
2
Gallery
2
Descrip-tion
3
Additional info
8 Footer
Categories
1 Header Nav
2
Category
3
Category
4 Category
9
Categ
7
Categ
10 Footer
7
Prod
6
Categ
5
Categ
Home
1 Header Nav
2
Features
3
Category
4 Category
6
Categ
11 Footer
6
Categ
10
Prod
9
Prod
8
Prod
7
Prod
8
Categ
6
Prod
5
Prod
4
Prod
3
Prod
10
Prod
9
Prod
8
Prod
7
Prod
14
Prod
13
Prod
12
Prod
11
Prod
18
Prod
17
Prod
16
Prod
15
Prod
19 Footer
7
Prod
6
Prod
5
Prod
4
Prod

Home - large
Header Nav
Features
Featured categories
Featured products
Footer
1 Header Nav
2
Features
3
Category
4 Category
6
Categ
11 Footer
6
Categ
10
Prod
9
Prod
8
Prod
7
Prod
Home - small
1 Header Nav
2
Features
3 Category
4
Categ
5
Categ
6
Product
7
Product
8
Product
9
Product
10 Footer
Header Nav
Features
Featured
categories
Featured
products
Footer
Do the same across screen sizes

Break down each module into elements
Home - large
Header Nav
Features
Featured categories
Featured products
Footer
1 Header Nav
2
Features
3
Category
4 Category
6
Categ
11 Footer
6
Categ
10
Prod
9
Prod
8
Prod
7
Prod
1 Header Nav
2
Features
3 Category
4
Categ
5
Categ
6
Product
7
Product
8
Product
9
Product
10 Footer
Header Nav
Features
Footer
Home - small
Featured
categories
Featured
products

Start identifying your building blocks variations
Views
Home - large Home - small

Views Modules
Feature - large Feature - small

Views Modules
Featured products - large Featured products - small

Featured products - large
Single product - large
Featured products - small
Single product- small
Views Modules

Iterate refine across views key templates
Header Nav
Header Nav
Filter search
Features
Products
Footer
Featured categories
Featured products
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Related products
Footer

Header Nav
Header Nav
Filter search
Features
Products
Footer
Featured categories
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Related products
10
Prod
9
Prod
8
Prod
7
Prod
Footer

Header Nav
Header Nav
Filter search
Features
Products
Footer
Featured categories
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Related products
Footer

Header Nav
Header Nav
Filter search
Features
Products
Footer
Featured categories
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
7
Prod
6
Prod
5
Prod
4
Prod
Footer

Header Nav
Header Nav
Filter search
Features
Products
Footer
Featured categories
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Footer

Header Nav
Header Nav
Filter search
Features
Footer
Featured categories
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Footer
6
Prod
5
Prod
4
Prod
3
Prod
10
Prod
9
Prod
8
Prod
7
Prod
14
Prod
13
Prod
12
Prod
11
Prod
18
Prod
17
Prod
16
Prod
15
Prod

Header Nav
Header Nav
Filter search
Features
Footer
Featured categories
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Footer
6
Prod
5
Prod
4
Prod
10
Prod
9
Prod
8
Prod
7
Prod
14
Prod
13
Prod
12
Prod
11
Prod
18
Prod
17
Prod
16
Prod
15
Prod

Header Nav
Header Nav
Filter search
Features
Footer
Featured categories
Footer
Header Nav
Categories
Footer
Header Nav
Gallery
Descrip-tion
Additional info
Footer

Gradually build your module library
1
3
4
Featured products - large Featured products - small
Also used for:
• Module REL01 - Related products
Single product - large Single product- small
1
2
3
1
2
1
2
3
4
2
3
1
2
3
1
2
1
1

Work with breakpoints tweakpoints,
focus on content layout EMS instead of px
www.slideshare.net/yiibu/pragmatic-responsive-design

“ Building a content-aware
grid is a simple matter of
choosing the layout patterns
that you want, based on
breakpoints that you set
according to page content. ”
- Thierry Koblentz, Device-Agnostic Approach To Responsive Web Design

Look at what’s suitable for your content
best practice for layout principles
www.flickr.com/photos/visualpunch/7351572896

Basing breakpoints on
screen sizes is a temporary
work around
www.flickr.com/photos/gozalewis/3249104929

It enforces the idea that
(responsive) design is about devices. It’s not.

Opt for fluid as
much possible

Work with your module library and templates
Home - large
Header Nav
Features
Featured categories
Featured products
Footer
1 Header Nav
2
Features
3
Category
4 Category
6
Categ
11 Footer
6
Categ
10
Prod
9
Prod
8
Prod
7
Prod
1 Header Nav
2
Features
3 Category
4
Categ
5
Categ
6
Product
7
Product
8
Product
9
Product
10 Footer
Header Nav
Features
Footer
Home - small
Featured
categories
Featured
products

“ Every responsive design project
is also a content strategy project. ”
- Karen McGrane

How we approach it
depends…
www.flickr.com/photos/75905404@N00/7126146307

Brand Aim of experience Info or task
High level IA UX deliverables Detailed
Less formal UX deliverables but
more creatively led
UX led with more formal
extensive IA UX deliverables
Extensive Experience in visual design team Limited
Source: Mark Bell, Dare

We have to work together across disciplines, with clients

Device agnostic design means
giving up some control to ensure it works
for as many devices as possible
www.flickr.com/photos/byte/8282578241

Ensuring that we do what’s best for
our clients, our users us as a company
www.flickr.com/photos/stickkim/7491816206

Test as early as possible
then continuously

Content + Context
is the focus
www.flickr.com/photos/grimsanto/751075283/photos/carlosfpardo/6791950592

Screenshot: https://moto360.motorola.com/

Screenshot: Screenshot: http://www.apple.com/uk/

Screenshot: Screenshot: http://www.apple.com/uk/
“
A
n
d
ju
s
t a
s
the first wave of desktop apps ported to
mobile were underwhelming and replaced by mobile-first
applications, so will companies quickly realize that it isn’t
just a new screen but a brand-new platform. ”
- Source: Techcrunch

Thank you. Questions?
@annadahlstrom | www.annadahlstrom.com

UCD14 Talk - Anna Dahlstrom - Device Agnostic Design: How to get your content to go anywhere

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UCD14 Talk - Anna Dahlstrom - Device Agnostic Design: How to get your content to go anywhere