Responsive web design is not mobile design but an approach to tackling the ever increasing challenge of delivering the best experience to your users, via the extensive list of devices and browsers.
Allows you to re-use content and use the same digital assets, saving time and development costs.Same URLs for every device, improving SEO Performance—A responsive design approach allows all views from all devices to register to a single URLEnhanced Customer Experience—Customers will experience optimal messaging, design, and function based on the specific device being used.Scalability—New devices can be accommodated much more easily than an app-centric approach.Unified Codebase—With responsive design, one set of changes is made into a single codebase and marketing messaging is automatically updated across all devices.
Responsive design is about putting the right content in users’ hands according to the context of their interaction.How can you deliver only what is absolutely necessary at the appropriate points in the user’s journey based on the device. A change in the way you plan and design experiences. Content audit, Put your website on a diet - Gedling Borough Council example – after redesign, they had 1700+, down to 700
Responsive design is different from the way traditional development teams are used to approaching digital projectsweb pages that respond to different devicesdelivers quality experience to desktop computers,netbooks, tablets, and mobile phonesusing new css techniques, fluid grids, flexible images and media queries
instead of building a web framework and fitting content to it, content comes first.
Responsive design is a little different from the way people are used to approaching digital projects. It’s important to plan for responsive design at the very beginning of the design process, not just at the implementation phase.Use stats to help understand how content is being consumed, by who, why, what content is missing. Terrible for performance. One of the biggest challenges of creating responsive web designs is the balancing act of delivering a full experience while still maintaining a snappy user experience across the board.
PSEWEB 2013 - Make it responsive - TERMINALFOUR
Make it Responsive!
David Miller, COO TERMINALFOUR
25 June 2013, PSEWEB 2013, Vancouver
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What's it all about?
Topics to discuss today;
• TERMINAL Who?
• Mobility Design
• ‘Responsive Design’…What Does It Mean For You?
• Why bother? The Stats.
• Why bother? Benefits of Responsive Design
• Responsive Design & Your Content Strategy
• Managing a Responsive Design Project & the
• Tips for Adopting Responsive Design
• Some examples
• Web Content Management Specialists
• Top 30 in Content Management Companies (Real Story Group)
• Drive towards supporting the best Digital Engagement Experience
• 300 clients
• Higher Education (130+), Commercial & Government
• Main growth US & Canada - recently Australia & New Zealand
• International reach:
• UK, Ireland, Middle East, US, Canada, Australia, New Zealand
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We make it really easy for
organisations to deliver and manage
very large, highly devolved, multilingual
RESPONSIVE Websites, Mobile sites
Intranets and Extranets
TERMINALFOUR Site Manager at a glance…
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• The Future Isn't About Mobile; It's About Mobility*
• It means, trying to eliminate the need for a
different design and development project every
time a new device comes out in the marketplace.
• Responsive is about future proofing your content
as much as possible for mobile devices
• One CMS – output to one/multiple site(s)
• And other channels (social etc.)
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(*Source: David Armano - Harvard Business Review -
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„Responsive Design‟…What Does It Mean For You?
• As the user switches from one device to another,
and from one place to another, the website should
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„Responsive Design‟…What Does It Mean For You?
• Responsive web design is not mobile design.
• Responsive design is happening; it is not another
• It’s evolving….. responding not just to devices
• It’s not just a sausage dog
• http://www.higher-education-marketing.com/Make it responsive! 8
Google Trend: Interest in responsive web design
Where are people using mobile devices?
• 84% at home
• 80% during downtime throughout the day
• 76% waiting in lines for appointments
• 69% while shopping
• 64% at work
• 62% while watching TV
• 47% during commute in to work
• Higher Ed Audiences are all the same!
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Why bother? The Stats.
(*Source:Luke Wroblewski. "Mobile Context Revisited."
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What is Responsive Design?
What is Responsive Design Today?
This is just the start! Still evolving
- Responding to more inputs
- Automatically matching
content to your activity
• Boston Globe
• Smashing Magazine
• Lancaster University
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• Costs more initially but less in long run
• Allows you to re-use content and use the same
digital assets, saving time and development
• Same URLs for every device, improving SEO
• Unified analytics
• Enhanced Customer Experience – not just based
on device (can include location etc.)
• Unified Codebase
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Why bother? Benefits of Responsive Design
What Does Responsive Design Mean for Your
• Responsive design is not about getting all your
content in front of the reader.
• Content audit - Put your website on a diet.
• For many websites, only about 10% of a page is
essential content; putting that essential content
onto mobile is key for mobile visitors.*
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Responsive Design & Your Content Strategy
(*Source: UX MAGAZINE http://uxmag.com/articles/a-primer-on-responsive-design)
• More agile approach – ‘Think agile vs. waterfall’.
• A CMS focusses on efficiency of the content
management aspects – not the design or
• Identifying Cross Functional Teams on both sides
• Research & Strategy
• UX - User Experience Planning
• Wireframing and Design
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Managing a Responsive Design Project & the Project Phases
Understand your breakpoints
• What are the key breakpoints? What do major
templates look like at each breakpoint? What do
the header and footer look like?
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Project Phases - UX - User Experience Planning
• Only web developers resize screens to show
their cool CSS - until we have very stretchy
• You can cut down complexity by assuming:
• Most people use tablets in the same way
• Tablets = Desktop (landscape)
• Mobile = phone
• Can really focus on two options
• Desktop (but make sure touch works)
• Mobile (plus respond to location)
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Quick Hint….. Cutting down complexity
Analysis by UK partner Reading Room www.readingroom.com
Timeline and Budget Impact
• Redesign takes 20-30% longer than a desktop-
• Reduces on-going maintenance costs
• Major milestones are unchanged, but a few new
ones are added (Breakpoint sign offs are key)
• Bulk of time increase is in development
• And testing….
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Project Phases - Development
• Remember the complexity
• Possible “media explosion” for all your
variants for various output devices
• Multiple layouts for each break point.
• Leads to growth for testing
• But end result is “one system”
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Project Phases - Development
1) Plan for a change management phase and gain
2) Start with the smallest device you plan to
design for – ‘stay simple’
3) Focus on key-content.
4) Remember, content that is hidden with CSS still
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Tips for Adopting Responsive Design
5) Testing - Two Options
• Test on as many real devices as possible and
from as many OS as possible - Apple family (iOS),
Android, Windows Phone, others to consider:
Blackberry, Nokia, Kindle Fire
• Mobile Emulators
Plenty of free ones around - Two quick & easy
browser based emulators TERMINALFOUR like:
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Tips for Adopting Responsive Design
• It’s all about content
• Where to cut off long articles…
• Long titles, Content ordering (when rearranging)
• Slow loading sites…. Especially on slower links
• It might not be shown but it is loaded!
• Just converting menus to links won’t always work
• It’s not just about device rendering
• Remember the device features
• Smooth, performing, user experience
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Some “Gotchas” to look out for
• Outline of project
• “This wasn’t just a re-skin of an existing site we
wanted to completely re-make the website
based on audience needs and business aims” –
James Mellor, Project Manager
1. External Top level pages – complete
2. Most visited pages (courses) - complete
3. All other sites – in progress
• Design by ClearLeft (UK)
• Initial Research by New City Media (Blacksburg VA)
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A worked Example: Portsmouth University, England
• We wanted our site to be
responsive and for us this meant
really focusing on our brand
messages and then incorporating
this as much as possible into our
content and with a responsive site
the challenge for us was always to
be brief and think mobile first. We
also went for a show not tell
approach so throughout our
course pages you will see small
chunks of copy, with photos of
student and tutor testimonials as
well as video wherever possible.
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Portsmouth University: The course Challenge
areas and cut them
down from 30 to 17.
for each subject area
• Selected info directed
to appropriate part of
page & reused across
• E.g. Common open day
• Common subject area
• System automatically
information if available
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De-constructed course information into component parts
• Using Modernizer for feature detection & zepto instead
• Serves only correct size image for device in use
• Over 300 courses – each with separate image
• 3 variants of each image for responsive site
• Image, image-400, image-800 –
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Some Complexity Introduced
320 courses x3 = 960 images uploaded just for the
header images, with potentially 320x9 for 3 unique
images in the slideshow is potentially 3,840 images
uploaded for the courses pages alone….. (did get
some reuse across course images)
• Content authors able to focus
on quality of content and
• Content appears as needed
• Reuse is automatic
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End Result: Fully responsive site with emphasis on courses..
• Three main methods
• User Satisfaction (tricky)
• Usability Testing
• Task completion
• Option Feedback
• Device usage (desktop/mobile/browser)
• Retention time (mobile users way more “bouncy”)
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Measuring Success: University of Liverpool
1. Great design
• Factor in the situations YOU want to
respond do for optimal user impact
2. Well Planned Content strategy
• Target key messages to respond to
appropriate user (and appropriate content
3. Great CMS
• Or one that doesn’t “get in the way” and
ideally supports your great ideas
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The three key requirements for success
Specsavers: Mobile Site as
opposed to app
• Find store & book
We Started with Separate Mobile Channels
• Queens University
• jQuery mobile site
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Responsive Example: Marine Institute: Memorial University
Quick “responsive approach” added at last minute
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Responsive Example: Sacred Heart University
Faculty & Staff directory auto populated
Using External content Syncer
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Responsive Example: University College Cork
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Responsive Example: Lancaster University
for best responsive
Also use CampusM app for
enhanced student experience
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Responsive Example: Liverpool University
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Responsive Example: University of Portsmouth
Over 300 separate courses – auto
populated and listed using various criteria