Modern digital design #1The power of Responsive Design

Lydia LivingstonDanny Fontaine12/03/12

1. Introduction

2. History of Responsive Design

4. Why is it so good?

3. What is it?

5. Things you might consider

6. Further reading

7. Conclusion

1. Introduction

Lydia Livingston

Hello!

• Art Director

• Experienced creative lead

• Likes to draw stuff

• Designs user centric solutions

• Prefers her Samsung Galaxy S3 to her iPhone 5

• Comes from a traditional design background

Danny Fontaine

Hello!

• Senior UX Consultant

• Designer

• Responsive maestro

• Finds code sexy

• Mr Apple

About Valtech

We are global and always on.

About Valtech

About Valtech

• Unlike traditional digital agencies we have• hard-core software engineering expertise

• Unlike traditional software engineering • businesses we combine creative skills

• Unlike software engineering companies and • digital agencies we work with business analysts • and concept developers

We are hybrids.

Valtech and Responsive Design

• Now our standard practice

• Recommended to all our clients

Valtech and Responsive Design

“Day by day, the number of devices, platforms and browsers that need to work with your site grows.

Responsive web design represents a fundamental shift in how we’ll build websites for the decade to come.”

Jeffrey VeenCEO and co-founder of (Adobe) Typekit

2. History of Responsive Design

History of Responsive Design

• In the 90’s and early 00’s design was simple

• Desktop PC’s, 800x600 – 1024x768 resolution

• Designers often had a print background

• We knew exactly what we were designing for!

History of Responsive Design

• In 2007 Apple launched the iPhone

• In 2010 298 million smartphones were sold worldwide

• Smartphones then (2010) constituted 22% – and was rapidly growing

• Consumers were accessing the internet in ever increasing numbers but were disappointed with the experience

A brief history

• Suddenly there was another way to access the internet

• The tablet market exploded

And then in apple launched the iPad!

• Apps are great! But people still wanted to browse main site

• We still had not learned to design sites for these new screens

A brief history

• Fluid design

A brief history

• Then in May 2010 Ethan Marcotte laid out the solution • for designers in his blog ‘A List Apart’

• For a while there was no clear direction

So, how could we solve the problem of designing for all these devices?

• He coined the phrase ‘Responsive Design’ and the • movement was born!

3. What is it?

In a nutshell...

Responsive design is an approach that uses flexible layouts and

media queries to detect a visitor’s screen size and orientation so it

can respond and change the website layout accordingly.

www.riksbank.se

A technical explanation...

A site responsive site uses CSS3 media queries to adapt the

layout to the viewing environment – along with fluid

proportion-based grids and flexible images.

• Media queries

• The fluid grid concept

• Flexible images

Truly responsive Web design requires all three features to be implemented.

A technical explanation...

• Responsive in Action

A technical explanation...

• Key concept – User Experience

A technical explanation...

• Mobile First

A technical explanation...

Mobile is exploding• Heavy mobile data users are projected to triple to one billion by 2013

• Smartphone sales will surpass worldwide PC sales by the end of 2011

• Over half of Android and iPhone users spend more than 30 minutes per day using mobile applications

A technical explanation...

• Native Vs website

Some brands that already do it

• Microsoft

• Disney

• Burton

• Currys

• Grey Goose

An example of a brand not doing it

Tools and methodology (tech time)

• Rapid Prototyping & frameworks

4. Why is it so good?

Why is it so good?

• No need to make multiple sites – ‘one size fits all’

• Update once

• Makes you create more lightweight, faster sites

• SEO benefits – inbound links concentrated into one site and domain

• Content prioritisation

• Provides the best site experience for you AND your customer

• Less systems

One size fits all

Why it’s important

• UK smartphone ownership to hit 55% in 2015 (New Media Trendwatch)

• Only 40% of the top 100 UK advertisers currently have ‘mobile-optimised’ sites (Guy Phillipson, CEO of the IAB UK.)

• UK smartphone penetration will overtake the US in 2016 (eMarketer)

• Top 6 mobile searches conducted by UK smartphone users, October 2012 (% of respondents)

1. News – 54% 2. High street retailers – 30% 3. Movies – 28% 4. Music – 27% 5. Local travel updates – 24% 6. Finance and insurance – 15%

• Dominos made £10m via mobile last year (2012) (Econsultancy)

Why it’s important

• 8% of the UK population now owns a tablet, which equates to roughly 3m users, according to stats from YouGov (July 2012)

• Almost 70% of tablet owners make a purchase on their device every month (according to a study by InMobi and Mobext 2012)

• 44% of people would not want to be separated from their tablet

• ‘Mobile and tablet devices are more sociable• and more often accessed outside of the work • environment, making them absolutely• crucial in the B2C market’ (Econsultancy)

• Majority or people access sites on their tablet while at home

5. Things you might consider

Things you might consider

The future?

Ad is cut off

• Advertising

Things you might consider

• Web browsers

• Time and money

6. Further reading

Further reading

• Ethan Marcott – alistapart.com

• Mark Boulton – www.markboulton.co.uk

• www.responsiveads.com

• www.newmediatrendwatch.com

• www.emarketer.com

• jetstrap.com

• mattkersley.com/responsive

• How they designed Boston Globe

7. Conclusion

Conclusion

• The future is here

• It’s more, but is it?

• You need it

Conclusion

2013 is the year of Responsive Web Design!Mashable.com

Thank you