Responsive Design is Dead

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RESPONSIVE DESIGN IS DEAD, LONG LIVE RESPONSIVE DESIGN OCTOBER 26, 2012

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RESPONSIVE WEB DESIGN

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HONORED TO BE HERE

TODD YUZWA •   A Creative Director at Resource •   Working in digital for 17 years.

(No, I didn’t invent the web) •   Love RWD. But not blinded by

that love.

JAY KARR •   A Technology Director at

Resource •   Passionate user advocate in

technology, for as long as I’ve been a user

•   Passionate technology advocate in user experiences, for as long as I’ve been a technologist

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RESOURCE EST. 1981

•   Offices –  Columbus –  San Francisco –  Chicago –  Cincinnati

•   400+ Associates •   Women owned & operated •   Independent

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A CASE FOR CHANGE NEW CONSUMER BEHAVIORS

Sources: AdMob, US Labor Department, Nielsen, Knowledge Network, CNN, IBM

of users expect the mobile experience to be better than or equivalent to using a laptop or desktop computer

of US mobile web users only access the web from their mobile devices

of moms with tablets said they now use their PC fewer than two hours per week, yet log more than ten hours per week on their tablets

of moms surveyed said they have made a purchase using their tablet within the last month

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RESPONSIVE AT RESOURCE COMPLETED RWD PROJECTS

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RESPONSIVE EXAMPLES LITTLE BLACK DRESS

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RESPONSIVE EXAMPLES PURINA CAT CHOW

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•   Provides a great experience to the greatest number of consumers and devices – in a word, reach

•   Maximizes investments in infrastructure and technology •   Delivers ROI with efficiency in maintenance with lower total cost of

ownership •   Provides a future-friendly approach for web-connected devices •   SEO benefit of consolidated link equity for search and social •   Unified tracking and analytics for holistic view of engagement,

conversation and optimization opportunities

RESPONSIVE WEB DESIGN THIS IS GREAT!

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RESPONSIVE WEB DESIGN

All of this is very good

http://www.flickr.com/photos/sarahreido/3120877348

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RESPONSIVE WEB DESIGN

…or is it?

http://www.flickr.com/photos/sarahreido/3120877348

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But it’s just resolution independent… •   The experience is built around pixel width resolution •   We assume resolution tells us device •   We assume device gives us context

RESPONSIVE WEB DESIGN THIS IS GREAT?

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“Mind reading is no way to base fundamental content decisions”

MARK KIRBY, THE MOBILE CONTEXT

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What if Starbucks ran their business this way?

Delivering same ubiquity

to everybody.

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It might look a bit like this.

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Everybody gets the same thing. Just in different sizes.

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How very responsive.

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But not all that special.

…or personal.

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It’s the back of the cup that matters.

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Acknowledging that there is a unique person on the other side.

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It’s the personal experience that matters.

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This is where RWD can get it’s soul back.

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RESPONSIVE WEB DESIGN

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TECHNOLOGY APPLICATION FRONT-END

•   HTML •   CSS •   JavaScript

BACK-END Content Management Commerce / Social Commerce Native Apps / Messaging

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CONSUMER FIRST WHERE WE’RE HEADED NEXT

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RESPONSIVE AT RESOURCE WHERE WE’RE HEADED NEXT

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EXPERIENCE DESIGN

(personalization beyond scaling)

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EXPERIENCE DESIGN PERSONALIZATION BEYOND SCALING

Let’s create a hypothetical example to illustrate this.

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EXPERIENCE DESIGN PERSONALIZATION BEYOND SCALING

This is great if you’re on a desktop. At home.

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But what if you’re not?

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This has no chance.

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•   Location based messaging –  Weather conditions –  Relationship to retail locations –  Regionalized Tweet Data

•   Historical based messaging –  Past purchases –  Past product views –  Past Interests

•   Social based messaging –  Demographic data –  Social Graph data

Some things they expect:

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What if you’re on the beach. In Hawaii. On your phone.

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Or if you’re a skate girl who hates the ocean?

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And by the way, you do know I’m on the new iPhone 5, right? Right?

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Responsive Design is dead without this

personalized approach.

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Responsive Design must be driven by personalized

experience to matter.

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Responsive Design demands new ways of working together with our stakeholders, partners and internal teams.

–   Requires real-time collaboration to continually balance content, design and functional perspectives •   Individuals and interactions over processes and tools

–   All visual communication done through working code •   Working software over comprehensive documentation

–   Requires input, trust and partnership •   Customer collaboration over contract negotiation

–   Scale challenge: too many moving parts to manage with traditional deliverables •   Responding to change over following a plan

RESPONSIVE EXPERIENCE HOW WE DO IT

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RESPONSIVE EXPERIENCE

GENERAL

PERSONAL

Optimize

Support

Adapt

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Forget resolution, devices, or platforms. It’s about people. •   Even before design, we need a consumer-focused strategy

–   What do we think matters? How do we determine what actually matters? –   How can we empower them rather than make choices for them?

•   Define your priorities and make tough decisions –   Breakpoints and mediaqueries are the easy part

•   We know more every step of the way. Do something about it. –   Optimize the experience.

RESPONSIVE EXPERIENCE OUR RESPONSIBILITIES

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Web is a service, not a product.

Let’s do it better tomorrow than we did today.

Jay Karr gkarr@resource.com

Todd Yuzwa tyuzwa@resource.com