Responsive design now and in the near future

This is my presentation and notes from the Web Managers Forum in Feb 2013.

Notes from me, Simon Norris here!

In the beginning there was liquid design. The challenge was that as new browser versions emerged, liquid design became increasingly complex.

This ushered in the era of ‘fixed width’ design layouts.

1 2 3With the rise smart phones and tablets, responsive web design (RWD) emerged. Luke Wroblewski’s (@lukeW) mobile first approach then emerged and better experiences prevailed.

Part of Nomensa style guidelines. An often overlooked aspect of RWD but very necessary to design a consistent experience.

RWD considers how to best present across different devices from super desktop through to mobile, including different orientations.

The challenge is how many devices do we design for?

There are so many devices with more emerging all the time. We need to be specific about the devices we are designing for.

- Al Power

“The RWD route provided us with a framework to prioritise features with stakeholders and forced us

to keep things simple and display our content in a nicer way on a

variety of devices”

Let’s go back to the future!

32% of UK consumers have used their mobile

to find a retailer’s nearest store or opening times

Research stats:

Shopping is part of our culture.

Research stats:

43% of UK consumers have used their mobile to compare prices and look at product reviews

while out shopping

We love comparing reviews and prices on our phones.

Research stats:

32% of smartphone owners use mobile to

research products every week

The phone has become a powerful ubiquitous search tool.

Research stats:

1 in 5 smartphone owners admit to ‘showrooming’

Showrooming – buying a product from a different store to the one you are in.

On average mobiles account for 31% of site traffic in the UK

Purchase stats:

Purchase stats:

69% of tablet owners make a purchase on their device every

month

Purchase stats:

20% of mobile owners say that mobile ads have influenced a

purchase

1 in 5 people are influenced by mobile adverts.

Purchase stats:

Almost 1 in 5 mobile device owners say their impulse buying has

increased, 71% of these say the main reason is the process is so

simple

Purchase stats:

25% of UK consumers have made a purchase using their

mobile

Mobile buying is becoming a common behaviour.

Purchase stats:

1 in 4 UK residents have shopped online using their

smartphone

25% of mobile users shop online.

Purchase stats:

Tablets account for 18% of UK paid search clicks

Purchase stats:

29% of UK smartphone owners have made a purchase using

the mobile web

Purchase stats:

24% of UK consumers used mobile for Christmas shopping

A survey of 2,000 smartphone owners found that:

Relationship between research and purchase:

• After researching products on their phone, 38% of respondents completed a purchase in-store, 25% on their smartphone

• 41% of respondents said they use their mobile device in-store at least half the time they were out shopping

Rates of buying in-store (38%) are catching up with online mobile (25%).

A survey of 2,000 smartphone owners found that:

Relationship between research and purchase:

•42% of in-store researchers are looking for better prices elsewhere

•19% are searching for vouchers

•16% for location based offers

Better prices is the number one thing people are searching for.

Everything is changing. The physical world is blending with the digital world. A new world of cross channel interaction is emerging (#xchannel).

It is no longer just digital. We can move seamlessly from the digital to physical world and back again. We need to know how to design for this new era.

There is no roadmap for the future. Skill and courage and essential design skills.

We need to be a little bit more like Felix Baumgartner – JUST GO FOR IT!

Thank you@we_are_Nomensa

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