6 key learnings for responsive webdesign
Post on 11-Aug-2014
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What Marketing can learn from the Internet of Things.
The Age of Context
Good morning. My name is Bart.
When I was a kid, I built imaginary worlds with Lego.
I grew up deliberately watching commercials. I loved them.
This is my daughter Merel. I have 3 kids.
This is my daughter Merel. I have 3 kids.
They build imaginary worlds on their iPads. They fast forward commercials.
I’m passionate about I live and work in Ghent.
I work at digital agency Wijs.
Part of Heaven Can Wait ecosystem.
You can find me on Twitter: @netlash
Welcome to the future KBC
Digital rules
‣ technology
‣ media (music, video, news)
‣ communications (chat, mail, skype, blog, twitter)
‣ …
!
„Software is eating the world.”
Massive shift from analog to digital
When you say ‘camera’...
... do you think ‘analog’ or ‘digital’ ?
Digital communication is becoming the default. !
We’re discussing what got used most: facebook pages, URL’s or #hashtags.
Digital communication is becoming the default. !
Offline marketing is becoming the trailer for an online experience.
At the same time… !
When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
At the same time… !
When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
They’re not.
At the same time… !
When asked how much time a day they spend on the internet, youngsters say less hours than 5 years ago.
It just feels less - they don’t know they’re online anymore.
They’re not.
In a few years time, saying „I’m going on the internet” will sound as silly as saying „I’m going to electricity”.
Digital is creeping into the physical world.
The Internet of Things
3 main battlefields: - quantified self - connected car - smart home
V2V technology.
Build a mechanical car and insert electronics?
Or build software & electronics, and build a car around it?
IF (temperature and light outside is low) THEN (switch on lights). !
!
IF (my mother-in-law is at the door) THEN (switch off lights and pretend we’re not home).
„Small pieces loosely joined.”
OM Signal
Sensoria
Proteus
Needle-less blood monitor
Vital Connect
Cool stuff, huh. !
Cool stuff, huh. !
That’s why start-ups are hot. They build cool stuff. !
Start-ups are the new rock bands. !
Everybody wants to be in a rock band. !
start-up
Young talent doesn’t want to be in advertising anymore. !
They grew up with Lego.
They want to build cool stuff.
The age of context
Data transforms into information or advertising, depending on the context of the consumer.
The age of context
If I want to buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin.
!
If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night.
The age of context
Data transforms into information or advertising, depending on the context of the consumer.
The age of context
The age of context
spam advertising info
less context more context
‣ demographic (readership)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context
You know, my kids have a disease.
They watched too many ads.
They developed banner blindness.
Context is the way to break through the banner blindness of our customers. !
When
‣ I’m at home in my couch
‣ with low blood pressure
‣ playing sad music
‣ and it rains outside
show me how to book a holiday to the sun.
The age of context
When
‣ I’m in my car on my way to work
‣ and I didn’t sleep well last night
‣ playing loud and pumping music
give me a voucher for a Red Bull at the next offroad.
The age of context
Context changes advertising into information. !
Context is the way to break through the banner blindness of our customers. !
Let’s move away from sci-fi.
How can you ad context to your messages?
How can you change advertisement into information?
How can you break through the banner blindness?
Ask yourself:
What context can KBC add right now?
Ask yourself:
What context can KBC add right now?
!
SoLoMo
Ask yourself:
What context can KBC add right now?
!
SoLoMo Social, Local, Mobile
Ask yourself:
34% Belgen gebruiken smartphones
"0$463+21(
#$%/(6
�(5.623�$3623
Source: Ipsos, 2013
Bij -40jarigen ligt het aandeel veel hoger
"0$463+21(
#$%/(6
�(5.623�$3623
Source: Ipsos, 2013
Bij -40jarige Nederlanders ligt het aandeel op 81%
Source: Consumer Barometer
('(4/$1'(45�(/*(1
Demografische gegevens
Source: Our Mobile planet: Belgium
��%(82/.,1*
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
A Wijs-example: paths to conversion
What context can KBC add right now?
!
Multi-screen
Ask yourself:
So... responsive design?
OMG! We’re still doubting this?
‣ one back-end to update
‣ one development cost (higher?)
‣ future ready (throw them devices at me!)
‣ browser-based (serendipity)
‣ no install
‣ SEO! E-mail! Social!
‣ coolness...
Why responsive design?
‣ daily appliciation
‣ device capabilities
‣ performance
!
Why not?
We’re still learning…
1. Think content first
‣ photos of bands and artists are central
‣ we started with 1500px
‣ design is based on aspect ratio of photos
‣ content boxes are responsive in width and height
1. Think content first
content > design > technology
‣ navigation: not the usual hierarchy
‣ fly-outs, hover: big no no!
‣ contextual navigation
‣ starts from content
1. Think content first
‣ gather real content
‣ identify content types
‣ determine importance
‣ determine structure & pages
1. Think content first
‣ responsive prototype
‣ focus on content
‣ lose unneccessary bits
1. Think content first
If you don’t need int on mobile, you probably don’t need it on desktop.
‣ build real responsive layouts
‣ test where content breaks
‣ device agnostic
‣ test on real devices
Responsive prototype
2. Think design first
‣ breakpoints are essential
‣ you can’t build for all current and future devices
‣ test if design works, not if devices work
!
2. Think design first
‣ 5 breakpoints: 480px, 600px, 770px, 980px, 1200px
‣ 480px, 770px, 980px: current popular devices
‣ 600px, 1200px: make it future proof
!
Breakpoints
‣ if possible: move away from rough breakpoints
‣ gradual shifts
‣ make it future proof
!
Breakpoints
design testing > device testing
‣ style tiles
‣ interface elements
‣ overall mood of website
‣ focus on typography
‣ focus on readability
‣ design for touch
!
2. Think design first
3. Think mobile first
‣ start with touch
‣ navigation and interaction is designed for touch first
‣ information architecture is designed for mobile first
‣ build up to tablet and to desktop
‣ big typography and buttons, made for thumbs
!
3. Think mobile first
‣ avoid typing where possible
‣ think touch first
!
3. Think mobile first
4. Think conversion first
‣ bottom line: sell tickets...
‣ typography is responsive: font size changes with screen size
‣ ‘buy tickets’ button stays big
!
4. Think conversion first
‣ think thumbs
‣ what is the natural stance of your hands on smartphone/tablets?
!
4. Think conversion first
5. Think retina first
‣ build HD-ready (retina)
‣ all logos and icons are vector based
‣ scales beautifully on all resolutions
!
5. Think retina first
6. Think back-end first
‣ responsive images: different image size vs. screen size
‣ back-end: one interface
‣ images are scaled automatically
!
6. Think back-end first
1. Think content first
2. Think design first
3. Think mobile first
4. Think conversion first
5. Think retina first
6. Think back-end first
!
6 key learnings
Good luck!
Questions?
Wijs bvba
Voorhavenlaan 31/3 9000 GENT
09 335 22 8009 330 09 83
http://wijs.beinfo@wijs.be
BE 0473.071.275
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