Published on March 9, 2014
WTF TO DISAGREE RWD! AGREEING
CARYN LUSINCHI @wordedgewise AMANDA KRAUSS @risatrix HAWK THOMPSON @hawkt CHRIS WIEGMAN @chriswiegman
RESPONSIVE WEB DESIGN
FIRST THINGS FIRST
Buy this book.
TEN SIMPLE WORDS
Fluid design that anticipates and responds to the user’s needs.
THREE KEY INGREDIENTS
1) Flexible grid-based layout Source: Responsive Web Design, Marcotte, 2009.
2) Flexible images and media Source: Responsive Web Design, Marcotte, 2009.
3) Media queries Source: Responsive Web Design, Marcotte, 2009.
ONE HELL OF A QUANDARY
Thousands of devices (and counting). Source: Luke Wroblewski
And that’s just Android, y’all.
PROS CONS Potentially high return on investment Potentially high initial investment Uniﬁed code base Siloed tech stacks Long-term channel management Interim legacy site support
PROS CONS Flat design Flat design More control Fewer options Easy to govern Diﬃcult to brand
PROS CONS Scalable info architecture Complexities of scale Streamlined user interface Device-speciﬁc click/touch targets Omnichannel consistency One size ﬁts all? Really??
Source: Luke Wroblewski
PROS CONS “Chunks not blobs” De-blobbing takes time Semantic content Arguing over semantics Content decoupled from presentation layer Limited range of WCM options
PROS CONS Same metadata across all channels Same metadata across all channels Optimal for consistent search behavior Contextual search behavior, not so much Google ranking favors responsive Responsive hatchet jobs
PROS CONS Easy to cache Diﬃcult to be dynamic Reduced HTTP requests Potential code bloat Quicker dev time Longer dev time
PROS CONS Mobile optimized Requires mobile mindset Accessibility oriented Accessibility challenged Future friendly Legacy unfriendly
PROS CONS Easy to integrate and augment channels Hard to leverage native capabilities of channels More shopping = more $ Shopping engine woes One shopping experience to rule them all A million tiny user interface complexities
FACTORS EXAMPLES Bigger screens Smart TV, DOOH Smaller screens Glass, Pebble, Fitbit No screens BCI, MMI
“I’m not designing this for your eﬃng Fitbit.” -anonymous designer
Like it or not, you might want to consider designing for everything.
Maria Saavedra Tom Hudson Stacey Doyle Brad Zabroski Chun Kong Gray Luckett...
...and Ethan Marcotte, obvs.
WTF RWD! Agreeing to Disagree. Some say responsive web design means a different content strategy between different devices based on the context of use.
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