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It’s a small(er ) world after all Strategies for mobile content delivery

It’s a small(er ) world after all Strategies for mobile content delivery. InterAction , November 2012 Kevin Munday Xeno Media, Inc. What we’ll cover. Brief state of mobile web Optimizing for mobile Approaches Decision points Cases Other resources. The state of mobile web.

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It’s a small(er ) world after all Strategies for mobile content delivery

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  1. It’s a small(er) world after allStrategies for mobile content delivery InterAction, November 2012 Kevin Munday Xeno Media, Inc.

  2. What we’ll cover • Brief state of mobile web • Optimizing for mobile • Approaches • Decision points • Cases • Other resources It’s a small(er) world after all

  3. The state of mobile web It’s a small(er) world after all

  4. The state of mobile web: And, it’s growing • 46% of Americans are smart phone owners • That’s +11% Y/Y • 67% of those 18-24 own smart phones • 60% of those with a college degree own smart phone • 72% of those 18-29 with a household income of $30K or more own a smart phone Pew Internet and American Life Project—March 2012 It’s a small(er) world after all

  5. The state of mobile web: And, it’s growing By 2015, more U.S. Internet users will access the Internet through mobile devices than through PCs or other wireline devices. As smartphones begin to outsell simpler feature phones, and as media tablet sales explode, the number of mobile Internet users will grow by a compound annual growth rate (CAGR) of 16.6% between 2010 and 2015. International Data Group—Sept 2011 It’s a small(er) world after all

  6. Optimizing for mobile: What does that mean? • Optimizing for connection • Optimizing for technology • Optimizing for use cases It’s a small(er) world after all

  7. Optimizing for mobile: Connection • WiFi is not a given • 3G/4G probable? • Light weight for fast loads • Minimize images It’s a small(er) world after all

  8. Optimizing for mobile: Technology • Smaller screen • Horizontal vs vertical orientation • Clumsy fingers It’s a small(er) world after all

  9. Optimizing for mobile: Use cases • Urgent (or urgent enough) • Timely • Proximity based • Fewer clicks, less time It’s a small(er) world after all

  10. Example: Chicago Tribune • Connection • Light weight • Fast load • Technology • Horizontal/Vertical • Larger controls for touch • Scroll, scroll, scroll • Alerts via SMS • Use case • Weather first • Best, latest first It’s a small(er) world after all

  11. Approaches • Separate mobile version • Responsive design It’s a small(er) world after all

  12. Approach: Mobile version • Often m.whatever.com or mobile.whatever.com • Detects device and serves appropriate version(s) It’s a small(er) world after all

  13. Approach: Responsive design • One site • Flexible grids • Flexible images • Media queries It’s a small(er) world after all

  14. Pros/Cons: Mobile version Pros • Some applications don’t adapt well to responsive design • Well-establish platforms/modules/tools Cons • Less future proof in general • Costly programming changes • Increasing scale in numbers/types of devices It’s a small(er) world after all

  15. Pros/Cons: Responsive design Pros • Broadly adaptable by platform • Broadly adaptable for actual usage (maybe I like to have lots of small browsers open…) Cons • Newer • Fewer designers with experience • Fewer established platforms It’s a small(er) world after all

  16. The Google sayeth Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google’s recommended configuration. Recommendations for building smartphone-optimized websites—June 6, 2012 It’s a small(er) world after all

  17. Decision points Should I… • Do nothing? • Develop a mobile version? • Develop a responsive site? It’s a small(er) world after all

  18. Do nothing if… • You don’t get significant mobile traffic now and or don’t see strategic growth • You are not currently on a platform that supports mobile or responsive design • Your content and most common use cases are not well suited to mobile But start developing your mobile strategy for your next redesign/redevelopment It’s a small(er) world after all

  19. Consider developing a mobile version only if… • Your device-specific use cases are completely different • You have applications where responsive design just will not work • You are invested in a platform with good, established mobile tools, and little basis for responsive design But heed Google’s warnings about urls… It’s a small(er) world after all

  20. Go responsiveas long as… • Your current (or proposed future) platform has tools to do so • You have or can find reliable talent to make it happen It’s a small(er) world after all

  21. Good examples of responsive design The Boston Globe • http://bostonglobe.com/ Notre Dame University • http://www.nd.edu Smashing Magazine • http://www.smashingmagazine.com symmetry • http://www.symmetrymag.org It’s a small(er) world after all

  22. Other resources Ethan Marcotte: • Blog http://www.alistapart.com/articles/responsive-web-design/ • A Book Apart http://www.abookapart.com/products/responsive-web-design Omega Project for Drupal • http://drupal.org/project/omega It’s a small(er) world after all

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