6 key learnings for responsive webdesign
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Post on 11-Aug-2014
DESCRIPTIONContext is key. Our world is multi-screen. So you need responsive webdesign...
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. Im passionate about I live and work in Ghent. I work at digital agency Wijs. Part of Heaven Can Wait ecosystem. You can nd 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. ! Were discussing what got used most: facebook pages, URLs or #hashtags. Digital communication is becoming the default. ! Oine 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. Theyre 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 dont know theyre online anymore. Theyre not. In a few years time, saying Im going on the internet will sound as silly as saying Im going to electricity. Digital is creeping into the physical world. The Internet of Things 3 main battleelds: - quantied 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 o lights and pretend were not home). Small pieces loosely joined. OM Signal Sensoria Proteus Needle-less blood monitor Vital Connect Cool stu, huh. ! Cool stu, huh. ! Thats why start-ups are hot. They build cool stu. ! Start-ups are the new rock bands. ! Everybody wants to be in a rock band. ! start-up Young talent doesnt want to be in advertising anymore. ! They grew up with Lego. They want to build cool stu. 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 nd 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 nd 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 Im 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 Im in my car on my way to work and I didnt sleep well last night playing loud and pumping music give me a voucher for a Red Bull at the next oroad. The age of context Context changes advertising into information. ! Context is the way to break through the banner blindness of our customers. ! Lets move away from sci-. 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 Source: Ipsos, 2013 Bij -40jarigen ligt het aandeel veel hoger Source: Ipsos, 2013 Bij -40jarige Nederlanders ligt het aandeel op 81% Source: Consumer Barometer Demograsche gegevens Source: Our Mobile planet: Belgium 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!Were 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? Were still learning ! 6 key learnings ! www.rockwerkchter.be www.deltalloydbank.be 1. Think content rst 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 rst content > design > technology navigation: not the usual hierarchy y-outs, hover: big no no! contextual navigation starts from content 1. Think content rst gather real content identify content types determine importance determine structure & pages 1. Think content rst responsive prototype focus on content lose unneccessary bits 1. Think content rst If you dont need int on mobile, you probably dont need it on desktop. build real responsive layouts test where content breaks device agnostic test on real devices Responsive prototype 2. Think design rst breakpoints are essential you cant build for all current and future devices test if design works, not if devices work ! 2. Think design rst 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 rst 3. Think mobile rst start with touch navigation and interaction is designed for touch rst information architecture is designed for mobile rst build up to tablet and to desktop big typography and buttons, made for thumbs ! 3. Think mobile rst avoid typing where possible think touch rst ! 3. Think mobile rst 4. Think conversion rst bottom line: sell tickets... typography is responsive: font size changes with screen size buy tickets button stays big ! 4. Think conversion rst think thumbs what is the natural stance of your hands on smartphone/tablets? ! 4. Think conversion rst 5. Think retina rst build HD-ready (retina) all logos and icons are vector based scales beautifully on all resolutions ! 5. Think retina rst 6. Think back-end rst responsive images: dierent image size vs. screen size back-end: one interface images are scaled automatically ! 6. Think back-end rst 1. Think content rst 2. Think design rst 3. Think mobile rst 4. Think conversion rst 5. Think retina rst 6. Think back-end rst ! 6 key learnings Good luck! Questions? Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be firstname.lastname@example.org BE 0473.071.275
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