Responsive DesignImplementing a Mobile-Friendly Web Strategy

Kye TiernanManaging Partner & Director of Client Service, Interactive Strategies

Plain Talk Conference 2013 – Communicating in a Time of Change

Responsive Design

Be fluid. Make a plan.

To understand where we are going, you need to

understand where we have been.

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How has mobile changed the way users interact and

engage with information?

U.S Mobile Internet Usage

Visual.ly – Is Mobile Internet Taking Over Desktop Usage?

Desktop vs. Mobile

It’s a Mobile Revolution

Responsive Design a definition.

MOBILE

Responsive Frameworks

Size and Position – Relative Terms

Responsive Design vs.

Mobile Friendly Mobile Optimized Adaptive Design

MOBILE

Mobile Friendly

Mobile Optimization

Adaptive Design

Responsive Design

Activity:

Considerations for responsive design.

Define Your Goals.

Project Goals & Objectives

What are the overall project goals and objectives?

• Create an intuitive navigation• Update the look and feel• Reach multiple audiences • Engage users in a new way• Increase engagement via social media• Increase site traffic via search engine

optimization• Make a site easy to update

Project Goals & Objectives

What are the overall project goals and objectives?

• Can users find what they are looking for?

• Does the design accurately represent the organization and/or brand?

• Who are you trying to reach?• Are current forms of engagement

effective?• Are you using more than one way to

engage with audiences?• Is your online presence effective?• How do you keep site content fresh and

engaging?

“We want a blog for our new site”

Create Meaningful Goals & Objectives

We want a blog for our new site …

• Increase our exposure• Become a thought leader• Communicate more with our users• Receive commentary from site visitors

Organization Goals & Objectives

• Enhanced Brand Awarenesso Perceived as the lead brand for all programso Leadership and Career programs are known by name

• Grow Student Enrollment and Nominationso Direct mail and SEO traffic lead to conversions

• Boost Social Media Connectionso Facebook. Twitter and other social media channels gain

more traction for programs

• Known as authority for College and Career Readinesso Resources utilized by key audiences – students/parents and

teachers

Know Your Audience.

Get to Know Your Audience

What are some methods you can use?

• Interviewso Key stakeholderso External audienceso Focus Groups

• Market researcho Online surveyso Previous studieso Market data

• Site analyticso Google Analytics

• Students – Middle School, High School and College students seeking information on fun, engaging programs and resources to help them prepare for college and career.

• Parents – Seeking information about the benefits, cost, dates & locations and safety of programs; what is the best fit for their child.

• Teachers – Seeking program benefits, nomination forms, job opportunities and resources.

• Alumni - Seeking ways to keep in touch with friends and mentors, access letters of participation and participate in a broader community.

Primary Audiences

• Colleges & Universities• International Partners & Affiliates• Honor Societies• School Districts• Program Speakers• Media• Potential Employees• Board of Advisors

Secondary Audiences

Intuitive Navigation and Site Features

Main Navigation

National Geographic Expeditions

People to People

ID Tech Camps

Discovery Student Adventures

Super Camp

Program Finder

NG ExpeditionsID Tech Camps

People to People

Outward Bound

Broadreach

Activity:

Creating a responsive navigation.

Content: Mobile First

Align Objectives

AudienceNeeds

OrganizationNeeds

WebSite

A good content strategy will balance audience needs with organizational goals.

Mobile First Content Strategy

Develop a content strategyo Know your audienceo Get to the pointo Create a hierarchy of information

Creating contexto Images and texto Calls-to-actiono Task oriented

Deliver a good experienceo Reflect your core messageo Use actionable language to encourage engagemento Align editorial goals and tone of website

Key Content Considerations

When writing for a mobile user, “if in doubt, leave it

out”.

Bringing It All Together

Goal of Strategy is to Align Needs

ProjectGoals

Audience

Needs

Site Conten

t

• Interviews• Current Site• Peer Sites

• Interviews• Site

Analytics• Peer Sites• Research

Responsive Website Design

Thank You!