Bob Johnson Consulting, LLC 1

A NEED FOR SPEED: RESPONSIVE DESIGN IN A MOBILE WORLD

©ROBERT E. JOHNSON, PH.D. 2013

Bob Johnson, Ph.D.President, Bob Johnson Consulting

Partner, Customer Carewords, LtdJ.Boye Web & Intranet Conference

Aarhus, Denmark

November 5-7, 2013

COMPLETE A TOP TASK…Major reason people visit your website

Almost always… 3 to 5 top tasks

Bob Johnson Consulting, LLC 2

<5 SECONDS TO CONNECT…The Golden Rule

Bob Johnson Consulting, LLC 3

Bob Johnson Consulting, LLC 4

PERFORMANCE IS A PRIORITY…“It’s possible to address performance concerns... most people don’t.”

Tim Kadlec, Implementing Responsive Design

Bob Johnson Consulting, LLC 5

SPEED… THE ACHILLES’ HEEL OF RESPONSIVE DESIGN“Unfortunately, performance is treated as an afterthought on many projects.”

Tim Kadlec, Implementing Responsive Design

Bob Johnson Consulting, LLC 6

Trend to bigger, slower web pages…Radware for Fall 2013 at… http://bit.ly/H0uNaV

Bob Johnson Consulting, LLC 7

Result: longer time to interact…Increases bounce rate, decreases conversions

Bob Johnson Consulting, LLC 8

Slower on every browser…Web Performance Today at http://bit.ly/1525Y7P

Bob Johnson Consulting, LLC 9

10 fastest business sites… <4secondsWeb Performance Today http://bit.ly/1525Y7P

Bob Johnson Consulting, LLC 10

Tablet users have high expectations…http://bit.ly/HUPxPj (March 2012 research)

Bob Johnson Consulting, LLC 11

That are not being met…

Bob Johnson Consulting, LLC 12

UC San Diego on a PC… 2.69 secondshttp://www.webpagetest.org/

Bob Johnson Consulting, LLC 13

RD vs. mobile download speed…http://mobitest.akamai.com/m/index.cgi

Top RD website… 3.57s (average of 3 tests)

Top mobile website… 1.80s

Bob Johnson Consulting, LLC 14

Mobile site speed leader… 12 requests

Bob Johnson Consulting, LLC 15

RD site speed leader… 28 requests

Bob Johnson Consulting, LLC 16

AFTER THE RESPONSIVE HOME PAGE?Some desktop pages are not “mobile friendly”…

Not very “responsive” for humans…

Bob Johnson Consulting, LLC 17

Bob Johnson Consulting, LLC 18

GOING FORWARD: MOBILE FORCES FOCUS…“Mobile first… helps you to focus on key components of your site…”

Tim Kadlec, Implementing Responsive Design

Bob Johnson Consulting, LLC 19

REMOVING CONTENT…

“The alarming trend of hiding content on mobile devices…”

Tim Kadlec, Implementing Responsive Design

Bob Johnson Consulting, LLC 20

PORTABLE CONTENT…“How do we make content more portable?”

Tim Kadlec, Implementing Responsive Design

Bob Johnson Consulting, LLC 21

CUSTOM CONTENT…“Some suggest that custom content should be written for each site.”

Tim Kadlec, Implementing Responsive Design

Bob Johnson Consulting, LLC 22

Get priorities in order…http://bit.ly/1aVCAiZ

• Start with mobile expectations…1. Create a simple

design

2. Highlight important info (AKA: identify top tasks)

3. Feature calls-to-action

4. Keep sites quick

5. Optimize for screen size

Bob Johnson Consulting, LLC 23

If you were starting RD from scratch…

Build from mobile up…

• Less content• Fewer images• Cleaner design• Faster operating site

If from desktop down…

• Eliminate garbage• Not all content is “ready for responsive”

• Wait to launch until all key pages are ready

• Does everyone understand “speed”?

Bob Johnson Consulting, LLC 24

RESOURCES…

Bob Johnson Consulting, LLC 25

The case for speed…http://www.copyblogger.com/website-speed-matters/

Bob Johnson Consulting, LLC 26

Testing for “real world” performance…http://www.guypo.com/uncategorized/real-world-rwd-performance-take-2/

Bob Johnson Consulting, LLC 27

Tim Kadlec’s book…http://www.implementingresponsivedesign.com/

Bob Johnson Consulting, LLC 28

Problems and solutions…http://vimeo.com/49194960

Bob Johnson Consulting, LLC 29

Available on SlideShare…http://www.slideshare.net/tsalcedo/higher-ed-web-ne-presentation

Bob Johnson Consulting, LLC 30

Testing mobile sites…http://mobitest.akamai.com/m/index.cgi

Bob Johnson Consulting, LLC 31

THANKS FOR BEING HERE IN AARHUS!Bob Johnson, Ph.D.

bob@bobjohnsonconsulting.com

www.bobjohnsonconsulting.com

@highedmarketing

Bob Johnson Consulting, LLC 32

ADDENDUM 1Speed tests, Mobile Sites vs. Responsive Design Sites

Bob Johnson Consulting, LLC 33

8 higher education RD websites +1…

Bob Johnson Consulting, LLC 34

9 higher education mobile sites…