Lessons Learned from Responsive Design
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Transcript of Lessons Learned from Responsive Design
QUESTION: What separates a
design that is trendy compared to a design
that is useful?
Let’s find out!!
It’s a RWD DUEL, Y’ALL!
TEAM LORETTA
TEAM BRAD
TEAM LORETTATEAM DOLLY
DOLLYPARTONENTERTAINMENT.COM
BRADPAISLEY.COM
• 61% they will leave if they can’t find what they need
• 48% feel the company doesn’t care for their business
BUT…• 67% will CONTINUE ON if they have a
positive experience
61% will leave if they can’t find what they need
48% feel the company doesn’t care for their business
67% will CONTINUE ON if they have
a positive experience
QUESTION: What separates a
design that is trendy compared to a design
that is useful?
ANSWER: Responsive Web
Design, y’all!
RWD LESSONS LEARNED AS told THROUGH Country
MUSIC!Matthew Mielcarek, VP, Strategy & UX DesignBrenda Miele, Creative Directorcharitydynamics.com
LESSON #1“Forever and Ever, Amen”
Lesson #1: Assess Your Designs
Lesson #1: Assess Your Designs
Traffic Sources
What’s This Mean?• Direct traffic is high meaning
you have a lot of visitors coming from email, social media or other places that mention the URL clearly
• Over 40% of referral is from Facebook – social media love!
Top Traffic Source Cities: 1. Chicago2. New York3. Deerfield4. Houston5. Alexandria
Top Visitors, but not necessarily top performers (Boston missing, NYC is #14)
Lesson #1: Assess Your Designs
REMAIN FOCUSED ON DESIGN OBJECTIVES
Annual Post Season Assessment:American Diabetes Association
Year 1
Year 2
Year 3
2012 Assessment
1
2
3
4
5
6
7
8
910 111230
• At the time, only 12% of visitors were using mobile devices
• ADA had a mobile site – not responsive – the #1 link that was clicked was to show the full site
• Urgent priority to launch a responsive site for the next event season
2012 Assessment
2013 Assessment
2013 Assessment
2013 Assessment
2014 Assessment• Post event
assessment highlighted relatively high registration abandonment rate
• Attributed to overly complicated search process
• Plan to refine and simplify search for subsequent event season
Lesson #1: Assess Your Designs
• Remain Focused on Objectives
• Build Assessment in to your Organizational Process
• Refine and Optimize when Appropriate
LESSON #2“I Like It, I Love It!”
Lesson #2: Engage Your AudienceEver Hear of A.D.D.?
Think your audience might have it?
Lesson #2: Engage Your Audience
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Lesson #2: Engage Your Audience
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• We’ve increased our reach • No more barriers of multiple sites• Consolidated analytics• We are on trend!
I Like It, I Love It, I Want Some More of It!Case in Point…
National Kidney Foundation!
BLAHBLAHBLAH
BLAH
I LIKE IT, I LOVE IT!
HOW DO WE KEEP THEM FOCUSED & LOVING US?
Lesson #2: Engage Your Audience• RWD Lead us to:
• Recognizing our Audience
• Improving Engagement Paths
• Designing for emotion
YOUR AUDIENCE
LESSON #3ENGAGE
• Up front: “When, Where, Who”
• Simplified CTAs.
• Hello Social share!
Lesson #2: Engaging Your Audience• Build a platform for your AUDIENCE
• Remember who you are serving• Know Your Action Paths and keep it simple
• No one wants to wait around like we did for Dolly’s site!
• Take it to the Next Step: Build personas to keep you on track, focused and prioritizing
LESSON #3“You’re Still the One”
Traffic Originating on Homepage
30%(and falling)
Lesson #3: Focus on Content
Attracts audiences through SEO
Engages audiences to stay
Connects, builds trust and creates moments of truth
• Complex, diverse organization
• Align tone to mission
• Create local connection with more frequently updated content
Lesson #3: Focus on Content
Lesson #3: Focus on Content
Lesson #3: Focus on Content
• Original content attracts website visitors to your site and organization
• Your homepage is the most popular but not primary entry point
• Create tools that facilitate content creation and contribution
LESSON #4“WIDE OPEN SPACES”
RWD = OPENS YOUR (WEB) HORIZONS
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Lesson #4: Open Your (Web) Horizons
• Prioritize your need• Get buy in from your
stakeholders• Don’t ever say NEVER!
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Lesson #4: Open Your (Web) Horizons
• Case in Point: World Wildlife Fund• Rebranding New IFE Program • Decided to use TeamRaiser as
platform• Needed everything to be
Responsive• BIGGEST PRIORITY: Allow
large % of mobile fundraisers to log in on mobile / tablet
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Lesson #4: Opening Up Your (Web) Horizons
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Lesson #4: Open Your (Web) Horizons
But what about the Participant Center?
WE NEED MOBILE FUNDRAISING!
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Lesson #4: Open Your (Web) Horizons
With a bit of: • Patience (and a great developer)• CSS • Media Queries
MAGIC HAPPENED!
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Lesson #4: Opening Up Your (Web) Horizons
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MEDIA QUERIES
Lesson #4: Opening Up Your (Web) Horizons
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But wait….I’m not a
developer
Lesson #4: Open Your (Web) Horizons
• Case in Point: Be the Match• Campaign to target Hispanic
marrow donors• Nearly three out of four
Hispanics (72%) already owned smartphones as of Q3 20131
• BIGGEST PRIORITY: Emails must be mobile ready and work in a number of email clients
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1Nielsen U.S. Digital Consumers Report, 2/2014
http://www.nielsen.com/us/en/insights/reports/2014/the-us-digital-consumer-report.html
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Lesson #4: Open Your (Web) Horizons
Lesson #4: Open Your (Web) Horizons
But what about the “bad kids”
of email?
Lotus Notes 8 & 8.5, Outlook 2000 – 2003,
Gmail App, & Windows
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Lesson #4: Open Your (Web) Horizons
We had to get “nerdy”:• Coded to have a centered, responsive design without media queries.
• Fluid design that utilizes display: inline-block & text-align: center.
• BONUS: There are only 6 images so even if they don’t “download” they get the full gist of the email
MAGIC HAPPENED AGAIN!53 #bbcon
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Test tip: Use Litmus!
Lesson #4: Open Your (Web) Horizons
• Remember: • RWD allows you room to grow:
• Your audience• Your website• Your knowledge
• NEVER GIVE UP (or take no for an answer )
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Q&A
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What Have We Learned?
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Assess Your Design
Engage Your Audience
Focus on Content
Open Your (Web) Horizons
So Many More Lessons to be Learned
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