Presented by EPA Victoria: Daniel McLeod, Program Leader Digital, Marketing & Communications Unit, with Tim Kotsiakos, Executive Creative Director at Reactive Media. Presentations to the Victoria Online Seminar Series, Thursday 22 November 2012.

2. INTRO
WHAT IS
RESPONSIVE
WEB DESIGN?

3. THE WEB RIGHT NOW
16.2 million mobile handset
subscribers in Australia
an increase of 7% from 15.2
million subscribers at the end
of December 2011
* Australian Bureau of Statistics

4. THE WEB RIGHT NOW
6,610 Terabytes downloaded
during three months
ending June 2012
an increase of 32%
from the three months
ended 31 December 2011
* Australian Bureau of Statistics

5. THE WEB RIGHT NOW
As many as 31% of users use
their mobile as their primary
means to access the internet
(United States stat)

6. DIFFERENT RESOLUTIONS & FORMATS

7. TWO APPROACHES, EXPLAINED
Separate Mobile site: Responsive design
• Mobile & desktop experiences are • User experience is based on the same
treated completely differently foundation
• The Web site detects the devices and • The site detects the screen resolution
diverts the user to the appropriate site and adjusts the interface accordingly
• Typically the mobile site has fewer • Content is the same across desktop &
functions and content mobile

8. CONSIDERATIONS
Separate Mobile site: Responsive design:
• Good for dedicated experiences • May impact production costs
• URL’s will be different • One URL is good for SEO (Google's
• Page load can be better optimized for preferred approach, although they
the device support separate sites too)
• Users may not expect a completely • Easy to maintain (one single version of
different experience the site)
• Mitigate against future devices
• Guarantee to fit on the users screen
• Resizing graphics could be problematic
• Compatibility issues with HTML5 &
CSS3
• Responsiveness can be compromised

9. CASE STUDY
EPA
VICTORIA
www.epa.vic.gov.au

10. WHY SHOULD EPA BE RESPONSIVE?
Mobile traffic growing from
around 5% a year to 10%
(and increasing)
Plan for the future

11. WHY EPA AND NOT THE BEACH REPORT?
53% mobile
10% mobile
traffic during
traffic
summer

12. WHY EPA AND NOT THE BEACH REPORT?
Main EPA site gets less mobile
traffic and has less of a specific
purpose
Responsive design allowed EPA to
support mobile whilst catering to
all audiences and needs

13. DEMONSTRATION

17. GENERAL TRAFFIC RESULTS*
11% increase in visits and
24% increase in page views
in the 3 months after
launch compared to the 3
months before launch
* Please note that these are approximations

18. MOBILE TRAFFIC RESULTS*
10% mobile traffic
1st Aug – 31st Oct 2012
(compared to 5.6% mobile
traffic during
1st Aug – 31st Oct 2011)
* Please note that these are approximations

19. ...AND MOST IMPORTANTLY
External feedback has been
overwhelmingly positive

20. SOME LEARNINGS
• Content can be tricky e.g complex tables
• Legacy apps - Think about how to integrate non-responsive
apps/microsites
• Page and image sizes
• Order of item layout at various sizes - requires thought
• Hard to explain to people without showing them (having
responsive wireframes developed was useful as an internal
sales tool)
• Content creators need to update their thinking to consider
mobile (the responsive design framework isn't going to solve
this) - still working on this one

21. END OF CASE STUDY
THANKS
www.reactive.com