You've probably already heard of the term Responsive Design. Currently it's one of the hot topics being discussed in the digital space and something many businesses are trying to get their heads around. So what exactly is Responsive Design? And why does it matter?

1. Modern digital design #1
The power of Responsive Design
Lydia Livingston
Danny Fontaine
12/03/12

2. 1. Introduction
2. History of Responsive Design
3. What is it?
4. Why is it so good?
5. Things you might consider
6. Further reading
7. Conclusion

3. 1. Introduction

4. Hello!
Lydia Livingston
• Art Director
• Experienced creative lead
• Likes to draw stuff
• Prefers her Samsung Galaxy S3
to her iPhone 5
• Designs user centric solutions
• Comes from a traditional
design background

5. Hello!
Danny Fontaine
• Senior UX Consultant
• Designer
• Responsive maestro
• Mr Apple
• Finds code sexy

6. About Valtech
We are global and always on.

7. About Valtech

8. About Valtech
• Unlike traditional digital agencies we have
• hard-core software engineering expertise
• Unlike traditional software engineering
• businesses we combine creative skills
• Unlike software engineering companies and
• digital agencies we work with business analysts
• and concept developers
We are hybrids.

9. Valtech and Responsive Design
• Now our standard practice
• Recommended to all our clients

10. Valtech and Responsive Design
“Day by day, the number of devices, platforms and
browsers that need to work with your site grows.
Responsive web design represents a fundamental shift in
how we’ll build websites for the decade to come.”
Jeffrey Veen
CEO and co-founder of (Adobe) Typekit

11. 2. History of Responsive Design

12. History of Responsive Design
• In the 90’s and early 00’s design was simple
• Desktop PC’s, 800x600 – 1024x768 resolution
• Designers often had a print background
• We knew exactly what we were designing for!

13. History of Responsive Design
• In 2007 Apple launched the iPhone
• In 2010 298 million smartphones were sold worldwide
• Smartphones then (2010) constituted 22% – and was
rapidly growing
• Consumers were accessing the internet in ever increasing
numbers but were disappointed with the experience

14. A brief history
And then in apple launched the iPad!
• Suddenly there was another way to access the internet
• The tablet market exploded
• Apps are great! But people still wanted to browse main site
• We still had not learned to design sites for these new screens

15. A brief history
• Fluid design

16. A brief history
So, how could we solve the problem of
designing for all these devices?
• For a while there was no clear direction
• Then in May 2010 Ethan Marcotte laid out the solution
• for designers in his blog ‘A List Apart’
• He coined the phrase ‘Responsive Design’ and the
• movement was born!

17. 3. What is it?

18. In a nutshell...
Responsive design is an approach that uses flexible layouts and
media queries to detect a visitor’s screen size and orientation so it
can respond and change the website layout accordingly.
www.riksbank.se

19. A technical explanation...
A site responsive site uses CSS3 media queries to adapt the
layout to the viewing environment – along with fluid
proportion-based grids and flexible images.
• Media queries
• The fluid grid concept
• Flexible images
Truly responsive Web design requires all three
features to be implemented.

20. A technical explanation...
• Responsive in Action

21. A technical explanation...
• Key concept – User Experience

22. A technical explanation...
• Mobile First

23. A technical explanation...
Mobile is exploding
• Heavy mobile data users are projected to triple to one
billion by 2013
• Smartphone sales will surpass worldwide PC sales by
the end of 2011
• Over half of Android and iPhone users spend more than
30 minutes per day using mobile applications

24. A technical explanation...
• Native Vs website

25. Some brands that already do it
• Microsoft
• Disney
• Burton
• Currys
• Grey Goose

26. An example of a brand not doing it

27. Tools and methodology (tech time)
• Rapid Prototyping & frameworks

28. 4. Why is it so good?

29. Why is it so good?
• No need to make multiple sites – ‘one size fits all’
• Update once
• Makes you create more lightweight, faster sites
• SEO benefits – inbound links concentrated into one site and domain
• Content prioritisation
• Less systems
• Provides the best site experience for you AND your customer

30. One size fits all

31. Why it’s important
• UK smartphone ownership to hit 55% in 2015 (New Media Trendwatch)
• Only 40% of the top 100 UK advertisers currently
have ‘mobile-optimised’ sites (Guy Phillipson, CEO of the IAB UK.)
• UK smartphone penetration will overtake the US in 2016 (eMarketer)
• Top 6 mobile searches conducted by UK smartphone users,
October 2012 (% of respondents)
1. News – 54%
2. High street retailers – 30%
3. Movies – 28%
4. Music – 27%
5. Local travel updates – 24%
6. Finance and insurance – 15%
• Dominos made £10m via mobile last year
(2012) (Econsultancy)

32. Why it’s important
• 8% of the UK population now owns a tablet, which equates
to roughly 3m users, according to stats from YouGov (July 2012)
• Almost 70% of tablet owners make a purchase on their
device every month (according to a study by InMobi and Mobext 2012)
• 44% of people would not want to be separated from their tablet
• Majority or people access sites on their tablet while at home
• ‘Mobile and tablet devices are more sociable
• and more often accessed outside of the work
• environment, making them absolutely
• crucial in the B2C market’ (Econsultancy)

33. 5. Things you might consider

34. Things you might consider
• Advertising
Ad is cut off
The future?

35. Things you might consider
• Web browsers
• Time and money

36. 6. Further reading

37. Further reading
• Ethan Marcott – alistapart.com
• Mark Boulton – www.markboulton.co.uk
• www.responsiveads.com
• www.newmediatrendwatch.com
• www.emarketer.com
• jetstrap.com
• mattkersley.com/responsive
• How they designed Boston Globe

38. 7. Conclusion

39. Conclusion
• The future is here
• You need it
• It’s more, but is it?

40. Conclusion
2013 is the year of
Responsive Web Design!
Mashable.com

41. Thank you