kye tiernan - responsive design: implementing a mobile-friendly web strategy
DESCRIPTION
Presented by Kye Tiernan, MA, on September 26, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.TRANSCRIPT
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.
DISPLAY
BLOGSPPC
SEO
SOCIAL MOBILE
2000
2005
2010
ONLINE PR
AFFILIATEEMAIL
Online Communication Channels
DISPLAY
BLOGSPPC
SEO
SOCIAL MOBILE
ONLINE PR
AFFILIATE
VIDEO
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!