Adaptive: Content, Context, and Controversy
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The document discusses the differences between responsive and adaptive web design, emphasizing the importance of delivering tailored content based on device context and user behavior. It critiques the conventional division between mobile and desktop experiences, advocating for a unified approach to web design that prioritizes user experience across all platforms. The author, Karen McGrane, highlights the necessity for organizations to adopt responsive strategies to optimize digital interactions and improve operational efficiency.
Adaptive: Content, Context, and Controversy
- 1. ADAPTIVE content, context, and controversy @karenmcgrane
- 2. —W3C One Web means making, as far as is reasonable, the same information and services available to users irrespective of the device they are using. http://www.w3.org/TR/mobile-bp/#OneWeb
- 3. Content URL Codebase Team Release Schedule ONE
- 4. —Everyone at Marriott I need more than a responsive site, I need it to be adaptive. https://medium.com/@livlab/responsive-versus-adaptive-is-not-a-thing-b712eefaf313
- 9. paltry subset of features and content
- 20. “ Responsive design is client-side, meaning the whole page is delivered to the device browser (the client) and the browser then changes how the page appears in relation to the dimensions of the browser window. http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
- 21. “ Adaptive design is server-side, meaning before the page is even delivered, the server detects the attributes of the device, and loads a version of the page that is optimized for its dimensions and native features. http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
- 22. —Google Webmasters Responsive design is Google’s recommended approach for building mobile websites. Mobile SEO
- 23. RESPONSIVE ADAPTIVE M-DOT Same URL? ✓ ✓ ✗ Same Design? ✓ ✗ ✗
- 24. SERVE A DIFFERENT PAGE
- 26. If we go responsive, can we serve a different homepage?
- 30. SERVE A DIFFERENT FEATURE
- 34. Adjust layout fluidly on the client side
- 35. RESPONSIVE ADAPTIVE M-DOT Same URL? ✓ ✓ ✗ Same Design? ✓ ✗ ✗ Same Content? ✓ ✗ ✗
- 37. COPE: CREATE ONCE, PUBLISH EVERYWHERE COPE: Create Once, Publish Everywhere COPE: Create Once, Publish Everywhere
- 40. “ We had a phone website, and a tablet website, and a desktop website, and we really only maintained the desktop website because we didn’t have enough resources to cover all those fronts. It just wasn’t a tenable situation. —Patrick Cooper, NPR http://responsivewebdesign.com/podcast/npr.html
- 41. GRANULARITY
- 42. TARGETING
- 51. WE HAVE NO TO DETECT INPUT reliable way http://www.stucox.com/blog/you-cant-detect-a-touchscreen/
- 52. You can’t use device type to predict what users will want
- 53. “ Our data shows us quite plainly and clearly that the behavior of people on mobile devices is really not all that different than the behavior of people on the desktop. The things they are seeking to do and the tasks they are seeking to accomplish are really quite the same. —Chris Balt, Microsoft http://responsivewebdesign.com/podcast/microsoft.html
- 62. You want to get to know your customers and determine whether they’re pre-, in-, or post-store. You’ll need to create a different experience depending on where the customer is in the path to purchase. Adaptive design enables the customer to have a customized experience based on the device he or she is using. Optimize the customer experience by tailoring the design and information to the device.
- 70. YOU DON’T GET TO DECIDE SOMEONE USES TO GO ONLINE which device they do.
- 73. Don’t use device as a proxy for context
- 74. “ What we’ve discovered as we do our ethnography research, our lab studies, as we watch the mechanics of our sites from an analytics perspective: People make the same decisions regardless of the context. —Scott Kelton Jones, VP Global UX, Expedia http://responsivewebdesign.com/podcast/expedia.html
- 75. Most of the time, you’re better off serving the same information to all.
- 76. “ Thinking of responsive was just table stakes. It’s just a default thing that should always happen. You may later decide to create a custom experience. But you don’t have to go there first. You can start with responsive. —Bill Scott, VP of Next Gen Commerce, PayPal http://responsivewebdesign.com/podcast/paypal.html
- 77. Adaptive solutions aren’t magic. They’re complex and costly.
- 78. “ If our customers are expecting a coherent experience across touchpoints, why are we siloing efforts by a narrow device category definition? Practically, One Web reinforces the needs for unified systems, processes, and teams that drive real- world cost savings and digital business efficiencies. Forrester Research, Analyzing The Value Of Responsive Web Design Can Be Messy
- 79. Adaptive + responsive solutions work together—they’re not competitors.
- 80. “ It’s important to acknowledge that most activities are universal, even if there may also be device-specific needs. By having the web experience unified through a responsive approach, we cover the base scenarios across the board, and can later do a better job at handling device specifics. —Livia Labate http://responsivewebdesign.com/podcast/marriott.html
- 81. @karenmcgrane karen@bondartscience.com bondartscience.com responsivewebdesign.com THANK YOU No abookapart.com ABOUT THE AUTHOR Karen McGrane has helped businesses create better digital products through the power of user experience design and content strategy for the past twenty years. She is Managing Partner at Bond Art + Science, a UX consultancy she founded in 2006 and formerly VP and National Lead for User Experience at Razorfish. Karen teaches Design Management in the MFA in Interaction Design program at the School of Visual Arts in Manhattan. She co-hosts A Responsive Web Design Podcast with Ethan Marcotte, and her first book, Content Strategy for Mobile, was published in 2012 by A Book Apart. Ready your entire team for any responsive project. Responsive design is more than the technical—it’s a new way of communicating and working. Karen McGrane makes the case for going responsive, taking you through the design process. Learn how to plan and scope projects, collaborate in a responsive context, assess content, handle browser support and testing, and measure the total success of your project. This book is for everyone. “There is absol guide you thro She says, ‘The is navigating t organizationa personal expe “Finally, a boo for doing the McGrane’s Go hands-on pra supporting th Autho “Coordinating with wisdom Responsive wil decisionsthatw project, and p “This is the b addresses the it, read it, and foreword by Frank Chimero GOING RESPONSIVE Karen McGrane Brief books for people who make websites GOINGRESPONSIVEKarenMcGrane 1616