Being Responsive - Nike

Being Responsive - Nike

Presented at Nike Tech Talk on April 16, 2015

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Jason Grigsby

April 16, 2015
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Transcript

  1. 5.

    10 20 30 40 50 60 Q1 Q3 Q5 Q7

    Q9 Q11 Q13 Q15 Q17 Q19 Quarters Since Launch Subscribers (MM) iPhone + iTouch NTT docomo i-mode AOL Netscape iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape Users First 20 Quarters Since Launch Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates ~39MM netbooks have shipped in first eight quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research. Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 9 Quarters After Launch Desktop Internet AOL* v 2.0 Launched 9/94 Mobile Internet NTT docomo i-mode Launched 6/99 Mobile Internet iPhone + iTouch Launched 6/07 ~57MM ~25MM ~7MM Desktop Internet Netscape* Launched 12/94 ~11MM 26 Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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    6.8 Billion Mobile phone for nearly everyone on the planet.

    Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
  3. 8.

    Technology Cycles - Wealth Creation / Destruction New Companies Often

    Win Big in New Cycles While Incumbents Often Falter Mainframe Computing 1960s Personal Computing 1980s Desktop Internet Computing 1990s Mobile Internet Computing 2000s Mini Computing 1970s New Winners New Winners New Winners New Winners Note: Winners from 1950s to 1980s based on Fortune 500 rankings (revenue-based), desktop Internet winners based on wealth created from 1995 to respective peak market capitalizations. Source: FactSet, Fortune, Morgan Stanley Research. Microsoft Cisco Intel Apple Oracle EMC Dell Compaq Google AOL eBay Yahoo! Yahoo! Japan Amazon.com Tencent Alibaba Baidu Rakuten Digital Equipment Data General HP Prime Computervision Wang Labs IBM NCR Control Data Sperry Honeywell Burroughs 16 Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  4. 9.

    Image Source: Computersciencelab.com, Wikipedia, IBM, Apple, Google, NTT docomo, Google,

    Jawbone, Pebble. Technology Cycles Have Tended to Last Ten Years Technology Cycles – Still Early Cycle on Smartphones + Tablets, Now Wearables Coming on Strong, Faster than Typical 10-Year Cycle Mainframe Computing 1960s Personal Computing 1980s Desktop Internet Computing 1990s Mobile Internet Computing 2000s Mini Computing 1970s Wearable / Everywhere Computing 2014+ Others? 49
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    Lines between device classes are blurring Model Type Size Display

    Resolution Viewport W H W H W H Samsung Galaxy Note 2 Phone 3.17” 5.95” 5.5” 720 1280 360 640 Motorola RAZR HD Phone 2.67” 5.19” 4.7” 720 1280 360 519 Motorola Atrix HD Phone 2.75” 5.26” 4.5” 720 1280 540 812 HTC Droid DNA Phone 2.78” 5.5” 5” 1080 1920 360 640 Nexus 7 Tablet 4.72” 7.81” 7” 800 1280 600 793 Kindle Fire Tablet 4.72” 7.44” 7” 600 1024 600 819 Kindle Fire HD Tablet 5.4” 7.6” 7” 800 1280 533 731
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    640 px 600 px 519 px 640 px 622 px

    533 px 812 px Which are phones and which are tablets?
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    320 iPad, iPad Mini, iPad Air x 480 x 568

    320 x 667 375 x 736 414 x 768 1024 iPhone - iPhone 4s iPhone 5 iPhone 5c iPhone 5s iPhone 6 iPhone 6 Plus Even iOS is now a continuum.
  19. 40.

    iPad, iPad Mini, iPad Air 480 320 568 320 667

    375 736 414 768 1024 iPhone - iPhone 4s iPhone 5 iPhone 5c iPhone 5s iPhone 6 iPhone 6 Plus Even iOS is now a continuum.
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    iPad, iPad Mini, iPad Air 480 320 568 320 667

    375 736 414 768 1024 iPhone - iPhone 4s iPhone 5 iPhone 5c iPhone 5s iPhone 6 iPhone 6 Plus Even iOS is now a continuum.
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    iPad, iPad Mini, iPad Air 480 320 568 320 667

    375 736 414 768 1024 iPhone - iPhone 4s iPhone 6 iPhone 6 Plus Even iOS is now a continuum. iPhone 5 iPhone 5c iPhone 5s
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    iPad, iPad Mini, iPad Air 480 320 568 667 375

    736 414 768 1024 iPhone - iPhone 4s iPhone 6 iPhone 6 Plus Even iOS is now a continuum. iPhone 5 iPhone 5c iPhone 5s
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    iPad, iPad Mini, iPad Air 480 320 568 667 375

    736 414 768 1024 iPhone - iPhone 4s iPhone 6 iPhone 6 Plus Even iOS is now a continuum. iPhone 5 iPhone 5c iPhone 5s
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    iPad, iPad Mini, iPad Air 480 320 568 667 375

    736 414 768 1024 iPhone - iPhone 4s iPhone 5 iPhone 5c iPhone 5s iPhone 6 iPhone 6 Plus Even iOS is now a continuum.
  25. 46.

    iPad, iPad Mini, iPad Air 480 320 568 667 375

    736 414 768 1024 iPhone - iPhone 4s iPhone 5 iPhone 5c iPhone 5s iPhone 6 iPhone 6 Plus Even iOS is now a continuum.
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    iPad, iPad Mini, iPad Air 480 320 568 667 375

    736 414 768 1024 iPhone - iPhone 4s iPhone 5 iPhone 5c iPhone 5s iPhone 6 iPhone 6 Plus Even iOS is now a continuum.
  27. 48.

    iPad, iPad Mini, iPad Air 480 320 568 667 375

    736 414 768 1024 iPhone - iPhone 4s iPhone 6 iPhone 6 Plus Even iOS is now a continuum. iPhone 5 iPhone 5c iPhone 5s
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    iPad, iPad Mini, iPad Air 480 320 568 667 375

    736 414 768 1024 iPhone - iPhone 4s iPhone 6 iPhone 6 Plus Even iOS is now a continuum. The Magic 32 pixels iPhone 5 iPhone 5c iPhone 5s
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    Mobile First Design Principles Mobile First Responsive Design Forwarded by

    
 Luke Wroblewski Technical Approach for Responsive Design
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    Frequent concern for this project: How something will scale to

    desktop. Actual times this has been a problem when mobile has been solid already: 0
  35. 71.

    Small screen assets Large screen assets Progressive enhancement based on

    screen size Mobile First Responsive Web Design is a technical approach for responsible responsive designs.
  36. 85.

    We often dismiss as unlikely the idea that someone will

    want to use our service on a small screen.
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    It’s fairly certain that the highest-value use will stay predominantly

    on desktop. —Jakob Nielsen http://www.flickr.com/photos/dplanet/82899080/
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    Most complex tasks have vastly better user experience on the

    desktop and thus will be performed there… Yes, you might enter a stock trade with your broker's mobile app, but you'll research new mutual funds on the desktop. —Jakob Nielsen
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    80% during misc downtime 76% while waiting in lines 86%

    while watching TV 69% for point of sale research http://www.flickr.com/photos/carbonnyc/5140154965
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    TMI

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    But if there’s one thing I’ve learned in observing people

    on their mobile devices, it’s that they’ll do anything on mobile if they have the need. Write long emails? Check. Manage complex sets of information? Check. And the list goes on. If people want to do it, they’ll do it on mobile -especially when it’s their only or most convenient option. —Luke Wroblewski lukew.com/ff/entry.asp?1333
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    is difficult when we spend so much time on our

    PCs. http://www.flickr.com/photos/goobi/4021009835/
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    Major Breakpoint 1 (media query in document head) Major Breakpoint

    3 (media query in document head) 320 px to 720 px wide 720 px to 1024 px major breakpoints Example major layout changes 320 720 Major Breakpoint 2 (media query in document head) nothing is here...but that’s ok! (P) = Portrait (L) = Landscape (L*) = Landscape w/ native viewport adaptation < 320 px wide and/or unable to understand further instructions 1024 iPhone (P) many Android (P) many BlackBerry S60 QWERTY Most S60 (L) S40 QWERTY some tablets most NetBooks many Desktops http://www.slideshare.net/yiibu/pragmatic-responsive-design
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    Major Breakpoint 3 (media query in document head) iPhone (L*)

    Android (L*) some Symbian touch (L) some tablets (L) some Symbian touch (L) 640 768 360 720 Major Breakpoint 1 (media query in document head) Major Breakpoint 2 (media query in document head) 720 px to 1024 px 320 px to 720 px wide nothing is here...but that’s ok! 320 minor breakpoints Example Symbian touch (P) (P) = Portrait (L) = Landscape (L*) = Landscape w/ native viewport adaptation iPhone (P) many Android (P) many BlackBerry S60 QWERTY Most S60 (L) S40 QWERTY < 320 px wide and/or unable to understand further instructions iPad (P) some Android tablets (P) Minor Breakpoint (@media) 1024 Minor Breakpoint (@media) Minor Breakpoint (@media) Minor Breakpoint (@media) 480 some tablets most NetBooks many Desktops content-related tweaks http://www.slideshare.net/yiibu/pragmatic-responsive-design
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    iPhone (L*) Android (L*) some Symbian touch (L) some tablets

    (L) Minor Breakpoint (@media) Major Breakpoint 3 (media query in document head) 480 640 768 360 Symbian touch (P) 720 Major Breakpoint 1 (media query in document head) Major Breakpoint 2 (media query in document head) 720 px to 1024 px 320 px to 720 px wide nothing is here...but that’s ok! 320 240 Minor Breakpoint for small devices w/media query support < 320 px wide and/or unable to understand further instructions ...and so on Example some Symbian touch (L) (P) = Portrait (L) = Landscape (L*) = Landscape w/ native viewport adaptation iPad (P) some Android tablets (P) 1024 TVs Minor Breakpoint (@media) Minor Breakpoint (@media) Minor Breakpoint (@media) iPhone (P) many Android (P) many BlackBerry S60 QWERTY Most S60 (L) S40 QWERTY some Android (P) many S40 (P) most S60 (P) some tablets most NetBooks many Desktops http://www.slideshare.net/yiibu/pragmatic-responsive-design
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    as you can see, this has the potential to get

    out of hand... iPhone (L*) Android (L*) some Symbian touch (L) some tablets (L) Minor Breakpoint (@media) some tablets (L) 640 768 360 Symbian touch (P) 720 Major Breakpoint 1 (media query in document head) Major Breakpoint 2 (media query in document head) TVs 720 px to 1024 px 320 px to 720 px wide nothing is here...but that’s ok! 320 240 Minor Breakpoint for small devices w/media query support some Android (P) many S40 (P) most S60 (P) < 320 px wide and/or unable to understand further instructions some Symbian touch (L) iPad (P) some Android tablets (P) Minor Breakpoints (@media) some tablets (L) 1280 800 Minor Breakpoint (@media) 600 some tablets (P) some tablets most NetBooks many Desktops 1366 many laptops Minor Breakpoint (@media) Minor Breakpoint (@media) Minor Breakpoint (@media) Major Breakpoint 3 (media query in document head) iPhone (P) many Android (P) many BlackBerry S60 QWERTY Most S60 (L) S40 QWERTY Minor Breakpoint (@media) 480 1024 http://www.slideshare.net/yiibu/pragmatic-responsive-design
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    Anyone see a challenge making this responsive? Eventually Flexbox will

    make this easy. But in the meantime, it requires a lot of DOM manipulation.
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    Tiny Bootstraps, for Every Client Responsive deliverables should look a

    lot like fully-functioning Twitter Bootstrap- style systems custom tailored for your clients’ needs. These living code samples are self-documenting style guides that extend to accommodate a client’s needs as well as the needs of the ever-evolving multi-device web. —Dave Rupert, Responsive Deliverables http://daverupert.com/2013/04/responsive-deliverables/ “
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    ! download " view on github # view demo pattern

    lab documentation about resources demo on github pattern lab atoms molecules organisms templates pages create atomic design systems http://patternlab.io
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    1. Discovery 2. Sketching 3. Dynamic Mockups 4. Expansion +

    Iteration Cloud Four’s Responsive Design Process
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    Some things we commonly do: Focus on parts of the

    interface, not the whole page. Prototype outside of the actual environment to keep things lightweight and fast. Pick the pieces of the interface that we think will be the most difficult to do on small screens and start there. Only when we have the small screen interface nailed, worry about larger screens and integration. Do the minimal possible to convey how it should work.
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    #1 Iterative processes replace waterfalls. Design and development must work

    together. No silos. Designing systems of responsive components. #2 #3
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    mobile desktop THE ART OF WEB DEVELOPMENT THE ART OF

    WEB DEVELOPMENT Web widgets THE ART OF WEB DEVELOPMENT THE ART OF WEB DEVELOPMENT Mobile widgets
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    It’s not that we’re technically incapable, but adapting a phone

    UI to a tablet UI is not so dissimilar from trying to automatically adapt desktop UI to a phone. They are fundamentally different platforms with different usability considerations, and something that makes sense on phones may or may not belong on tablets. —Todd Anglin, Kendo UI http://www.kendoui.com/blogs/teamblog/posts/12-09-11/universal_mobile_apps_with_html5_and_kendo_ui.aspx
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    And keyboard and mouse are what we envision work is.

    http://www.flickr.com/photos/royalsapien/2387707860
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    We’ve started letting go of some of our mistaken assumptions.

    http://www.flickr.com/photos/paulocarrillo/124755065/
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    = =

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    We can no longer make assumptions about input based on

    screen size or form factor. And we probably never should have.
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    Higher precision with mouse means smaller targets possible Hover state

    Less precise than mouse and requires larger touch targets Typing easier for many No hover state Typing often more difficult Right clicking and “power” tools Single and multi-touch gestures
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    Whatever you may think, it currently isn't possible to reliably

    detect whether or not the current device has a touchscreen, from within the browser. —Stu Cox, You Can’t Reliably Detect a Touch Screen http://www.stucox.com/blog/you-cant-detect-a-touchscreen/
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    Chrome has entertained idea of enabling touch by default. https://code.google.com/p/chromium/issues/detail?id=159527

    https://docs.google.com/a/cloudfour.com/presentation/d/1-n1qyzewpagREbzW2zm0wOalq33UhbtbSkWf9mEdly8/edit#slide=id.gc2d80e5b_171
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    After poking at this problem for a few weeks, my

    conclusion is: every desktop UI should be designed for touch now. When any desktop machine could have a touch interface, we have to proceed as if they all do. —Josh Clark http://globalmoxie.com/blog/desktop-touch-design.shtml
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    What about those who won’t let go of their “power”

    interfaces? http://www.flickr.com/photos/ecos/4092571213/
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    Th Dream Experience - … Uploaded 2 years ago More

    Of The Dream Exp… Uploaded 2 years ago The Dream Experience -… Uploaded 2 years ago The Dream Experience … Uploaded 2 years ago The Love King Breaks It… Uploaded 2 years ago War Paint for Trees From Lincoln Motor Company Join Log In Create Watch Upload Search s [ ] – VIDEOS Vimeo Couch Mode
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    Couch Mode + See all Centric TV’s videos / Recently

    viewed / Related videos Th Dream Experience - … Uploaded 2 years ago More Of The Dream Exp… Uploaded 2 years ago The Dream Experience -… Uploaded 2 years ago The Dream Experience … Uploaded 2 years ago The Love King Breaks It… Uploaded 2 years ago PROMOTED War Paint for Trees From Lincoln Motor Company Join Log In Create Watch Upload Search s [ ] – VIDEOS Couch Mode + See all Centric TV’s videos / Recently viewed / Related videos Th Dream Experience - … Uploaded 2 years ago More Of The Dream Exp… Uploaded 2 years ago The Dream Experience -… Uploaded 2 years ago The Dream Experience … Uploaded 2 years ago The Love King Breaks It… Uploaded 2 years ago PROMOTED War Paint for Trees From Lincoln Motor Company Join Log In Create Watch Upload Search s [ ] – VIDEOS Vimeo Couch Mode
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    The key benefit of this approach: You’re designing for user

    need not for a specific form factor or input.
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    Learn how to let go of the illusions that comfort

    us. http://www.flickr.com/photos/garibaldi/303085857/
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    This is the web as it should be. As it

    wants to be. The web in its natural state. http://www.flickr.com/photos/25062265@N06/6069101123
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    If you don’t adapt, then you are ripe for disruption.

    http://www.flickr.com/photos/gsfc/7521155076/
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    Thank You! Special thanks to Luke Wroblewski, Eric Bidelman and

    Flickr users for generously sharing their photos under creative commons license.