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Making the Web Work on Mobile

Making the Web Work on Mobile

Presentation given at Mobile Marketing Live, London, October 4th 2013

Ronan Cremin

October 04, 2013
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  1. Making the Web work on Mobile Mobile Marketing Live Ronan

    Cremin, CTO dotMobi @xbs Friday 4 October 13
  2. #mml 1024 x 768 + keyboard + mouse = A4

    of the web Friday 4 October 13
  3. #mml PC: computing capability, physical interface richness 1990 year RAM

    MIPS screen size capability 2007 Friday 4 October 13
  4. #mml PC: computing capability, physical interface richness 1990 year RAM

    MIPS screen size capability 2007 screen resolution Friday 4 October 13
  5. #mml PC: computing capability, physical interface richness 1990 year RAM

    MIPS screen size capability 2007 screen resolution richness of interface Friday 4 October 13
  6. #mml Web evolution engendered by device diversity 1990 2007 2013

    2000 dark ages of the web— web is monoculture Friday 4 October 13
  7. #mml Web evolution engendered by device diversity 1990 2007 2013

    2000 dark ages of the web— web is monoculture age of enlightenment — web diversity Friday 4 October 13
  8. It’s for everyone, everywhere • This means: • myriad device

    types • differing connectivity • different costs • different contexts & use cases • different languages • It’s not just for the west, on our devices, with our bandwidth • Use Responsible Web Design Friday 4 October 13
  9. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  10. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  11. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  12. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  13. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  14. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  15. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  16. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  17. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods Friday 4 October 13
  18. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods 106x Friday 4 October 13
  19. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods 106x Friday 4 October 13
  20. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods 106x Friday 4 October 13
  21. Physical screen size Input methods Viewing distance Physical context Pixel

    dimensions Tablet Desktop TV Mobile 176 x 220 to 800 x 1280 600 x 800 to 2048 x 1536 800 x 600 to 2560 x 1600 1280 x 720 to 1980 x 1080 0.3m 0.5m 0.7m 3m Contexts, interfaces, input methods defies easy classification 106x Friday 4 October 13
  22. Web on mobile, new medium • Mobile web uses HTTP,

    HTML, CSS and JavaScript, just like the web we know • But it is effectively a new medium, and should be treated as such • This new medium runs on a vast array of devices, sizes shapes • New interfaces: touch, accelerometers, cameras, gyroscope, compass • New contexts: outdoors, on the move, supine 176 x 220 to 800 x 1280 0.3m Friday 4 October 13
  23. New medium example: television • The first television shows were

    people simply reading books, vaudeville shows • 20 years later: the first “TV- native” programming emerged • Soap operas • Sitcoms • 50 years later: reality TV Friday 4 October 13
  24. New medium example: desktop web • Many early websites mimicked

    print • images & image maps used in place of web-native content • 15+ years before the first “web- native” ideas were invented • sites that had no real precedent • things that were “inherently web” could’t really have been done with previous media • Facebook, Google maps • We’re still getting used to the idea that there isn’t really a “fold” on the web—scrolling is effortless Friday 4 October 13
  25. #mml History of adapting to new media • Content creators

    struggle to understand new media • Initial uses mimic those of previous media • New medium capabilities remain misunderstood and under-utilized • Experiences “native” to the new media emerge slowly— decades • Retro-fitting old content to new media stifles innovation • So what about the new web? Friday 4 October 13
  26. portion of north ceiling portion of south wall corner pendentive

    portion of east wall corner pendentive spandrel spandrel Friday 4 October 13
  27. Good experiences are native, not converted • Key lesson from

    previous media: • Good experiences are native to the medium • Good experiences acknowledge and harness their container • Retro-fitting doesn’t work—let’s not force-fit our desktop web to the new devices • Let’s not wait 20 years to work out how to use newly diverse web Friday 4 October 13
  28. The device is the canvas • In this renaissance of

    the web, the device is the canvas—from feature phone to TV • But the canvas isn’t fixed— this is no longer a valid assumption for the artist • The paint is still HTML, CSS and JavaScript, the protocol is still HTTP ..but the techniques have to change Friday 4 October 13
  29. Know your canvas—device awareness • The new web is defined

    by the devices that constitute it • Embracing the device in question is best way to ensure a good experience • Craft experiences to suit the context & device: • Be aware of its features, harness them • Know its limitations, work around them • How can we achieve this? Friday 4 October 13
  30. Know your canvas—device awareness • The new web is defined

    by the devices that constitute it • Embracing the device in question is best way to ensure a good experience • Craft experiences to suit the context & device: • Be aware of its features, harness them • Know its limitations, work around them • How can we achieve this? ☒ makes calls ☐ big screen ☐ touch screen ☐ makes calls ☒ big screen ☒ touch screen ☐ makes calls ☒ big screen ☐ touch screen Friday 4 October 13
  31. Leverage device capabilities • Know the device • device type:

    mobile | desktop | tablet | TV | e-reader | set-top box • hardware features: camera | screen colour depth • model, vendor, operating system, version • Tailor the experience Friday 4 October 13
  32. Leverage device capabilities • Know the device • device type:

    mobile | desktop | tablet | TV | e-reader | set-top box • hardware features: camera | screen colour depth • model, vendor, operating system, version • Tailor the experience mobile device? has camera? supports touch? Friday 4 October 13
  33. A web renaissance • There are macro-level changes happening on

    the web, a web renaissance is beginning • New devices are finally enabling the web to reach its full potential and audience • The new capabilities effectively engender a new medium • Every indication that this diversity will increase over time —phones & tablets are just the beginning • The web experience in this new landscape is becoming a differentiating factor for brands Friday 4 October 13
  34. Design for the new medium • It’s a world wide

    web, not a local one • Design for different devices, connectivity, use cases • Use Responsible Web Design • Mobile web isn’t a shrunken web • It can do more, but you have to design for it • Don’t limit yourself to desktop web thinking • Embrace the devices • Each has unique features— know them & avail of them! Friday 4 October 13
  35. Design for the new medium • It’s a world wide

    web, not a local one • Design for different devices, connectivity, use cases • Use Responsible Web Design • Mobile web isn’t a shrunken web • It can do more, but you have to design for it • Don’t limit yourself to desktop web thinking • Embrace the devices • Each has unique features— know them & avail of them! Friday 4 October 13
  36. Design for the new medium • It’s a world wide

    web, not a local one • Design for different devices, connectivity, use cases • Use Responsible Web Design • Mobile web isn’t a shrunken web • It can do more, but you have to design for it • Don’t limit yourself to desktop web thinking • Embrace the devices • Each has unique features— know them & avail of them! Friday 4 October 13
  37. Design for the new medium • It’s a world wide

    web, not a local one • Design for different devices, connectivity, use cases • Use Responsible Web Design • Mobile web isn’t a shrunken web • It can do more, but you have to design for it • Don’t limit yourself to desktop web thinking • Embrace the devices • Each has unique features— know them & avail of them! Friday 4 October 13