It’s Official: US Government Endorses Responsive Web Design

Still on the fence about RWD? The Federal Government isn’t.

Digital_Gov-229x300In a report entitled DIGITAL GOVERNMENT: BUILDING A 21ST CENTURY PLATFORM TO BETTER SERVE THE AMERICAN PEOPLE, the government officially endorsed the use of responsive web design as a better approach in providing greater accessibility to government information and resources.

Here are a few some excerpts:

Mission drives agencies, and the need to deliver better services to customers at a lower cost—whether an agency is supporting the warfighter overseas, a teacher seeking classroom resources or a family figuring out how to pay for college—is pushing every level of government to look for new solutions. 

Early mobile adopters in government—like the early web adopters—are beginning to experiment in pursuit of innovation. 

Customer-centric government means that agencies respond to customers’ needs and make it easy to find and share information and accomplish important tasks.

Using modern tools and technologies such as responsive web design and search engine optimization is critical if the government is to adapt to an ever-changing digital landscape and deliver services to any device, anytime, anywhere. Similarly, optimizing content for modern platforms, rather than just translating content from paper-based documents to the Web, will help ensure the American people and employees can access content regardless of platform. Agencies will need to keep current with the latest design concepts and refresh content delivery mechanisms to ensure the highest performance.

These imperatives are not new, but many of the solutions are. We can use modern tools and technologies to seize the digital opportunity and fundamentally change how the Federal Government serves both its internal and external customers— building a 21st century platform to better serve the American People.

So, why is the Federal Government, which typically lags behind the private sector when it comes to technology and innovation, embracing RWD? The answer is obvious if not paradoxical: RWD provides a mechanism that allows the government greater accessibility to its citizens, not merely the other way around. I will leave it to the pundits to dissect this statement, but there is no denying that RWD creates brand new communication channels that go both ways.

There are other factors that have contributed to this early adoption. Consider the government’s own stats:

  • Mobile broadband subscriptions are expected to grow from nearly 1 billion in 2011 to over 5 billion globally in 2016.
  • By 2015, more Americans will access the Internet via mobile devices than desktop PCs.
  • As of March 2012, 46% of American adults were smartphone owners – up from 35% in May 2011.
  • In 2011, global smartphone shipments exceeded personal computer shipments for the first time in history.

For me, the issue boils down to one word: accessibility. As we have worked with several Federal agencies over the years, including NASA, DoD, US Courts, EPA and the NCI, I have learned that accessibility is matter of constitutional rights. All citizens are entitled to free and open access to government documents and resources, and to deny even one of us that right is to discriminate against all of us. Hence the reason for 501 C3 compliance.

Not everyone owns a computer. I was in my early 20′s before I had one that I could call my very own. Websites have historically been designed for computers – traditional desktops and laptops – and this has long created the great digital divide that has existed between the haves and the have-nots. Enter smartphones. For many, the smartphone represented their first true web experience. Not everyone can own a computer, but just about all of us can afford a phone. And smartphones can display websites.

The end of the digital divide? Not quite.

One of the big problems with smartphone web browsing is the formatting and display of content. Navigating through them is a mess. As websites are still generally designed for desktops and their larger screens, the experience on a smartphone can be less than optimal. We can all relate to the frustrations – resizing, pinching, and panning in a sometimes futile attempt to find what we were looking for. Just imagine how this frustration gets compounded on a government website – typically not best-of-breed in the first place. The EPA website, for example, has in excess of 500,000 static web pages. Dozens of content contributors have worked for over a decade to add page after page in what became a complete discombobulation. Want to learn how environmental chemistry methods for soil and water are used to determine the fate of pesticides in the environment?

Good luck.

Responsive web design creates websites with fluid proportion-based grids, to adapt the layout and images to the viewing environment. As a result, users across a broad range of devices and browsers will have access to a single source of content, laid out so as to be easy to read and navigate with a minimum of resizing, panning and scrolling. For the private sector, a poor mobile experience can lead to loss of business. For the public sector, it can lead to a discrimination lawsuit as the case can be argued that the government did not take the necessary steps to ensure accessibility for everyone. For this reason alone, it is only a matter a time before all government websites – Federal, State and Local – employ responsive web design. I will take this one step further and boldly predict that the RWD adoption rate for government will either equal or surpass that of the private sector.

That’s not something you hear every day. Is it?

Uncle_Sam

Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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Responsive Web Design and Progressive Enhancement: The Right Approach

Progressive enhancement is a strategy for responsive web design that emphasizes accessibility relational to the user’s device. The aim is to allow everyone access to basic content and functionality of a website, starting with the smallest of devices (eg, your smartphone) and then gradually enhancing the experience as you move up to larger devices that have more advanced browser software, greater bandwidth and more powerful processing.

With progressive enhancement a basic markup document is created that is geared towards the lowest common denominator of browsers and features. Once this has been completed a developer can then introduce new functionality to the web page, using modern web technologies such as Cascading Style Sheets (CSS) or JavaScript. Only devices and browsers that support the advanced functionality will display them. The strategy is an attempt to subvert the traditional web design approach known as “graceful degradation”, wherein designers would create websites for the latest browser technologies, then remove features so that the site would function on older browsers and less capable devices. The core principle of progressive enhancement is that basic content and functionality should be accessible to all web browsers. Web pages created using progressive enhancement are by their very nature more accessible, because the strategy demands that basic content always be available, not obstructed by commonly unsupported or easily disabled scripting. Progressive enhancement focuses on the content, not the browser.

progressive enhancement

progressive enhancement and graceful degradation

From a philosophical perspective, progressive enhancement is vastly superior to graceful degradation. As opposed to punishing us for using less capable devices and older browsers the strategy rewards us as we progress through each platform. Progressive enhancement comes from a happy place. It’s a Zen thing.

Developing responsive websites with progressive enhancement should be a best practices standard for web design agencies. Sadly, most of them still cling to the old graceful degradation legacy approach, because that is what they know. If you own or manage a website in 2013 you should be very concerned with content availability, overall accessibility and mobile browser compatibility. I strongly recommend that you take the time to learn more about progressive enhancement and responsive web design as they relate to your overall web strategy.

Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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Don’t Be a Luddite! Embrace Responsive Web Design.

In 1779, legend holds that a youth by the name of Ed Ludd broke two stocking frames – mechanical knitting machines used in the textiles industry – in a fit of rage. Stocking frames represented the first major stage in the mechanization of the textile industry, and played an important part in the early history of the Industrial Revolution. To Ed Ludd and others of like mind, these machines forewarned of a dangerous new world in which machines would replace English textile artisans through less-skilled, low-wage labourers, leaving them without work.

Thus, the Luddite movement was born.

Dont be a luddite

Dont be a luddite

For years, the Luddite philosophy endured as the emergence of technology created a sense of fear and helplessness that coincided with the rise in difficult working conditions in modern factories. In modern usage, “Luddite” is a term describing those opposed to industrialization, automation, computerization or new technologies in general. Neo-Luddism is a viewpoint opposing many forms of modern technology; an inherent – perhaps misguided – belief that technology has a negative impact on individuals and communities. This dictates that humanity was better off before the advent of specific new technologies, labeling these technologies dangerous. These technologies are seen as so foreboding that it challenges faith in all technological progress. Because of this, Neo-Luddites are apprehensive about the ability of any new technology to solve current problems without creating more, potentially more dangerous, problems.

Technology Infiltration

During this era of technological proliferation across all facets of society and into our personal and professional lives, the luddite philosophy has manifested itself into a kind of sub-conscious, heuristic rejection of anything new. If it ain’t broke, don’t fix it – so they say. Although much of the trepidation with new technology can be attributed to the headaches and annoyance of actually having to use our minds to learn something, the intuitiveness and innovation in handling these emerging technologies makes this argument obsolete. Take the iPad Mini, for example. It is a device of supreme simplicity. Take it out of its box, hit the power button, and you are up and running. Anyone can learn how to use it in a matter of seconds. Period. No exceptions. We love our iPad Mini’s because they fundamentally destroy the Luddite living within all of us. Intuitiveness trumps primal fear.

imgres

Slaying the Luddite

This brings me to the point of this posting. Anyone can embrace and learn emerging technologies, but you must consciously confront your internal Luddite.

In 2013, Responsive Web Design will emerge as the new standard in web architecture, and DeepBlue will be at the forefront as a thought leader in this new approach. As I have proclaimed on several occasions, Responsive Web Design represents an elegant solution to a complex problem. The approach allows developers to create a website from a single-data source and adjust its layout accordingly to provide an optimal viewing experience – easy reading and navigation with a minimum of resizing, panning, and scrolling – across a wide range of devices (from desktop computer monitors to tablets to mobile phones). RWD satisfies the user experience demands of today’s multi-platform consumer. Is RWD perfect? No, and I have written previously on the subject of RWD pros and cons (see Responsive Web Design and the Acceptability Threshold: What You Should Know). However, it is our fundamental belief that Responsive Web Design is the right approach for all organizations, large and small.

responsive devices

Embracing Emerging Technologies

Although most of the folks I have spoken to regarding RWD are truly excited about the new approach, I have taken notice that a few remain hesitant. You see, Responsive Web Design represents a SIGNIFICANT departure from the “traditional” way of designing websites. It is a total reinvention of the web user experience and it is only a matter of time of WHEN – not IF – all websites of integrity and reputation go responsive. Companies, particularly the larger ones, tend to err on the side of caution and can be more reactionary than proactive when embracing new technologies. The Luddite prevails. They prefer to sit back and watch as the thought leaders seize the opportunity and establish best-practices. Then, they will play perpetual catch-up as market shares drop and they finally understand and embrace the benefits of emerging technologies and their impact. They allow the Luddite to cage the beast of Innovation until it finally devours its keeper. For any of you out there – CEO’s, Marketing Directors, IT Directors, etc. – who allow themselves to feel the trepidation of the Luddite and decide to sit this one out in 2013, allow me to share with you a small sampling of industry leaders that have already embraced Responsive Web Design:

There is a reason why these icons represent some of the most recognizable and loved brands in the world. They are thought leaders and innovators (although the case can certainly be made against Microsoft on this assertion  ) and they are not afraid to challenge conformity and set new standards. These organizations made the conscious decision to put their Luddite in its place and embrace emerging technologies, particularly Responsive Web Design.

As we head today into a new year full of questions and uncertainty, I challenge anyone out their hearing my words to heed my advice…

DON’T BE A LUDDITE!

Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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Why should the Federal Government Should Care About Web 2.0?

What is Web 2.0?

Web 2.0 is a trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, most notably, collaboration among users. The characteristics of a Web 2.0 site are rich user experience, user participation, dynamic content, metadata, web standards and scalability.

Web 2.0 is all about the following and more…

  • User Centric and User Oriented
  • Web Services, Web API’s
  • Widgets, Gadgets, Mashup’s
  • Blogs, Feeds, Wiki’s, Tagging, Podcasting
  • Social Networking
  • Rich Multimedia
  • Client rich technologies like CSS, HTML, DOM, XML, AJAX, JSON, XHTML, REST, SOAP

What can a Web 2.0 strategy do for a Government Agency?

Web 2.0 can…

  • Provide actionable strategies for implementing social networking for enterprise operations
  • Provide knowledge-sharing environments for diverse workgroups
  • Energize Communities of Practice
  • Streamline traditional communications and information sharing techniques
  • Enable new forms of social interaction at work through popular social computing sites
  • Meet the needs of the next-generation of government workers
  • Meet agency missions  through the tangible benefits of using Web 2.0 technologies

Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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Mobile-Friendly Website vs. Mobile Applications: No Monkeying Around

Although the two terms may intersect in many a new media dialogue they are as different as sharks and monkeys.

To paraphrase Socrates (poorly): I know that I know nothing. Yet, oddly, this makes me wiser than most. 

This statement is not made in some vain attempt to rectify the fact that the speed of technology moves faster than my feeble mind can possibly comprehend – rather, it is an acknowledgement that I am able to identify the 800-lb gorilla in the room when he is inspecting my head for fleas. We’ll call this great ape Steve Jobs.

The introduction of the iPhone, barely four years ago, changed everything. Not just in the way we communicate, how we navigate, how we interface, or how we accessorize, but in how we perceive the very nature of accessing information. The Web, as we know it, is dead. The ball-and-chain that we associate with the traditional PC/desk interface is becoming as antiquated a notion as television without DVR. Today, the Internet is mobile. It is truly free.

I am what you would call a serial early adopter. I was introduced to mobile browsing by my first “smart phone”, Motorola’s V200 Personal Communicator, which in 2002 was named Editor’s Choice by PC Magazine. Yes, it was a phone. Yes, it could send and receive text messages. Yes, it could handle email. And, YES, it could access the Net. My anticipation was that my long-sought dream of a mobile web would soon be realized. However, with its 2G speed, its tiny, monochrome, non-tactile display and text-only browser, the overall experience was less than nirvana. Today, my V200 sits in my drawer of misfit technologies, products that were perhaps a bit ahead of their time but failed to provide the killer app. My drawer is full of phones.

motorola device

Motorola described that its new technological marvel “combines advanced messaging and calling capabilities in a stylish, compact unit”

And then came Steve…

With today’s smartphones, including but not just limited to the iPhone, millions of us experience a rich user-interface and seamless access to the web and all its bounty – websites, movies, music, news, etc. Just take a look at some of the trending:

  • 63.2 million unique users in the US accessed news and information using a mobile device in January, 22.37 million did so on a daily basis.
  • Web access using mobile devices on a weekly basis grew 87% from 10.31 million to 19.28 million.
  • Monthly unique mobile web usage was up 71% from 36.87 million to 63.18 million since January of 2008.

But for many of us, the novelty of pulling up a website on a phone has worn off. For starters, smartphones don’t play Flash, making literally millions of websites absolutely useless for the mobile user. In addition, even websites that can be displayed properly on a mobile device lack a compelling mobile user experience as the size of the screen renders the content nay un-readable. Sure, the phones have their tricks – the double-tap was a great invention and a personal favorite of mine. However, the fact remains that these websites were designed for large monitors, using a keyboard and a mouse, and accessing them on a tiny device – no matter how high the resolution – leaves us frustrated and believing that there must be a better way.

Today’s modern web philosophy has seen the rise of alternative websites that are designed specifically for the dimensions and features of a mobile device. These “mobile-friendly” websites factor in size and usability to create page layouts that meet user’s needs quickly, show only essential information and make user input as simple as possible.

What is the difference between a Mobile-Friendly Website and a Mobile App?

I have experienced confusion of late with my customers in regards to the difference between a “mobile-friendly” website and a mobile app. Both are buzz words and both might seem to imply the same thing to the non-geek.

Allow me a moment to clarify their distinctions through rudimentary definitions:

Website

  • Website built for PC / Mac (enough said)

Mobile-Friendly Website

  • Website built specifically for mobile devices

Mobile App

  • Internet application that runs on smartphones and other mobile devices

Mobile Websites

When you’re building a website for viewing on a mobile device, you have to forget just about everything you know about traditional website development.

  • On a mobile device, screens are small. Because of that, you don’t want to display global navigation on every page as you would on a traditional site. For mobile devices, keep navigation links to a minimum.
  • Keep content to a minimum. Communicate only the most essential information.
  • Mobile device users are mainly interested in doing something. Strip away content that are research oriented, such as “About” and “Company History” pages.
  • Make sure every page has a “Back” button at the bottom, since mobile browsers typically don’t display one.
  • Don’t try to replicate the complicated design aesthetics of the main website – start from scratch and keep design to an artistic minimum.

Mobile Apps

Mobile apps aren’t websites at all – they are programs, human.

  • Apps are mobile software developed by using different platforms and programming languages based on the target mobile device.
  • Today, there are countless hundreds of thousands of mobile apps. Apple categorizes its Web apps as follows: Calculate, Entertainment, Games, News, Productivity, Search Tools, Social Networking, Sports, Travel, Utilities, Weather.
  • Usually task-specific – simpler, seeker services in favor of open, unfettered web
  • Less about the searching and more about the getting
  • True ‘Native’ apps do not require Internet access.
  • Content already downloaded to a smartphone can be instantly accessed. No waiting for web pages to download.
  • Can take advantage of a smartphone’s inherent technologies (eg, GPS, voice-recognition, touch screen, gyroscopes)
  • Create an omnipresent brand placement on a user’s smartphone desktop. Prime real estate.

When an organization is planning its Internet Marketing Strategy (IMS), it should strongly consider developing for all three platforms (website, mobile-friendly website, mobile app) so as not to neglect its current and/or potential users, regardless of where they are coming from. Although a mobile-friendly website and a mobile app may have features that are redundant, it is important to consider the differences we outlined above and determine how each can provide a unique and specialized user experience. For example, a college app might include a campus map, or a fast food franchise might include a location finder that locates the nearest chain via the smartphone’s GPS capabilities. Both of these features can be replicated on either a standard website or a mobile-friendly website; however, the benefits of these applications running on a native platform – not from an HTML web page running on a remote server – are significant in terms of time and ease of use. Think of the difference between watching a movie on DVD and streaming it online. Plus, having your app residing on the desktop of your user’s cell phone provides a one touch convenience that will ensure a satisfactory experience and encourage multiple uses – perfect for that moment when the mood strikes for a triple-decker caribou slider.  Proactive marketers can push the envelope even further by ‘pushing’ a message about that slider out to a user when he or she is in a geographically close proximity, thus actually creating the mood. This is something that only an app can do.

One potential down-side of mobile apps is Interoperability – the ability of software to function on multiple platforms – versus User Experience – the optimization of software to function at its highest degree on a specialized platform. Take an iPhone app for example. It must be programmed in the iPhone’s native platform, Objective C. Unlike a mobile-friendly website that will work on any smartphone, a native app built for an iPhone will not work on any other phone, thus eliminating about 70% of current smart devices. In order to cover the breadth of the smartphone market, therefore, one must build individual apps for the iPhone, Android phones, Blackberry, Windows Mobile, and Palm platforms. This can be time-consuming and expensive.

smartphone marketshare diagram

smartphone marketshare diagram

While the Android OS has overtaken Apple (iOS) in market share the two combine for almost 80% of the total market.

However, given the dominance of the iPhone and Android phones, an organization can cover roughly 80% of the smartphone market simply by building on these two platforms. An emerging option for complete Interoperability is to develop what has been coined HTML5 Apps, which have one single core application, are written with web standards, primarily HTML, CSS, and JavaScript and are deployed on more than one mobile platform. More on that later.

Regardless of whether you are an iPhone, Android or Blackberry user, these issues should be given strong consideration. Do the research and see what types of devices your customers are using. For example, if they are government employees, they most assuredly will have a Blackberry. Technical people may favor the Android platform due to its open source while creative people tend to fall in with the Apple-lovers crowd.

So, which platform is right for you? In addition to your website –  and its not inconsequential costs – do you need to invest in both (mobile web and mobile app) or should you hold back? Our belief is absolute that, regardless of whether or not you have a mobile-friendly website and/or a mobile app, you must have a mobile PRESENCE going forward. Not later. Not next year. NOW. Because, just today, consider that about 20% of people visiting your website are doing so from their cell phone, and that number is growing exponentially. And if your organization invests the time and research to learn about the inherent qualities of each emerging platform and how they can better serve your existing and potential users, you will find yourself at the cutting edge and in a competitive advantage over those that are trying to eat you.

Thanks, Steve. Have a banana.

Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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PC Sales Declining: Do We Care?

A new report predicts worldwide sales of personal computers are bound for their first annual decline in 11 years. The forecast issued Wednesday by the research firm IHS iSuppli projects that nearly 349 million PCs will be shipped this year. That would be a 1 percent decrease from nearly 353 million PC shipments last year. Although small, the anticipated decline would be the first time that annual PC sales haven’t grown since 2001.

For most of us, this news comes as no surprise. With the historic proliferation of mobile devices hitting the market in recent years, industry followers have seen the writing on the wall for some time now. Mobile devices, such as smartphone and tablets, are cheaper, portable and can do many of the same things we do on our desktop devices. While there will always be the need for powerful computers to manage the heavy lifting of today’s modern world, the average user simply does not require such processing capability. Most of the folks at DeepBlue have tablets, specifically the iPad. Some here have gone so far as to use their iPad as a PC replacement, although I still depend mightily on my MacBook Air. Still, the concept of a post-PC world is intriguing. What if, instead of allocating responsibilities to my laptop, iPad and iPhone I have a single device that sufficiently services all my needs, wrapped up into a neat, mobile package? The possibilities of a post-PC world are staggering – cheaper, more accessible and better connected products that find their way into the woodwork of ambiguity, making every aspect of our life connected 24/7/365.

The death of the big box era in computing is inevitable. It will be very interesting to see what follows and how we as humans adapt.

Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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Responsive vs. Adaptive Design: Which Approach is Best?

Those of us in the web industry have become familiar in 2012 with a new approach to website development. Responsive Web Design, or RWD for short. The promise of RWD is that it allows developers like DeepBlue to create a website from a single-data source and adjust its layout accordingly to provide an optimal viewing experience – easy reading and navigation with a minimum of resizing, panning, and scrolling – across a wide range of devices (from desktop computer monitors to tablets to mobile phones). RWD provides an elegant solution for a complex problem – how to develop a single website that satisfies today’s multi-platform consumer. RWD is not a new technology; rather, it is a new way of thinking about the web. Although a website built using a responsive approach is self-evident when pointed out, we have found that the term creates much confusion with customers, hence the purpose of this article. To try to clarify, we will define the two main design approaches to modern website development – Responsive Design and Adaptive Design – and allow the reader to decide for themselves which approach is right for them.

Let’s begin with the basics:

Responsive Web DesignMultiple Fluid Grids

Adaptive Web DesignMultiple Fixed With Layouts

Confused? I don’t blame you.

RWD uses something with the obscure concept of fluid-based proportion grids. Instead of designing a layout based on rigid pixels or arbitrary percentage values, a fluid grid is more carefully designed in terms of proportions. This way, when a layout is squeezed onto a tiny mobile device or stretched across a huge screen, all of the elements in the layout will resize their widths in relation to one another. In addition RWD uses flexible images, and media queries, and when all three components are combined we create a quality experience for users no matter how large (or small) their display.

Make sense?

Let me try to put this in simpler terms: RWD websites are like silly putty, they have the ability to bend and curb, essentially morphing themselves into the proper dimensions for any web experience, including desktop, tablets and smartphones. For those of you who remember the 1996 Summer Olympics in Atlanta – think Whatizit, just without all the horrible embarrassment it befell onto our fair city.

Olympics Logo

Got it? Good. Let’s move on.

Adaptive Web Design (AWD), on the other hand uses a fixed width layout in designing and developing a website. Instead of a responsive site that will adjust itself accordingly, the AWD approach is to create multiple versions of a website based upon its anticipated use. We used this approach for the Tennessee Aquarium website several years back. At that time, the iPhone had just made its glorious appearance onto the scene and users were excited about the ability to visit actual websites on their phone. Granted, of course, that the experience was not always optimal – I will not even mention Flash – we loved the fact that the geniuses at Apple were thoughtful enough to create an intuitive, gesture-based interface which allowed us to zoom in and out, making it possible to read content that was designed for a larger screen on our tiny 3.5 inch phone. For the time being, it was good enough. Soon, however, customers started complaining to us that their customers were complaining to them that their website was not very useful on their smaller devices. They asked us if we could create an alternative version of their website, designed specifically for small screens, squinty eyes and fat fingers. Witness the birth of the mobile-friendly website experience – a scaled back, dumbed down, easier to use version of what has become affectionately known across small screens everywhere as the ‘full site’. Even though the creation of a mobile version required additional cost, design, development and the creation of a sub-folder inside the CMS (thus duplicating content entry efforts), our customers were once again happy because, indeed, their customers were also happy.

Between the years 2006-2010, the Adaptive Web approach dominated mobile strategies. Essentially, we developed two websites – one for the desktop experience and one for the smartphone experience. Then, wouldn’t you know it, those geniuses at Apple introduced yet another disruptive product. The iPad. What exactly was the iPad? At the time, we were not quite sure. It wasn’t a laptop, yet it wasn’t a phone either. It was a brand new category. Inevitably, our customers started calling us asking about how we can help them optimize their tablet experience. Although the average website will default to its desktop version on a tablet, the content was not always an ideal fit, especially in portrait mode. Should we really build a third website that was optimized for tablets? Will customers actually pay for three websites? Things started to get a little murky, and that’s when we started hearing about yet another rumored device that would strike fear in the heart of designers – the iPad Mini!! Chaos ensued.

It all started to change with Responsive Web Design, an article by Ethan Marcotte on A List Apart. Essentially, the article proposed addressing the ever-changing landscape of devices, browsers, screen sizes and orientations using what you are now familiar with (thanks to this article) as the Responsive Design approach. RWD is still in it’s infancy and best-practices are being established as I write this article. It is by no means flawless – the concept of pixel-perfect has been thrown out the window along with Flash architecture. But it does represent the single greatest hope for a portable web that works the way we expect it to.

Earlier in this article, I offered to clarify the differences between RWD and AWD and allow you, the reader, to decide for yourself which approach is best for you and your organization. I realize that my intentions for objectivity may have been slightly influenced by my obvious subjectivity and preference for RWD. Still, I leave the ultimate conclusion to be made by you. If you were undertaking a new website, which approach would you choose?

RWD Rules!

Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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