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A brief history lesson
2009
A brief history lessonA website that looks good no matter
where or how I access it.
bouncebargainrentals.com
A brief history lessonA website that looks good no matter
where or how I access it.
alistapart.com/article/responsive-web-design
Waterfall
Image: http://dmall.me/ZX7pfN
Image: Google “flexible old lady”
AGile
responsive web design is
hard/easy
Be afraid/Don’t worry!
What changed?
Web design used to be so easy!
Things are different now.
88% of people have a mobile phone. The
number of people that use their phone to
access the Internet went from 31% (2009) to
55% (2012).
35% of people in the
US don’t have
Internet access at
home.
59% of Americans
who make less
than $30,000 have
no Internet access
at home.
88% of Americans
without a high
school diploma
don’t have Internet
access at home.
—Karen McGrane, via Luke Wroblewski. http://www.lukew.com/ff/entry.asp?1602
The way people are using
the web has changed.
design process
z
“Here’s what your
site will look like”
A typical design approach
Image: dmall.me/13cuOBM
zero-sum game
Designing to breakpoints—or worse, device width—is a
“Here’s what your
site will look like”
A typical design approach
“Here’s what your
site will feel like”
A new design approach
Visual inventory
Design by reference
Visual inventory
Design by reference
Visual inventory
Design by reference
Visual inventory
Design by reference
Visual inventory
Design by reference
Visual inventory
Design by reference
Solve your own problems by using
the successes and failures of others.
Visual inventory
Design by reference
Visual inventory
Design by reference
Photoshop comps
don’t cut it.
At least not the way we used to do it.
dmall.me/XA93U2dmall.me/13dialY
“I’m not making a case for ditching
Photoshop altogether and designing
solely in the browser but rather better
understanding how we use Photoshop in
modern web design.”
—Brad Frost, Front-End Designer
“I don’t think we’re in a post-P S D era, but
I do think we’re moving towards a
post-‘full-comp’ era.”
—Me
New design deliverables
Style tiles, element collages, & style prototypes—oh my!
Style Tiles
styletil.es
“[Style tiles are] a catalyst for
discussions around the preferences
and goals of the client.”
—Samantha Warren: Designer, Twitter
dmall.me/13dv0R2
a game of riddles
There is a cabin on the side of a mountain.
Three people are inside and they are
dead. How did they die?
They were killed in a plane crash.
* airplane cabin
Image: dmall.me/11fsiFO
There is an ancient invention still used in
some parts of the world today that allows
people to see through walls. What is it?
Windows.
Image: Hope for Today, by Shane Mielke—dmall.me/13dXv1h
A woman leaves home and makes three
left turns. She returns home again. On the
way, she passed two women with masks.
Who were the two women?
The umpire and the catcher.
Image: dmall.me/13dXWsm
Too much abstraction and lack of context
lead to misdirection.
The point
element collages
danielmall.com/articles/rif-element-collages
element collages
element collages
element collages
element collages
element collages
element collages
element collages
“Electric”
“Shape, book, heart, bubble”
“Visual booklists”
“Pages… themed in books”
“Turn the page for step 2”
“Turn the page for step 2”
“Visual booklists”
“Pages…
themed in books”
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
rif.superfriend.ly/designs/round2
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
“Obviously this is not a website.
But I see how it could be one.”
—The perfect client’s reaction to an element collage
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
Turn powerful phrases into visual hooks.
bradfrostweb.com/blog/post/atomic-web-design
demo.pattern-lab.info
“Obviously this is not a website.
But I see how it could be one.”
—The perfect client’s reaction to an element collage
clearleft.com/thinks/visualdesignexplorations
drbl.in/gXno
“It’s like giving your client a peek
at those hidden layers.”
—Paul Lloyd: Senior Visual Designer, Clearleft
“It’s like giving your client a peek
at those hidden layers.”
—Paul Lloyd: Senior Visual Designer, Clearleft
We will replace presentations
with conversations
“We must move away from the place where the
client sits with arms crossed in the role of judge,
and we take to the stage with song and dance in
the role of auditioning talent. While both parties
find the showmanship of our craft titillating, the
practitioner’s is a stronger place than that of the
performer. It is this practitioner’s position from
which we must strive to operate. Practitioners do
not present. Stars do not audition.”
—Blair Enns, dmall.me/13eVrWD
style prototype
dmall.me/11g6UQK
dmall.me/11g3Ow0
4 design process tips for
responsive web design
From Vox Media Director of Design Ted Irvine (@ted_irvine)
“Things can look beautiful in Photoshop, but having
them work responsively in code gives you a more
honest sense of the design. As designers, we're often a
bit dishonest about content. We realized that the more
quickly we got into code, the more quickly things
broke, and the more quickly we could fix them.”
be honest
j
1
“Prototype with real content.”
real content
j
2
“We still do a lot of work in Photoshop when we
needed to focus. Sometimes when you work only in
code, you work too fast. We needed to slow down.”
Slow down
j
3
“We always start with a 2-week typography study in a
browser. For responsive projects, design elements go
away when the viewport gets smaller, so typography
plays an important part in carrying the brand.”
Start with type
j
4
Designing in
the browser
Designing in
the browser
dmall.me/Xza8z5
Photoshop will have a place in my workflow
for a long time to come. It allows me to be
expressive in a way that I can’t be with code.
inventing
on principle
Bret Victor—vimeo.com/36579366
inventing
on principle
inventing
on principle
“How would I ever have discovered that
[animation idea] if I had to compile every time I
made a change? So much of creation is about
discovery, and you can’t discover anything if
you can’t see what you’re doing.”
—Bret Victor
For some, “designing in the browser” actually
means skipping design to starting building instead.
“Let’s change the phrase
‘designing in the browser’ to
‘deciding in the browser.’”
—Me, http://the-pastry-box-project.net/dan-mall/2012-september-12/
Yes, I realize I just cited myself.
Again.
I am so sorry.
A modern design
workflow starts in
the sales process
You can’t expect to implement a new
process if you’re selling the old way.
You can’t expect to implement a new
process if you’re selling the old way.
You can’t expect to implement a new
process if you’re selling the old way.
dmall.me/13c9Jrd
Not the first time
we’ve heard that.
“CS S is so boxy.”
—Everyone in 2001
csszengarden.com
CSS Zen Garden
“At the time, people didn’t
understand why CSS was important.
I wanted to show them.”
—Dave Shea
the modern-day
equivalent of the
css zen garden?
bostonglobe.com
microsoft.com
responsivenews.co.uk/news
polygon.com
It’s all of those
and none of those.
We’re still figuring
all of this out.
IA/UX
Design
HTML/CSS
JavaScript
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
proposed schedule
IA/UX
Design
HTML/CSS
JavaScript
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
Actual schedule
Let’s keep talking,
tweeting, posting,
and sharing.
and remember…
responsive web design is
hard/easy
Be afraid/Don’t worry!
Thanks!
B u
@danielmall dan@danielmall.com

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