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Responsive Web
Design

Jason Milstead
@jason_milstead

@whitepages #sicResponsive
More devices than humans on earth

2
Mobile search to exceed desktop volume

3
6% of Fortune 100 sites are mobile
friendly

4
Not just a trend

“2013 is the Year of Responsive
Web Design” – Mashable

5
The Company & The Consumer Site

Top 40
web property
+

over 2B searches/year

+

Largest & most trusted
consumer directory

55 million
monthly unique web
users
50 million iPhone &
Android app downloads

6
2x Growth from Phone and Tablet

7
1/3 visit on tablet or mobile phone

8
Responsive benefits
•
•
•

Unified experience across all access points

Monetize shifting mobile and tablet traffic
Common web platform

9
Responsive challenges
•
•
•

Building and testing four views at once

Not just a design project
Ad partners need to support mobile traffic

10
PRODUCT TEAM

11
Web team

•

Product

Management

•
•

Design
Developers

12
How we work

•
•

Lean and Agile development process

Limited documentation, focus on direct
communication

•
•

Design spec as starting point
Project sprints for responsive design

13
DESIGN

14
Four breakpoints based on screen
size

15
Flat, modern design

16
Touch-friendly search forms

17
Search results card layout

18
Reorganized details page

19
Grid layout – Tablet & Desktop

20
Grid layout – 7in Tablet and Phone

21
Native Advertising

•

People search
native ads

•
•

Responsive design

•

Key to monetizing
mobile traffic

“Sponsored by”
content returned by
partner APIs
Custom and standard display ads

23
MORE THAN DESIGN

24
Rebuild Rails architecture
Old: Rails 2.1

Responsive: Rails 4

Address
Railcar

Biz
Railcar

People
Railcar

Phone
Railcar

Ad Railcar: Native & Display

Line: CSS & Static Content

25
Optimizely and Google Analytics
•
•
•

A/B tested old site vs responsive design
Optimizely – fast, simple, pay as you go
Compare key metrics (Bounce rate, CTR, PV/Visit)

26
NewRelic app monitoring
•
•
•

Upgraded Rails 4 app for site speed
Measure app performance by browser type and request
NewRelic to monitor entire technology stack with alerts

27
SEM – Enhanced Campaigns
•

Responsive design allows site to adjust to

user’s screen size, improving advertising ROI

28
SEO – HTML sitemaps

29
Responsive rollout

•
•
•

Q1: Homepage, navigation & footer

Q2: People search
Q3 – Q4:

– Reverse Phone
– Reverse Address
– Business Search

•

Constant design iterations to improve
user engagement and ad performance

30
Key metrics from responsive

•

Pageviews/Visit up 15%

•

Ad revenue up 20%

– Mobile native ad CTR higher
than desktop

•

Bounce rate declined 26%

– Page speed dropped 5
seconds
31
BEST PRACTICES

32
Learn from our experience

• Mobile traffic to your site will double
• Responsive design is more than
“design”

• Test your way to a successful rollout

33
Thanks!jmilstead@whitepages.
com

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Jason Milstead of WhitePages - Keeping up with the Mobile World at SIC2013

Hinweis der Redaktion

  1. Over 7 billion mobile-connected devices by the end of the year