Think of the last time you used your smartphone or tablet to access a website. Were you able to find the information you were looking for? Did you have trouble navigating the page because of screen size limitations? Did you leave the website before making a purchase due to these problems? Responsive Design improves the customer experience and helps your customers find the product or service information they are looking for. Watch our webinar to learn: • The Importance of Mobile User Behavior Search Engine Optimization Considerations • How To Create a Consistent User Experience Across All Channels • Create Contextualized Interactions To Deliver the Right Experience to the Right Device

1. Webinar:
How to Create Meaningful Mobile
Experiences With Responsive Design
Deliver the right experience
to the right device.
with your host, Brian Harris
Director of Digital Services, iSG
presented by:
@bridgeline
Bridgeline.com

2. Please engage with this presentation
We welcome your questions…
As the presentation is being given, we welcome your inquiries.
Just open the questions pane and ask what you want to know!

3. About the presenters
Visit us at: bridgeline.com
Follow us: @bridgeline
Brian Harris @brianart
Director of Digital Services, iAPPS Success Group
BFA Computer Graphics, Syracuse University
bharris@bridgelinedigital.com
Lauren Moore @bridgeline
Vice President of Interface Design
BFA Electronic Multimedia, University of Florida
lmoore@bridgelinedigital.com
Tom Lynch @bridgeline
Vice President of Interface Design
Bachelors degree in Graphic Design
from the Fashion Institute of
Technology
tlynch@bridgelinedigital.com

4. Who is Bridgeline Digital

5. How We Build Customer Success
We help our customers achieve their key initiatives by
leveraging leading web based technologies
“No other company in the web engagement marketplace can provide for its customers
the integrated solutions Bridgeline provides.”
- Scott Liewehr, DCG

6. Introduction: The Itinerary
What we are talking about today …
Mobile. It‟s not a technology. Or Strategy.
It’s a connection.

7. Introduction: Why We‟re Here
Bridgeline Digital’s Mobile Maturity Model:
Stage #1
Stage #2:
Stage #3:
Stage #4:
Awareness
Planning
Action
Maturity
CMOs & eCommerce
Professionals
Recognize Mobile as
critical to business
objectives, but 2/3
indicate they don't have
a strong understanding
of the mobile user
experience.
72% of respondents
expect to invest more
in mobile channels.
Vendor selection to
implement the
planned technology
to deal with the
Mobile Revolution.
Your business has a
meaningful &
contextualized
presence that
seamlessly meets the
needs of your
customers.

8. Introduction: The Itinerary
Why Embracing Mobile Matters:
Brand
Long-Term Opportunities
Mobile Commerce/Conversion
A Different Kind of Engagement

9. Introduction: Mobile & Brand Preservation
Why Embracing Mobile Matters
Brand

Google found 72% of online
shoppers expect businesses
to have a mobile-friendly
website

55% say a poor mobile
experience will hurt their
opinion of brand

10. Introduction: Long-term Mobile Considerations
Why Embracing Mobile Matters
Long-Term Opportunities

89% of customers do business with a competitor
following a poor customer experience (IBM)

72% of companies said that mobile accounts for more
than 10% of traffic, up from 52% in 2012 (Google)

67% of consumers said they‟re more likely to make a
purchase if a website is mobile-friendly (Google)

11. Introduction: Email Still Wins the Day
Why Embracing Mobile Matters
Mobile Commerce & Conversion Success

In 2013, Mobile Commerce grew to grow nearly 70%, reaching $41.7 billion

Growth would exceed BoA pace, which projects Mobile Commerce to reach $67 billion by 2015

Monetate reported that Q1 of 2013 marked the first time conversion rates on tablets exceeded desktops.

12. Introduction: Mobile Customer Engagement
Why Embracing Mobile Matters
A Different Kind of Engagement

91% of smart phone users have
their phone within arm‟s reach 24/7

31% of American Adults who have
cell phones use it for the majority of
their Internet use

13. What Is Responsive Design?
Lauren Moore
Vice President of Interface Design

14. What is Responsive Design?
What is Responsive Design:
“
Responsive Web design is the approach that suggests
that design and development should respond to the
user‟s behavior and environment based on screen
size, platform and orientation.
Kayla Knight, Smashing Magazine
”

15. Why Responsive is the answer:
Breaking Down the Alternatives
Marrying devices, instead of a
concept, limits business presence
The “App” Problem:
 To find an App In Marketplace and Download Is Active
Experience.

Must Develop Different Apps For Different Devices
 Quarantined content isn‟t shareable (prevents virality)
Separate Mobile Website:
 Creating separate Mobile websites hurts SEO.
 Mobile Sites Appear Fragmented On Desktop/Laptops.
 Requires content updates in two separate locations.

16. Reasons Why Responsive Works
Importance of User Behavior
Smart Device Users Rely Heavily on Search
In November 2013 alone:
OVER 19 Billion Search Queries Occurred Across Five Major Search Engines.
26% of 19B = 4.94 Billion Inquiries On Mobile Devices

17. Reasons Why Responsive Works
Importance of User Behavior (Continued)
Customer Tendencies: Action, Not Volume, Is Critical

9 out of 10 smart phone searches
result in customer action with over
half leading in a purchase.

58% of Americans use their smart
device on their way to the retail store
or in store.

18. Reasons Why Responsive Works
Search Engine Optimization Considerations
From Google’s Developer Guide:
 Single URL creates easier user
interaction and sharing opportunities
 Helps Google‟s algorithms assign the
indexing properties for the content
 No redirection is needed for users to
get to the device-optimized view &
reduces loading time

19. Reasons Why Responsive Works
Consistent User Experience Across All Channels
Social Considerations: Example Twitter
From Twitter Advertising Team:
“
Think about content that‟s easy to interact with and consider
the experience beyond the Tweet too – for example, link to
sites that are optimized for mobile.
– Twitter
Mobile Users are More Engaged:




44% more likely to click on links
66% more likely to reTweet
76% more likely to favorite a Tweet.
More than 60% of Twitter users log-on to via a mobile device
”

20. Reasons Why Responsive Works
Consistent User Experience Across All Channels
Don’t Submarine Email Marketing Campaigns with a Call-To-Action
That Leads to a Fragmented Web Experience.
Half of all unique opens occurred on a mobile device
Desktop-only
Webmail-only
Mobile-combo
Other
Mobile-only
Unique opens
Source: Experian Marketing Services

21. Reasons Why Responsive Works
Contextualized Interactions
 2 out of 5 companies agree that
'delivering positive customer
experiences is harder on a Mobile
Device„ (IBM)
 Responsive Design empowers
companies to best deliver the right
experience to the right device

22. Creating a Responsive
Web Design
Tom Lynch
Vice President of Interface Design

23. Creating a Responsive Web Design
Discovery Phase
1. Interview End Users, Stakeholders
2. Conduct Competitive Analysis;
Analytical Review For SEO
3. Establish Content Hierarchy
4. Develop Site Map
5. Create Wireframes
6. Usability Testing
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
STEP 6
Interview
End Users &
Stakeholders
Conduct
Competitive
Analysis;
Analytic
Review
Establish
Content
Hierarchy
Develop
Site Map
Create
Wireframes
Usability
Testing

24. Creating a Responsive Web Design
Discovery Phase: Develop Site Map

25. Creating a Responsive Web Design
Discovery Phase: Homepage – Wireframes

26. Creating a Responsive Web Design
Discovery Phase: Homepage – Screenshots

27. Creating a Responsive Web Design
Discovery Phase: Product Details – Wireframes

28. Creating a Responsive Web Design
Discovery Phase: Product Details – Screenshots

29. Final Thoughts …
1. You’re not late to the party, but the 13th hour is
upon us
2. Responsive Design is the panacea to the mobile
puzzle
3. Mobile Maturity starts at selecting the right
technology, and ends with creating a seamless
experience … regardless of device

30. Q&A
Brian Harris
Lauren Moore
Tom Lynch
Director of Digital Services
Bridgeline Digital
@brianart
Vice President of
Interface Design
Bridgeline Digital
@Bridgeline
Vice President of
Interface Design
Bridgeline Digital
@Bridgeline

31. Thank You for joining the Webinar!
Follow us on twitter: @bridgeline
Visit us at: www.bridgelinedigital.com