DrupalCon Portland 2013

Creando sitios y aplicaciones web en la nueva era post-móvil

Jeff Eaton  · 


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hi yeah that creaking isn't going to go okay hi welcome to building for the post mobile world it's got a relatively cheeky and ambitious subtitle basically going to be talking about why on mobile websites are doomed why your future is full of structured

content and how you can build stuff without going bankrupt well hopefully or bankrupt less bankrupt than you would otherwise we know how web stuff goes hi my name is Jeff eaten I go by eaten on Twitter and most other Internet places I'm with company called

la la botte we do strategy design and development for relatively large sites lots of them about to press next and sadly it's a light grey so you're going to have to trust me that there are the logos of awesome companies like you know best buy and WWE

and Martha Stewart and NBC we we actually built God's website but you totally can't see it because of the now the reason I usually show this slide isn't just to test the gamma levels on the projector but also to give a little bit of insight into

the kinds of organizations that we tend to work with because we tend to see a lot of similar problems we've been building sites for companies like this for probably about seven years or so now and there's a lot of common patterns that come through

both in the state they're in when we start working with them and the kinds of challenges that we end up finding is that we work through and build out new projects for them feel free to leave if a you don't actually manage or publish content you know

you might actually be in the wrong conference entirely but you know you're definitely in the wrong room if all you really work with is small static content it doesn't change a lot drupal can be an odd you know match for that kind of site but I yet

people still build a lot of interesting stuff with Drupal it's just that the kinds of things that we talking about in this session are going to be really really geared towards people who deal with large volumes of content or a lot of turnover in their

content they have to deal with the fact that that stuff that's getting published and put out there on the site has real value and they need to keep managing it effectively on a day-to-day basis also if you have an infinite budget or unlimited staff resources

or like a giant intern making machine that just keeps pumping out eager people who want to like you know tweak your markup when you decide things need to change yeah probably you know you're you're good so you don't need to listen to this you can

just throw bodies and dollars at any problem you've got also if you're retiring in 2014 you might actually just be able to wait out most of the stuff we're talking about and just have margaritas while the rest of us are trying to get things working

on Google glass or whatever is actually hot in like two years otherwise please stick around and feel free to follow along or heckle on Twitter on the post mobile hashtag I'm going to be throwing out some statistics in a lot of references and if the Wi-Fi

holds up it's going to be tweeting out the links to more information and background studies on some of the stuff that I'm referencing in this so the first thing that I think we're all sort of coming to grips with is the fact that Mobile is not

a new trend any more people using mobile phones and mobile devices to get at the stuff that we publish is not something that you read about in Wired it's something that you read about in Reader's Digest at this point it's here I'm going to

kick off with a quote from Karen McGrane his excellent book content strategy for mobile gives a really good overview a lot of a lot of these issues one of the things she said in Alyssa part article a while back was that people don't want different content

or less content when they come to your site or to your properties with different devices what they want is their devices to be able to look at the stuff you've provided they expect that and they imagine the devices that they use whether it's a laptop

or their cell phone or whatever they think of that as just a window to this stuff that you have and the users no longer consider it a problem with their device if your stuff doesn't work on it they consider that your problem and think you're broken

well maybe not you personally they may actually like you but your site definitely broken it's a current crisis today for a lot of organizations because frankly lots of our websites just flat out don't work well on mobile and there's a lot of reasons

for that that we're going to be getting into but the reality is that fifty-seven percent of adults in the u.s. currently use their mobile phone for browsing websites fifteen percent of u.s. adults use their phone for primary internet access that means

that the vast majority of the web browsing that they do is just on their phone they don't just you know dash to and from the airport and occasionally like check their flight times it's what they really read stuff with and in different demographics

that spikes way higher in certain minority groups and low-income groups or in like teens and other other demographics it's even higher percentages teen girls specifically like ages about thirteen to eighteen forty seven percent of them use a mobile phone

as their primary internet access and web browsing device if your company targets that demographic think about the fact that that's a higher percentage than the number of ie users not I six users are IE 7 users just people who use Internet Explorer are

outnumbered in that demographic by people who only use their mobile phone to look at your site it's no longer a feature that we add it's just a place that it has to work but it actually is a little more complicated even than just everyone's now

shifting to mobile at the same time we're seeing a rise in people who use quote-unquote mobile devices in ways that we didn't really expect a couple of years ago seventy-five percent of mobile usage like you know oh i'm on my phone i'll look

something up happens at home or in the office where people have access in most cases to some other internet accessible device but decide to use their phone because it's what they're holding or I'm on the couch or i'm actually walking somewhere

and i don't want to go to the or go to my other room and look something up ninety percent of the people who use mobile devices also split tasks between multiple devices in many cases for example they'll look up a product on their phone and then an

hour later go and purchase it on their desktop machine or they'll search for something and look at it on their tablet when they sit down or another cop really common pattern was people who found news in the morning on their desktop machine and then while

commuting on a train or something like that would go and read it on their phone now what they're looking for isn't some kind of wildly different kind of content or a different experience they want the exact same thing that just happens to be the device

they're holding and what the really chilling statistics is that sixty-eight percent of the people in one of those studies said that if they went to a website on their phone and it what didn't work they wouldn't bother going to the desktop website

they wouldn't say oh I should go check it out at home on my desktop machine they just said we're whatever I'll find another website and that's that's a real shift from what we were seeing even a few years ago the lesson to take away from

this is the idea that parity between what we're giving to people on a desktop site or a mobile site or a tablet site or wherever they're trying to get it stuff is no longer optional they consider that again as you know Karen McGrane said these are

just windows onto the stuff you have to offer and if the window they're looking at it through is blacked out they're not going to hunt around for a different one one of the things that we end up seeing a lot we work with a lot of large media and publishing

companies there's been a real uptick in people who felt like you know okay that's great we can fix this by rolling out apps you know who here quick show of hands who has had a business stakeholder who's gotten super excited about apps yeah okay

sweet not alone it varies wildly depending on the kind of functionality that you care about building apps isn't cheap who here is actually paid to build an app okay yeah well stack overflow actually did a survey of a bunch of different development shops

and a bunch of people collected their they're sort of compared their notes and the running average was somewhere between fifty thousand dollars and a hundred and fifty thousand dollars to roll out a reasonably feature-rich mobile app now if all you're

doing is piping in an RSS feed and presenting it or doing some geolocation stuff you can do that you know much lower cost but a lot of the excitement around mobile apps versus just a mobile website is this idea that it can offer so much more you can offer

this incredibly rich deep experience with the power of your mobile device but that doesn't come for free and on top of it the idea of publishing an app isn't some sort of like you know money fountain sixty percent of the apps in the App Store don't

get downloaded now a lot of them are fart apps that's true but it's not like simply putting it out there means that people are going to be just hoovering up your app and are going to be highly engaged users and stuff like that fifty percent of the

time that people actually spend in apps is either on Facebook or playing games a lot of the time that people spend engaged in apps is already being hoovered up by other groups or you know other other organizations that have already gotten a real solid anchor

in gaming and stuff like that it's very fragmented the time that you know people spend with that I don't want to belabor this point but it comes up so frequently that like that is that's going to be our silver bullet they can be a really important

part but they're not going to solve the underlying problems that are making these mobile and multi-device issues problematic who here is thinking ah yes but responsive web design that's the solution sure yeah okay there's some excited people now

I agree to an extent but the problem is responsive design is ultimately about providing one fundamental set of HTML you're put out putting one document and you're using nuanced complex CSS rules to decide how things should get shuffled around and moved

around on the page based on screen size perhaps certain other cues that you get from the device but ultimately that kind of approach is really easy to push to its breaking point this is a terrifying image for anybody who's thought about what kind of break

points they need on their responsive site it's a couple of people a couple of sort of future friendly web design people who got together we're talking about some of these issues and decided just for kicks they would pool all of their mobile devices

and laptops and tablets it's about a dozen people and I think they were able to represent something like 80 bajillion different screen sizes and for better or worse if we're really serious about trying to get things working well on the different devices

that people look at the mat we have to accept the point that we have to accept the idea that there is an ever increasing number of break points there is an ever increasing number of device profiles that we can't simply sit on it and assume that roughly

iphone and ipad sized things are what we're trying to target with our responsive designs forever even devices like Google glass are starting to push the boundaries of what constitutes a thing we should try to design for in theory it's just another

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