21
Jun
Call me unambitious but I think it’s unlikely the Boston Globe will ever be a client of ours. Nor for that matter will any other massive content publisher.
It’s for this reason and a few others that I increasingly view the charge towards responsive web design with cautious optimism.
It’s not that I am a naysayer, far from it. I’ve read Ethan Marcotte’s most excellent and recently published treatise as well as his earlier essay at A List Apart. I’ve read Andy Clarke’s take on things in the immaculate Hardboiled Web Design.
As have I read numerous opinions, articles and debates on the subject. I remain firmly unconvinced. Not unconvinced of the technical prowess, the user experience goals, the aim to make the world a better place but more unconvinced at the short and medium term commercial need for this approach.
Marc Drummond waxes lyrical about how Ethan gave him an epiphany (http://marcdrummond.com/web-standards/2011/06/20/hell-bad-devices-responsive-web-design-and-web-standards) which is perhaps testament to Marc’s abilities since all Ethan gave me was a headache and an overwhelming sense that I had to start doing math all over again.
In fairness Jeffrey Zeldman does point out in the forward that those expecting a box of tricks to sprinkle over a new website will need to look elsewhere; it’s hardcore.
It is set to become the first large scale implementation of responsive web design and for this reason, it’s a pretty big deal.
Great. But I say it again. It’s unlikely the Boston Globe will ever be a client of ours. For those struggling with the reference, Ethan Marcotte has been heavily involved with the redesign of the Globe’s new, as yet unreleased, website. It is set to become the first large scale implementation of responsive web design and for this reason, it’s a pretty big deal.
The thing with the Globe is they no doubt have firstly MANY users and secondly a multitude of devices, platforms and browser versions interacting with their content. As a news outlet a much higher percentage than norm of these devices will be smarthphones and tablets.
So the Globe is a fantastic candidate for a responsive approach. As a ‘publisher’ they are also a prime candidate for a content out approach so this is your bone fide, planets all lined up, universal harmony project for responsive. Fab.
They also have a significant budget and the means with which to contract the best and the brightest to build something truly amazing. Of course this sort of project and the persons writing the books, essays and articles are operating in the top 1% of the industry.
To use an architectural analogy it’s like offering a retired couple looking for a conservatory the latest insight into Norman Foster’s contemporary thinking on stadia design. Overkill!!
For the rest of us it’s a little different. To use an architectural analogy, it’s like offering a retired couple looking for a conservatory the latest insight into Norman Foster’s contemporary thinking on stadia design. Overkill!!
We’re all to blame of course. As web designers there exists some unseen force which pulls us towards the latest and greatest. Chasing our heros through twitter, subscribing to every blog, sitting opened jawed at web conferences, we dream of pier review and acceptance into the hallowed halls of web infamy.
The day to day commercial reality can be somewhat less glamourous. Technically ignorant clients, constrained budgets, timescales and limited content. We long for clients who allow us the freedom to go on an idealogical expedition on their dime, but of course that doesn’t happen.
We long for clients who allow us the freedom to go on an idealogical expedition on their dime
How do I even explain responsive web design to the majority of clients? If I don’t how do I justify the need for a bigger budget to support more devices? I’ve read a few extracts claiming that responsive needn’t mean more costly. Rubbish.
The notion that responsive web design does not add time and effort to a project is nonsense. And before anybody throws agile and browser prototyping in my face I say rubbish to that too.
The notion that responsive web design does not add time and effort to a project is nonsense.
Bypass Photoshop and simply design in the browser. Hmmm, yes I’ve seen the ubiquitous two column responsive layout too. Let’s not be overly liberal with the word design shall we.
So why not just go ahead and deploy responsive without telling clients and build it into the price? Because when they look at their website on their iphone they will call you up and say ‘I am not happy that my website looks different on an iphone.’ And can you blame them? Clients still live in a world of absolutes, believing that websites should look the same everywhere.
Clients still live in a world of absolutes, believing that websites should look the same everywhere.
It’s not a ridiculous notion either to be honest. Marketers and brand managers have spent decades learning about the importance of consistency and attention to detail. Us web lovies come along and tell them experience should change depending on where it’s viewed.
I would have some sympathy for this idea if it was the product of original thinking but it’s not. It’s a conclusion extrapolated from the technological limitations thrust upon us by a combination of different browsers and different screen sizes. We have actually managed to convince ourselves that it’s acceptable to argue with a client about brand consistency because of ‘the size of a screen’.
We have actually managed to convince ourselves that it’s acceptable to argue with a client about brand consistency because of ‘the size of a screen’.
We will never have the Boston Globe as a client. And perhaps you’re all nodding and pointing to the rant above as the reason why. Conservatism and close minded protectionism? In some sense yes. My business cannot afford to go on a liberal idealogical crusade. Our clients do not have the budget or the time and given most of them will enjoy mobile browser stats of less than 5% I’d be unethical to push an agenda based squarely on my need to satisfy my piers.
I love the idea of responsive web design. I love the philosophy of it and the passion with which it’s being pursued as an answer to some of the contemporary problems of content distribution. But can I suggest we don’t get too carried away just yet? You’re not about to go out of business guys because your competitors are selling lots of responsive sites.
And if they are, then maybe your client is the Boston Globe.