When the walls collapse, will your content be ready? (photo by chaines106)
The Breakdown: Last week, Erin Scime traveled to Minnesota to attend the 2012 MIMA summit, a conference on interactive marketing and technology. The night before, Erin was part of a 3-person panel on responsive design, hosted by the Minneapolis CS meetup. Here’s what they discussed.
What happens when a presentation layer developer and two content strategists are invited to speak to the Minneapolis Content Strategy meetup group? You get a warm group of people, warmed by the light of the fire on a cool October night at Fallon Worldwide’s fabulous office space, and a great conversation about the future of creating and managing content within the framework of responsive design.
The talk, “Responsive Design, Content, People and Process,” was a panel discussion including myself, content strategist Sara Wachter-Boetcher (whose book “Content Everywhere” will be coming out later in 2012) and developer Sean Tubridy.
If you’re not doing responsive design now, it’s pretty much guaranteed that you will face it in the near future. Sean Tubridy offered a humorous metaphor for how responsive code works. Remember the scene in Star Wars when our heroes are trapped in the trash compactor? Well, responsive code is a bit like this – albeit less destructive. It’s a state where your content must flex and fold as the walls of the page width narrow.
Previewing her MIMA Summit presentation, “Getting Flexible: Working Content into Responsive Design,” Sara Wachter-Boetcher talked about how we need to model our content so it can withstand (or respond to) the range of widths that the content will need to fit within. Using a recipe page as an example in her presentation, Wachter-Boetcher illustrated the importance of breaking down a page to its essential components. In your CMS, you’ll ultimately be creating sub-areas that put structure around the bits of content that make up a page. For the recipe example, Sara talked about treating yield, ingredients and instructions as these separate components.
The great thing about structuring your content like this is that you can then “turn on” or “turn off” elements of a page depending on context and, even better, you create your content once and distribute it to as many devices as you need.
I was the last person on the panel to speak. Using a case study to highlight the people aspects, I focused on how responsive design can impact your team. Previewing my MIMA Summit presentation, “There’s a People Problem Lurking Behind Your Digital Strategy,” and speaking from direct experience constructing Support.ford.com, I talked about how creating responsive & nimble content requires a nimble team.
To be more specific, on the Ford support site, I worked very closely with a presentation layer developer, CMS developer and UX designer to create templates that would be modular and flexible enough to handle the constraints of responsive design. Our process was stripped of typical waterfall signoff. We were co-located and we collaborated on the same deliverables. Ultimately we were able to share working prototypes with real content in them to our client, so they were able to see exactly what the experience would be for desktop, tablet and mobile users. This was an incredible win in increasing transparency and meeting expectations so much sooner.
Another important thing about working as a nimble team was that our roles essentially collapsed into one another. We still had our areas of expertise that we focused on, but were able to cross over into each other’s domains easier in that we had expectations that we were truly a cross-disciplinary team with one UX lead. The brilliant outcome: no feelings were hurt in the process due to confused roles. We truly had one goal we could focus on – and that was getting the best work done as efficiently as possible.
During final Q&A at the meetup, our panel rested on the notion that it’s ok to be cautious about whether or not your next site build should be responsive. Sean Tubridy provided the great insight that you should consider how big your mobile/tablet audience is – rather than jumping to the conclusion that it will be worth the effort. For example, if 90% of your audience is desktop users, it might not be worth the effort to change around your existing processes to code your pages responsively.
Whether or not you go responsive, structuring your content is one thing you should not hold back on. As Sara said, it will allow you to scale your designs in the future. If there is one painful (and expensive!) aspect of content management, it’s restructuring existing content too late in the game.
Follow any of the panelists on Twitter:
Or read more on creating smart, structured content from our own Rachel Lovinger’s Nimble Report.