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Pedro Gonçalves

20 top web design and development trends for 2013 | Feature | .net magazine - 0 views

  • “If you’re designing a website and not thinking about the user experience on mobile and tablets, you’re going to disappoint a lot of users,” he warns. Designer Tom Muller thinks big brands getting on board will lead to agencies “increasingly using responsive design as a major selling point, persuading clients to future-proof digital marketing communications”. When doing so, Clearleft founder Andy Budd believes we’ll see an end to retrofitting RWD into existing products: “Instead, RWD will be a key element for a company’s mobile strategy, baked in from the start.” Because of this, Budd predicts standalone mobile-optimised sites and native apps will go into decline: “This will reduce the number of mobile apps that are website clones, and force companies to design unique mobile experiences targeted towards specific customers and behaviours.”
  • During 2012, the average site size crept over a megabyte, which designer/developer Mat Marquis describes as “pretty gross”, but he reckons there’s a trend towards “leaner, faster, more efficient websites” – and hopes it sticks. He adds: “Loosing a gigantic website onto the web isn’t much different from building a site that requires browser ‘X’: it’s putting the onus on users, for our own sakes.”
  • Designer and writer Stephanie Rieger reckons that although people now know “web design isn’t print,” they’ve “forgotten it’s actually software, and performance is therefore a critical UX factor”.
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  • Bluegg studio manager Rob Mills reckons 2013 will see a “further step in the direction of storytelling and personality on the web, achieved through a greater focus on content and an increase in the use of illustration”.
  • Apps remain big business, but some publishers continue to edge to HTML5. Redweb head of innovation David Burton reckons a larger backlash is brewing: “The gold rush is over, and there’s unrest in that apps aren’t all they promised to be. We now live in a just-in-time culture, where Google can answer anything at the drop of a hat, and we no longer need to know the answers. The app model works the old way. Do we need apps for every brand we interact with? Will we even have iPhones in five years’ time? Who knows? But one thing is certain – the internet will remain, and the clever money is on making web apps that work across all platforms, present and future.”
  • Designer/developer Dan Eden says that with “more companies focussing web efforts on mobile,” designers will feel the pressure to brush up on the subject, to the point that in 2013, “designing for desktop might be considered legacy support”. Rowley agrees projects will increasingly “focus on mobile-first regarding design, form, usability and functionality”, and Chris Lake, Econsultancy director of product development, explains this will impact on interaction, with web designers exploring natural user interface design (fingers, not cursors) and utilising gestures.
  • We’re increasingly comfortable using products that aren’t finished. It’s become acceptable to launch a work-in-progress, which is faster to market and simpler to build – and then improve it, add features, and keep people’s attention. It’s a model that works well, especially during recession. As we head into 2013, this beta model of releasing and publicly tweaking could become increasingly prevalent.“
  • “The detail matters, and can be the difference between a good experience and a great experience.” Garrett adds we’ll also see a “trend towards not looking CMS-like”, through clients demanding a site run a specific CMS but that it not look like other sites using the system.
  • “SWD is a methodology for designing websites capable of being displayed on screens with both low and high pixel densities. Like RWD, it’s a collection of ideas, techniques, and web standards.”
Pedro Gonçalves

A Primer on Responsive Design | UX Magazine - 0 views

  • According to IDC, mobile web browsing will soon eclipse desktop browsing in the U.S. and worldwide. This consumption of mobile content isn’t just happening on the go; 93% of people are now using their mobile devices to browse the Web from their homes, according to a study from Google.
  • The main development methodology behind responsive design is the use of media query functionality in CSS3. Media queries target not only certain device types (e.g., Android vs. iPhone), but actually inspect the physical characteristics of the device that renders the page. For example, the code below “asks” the device if its max horizontal resolution is equal to 480px: <link rel="stylesheet" type="text/css", media="screen and (max-device-width: 480px)", href="http://uxmag.com/iphone.css" /> If it is 480px, the device will load iphone.css. If not, the link is ignored. You can also include media queries in CSS as part of an @media rule:
  • a responsive design approach does not involve putting all of your content in front of the reader. Responsive design is about putting the right content in users’ hands according to the context of their interaction.
Pedro Gonçalves

How Much Does a Responsive Web Design Cost? - 0 views

  • I’m not saying that going down the responsive road is all peaches and cream, but the idea is that once the foundation is set, the ongoing maintenance costs decrease over time, while dedicated sites have several additional reoccurring costs.
  • Project planners are typically used to chunking things out into “streams”, and I’ve seen several project plans that launch a desktop version, then subsequently mobile and eventually tablet versions. That’s not really how responsive design works. The team need to address all channels up front as one “stream” influences the rest of the design. This is important even if you are making a dedicated mobile site that utilizes responsive techniques.
Pedro Gonçalves

New Defaults In Web Design - How Much Has The Web Really Changed? | Smashing Magazine - 0 views

  • Many mouseover interactions are completely dysfunctional on a touch device
  • Instead of buying a state of the art monitor, buying a cheap monitor and several low-end devices to test your work on might be a better investment.
  • Hiding content and showing it on mouseover was considered to be a decent design pattern
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  • When you hover over a menu item, a submenu appears. But apart from hovering over an item, you can also simply click on it to follow the link. Now, what should happen when you tap on the item with a touch device? Should the submenus appear, or should the link activate? Or both? Or should something else happen? On iOS, something else happens. The first time you tap a link like that, the submenu appears; in other words, the hover event fires. You have to tap a second time to actually follow the link. This is confusing, and not many people will tap a second time. On Android, the submenu appears and the link is followed simultaneously. I don’t have to explain to you that this is confusing.
  • It’s very well possible to think of complex solutions11 whereby you define different interactions for different input devices. But the better solution, I think, is to make sure that the default interaction, the activate event, just works for everybody. If you really need to, you could choose to enhance this default experience for certain users.
  • The same principle that we follow for interactions — whereby we design the activate event first and enhance it later — applies to graphic design. We should start designing the things that we know everyone will see. That’s the content. No matter how big or small a screen is and no matter how minimal the feature set of a browser, it will be able to show letters.
  • rather than pollute the page with all kinds of links to get people out of there, we should really focus on that thing in the middle. Make sure it works. Make sure it looks good. Make sure it’s readable.
  • you start by designing the relationship between the different font sizes.
  • When the typography is done, you would start designing the layout for bigger screens; you can think of this as an enhancement for people with bigger screens. And after that, when the different layouts are done, you could add the paint. And by paint, I mean color, gradients, borders, etc.
  • When I say to start with typography, I don’t mean that you aren’t allowed to think about paint at the same time. Rather, I’m trying to find the things that all of these different devices, with all of their different screen sizes and all of their different features, have in common. It just seems logical to first design this shared core thoroughly. The strange thing is that this core is often overlooked: Web professionals tend to view their own creations with top-of-the-line devices with up-to-date browsers. They see only the enhancements. The shared core with the basic experience is often invisible.
  • All of the things we created first — the navigation, the widgets, the footer — they all helped the visitor to leave the page. But the visitor probably wanted to be there! That was weird.
  • To build a responsive website that works on all kinds of screens, designing for a small screen first is easiest. It forces you to focus on what’s really important: if it doesn’t fit in this small square, it is probably not terribly important. It forces you to think better about hierarchy, about the right order of components on the page.
  • Once you’re done with the content, you can start to ask yourself whether this content needs a header. Or a logo. Or subnavigation. Does it need navigation at all? And does it really need all of those widgets? The answer to that last question is “No.” I’ve never understood what those widgets are for. I have never seen a useful widget. I have never seen a widget that’s better than white space.
  • does the logo really need to be at the top16 of every page? It could very well go in the footer on many websites
  • the option to add extra luggage to a flight booking might be most effective right there in the overview of the flight, instead of in the middle of a list of links somewhere on the left of the page.
  • does the main navigation look more important than the main content? Most of the time it shouldn’t be, and I usually consider the navigation to be footer content.
Pedro Gonçalves

The Infinite Grid · An A List Apart Article - 0 views

  • Creating a layout is like doing a jigsaw puzzle; you have a bunch of pieces and you have to figure out how they should fit together.
  • designing native layouts for the web—whatever the device—we need to shed the notion that we create layouts from a canvas in. We need to flip it on its head, and create layouts from the content out.
  • When designing from the canvas in, the canvas dimensions are the constant on which the whole grid is anchored. Everything is sized and positioned relative to them. Designing from the content out means finding a constant in your content—be it the ideal measure of a paragraph or the dimensions of an ad unit—and building your grid out from there to fill the space available.
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  • Fluid layouts are often compared to water, but water isn’t always fluid. H2O has three different states, and depending on the temperature can be a solid, liquid, or gas, transitioning seamlessly from one to another at specific points (0ºC, 100ºC). An infinite grid also has multiple states (single column, multi-column, etc.), and should transition as seamlessly as possible between them at specific breakpoints as well. For example, just as ice is an appropriate state for water when the temperature is low, a single-column layout may be the appropriate state for an infinite grid on smaller devices. Water’s state change is caused by the rearrangement of its molecules. When an infinite grid changes state, we rearrange its components.
  • Each state in a responsive layout tends to be made up of the same components, such as an image gallery or navigation menu. However, as Ethan Marcotte recently outlined, the form these components take can vary dramatically between one state and another, usually involving a change in one or more of the following attributes: Hierarchy: What’s its order and prominence in the layout? Density: How much detail do you show? Interaction: Should it be a list of links or a dropdown? A carousel or a group of images? Width: Is it fixed (a specific width), flexible (set with max-width), or fractional (set with percentages)?
  • Absolute units like pixels effectively give a layout a sell-by date, locking it to a finite resolution range in which it will “work.” Proportional units (ems, rems, and percentages) enable you to define the important relationships between elements, and are a crucial first step on the road to resolution independence.
  • Pixels size an element relative to a particular resolution Ems size an element relative to its font size; large rems size it relative to the document’s base font size Percentages size an element relative to its container VH and VW units size an element relative to the viewport
  • lets say my largest state is 75em wide (any larger and the white space starts to dwarf the content), and my smallest is 34em (any smaller and the measure is less than optimal). In the largest state it makes sense for my navigation to be a horizontal list (interaction) at the top (hierarchy), but in the smallest state it might make more sense to move it to the bottom of the layout (hierarchy), or collapse it into a show/hide list (interaction). Designing these independently of one another helps you be more objective about what is best for each state, rather than stretching a one-size-fits-all solution across every state.
  • Just like water changes to steam when its molecules get too far apart, one state should change to another when the relationships between its components begin to break down, such as when the measure is getting too wide, or the left-aligned logo is getting so far from the right-aligned menu that the visual connection between them is broken.
  • The number of states you require will depend on how much your layout changes from one extreme to the other. For example, my smallest state has a single column with a collapsed menu, and my largest state has three columns and an expanded menu. However neither state looks quite right between 34em and 53em, so I’ve added an “in-between” state which maintains the smallest state’s single column article, but expands the menu and divides the footer into three columns to make the most of the space available. This smooths out the transition from one extreme to another quite nicely.
  • With each state change, remember to reconsider the hierarchy, density, interaction, and width of each component
  • the goal is to make the most of the space available, relative to your content, to maximize readability and presentation.
Pedro Gonçalves

Designing for a Responsive Web Means Starting with Type First | Design in the... - 0 views

  • differences in screen size, device resolution or text rendering don’t matter in and of themselves, but only because they influence how someone will read our content.
  • Typography carries the literal message, and its legibility and readability impacts not just the audience’s understanding of the content but how easy it is for them to hear the brand’s personality.
  • Typography’s role in imparting the implied message is just as profound, and we can see its impact most clearly on mobile devices. Here, the design is often stripped back to its simplest form. Gone are the graphics, gradients and pixel-perfect details. It is the aesthetic personality of the type and the colour palette that influences our emotional response as readers and defines the experience.
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  • Designing for our readers requires us to understand the information that they will find useful and relevant and then shape that content into a beautiful experience.
Pedro Gonçalves

10 Developer Tips To Build A Responsive Website [Infographic] - ReadWrite - 0 views

  • “We are now looking at how we display and order content differently from screen size to screen size,” said Jeff Moriarty, Boston Globe VP of digital properties in an interview last year. “This ‘responsive content’ concept is emerging and we are starting to see in data that users want different types of content depending on their context and the device they are on. We have to now think about how content performs differently from the biggest screens to the smallest, how that content is organized and even how headlines are written from platform to platform.”
  • The first thing to think of when building a responsive site is simplicity.
  • some website builders may over-design for the desktop, making some websites fun to play with but absolutely impossible to navigate.
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  • focus around content and avoid the pitfalls that certain aspects of websites can create.
Pedro Gonçalves

Forrester: Responsive Design Represents Future of Multi-Touchpoint Web Design - 0 views

  • the usage of a single URL improves site analytics and SEO performance, and sites can easily be resized for new viewing formats.
  • These include longer time required to develop individual responsive pages, the need for code workarounds to account for older legacy browsers, the need for live device testing, non-compatibility with many existing e-commerce and CMS platforms, the need for a front-end rewrite, the need for a phased development approach in large enterprises, and the extra effort required to provide unique experiences for each form factor.
Pedro Gonçalves

Cultural factors in web design | Feature | .net magazine - 0 views

  • Some cultures are High Context. This means most communication is simply understood rather than explicitly stated. These cultures have a much higher tolerance for ambiguity and understatement. You could say that, in a High Context culture, the responsibility for understanding rests with the listener and it’s left to them to divine deeper meaning from the conversation or statements coming at them.
  • Low Context cultures, on the other hand, are much more explicit and often rely on directness and true feelings to communicate.
  • In these types of cultures, the responsibility for understanding is on the speaker to convey their ideas clearly and without ambiguity.
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  • I propose we use cultural variables to show the appropriate content for specific groups of users in the same way that we use media queries to show content according to viewports or breakpoints.
  • Slow Messaging cultures are more easygoing about the speed at which messages and information travel. Fast Messaging cultures demand that information travels quickly and efficiently.
  • High Power Distance societies tolerate a high level of authority in their leaders, and their orders are often unquestioned. Symbols of this power are important. On the other hand, Low Power Distance societies have bosses that are much closer to their employees in power levels, and instructions can be debated or challenged.
  • How do we make our fellow humans comfortable with our interfaces and site? Start using cultural queries in our designs.
Pedro Gonçalves

Google Study: 9 in 10 Consumers Engage in Sequential Device Usage - Page 2 - 0 views

  • Digital advertisers and publishers may also want to consider using a responsive design strategy to ensure that their sites deliver consistent, high quality digital experiences across desktop and mobile channels
Pedro Gonçalves

How to Manufacture Desire: An Intro to the Desire Engine | Nir and Far - 0 views

  • Addictive technology creates “internal triggers” which cue users without the need for marketing, messaging or any other external stimuli.  It becomes a user’s own intrinsic desire. Creating internal triggers comes from mastering the “desire engine” and its four components: trigger, action, variable reward, and commitment.
  • A company that forms strong user habits enjoys several benefits to its bottom line. For one, this type of company creates “internal triggers” in users. That is to say, users come to the site without any external prompting. Instead of relying on expensive marketing or worrying about differentiation, habit-forming companies get users to “self trigger” by attaching their services to the users’ daily routines and emotions. A cemented habit is when users subconsciously think, “I’m bored,” and instantly Facebook comes to mind. They think, “I wonder what’s going on in the world?” and before rationale thought occurs, Twitter is the answer. The first-to-mind solution wins.
  • A multi-screen world, with ad-wary consumers and a lack of ROI metrics, has rendered Don Draper’s big budget brainwashing useless to all but the biggest brands. Instead, startups manufacture desire by guiding users through a series of experiences designed to create habits
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  • The trigger is the actuator of a behavior—the spark plug in the engine. Triggers come in two types: external and internal. Habit-forming technologies start by alerting users with external triggers like an email, a link on a web site, or the app icon on a phone. By cycling continuously through successive desire engines, users begin to form internal triggers, which become attached to existing behaviors and emotions. Soon users are internally triggered every time they feel a certain way.  The internal trigger becomes part of their routine behavior and the habit is formed.
  • After the trigger comes the intended action. Here, companies leverage two pulleys of human behavior – motivation and ability. To increase the odds of a user taking the intended action, the behavior designer makes the action as easy as possible, while simultaneously boosting the user’s motivation. This phase of the desire engine draws upon the art and science of usability design to ensure that the user acts the way the designer intends.
  • What separates the desire engine from a plain vanilla feedback loop is the engine’s ability to create wanting in the user. Feedback loops are all around us, but predictable ones don’t create desire. The predictable response of your fridge light turning on when you open the door doesn’t drive you to keep opening it again and again. However, add some variability to the mix—say a different treat magically appears in your fridge every time you open it—and voila, desire is created. You’ll be opening that door like a lab rat in aSkinner box.
  • Variable schedules of reward are one of the most powerful tools that companies use to hook users. Research shows that levels of dopamine surge when the brain is expecting a reward. Introducing variability multiplies the effect, creating a frenzied hunting state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated with wanting and desire. Although classic examples include slot machines and lotteries, variable rewards are prevalent in habit-forming technologies as well.
  • The exciting juxtaposition of relevant and irrelevant, tantalizing and plain, beautiful and common sets her brain’s dopamine system aflutter with the promise of reward. Now she’s spending more time on the site, hunting for the next wonderful thing to find. Before she knows it, she’s spent 45 minutes scrolling in search of her next hit.
    • Pedro Gonçalves
       
      Maybe... but how can that time be leveraged in a focused (and profitable) way?
  • unlike a sales funnel, which has a set endpoint, the commitment phase isn’t about consumers opening up their wallets and moving on with their day. The commitment implies an action that improves the service for the next go-around.  Inviting friends, stating preferences, building virtual assets, and learning to use new features are all commitments that improve the service for the user. These commitments can be leveraged to make the trigger more engaging, the action easier, and the reward more exciting with every pass through the desire engine.
  • As Barbra enjoys endlessly scrolling the Pinterest cornucopia, she builds a desire to keep the things that delight her. By collecting items, she’ll be giving the site data about her preferences. Soon she will follow, pin, re-pin, and make other commitments, which serve to increase her ties to the site and prime her for future loops through the desire engine.
Pedro Gonçalves

To Create The Future Of Brand Identity, Ideo Looks Inward | Co.Design: business + innov... - 0 views

  • "There’s you, the person, and you have your full identity in yourself," he says. "But you know contextually when to wear certain things. You might wear one thing to a funeral, you might wear one thing for a Saturday night. You understand those contexts. And those never change your identity, so to speak, but they do start to communicate some kind of intent. And that’s what we’re trying to figure out right now. How do you create some kind of contextual mirror to create intent."
  • "Monolithic solutions are a necessity of yesterday, because of the permanence and cost of communication," Hendrix wrote in his opening remarks for the project. "Now we’re in an ephemeral and affordable age, and mass distribution at low cost is possible thanks to the digital revolution."
  • "The digital revolution let us make more complex identity systems, but what’s the point?," he says. "At some point, you start asking, 'why do I need 10,000 configurations of a mark? What’s it really saying to me?"
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  • "We haven’t had to think about responsive identities," he says. "We haven’t had to think about time or space. And I think those will all become more important dimensions."
  • What Ideo’s really searching for is a better way of communicating in general--an identity system flexible enough to work in countless new situations, across myriad channels.
Pedro Gonçalves

How To Maintain Hierarchy Through Content Choreography | Smashing Magazine - 0 views

  • Three specifications that we’ll likely find ourselves using in the future are: “Flexbox4,” “Regions5,” “Grid Layout6.”
  • Magic numbers in CSS are best avoided.
  • We need fewer of these HTML containers and more CSS virtual container classes that we can apply to different elements as needed. In other words, instead of this… <div id="container"> <div>Content here</div> <div>Content here</div> <div>Content here</div> </div> … we need more of this: <div class="container">Content here</div> <div class="container">Content here</div> <div class="container">Content here</div>
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  • In the latter block, each division might have a different class name or perhaps different additional classes applied. This allows for greater flexibility in rearranging them in the layout. In the first block of code, the three content divisions will always reside inside their parent container.
  • With CSS, we have the ability to rearrange blocks inside a container. We don’t have the ability to break content out of one container and move it inside another container. If you want more mixing of blocks, then you’ll need fewer containers.
  • there are currently far more instances of websites that are dropping columns wholesale
  • Every element is its own unique block and serves as its own container. The page’s main heading is its own contained block. All of the meta information is inside another container directly below it. After that, every paragraph, subheading and image is also its own self-contained block of content. The same goes for anything else that might end up in a post, such as a block quote or code block.
  • a challenge to how we think about structuring our HTML, particularly to how we use containers. Elements can’t move from one container to the next. We can fake it with complex CSS, or we can rewrite the HTML with JavaScript; but, ultimately, if we want to intermix elements, we’re best of using fewer HTML containers to create columns. Instead, we should leave more of our content blocks in their own containers and use CSS to create virtual columns in the layout. This solution doesn’t confine our elements to structural containers and instead enables us to more easily rearrange the elements in different layouts.
Pedro Gonçalves

Web Developers Brace For the MacBook Pro's Retina Display - 0 views

  • The new laptop, which Apple unveiled last week, already has Web designers and developers trying to figure out how they're going to create sites and Web apps that look good on the new machine without leaving the rest of the Web's population behind.
  • One of the key advantages of these high-resolution displays is their crisp, highly readable rendering of text. That particular buck stops with the Web browsers, which are much more varied on the desktop than on mobile devices. Naturally, Safari supports retina-friendly text, but Chrome is still working on it, and other browsers will presumably follow.
  • For image-heavy sites, swapping out higher-resolution images can have a substantial impact on page load, which in turn affects user experience and even search engine rankings. 
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  • To deal with this issue, Web developers can borrow from some of their tried-and-true methods. For years, websites have used browser detection to deliver different CSS stylesheets to different browsers. A similar approach is used to craft responsive designs - when sites load different layouts depending on the device being used to view it. Likewise, this sort of tactic could be used to handle graphics
  • That's exactly what they're doing at O3 World, an interactive agency based in Philadelphia. To account for different screen resolutions, they've begun creating multiple sets of graphics, which are delivered dynamically, depending on the user's screen resolution.
Pedro Gonçalves

Standards and benchmarks - 0 views

  • The average top 1,000 web page is 1575 KB.
  • Page growth is a major reason why we keep finding, quarter after quarter, that pages are getting slower. And faster networks are not a cure-all for the challenges of page bloat.
  • According to Akamai’s most recent quarterly State of the Internet report, the global average connection speed among the top 50 internet-using countries is 3.3 Mbps — a 5.2% increase over the previous quarter. But when we’re seeing year-over-year page growth ranging from 45-50%, it’s easy to see that the gap is widening.
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  • A whopping 804 KB per page is comprised of images. Three years ago, images comprised just 372 KB of a page’s total payload.
  • images are one of the single greatest impediments to front-end performance. All too often, they’re either in the wrong format or they’re uncompressed or they’re not optimized to load progressively — or all of the above.
  • Today, 38% of pages use Flash, compared to 52% in 2010. This is a good thing. Nothing against Flash, per se, but if Apple has no plans ever to support it, its obsolescence is inevitable in our increasingly mobile-first world.
  • use of custom fonts has exploded — from 1% in 2010 to 33% today.
  • But custom fonts have a dark side: they can incur a significant performance penalty.
  • These days, images on the web have to work hard. They need to be high-res enough to satisfy users with retina displays, and they also need to be small enough in size that they don’t blow your mobile data cap in one fell swoop. Responsive web design attempts to navigate this tricky terrain, with varying degrees of success.
  • Move scripts to the bottom of the page
  • Here at Strangeloop/Radware, we’ve found the opposite. Using WebPagetest, we’ve been testing the same 2,000 top Alexa-ranked ecommerce sites since 2010, and our data tells us that top ecommerce pages have gotten 22% slower in the past year.
  • This quick-and-dirty case study illustrates how network speed doesn’t directly correlate to load time. For example, download bandwidth increases 333% from DSL (1.5Mbps) to cable (5Mbps), yet the performance gain is only 12%.
  • Google published findings, based on Google Analytics data, which suggest that load times have gotten marginally faster for desktop users, and up to 30% faster for mobile users.
  • It’s better to move scripts from the top to as low in the page as possible. One reason is to enable progressive rendering, but another is to achieve greater download parallelization.
  • Make JavaScript and CSS external
  • If users on your site have multiple page views per session and many of your pages re-use the same scripts and stylesheets, you could potentially benefit from cached external files. Pages that have few (perhaps only one) page view per session may find that inlining JavaScript and CSS results in faster end-user response times.
  • Reduce DNS lookups
  • Minify JavaScript
  • In addition to minifying external scripts, you can also minify inlined script blocks. Even if you’re already gzipping your scripts, minifying them will still reduce the size by at least 5%.
Pedro Gonçalves

Mobile Apps Are the New Network TV, Without the Ad Dollars - 0 views

  • audience for mobile apps has hit 58 million in primetime — 8 p.m.
  • The IAB estimates that the U.S. mobile ad market brought in $3.4 billion in 2012. The IAB didn't break out revenues for apps vs. the mobile web, but Flurry has estimated that 80% of mobile activity occurs on apps
  • Kantar Media calculated that TV advertising accounted for $74 billion in ad revenues in 2012. Even if apps generated 100% of mobile ad revenues, the market would still be just 4.5% that of TV.
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  • there are now more monthly users of mobile apps than there are for desktop computers and laptops. Yet the the desktop ad market is still 10 times the size of the mobile ad market in revenues
  • To execute a mobile ad buy, you have to choose between various networks and exchanges and real-time bidding platforms. The ads themselves are also different since they're often designed to prompt users to take action relatively quickly, which mean fewer branding ads and more direct-response executions. To ensure that the ads are effective, it helps to tailor to them to individual users' demographics and geographic location. To make things even more complicated, while on desktop, there are basically two operating systems, in mobile there are at least 10, Becker says and "hundreds of browsers and screen sizes."
  • eMarketer predicts that TV will continue to grow — and outpace digital advertising — through 2017.
  • TV ratings are down — Morgan Stanley analyst Benjamin Swinburne recently found that they fell 50% over the past decade — TV is still the last place where you can find 5 million or more people tuned in at the same time to an ad. You may be able to get in front of 5 million people on Facebook, but if you use a display ad, only about one in 1,000 people will click on it.
  • bigger advertisers are jumping into mobile — Mondelez (nee Kraft) pledged last year to put 10% of its ad budget into the segment
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