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<!doctype html>
<html lang="en">
<head>
<meta charset="utf-8">
<title>Moda Marketing/FED Collaboration</title>
<meta name="description" content="A presentation for Marketing from the Moda FED team">
<meta name="author" content="Josh Schneider">
<meta name="apple-mobile-web-app-capable" content="yes" />
<meta name="apple-mobile-web-app-status-bar-style" content="black-translucent" />
<meta name="viewport" content="width=device-width, initial-scale=1.0, maximum-scale=1.0, user-scalable=no">
<link rel="icon" type="image/x-icon" href="favicon.ico">
<link rel="stylesheet" href="css/reveal.min.css">
<link rel="stylesheet" href="css/theme/mktfed.css" id="theme">
<!-- For syntax highlighting -->
<link rel="stylesheet" href="lib/css/zenburn.css">
<!-- If the query includes 'print-pdf', use the PDF print sheet -->
<script>
document.write('<link rel="stylesheet" href="css/print/' + (window.location.search.match(/print-pdf/gi) ? 'pdf' : 'paper') + '.css" type="text/css" media="print">');
</script>
<!--[if lt IE 9]>
<script src="lib/js/html5shiv.js"></script>
<![endif]-->
</head>
<body>
<div class="reveal">
<!-- Any section element inside of this container is displayed as a slide -->
<div class="slides">
<section>
<h1>FED-Marketing Collaboration Initiative
</h1>
</section>
<section>
<h2>Creating process, standards, and guides for efficient and consistent design and development
</h2>
</section>
<section>
<h2>Utilizing <i>
<b>modern tools</b>
</i> to implement industry-standard <i>
<b>best practices</b>
</i> in UX design and front-end development
</h2>
</section>
<section>
<h2>The state of things</h2>
<ul>
<li data-fragment-index="0" class="fragment">Fragmented sites and fragmented codebases, even for sites with templates that look identical</li>
<li data-fragment-index="1" class="fragment">Designing and developing on the the fly, without appropriate planning for quality and long-term maintenance</li>
<li data-fragment-index="2" class="fragment">Almost no documented standards, including no complete web style guide</li>
<ul>
<li data-fragment-index="3" class="fragment">Conflicting guidelines and patterns from project-to-project</li>
</ul>
<li data-fragment-index="4" class="fragment">No regular practice of site/app optimization on the front-end, which can significantly degrade experience for end-users</li>
<li data-fragment-index="5" class="fragment">Lack of FED/Marketing collaboration and planning</li>
</ul>
</section>
<section class="stack">
<section>
<h2>Big idea: Unify the web channel</h2>
<h3>(From the ODS/Moda Digital Strategy plan)</h3>
</section>
<section>
<h2>Big idea</h2>
<p>The current digital presence of ODS:</p>
<ul>
<li data-fragment-index="0" class="fragment">A separate design for (fill in the blank)</li>
<li data-fragment-index="1" class="fragment">None of the sites are optimized for mobile platforms</li>
</ul>
</section>
<section>
<h2>Big idea</h2>
<p>“[W]eb standards and style guidelines for web user interfaces will help development teams provide a consistent look & feel, common navigation, and ultimately customer experience…”</p>
</section>
</section>
<section>
<h2>Goal: A Living Style Guide</h2>
<p data-fragment-index="0" class="fragment">Serves as</p>
<ul>
<li data-fragment-index="1" class="fragment">A live, centrally updatable, web reference</li>
<li data-fragment-index="2" class="fragment">A standard codebase reference</li>
<li data-fragment-index="3" class="fragment">A platform for enabling smarter, faster, and more consistent design->development workflow</li>
<li data-fragment-index="4" class="fragment">A place to implement design and development practices that will make our sites better (faster, stronger, taller, whiter teeth, etc)</li>
</ul>
<hr class="fragment" data-fragment-index="5">
<p data-fragment-index="5" class="fragment"><a target="_blank" href="http://styleguide.joshfry.me">Example</a>
</p>
<p data-fragment-index="6" class="fragment"><a target="_blank" href="http://www.bbc.co.uk/gel">Much more ambitious example</a></p>
<p data-fragment-index="7" class="fragment"><a target="blank" href="http://www.slideshare.net/stubbornella/styleguide-jsconf">Evangelism for the added benefits of living style guides</a>
</p>
</section>
<section>
<h2>Core topics
</h2>
<ul>
<li data-fragment-index="0" class="fragment">Responsive-adaptive design</li>
<!--<ul>
<li data-fragment-index="1" class="fragment">Distinctions and variations</li>
<li data-fragment-index="2" class="fragment">Layout grids</li>
<li data-fragment-index="3" class="fragment">Mobile-first approach</li>
</ul>-->
<li data-fragment-index="4" class="fragment">Typographic scale</li>
<li data-fragment-index="5" class="fragment">Form validation</li>
<li data-fragment-index="7" class="fragment">UI libraries, targeted tools, frameworks</li>
<li data-fragment-index="8" class="fragment">Theming vs browser chrome</li>
<li data-fragment-index="9" class="fragment">Branding vs native UI emulation</li>
<li data-fragment-index="10" class="fragment">Graded browser and device support matrix</li>
<li data-fragment-index="11" class="fragment">Marketing/FED Collaboration</li>
</ul>
</section>
<section class="stack">
<section>
<h2>Responsive - Adaptive</h2>
<p>One site/application serves all devices</p>
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/203011/responsive-design.jpg">
</section>
<section>
<h2>Elements of Responsive Design</h2>
<h3>Fluid</h3>
<p class="fragment" data-fragment-index="0">Design in proportions, not pixels</p>
<p class="fragment" data-fragment-index="1">Elements continuously resize/reflow as viewport size changes</p>
<hr class="fragment" data-fragment-index="2">
<p data-fragment-index="2" class="fragment">
<a href="http://clearleft.com" target="_blank">Example</a>
</p>
</section>
<section>
<h2>Elements of Responsive Design</h2>
<h3>Media queries and breakpoints</h3>
<p data-fragment-index="0" class="fragment">Page elements and layout can fundamentally change at specific viewport sizes, when device orientation changes, etc</p>
<p data-fragment-index="1" class="fragment">Elements may reorder themselves, vertically and/or horizontally</p>
<!-- <p data-fragment-index="2" class="fragment">UX can change, e.g. horizontal menu -> hamburger/stack menu</p> -->
<hr class="fragment" data-fragment-index="3">
<p data-fragment-index="3" class="fragment">
<a href="http://thenextweb.com" target="_blank">Example</a>
</p>
</section>
<section>
<h2>Elements of Responsive Design</h2>
<h3>Responsive elements</h3>
<p class="fragment" data-fragment-index="0">
Page elements like images may also be delivered in multiple sizes or versions for different breakpoint ranges
</p>
<hr class="fragment" data-fragment-index="1">
<p class="fragment" data-fragment-index="1">
<a href="http://gumbyframework.com/docs/extensions/#!/responsive-images" target="_blank">Example</a>
</p>
</section>
<section>
<h2>Elements of Responsive Design</h2>
<h3>CSS grid system</h3>
<p data-fragment-index="0" class="fragment">Defines columns, gutters, and rows, for clean and consistent layout</p>
<ul>
<li data-fragment-index="1" class="fragment">
<a href="http://www.designinfluences.com/fluid960gs/" target="_blank">Fluid grid</a>
</li>
<li data-fragment-index="2" class="fragment">
<a href="http://www.getskeleton.com/#grid" target="_blank">Responsive grid</a>
</li>
<li data-fragment-index="3" class="fragment">
<a href="http://gumbyframework.com/features/grid/" target="_blank">Fluid, responsive grid</a>
</li>
</ul>
<ul>
</ul>
<p class="fragment" data-fragment-index="4">
With a fluid, responsive grid, layout elements stretch/shrink horizontally and layout can also fundamentally change at specified breakpoints, determined by media queries.
</p>
</section>
<section>
<h2>Adaptive
</h2>
<p class="fragment" data-fragment-index="0">Beyond media queries and breakpoints, other techniques are used to deliver unique content or UX tailored to specific devices or device capabilities</p>
<hr class="fragment" data-fragment-index="1">
<p class="fragment" data-fragment-index="1">
<a href="http://www.threadless.com/" target="_blank">Example</a>
</p>
<p class="fragment" data-fragment-index="2">
<a href="http://www.etsy.com/" target="_blank">Another example - change the UA and watch it reflow</a>
</p>
</section>
<section>
<h2>Mobile-first philosophy</h2>
<p data-fragment-index="0" class="fragment">Make design, UX, <b>
<i>content</i>
</b>, and development choices optimal for</p>
<ul>
<li data-fragment-index="1" class="fragment">
small viewports
</li>
<li data-fragment-index="2" class="fragment">
limited bandwidth
</li>
<li data-fragment-index="3" class="fragment">
touch-based input
</li>
<li data-fragment-index="4" class="fragment">
short attention span …
</li>
</ul>
</section>
<section>
<h2>Mobile-first</h2>
<h3>Progressive enhancement</h3>
<p data-fragment-index="0" class="fragment">Mobile-first is an extension of "progressive enhancement" philosophy</p>
<ul>
<li data-fragment-index="1" class="fragment">
Mobile UX is baseline
</li>
<li data-fragment-index="2" class="fragment">
"Scale up" for
</li>
<ul>
<li class="fragment" data-fragment-index="3">larger viewports</li>
<li class="fragment" data-fragment-index="4">higher bandwidth</li>
<li class="fragment" data-fragment-index="5">other types of input (mouse, etc.) …</li>
</ul>
</ul>
</section>
<section>
<h2>Mobile-first</h2>
<p data-fragment-index="0" class="fragment">
Allow mobile UX priority to guide design decisions, promoting leaner, cleaner sites for all users
</p>
</section>
</section>
<section>
<h2>Typographic scale</h2>
<p class="fragment" data-fragment-index="0">Similar to a layout grid, but specifically for creating consistent and visually pleasing typographic rhythm and flow.
</p>
<ul>
<li class="fragment" data-fragment-index="1">Take some of the guesswork out of typographic layout</li>
<li class="fragment" data-fragment-index="2">Approach based on established ratios and mathematical formulas</li>
<li class="fragment" data-fragment-index="3">Avoid layout breakage associated with “pixel pushing”</li>
</ul>
<hr class="fragment" data-fragment-index="4">
<p class="fragment" data-fragment-index="4">
<a href="http://typeplate.com/demo.html" target="_blank">Example with switch for “with and without scale”</a>
</p>
</section>
<section>
<h2>Form validation</h2>
<p data-fragment-index="0" class="fragment">All websites and applications should have predictable, meaningful, and unobtrusive form validation and client-side feedback</p>
<p data-fragment-index="1" class="fragment">Currently, validation schemes are inconsistent, even within a single app, and have changed from project-to-project</p>
<p data-fragment-index="2" class="fragment">Goal: Have a global approach, with documented standards, for simplicity and appropriateness of feedback
</p>
</section>
<section class="stack">
<section>
<h2>Toolset: UI libraries, targeted tools, all-in-one frameworks</h2>
<p>The what and the why.</p>
</section>
<section>
<h2>UI libraries we have used (jQuery UI and jQuery Mobile)
</h2>
<p data-fragment-index="0" class="fragment left">Strong points:
</p>
<ul>
<li data-fragment-index="1" class="fragment">Consistency of behavior across browsers and devices</li>
<li data-fragment-index="2" class="fragment">Style consistency (themes) "baked-in"</li>
</ul>
<p data-fragment-index="3" class="fragment">Issues:</p>
<ul>
<li data-fragment-index="4" class="fragment">May take over too much, making customization difficult</li>
<li data-fragment-index="5" class="fragment">May conflict with other tools</li>
<li data-fragment-index="6" class="fragment">Not a single, responsive toolset (perpetuates mobile/desktop divide)</li>
</ul>
</section>
<section>
<h2>Targeted tools</h2>
<p>We have also used and may continue to use many single-purpose tools, to deliver features such as</p>
<ul>
<li class="fragment" data-fragment-index="0">stylized drop-downs and other form elements</li>
<li class="fragment" data-fragment-index="1">dynamic tables</li>
<li class="fragment" data-fragment-index="2">form validation and feedback</li>
<li class="fragment" data-fragment-index="3">date-pickers</li>
<li class="fragment" data-fragment-index="4">rich-text editors</li>
<li class="fragment" data-fragment-index="5">graphs/charts …</li>
</ul>
</section>
<section>
<h2>Targeted tools</h2>
<p class="fragment" data-fragment-index="0">Advantages:</p>
<ul>
<li data-fragment-index="1" class="fragment">Use only what you need (potentially lighter weight)</li>
<li data-fragment-index="2" class="fragment">Won't take over an application</li>
<li data-fragment-index="3" class="fragment">May offer features not found in UI libraries</li>
</ul>
<p class="fragment" data-fragment-index="4">Disadvantages:</p>
<ul>
<li data-fragment-index="5" class="fragment">Uniform theming can be more difficult</li>
<li data-fragment-index="6" class="fragment">May increase development time</li>
</ul>
</section>
<section>
<h2>All-In-One Frameworks</h2>
<p class="fragment" data-fragment-index="0">We are evaluating the use of newer, all-in-one frameworks that can provide, among other things:</p>
<ul>
<li data-fragment-index="1" class="fragment">Responsive-adaptive design and tools with a grid</li>
<li data-fragment-index="2" class="fragment">Typographic scale</li>
<li data-fragment-index="3" class="fragment">Boilerplate markup and best practices, such as a "normalized" CSS baseline, for handling common browser inconsistencies</li>
<li data-fragment-index="4" class="fragment">Themable, minimalist UI library/toolset</li>
<li data-fragment-index="5" class="fragment">Sprites/SVG icon sets</li>
<li data-fragment-index="6" class="fragment">Features like form validation</li>
</ul>
<hr class="fragment" data-fragment-index="7">
<p data-fragment-index="7" class="fragment">
<a href="http://gumbyframework.com/features/" target="_blank">Example</a>
</p>
</section>
</section>
<section class="stack">
<section>
<h2>Theming vs browser chrome</h2>
<p data-fragment-index="0" class="fragment">With some elements, particularly form inputs, we might debate the pros and cons of custom theming (i.e., branding) vs leaving styling to browsers (chrome)</p>
</section>
<section>
<h2>Theming vs browser chrome</h2>
<div>
<p data-fragment-index="0" class="fragment">Some form elements (e.g., selects/drop-downs), must be fundamentally reconstructed by a library in order to be themed</p>
<p data-fragment-index="1" class="fragment">
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/207481/Capture.JPG"> </p>
<p data-fragment-index="2" class="fragment">Can add complexity for development and appropriate validation feedback</p>
</div>
</section>
<section>
<h2>Theming vs browser chrome</h2>
<div class="fragment" data-fragment-index="0">
By theming elements and overriding browser chrome, we may also override accessibility features (like focus hinting)
</div>
<div class="fragment" data-fragment-index="1">
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/207520/Untitled-2.png">
</div>
</section>
</section>
<section class="stack">
<section>
<h2>Branding vs native UI emulation</h2>
<ul>
<li data-fragment-index="0" class="fragment">We are not writing native applications</li>
<li data-fragment-index="1" class="fragment">On the desktop, our sites and apps are Moda-branded</li>
<li data-fragment-index="2" class="fragment">On mobile, we have attempted to emulate the UI of a mobile OS (iOS, particularly)</li>
</ul>
</section>
<section>
<h2>Branding vs native UI emulation</h2>
<p data-fragment-index="0" class="fragment">These are two completely different tools that do the same thing</p>
<div data-fragment-index="0" class="fragment">
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/201547/ebill_date.JPG">
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/201548/mobile2_date.JPG">
</div>
<p data-fragment-index="1" class="fragment">Not maintainable, or inherently in line with responsive design</p>
</section>
<section>
<h2>Branding vs native UI emulation</h2>
<p data-fragment-index="0" class="fragment">If our goal is to develop responsive sites and applications, we propose that:</p>
<ul>
<li data-fragment-index="1" class="fragment">
It's too complex to maintain this dichotomy.
</li>
<li data-fragment-index="2" class="fragment">
We should design and develop to the brand, and not try to emulate an OS.
</li>
</ul>
<p>
</p>
</section>
</section>
<section class="stack">
<section>
<h2>Graded browser/device support matrix</h2>
<p class="fragment" data-fragment-index="0">Establish and maintain a matrix of browser and device support, with categories such as (summarized from Yahoo's YUI library standards):</p>
<ul>
<li class="fragment" data-fragment-index="1">
<strong>A-grade:</strong> Fully tested browsers/devices that provide top-level UX ("advanced functionality and visual fidelity")
</li>
<li class="fragment" data-fragment-index="2">
<strong>C-grade:</strong> An identified set of browsers/devices that should provide minimally acceptable UX (aka, "core support"); a handful of these will be tested
</li>
<li class="fragment" data-fragment-index="3">
<strong>X-grade:</strong> Identified and expected to deliver good UX, but not tested; also all unknown/unidentified browsers/devices, and known new, but untested versions
</li>
<li class="fragment" data-fragment-index="4">
<strong>Unsupported</strong> (optional, and debatably a bad idea): Identified browsers/devices that may provide completely broken UX, or have no guarantee of "core support."
</li>
</ul>
</section>
<section>
<h2>Graded browser/device support matrix</h2>
<ul>
<li class="fragment" data-fragment-index="0">
Make decisions based on our own and industry analytics
</li>
<li class="fragment" data-fragment-index="1">
Should be reassessed every 6 months
</li>
</ul>
<div class="fragment" data-fragment-index="2">
<img class="animator" src="images/arrow_animated-green.gif" width="140" height="174">
</div>
</section>
<!--<section>
<h2>Desktop browser trends</h2>
<div>
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/208537/Untitled-1.png">
</div>
</section>-->
<section>
<h2>Desktop browser trends</h2>
<div>
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/219640/Moda_Browsers.png">
</div>
</section>
<section>
<h2>Browser version trends</h2>
<div>
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/219648/Moda_IE.png">
</div>
</section>
<section>
<h2>Device trends</h2>
<div>
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/219652/Moda_Mobile_OS.png">
</div>
</section>
<section>
<h2>Platform trends</h2>
<div>
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/219650/Moda_Devices.png">
</div>
</section>
<section>
<h2>Trends for particular browsers</h2>
<p>(Waiting for things to die)</p>
<p>
<img src="https://s3.amazonaws.com/media-p.slid.es/uploads/joshtestods-gmail-com/images/208446/Analytics-Filtered-www.png">
</p>
</section>
</section>
<section>
<h2>Collaboration</h2>
<p class="fragment" data-fragment-index="0">Marketing and FED need to work together to develop standards and implement a living style guide</p>
<p class="fragment" data-fragment-index="1">Both teams should be involved early in project planning, to evaluate the technical needs of design and the design requirements of development</p>
<p class="fragment" data-fragment-index="2">Need to promote open and direct communication between Development and Marketing, while also acknowledging the need for BSAs to collaborate and remain informed
</p>
</section>
<section>
<h2>Please Vote Yes On Proposition One</h2>
</section>
</div>
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