Many saw it as an attack on responsive design and there is no doubt Nielsen did use some harsh wording…

It’s cheap but degrading to reuse content and design across diverging media forms like… desktop vs. mobile. Superior UX requires tight platform integration.

I suspect like all of us he is not immune to the temptation of link bait once in a while. However, setting that aside, lets look at what he has said.

I agree with Nielsen (mostly)

Although I am a huge supporter of responsive design, I have to confess I agree with almost everything Jakob has written in this post.

The main thrust of his argument is two fold.

• Building a separate mobile version of a site can lead to a better user experience.
• The decision whether to build a responsive site or separate mobile version should be driven by return on investment.

Let’s look at each of these points.

A better user experience

Jakob Nielsen is not the first person to suggest that responsive design has its limitations. Even Ethan Marcotte who coined the phrase is pragmatic about its use.

Brian Suda (who has been writing about mobile long before anybody else cared) has talked repeatably about the need to take context into account.

Jakob points out some of the potential weaknesses in responsive design:

• Responsive design does not allow for a different writing style appropriate for mobile devices.
• Responsive design doesn’t allow for the altering of information architecture.
• Simply resizing images is not always adequate.

He goes on to list some other weaknesses that I don’t agree with, but the principle still stands. Creating a separate mobile site does allow for an improved user experience if designed well and if money is no object.

Its about the return on investment

For me that is what Jakob’s whole article is about. Its about return on investment. He recognises that responsive design is a great, cheap way of creating mobile websites, but that does not mean it is the optimal way.

He writes:

The question remains whether the cost–benefit analysis truly supports two sites, or whether it would be more profitable to stick with a single site.

For some sites, it might be cheaper than other implementation strategies; if that’s true for you, then do go that route.

In short he argues that if developing a separate mobile site is not cost effective, go for a responsive one.

I agree with this. I don’t support responsive design for ideological reasons. I support it because I believe that right here and now, it will generate the best return on investment for companies that still have low levels of mobile usage. That said, as Rob Borley has just written to me on Skype:

In a couple of years time, its all going to be very interesting.

When mobile usage surpasses desktop, I think we will be designing for mobile users in a very different way.

The problem I have with Nielsen’s post is that I believe he is significantly under-estimating the cost of having a separate mobile website.

The hidden costs

The tone of Nielsen’s post seems to imply that separate mobile websites are not massively more expensive than designing responsive sites. For example he writes:

With enough coding, all of these differences can be supported through responsive design. In fact, you could argue that a design isn’t responsive enough if it doesn’t accommodate all the salient platform differences. However, once you do account for all the differences, we’re back to square one: two separate designs.

Although I don’t entirely agree with him here he does have a point. Responsive design can prove massively time consuming to code if you decide to build an optimal mobile user experience. Of course, it can be done cheaper but the experience won’t be as good.

However, there is a major factor that Jakob has failed to take into account – content.

He proposes that for an optimal mobile experience:

Content should be different: shorter and simpler writing is required for the smaller screen because the lack of context reduces text comprehension.

This is a massive undertaking. Is he really suggesting that all content needs rewriting for mobile devices? What about blog posts or other content which is released on a regular basis? He has almost doubled the amount of work involved in content production.

We also need to consider ongoing maintenance of content. Let’s say a phone number needs changing. Instead of changing this in one place, it now needs updating in multiple locations. This creates considerably more work.

The same is true for editorial control. Editors who review the copy of authors have to check multiple versions of the same content. The content management system also needs to be configured to easily manage these multiple versions of information.

At first glance you maybe tempted to think larger organisations will be the only ones to take on these costs. However, I don’t believe even they could afford it (or at least justify it).

Large organisations typically have many content producers, complex editorial systems and produce large, complex sites. This means the cost of a separate mobile version of their site is going to be prohibitively expensive.

For me this is where everything falls down. Yes, a separate mobile website has the potential to provide a better user experience, but I struggle to see how anybody can justify it at this stage of mobile adoption, not when a cheaper alternative is available.

I guess one option would be to keep the same content, but have a separate mobile site. However, doing so removes the primary benefit of having a separate site. You might as well go back to responsive.

Let me reiterate one last time. Yes, I agree with Jakob in principle. However, I believe he has jumped the gun in terms of implementation. I am sure one day we will all be throwing money at mobile users because there will be so many of them. But that is not today and in the meantime responsive design is the best answer.

But, hey that is just my opinion. Feel free to shoot me down in the comments.

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Workfu provides a ‘smart profile’ for your professional life. Think of it as a simplified (and in my opinion better) LinkedIn.

Workfu provides a number of benefits I love:

• It provides a central profile you can refer people. This is a combination of your professional resume and social networks, presented in an attractive interface.
• It is also great for those searching for jobs. Based on your Twitter connections and keywords pulled from social networks, it recommends jobs that are right for you.
• It is an ideal tool for employers. Unlike most job boards that are passive in nature (you post a job and then sit back waiting for applicants), Workfu will suggest people you may wish to contact.

Take a moment to watch my screencast. This is certainly where I will be pointing people interested in my resume and advertising future job opportunities at Headscape.

A case study in simplicity

Although Workfu is definitely an interesting app, my real reason for posting it is the stark contrast it strikes to LinkedIn.

LinkedIn focuses on functionality, while Workfu is all about simplicity. The difference is striking when you compare the user interfaces of both sites.

For me the winner of these two different approaches is clear. Workfu is a beautiful, elegant and enjoyable experience. Although it is not doing the same thing as LinkedIn (so a direct comparison is unfair), it does demonstrate how important it is to focus your application and keep the experience clean and simple.

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Much has been written, and is being written, about the new so-called Cookie Law that the UK Information Commissioner’s Office (ICO) is mandated to enforce with effect from 26 May 2012. In his January article, Paul Boag concluded that “this really isn’t turning into the doomsday scenario some have suggested”.

Paul was right. However, now is the time to take some simple steps to make sure that your site is in good shape.

If you have taken a look at the ICO’s website and run screaming from the extreme solution it has implemented don’t worry. Fortunately, the ICO’s will not be enforcing such an extreme position on others.

So, what should you do? While a definitive position simply doesn’t exist right now, the following seem like reasonable steps.

1. Identify all the cookies associated with your site, where they are being served from and what they do.
2. Make sure you have a reasonably prominent link to your privacy policy and rename it Privacy and cookies policy to be on the safe side.
3. List the cookies on your Privacy and cookies policy page. For first party cookies (i.e. those served by your website) list their name and purpose. For third party cookies (such as Google Analytics cookies) list the source, name and purpose.
4. If you use social buttons to enable sharing of pages you should note in your Privacy and cookies policy that you do so and that scripts from third party sites have been used and that those third parties might be gathering usage information.
5. Similarly, if you use third party services such as YouTube or Vimeo you should note this too and state that they may gather usage information.

So how prominent is prominent? John Lewis, for example, previously had a footer link “Security & privacy”. It has lifted this to the header and renamed it “Privacy & cookies”. Do you need to do this? My view is that, like the Number 10 website, Marks and Spencer and many others, a link in the footer will be sufficient.

Should you list your cookies? John Lewis and Number 10, for example, contain lists but so far Marks and Spencer, for example, has not listed its cookies. My recommendation would be to include a list of cookies together with some instructions about disabling cookies in major browsers.

So how do you audit the cookies on your site? Unfortunately, this isn’t completely straightforward. The easiest way of doing this that I know of is to use Firefox with the Firebug and Firecookie extensions installed. Firecookie lists cookies on a page-by-page basis, so you’ll need to visit all sections of the site to ensure that you find all cookies.

You may also need to do some detective work when you are auditing your cookies. First party cookies, i.e. those that are served by your site, are clear. For example, first party cookies served by the Boagworld site will be listed with a domain of www.boagworld.com. Where things get more confusing is with some third party cookies, for example Google Analytics cookies (which are prefixed with __utm). On www.boagworld.com these show up with a domain of .www.boagworld.com (notice the leading . ) even though they have originally come from Google.

You should also include a statement of what the implications of disabling cookies will be. John Lewis is clear: “If cookies aren’t enabled on your computer, it will mean that your shopping experience on our website will be limited to browsing and researching; you won’t be able to add products to your basket and buy them.”

The best guidance that I am aware of is a recently published Econsultancy report. Unfortunately this is not cheap at £250. Econsultancy has however published a detailed, free article on the approach it has taken.

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It is a subject I feel passionate about and so was sad to receive an email from a reader outlining why he doesn’t contribute more. His email can be summed up in the following extract:

I can tell you why there isn’t more contribution to the web despite having such a large community.Because this community can appear to be a cruel, vindictive, judgmental, and exclusionary group. It’s sad but true, I see it almost every day.

He is right. He goes on to recount various instances where he has witnessed this behaviour first hand. I could add many more. In fact relatively recently a dear friend of mine decided to stop speaking at web design conferences because some dickhead (sorry there really is no other word) decided to include her in a list of speakers that would actively make him boycott a conference. His post was personal, vindictive and based on no fact whatsoever.

What then do we do about this appalling state of affairs?

You can’t fight human behaviour

The person who emailed me implored respected figures in the web community to speak out on this issue. He seemed to believe that in some way this behaviour could be stamped out. However, I am sorry to say I disagree.

I believe this is a matter of human nature and the medium within which we work. It is easy to de-humanise the people we talk about online because we are not looking into their eyes. I myself have been less than complimentary about certain products, software etc, forgetting that this is somebodies hard work.

The web also doesn’t allow us to see the circumstances of those criticising us. Some guy once called me a c*unt on Twitter. However, when I challenged him on this unacceptable behaviour he quickly apologised explaining that a day of disasters had got on top of him and he lashed out. Was his behaviour acceptable? Absolutely not. Was it understandable? Completely. We have all had days that have caused us to say something harsh.

Yes there are those who are simply vindictive because they are jealous, angry or bitter. They hurt because they can or because they themselves have been hurt. This behaviour is disgraceful, but I suggest that no amount of outcry on our part is going to prevent these people saying what they are going to say.

Where then does this leave us? If we cannot change the situation, does that mean we should all give up contributing for fear we are torn apart by criticism?

We can change ourselves

Although we cannot change the behaviour of others, we can change our own attitudes. That is where the answer lies in my opinion.

I don’t believe we should allow these people to hold us back, but instead we should simply ignore them and so remove the power of their voice. We need to develop thicker skins and recognise that people will criticise, but their criticism has no value.

I know what some of you are thinking. “It is easy for you to say that Paul. You are an outgoing, confident person who is respected within the web community.” I am sorry but that simply isn’t true. I am actually as sensitive and vulnerable as anybody else. I just don’t let it stop me.

My mantra is simple. I only accept criticism from those I know and respect. Everybody else I basically ignore. Yes that means sometimes I ignore good well intentioned criticism, but that is how I cope.

Ask yourself why?

I also apply a lesson my mother taught me as a kid (when I was badly bullied at school). She taught me to ask “why”. Why do people behave the way they do? It has actually become so engrained in my thinking that I apply it readily to clients, users and those I work with. However, I apply it most readily to those who criticise me. Why is this person being a dickhead? When you ask this question you tend to end up with one of the following answers:

• They have a valid point that I am not taking seriously and have become aggressive to get me to pay attention. Personally I tend to confront them, recognise their point but state that their behaviour is unacceptable. But you could equally walk away.
• They are jealous of me in someway. In these situations I tend to look for common ground and repair any negativity.
• They are lashing out because they have been hurt. In most cases you will never get to the bottom of what has happened or know how to help, so you are best just backing off.
• They feel the need to build themselves up by knocking you down. This is often a sign of poor self esteem and I quietly ignore them because if it makes them feel better it is no skin off my nose to let them rant.

It’s about them and not me

Notice the common factor. Other than the first scenario it is entirely about them and not a reflection on me. Even in the first scenario, it is often more a sign that they cannot cope with being ignored, than it has to do with them having a valid point.

In short most criticism I encounter doesn’t hurt me because it is not really a reflection on me. They can say whatever they want, but it reflects more on their character than on me or my contributions.

Don’t respond

Finally, and probably most importantly, I rarely react to criticism. I don’t allow it to change my behaviour and I don’t respond to it. If you remain silent others will come to your defence. Generally speaking this is by far the best way to deal with it.

Let me be clear, I am not criticising people like my friend who has chosen to stop public speaking. I completely understand her decision to walk away. What I am saying is that if you want to preserver, if you want to contribute, you can teach yourself not to take criticism on board. Its sad to say but the dickheads are not going away, we just need to learn to ignore them.

Obviously this is just my experience and personal opinion. I would be interested to hear other perspectives on this. Am I being naive? Let me know (gently) in the comments :)

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As if that wasn’t enough, last week we saw them release two new iPad apps. These are Adobe Proto and Adobe Collage.

Adobe Collage

Adobe Collage is their attempt to turn your iPad into a moodboarding tool. The problem is there are already some great Moodboarding apps out there and I am not convinced Adobe bring anything new to the table, beyond integration with their Creative Cloud.

Also I must say that although I am a fan of my iPad and use it as my main blogging tool, I am not convinced it is suited to moodboarding. Creating a moodboard requires two things that the iPad is weak at. First, the need to flip between multiple windows as you grab content from different applications and websites. Second, the need for quick and accurate positioning of elements, which is a struggle with a touch screen interface.

Adobe and the other moodboarding apps out there have done a reasonable job, but they are fighting the inherant drawbacks of the device in my opinion. For me, moodboarding will remain a mac based activity.

To be honest, I have similar feelings about Adobe Proto.

Adobe Proto

At face value you might think that Adobe Proto is doing the same as Adobe Collage by replicating iPad applications that already exist. Adobe Proto is a wireframing app and these do already exist on the iPad, most notably iMockups.

However, Adobe Proto is a step beyond what I have personally seen on the iPad to date. For a start it allows interactive wireframes which its competition doesn’t (at least to my knowledge). It also has some great gestures that takes a hand drawn box and turns it into a nicely rendered version. There are also gestures for adding dummy text and even video elements.

All of this sounds good, but I still come back to the question of whether the iPad is the place to be creating wireframes. Like moodboards I see interactive wireframes as something that are produced on a PC where you have quicker and more accurate control over positioning. With basic wireframing I find a pen and paper far more intutive and quicker to produce than using an iPad. However, perhaps I am getting old and stuck in my ways.

Interestingly I find Adobe Muse a far more exciting wireframing tool despite the fact it was not designed for that purpose. Adobe Muse is meant to return us to the days of building websites without touching code. This in my opinion is fundamentally flawed in a world where websites have to accommodate a range of devices. However, it is ideal for quickly throwing together an interactive wireframe that you can test with. I will certainly be having a play with it to see if it can be used in that way.

So what do you think? Am I just a grumpy old man who doesn’t like change? Would you produce moodboards and wireframes on the iPad? Share your thoughts on Adobe’s new apps in the comments.

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That said, some personas can get a bit wordy for me. They go into so much depth about the persons likes and dislikes, their internet experience and family situation, that they loose their impact. They stop being an easy way to keep the user in the front of my mind.

That is why I fell in love with this alternative approach to personas. Instead of lots of text they consist of two images. One image of the person, and one image of a cross section of their possessions. It is amazing just how much a persons possessions say about them. It is enough to get a sense of who you are designing for.

I am not suggesting these personas replace more detailed versions, as the additional information they provide is invaluable. However, these are a nice compliment and one I may well consider on my next project.

So what do you think? Would you use this approach? Does it tell you enough about the person?

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Previously I have avoided sharing my slides from this workshop. This is partly because slides don’t really capture the essence of the day and partly because my previous slides were so vague that they were meaningless.

However, I have recently reworked the slide set and feel they are now worth sharing. I hope you find them useful.

If looking through the slides sparks any questions or comments, please feel free to post them in the comments.

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Don’t get me wrong I learn a huge amount from the web everyday. However, the web was always meant to be a medium you contribute to, unlike reading a book or watching TV.

For me contribution is in the form of writing blog posts, recording podcasts and giving presentations. For others it is participating in open source projects or sharing code and designs.

However, there are many who don’t contribute at all. This is not because they are bad or lazy people. It is because they either think they have nothing to contribute or because they fear getting it wrong.

If that is you then I would encourage you to read a post on Smashing Magazine about moving the web forward. One paragraph in particular says it all:

Don’t be afraid to make mistakes (because that’s how we all improve). It’s absolutely okay for you to not be a complete expert or authority on a topic. Share what you do know because it has the potential to help many other developers and designers out there.

Don’t rely on others to contribute. Share what you know, for somebody that might be exactly what they need to hear. No matter what your skill level, you have something to contribute.

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These videos form apart of Sitepoint’s superb “Kick Start Your Web Dev Business” course, which I can highly recommend if you are starting out freelancing.

I have to say I find recording these videos painfully embarrassing, but apparently others find them useful. Here is the first video, which is particularly embarrassing because I talk about how great I am!

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You have realised their hidden beauty and convinced them that you are the web designer of their dreams. However, like all the worst romantic comedies things can still go horribly wrong.

Like all men, I despise romantic comedies with a burning passion. I hate the inevitable scene when the couple have a big bust up over a misunderstanding. I find myself screaming at the screen, my face red with fury and veins bulging on my temple. Why can’t they just talk to one another? Why can’t they be honest with each other?

Unfortunately these kind of farcical situations often occur between web designer and client too. In this post I want to look at how we can prevent a breakdown in our client relationship by learning to communicate better.

I once saw a tweet from an exasperated well known web designer who shall remain nameless. He wrote:

Although I can associate with this persons frustration, the reality is that his client justifiably wants both.

In my first post of this series I explained that we do more than build websites, we also offer a service. This means that regular communication is a fundamental part of the job.

Rather than just communicating more because that is what the client wants, lets take a moment to consider why the client is asking for updates.

Why the client wants to be kept informed

Part of our problem is that we feel there is a lack of trust when the client asks for updates. Although there may be an element of truth in this (especially if it’s a new client, who doesn’t yet know us) it is not the only reason.

It is human nature to try to control what we do not understand. With many clients unfamiliar with the web design process, it is unsurprising they feel a need to be constantly updated.

Anxious man with questions from Shutterstock

It’s important to remember that for most clients a website is a major investment. They are under considerable pressure to make sure it is delivered on time and in budget. Combined with a lack of control this creates significant anxiety.

Communication combats micromanagement

Anxiety leads to a desire to control. This is where micromanagement comes from.

Many web designers mistake micromanagement as a character trait among clients. I don’t believe that is the case. I believe micromanagement often arises because the client lacks confidence in our ability to deliver.

One way of giving the client the confidence is to establish yourself as the expert (as discussed in the last post). Another is to keep communicating with them. That way you demonstrate you are in control and that progress is being made. This will reduce their anxiety and their desire to micromanage.

Regular communication doesn’t just prevent micromanagement. It also protects your profit margin.

Communication protects profit

Clear and regular communication does two things. First, it avoids misunderstandings and second it prevents surprises. Both of these problems can have an impact on your profit.

Think about why you lose money on a project. It’s either because there is a difference in expectation, or because the client didn’t like what you produced and forced you to start again.

We like to take a brief away and work on a solution. Only once we have finished the work are we happy to reveal it to the client.

Unfortunately this approach dramatically increases the chances that we will either misunderstand the client’s requirements or produce something that the client simply does not like.

How then do we communicate better?

The best way to communicate

As web designers we are comfortable with online communication. We regularly communicate through email, twitter, IM and Facebook.

Despite this we still misunderstand each other which often leads to “flame wars” and other online conflicts. Without tone of voice and body language, communication is difficult even with experienced users.

Basecamp

That is why when it comes to communicating with clients (who are often less experienced in digital communication) we need to make the effort to meet face-to-face or speak over the phone.

That said, it is important to document conversations with clients. Following each phone call or meeting, email the client with the key points. This not only gives you a written record of what was agreed, it also helps flag potential misunderstandings.

Communication is all well and good. However, it has to be honest and built on trust.

Building honesty and trust

For fear of over-stretching the relationship metaphor, just like some marriages, too many of our relationships as web designers suffer from a lack of trust.

This is born from bad experiences suffered by both parties. Clients have often endured web designers who have been less than honest, while web designers have been taken advantage of by previous clients.

One example of this lack of trust is design iterations. Many web designers limit the number of iterations. This is because they have been burnt by clients demanding change after change.

However, limiting iterations sets the wrong tone for the relationship. It says you don’t trust the client to be reasonable. If the design process is handled sensitively there is no need for these restrictions.

Another area where trust and honesty can be lacking is in how we handle problems. When we come across a problem we tend to avoid discussing it with our clients.

Although confronting problems can be painful, it is better to bring potential issues to the clients attention when they arise. Better to please a client by overcoming a potential problem you have warned them about than surprising them with a sudden crisis.

This also requires us to be honest with ourselves about potential issues. Often, web designers convince themselves that a project is possible because they want the work. How often have you agreed to an excessively tight timescale or squeezed pricing to fit a budget?

Our tendency to deceive ourselves ultimately leads to us deceiving our clients and creating conflict and a lack of trust.

We need to have the courage of our convictions and talk honestly with our clients (or prospective clients) about what is possible. This might mean losing work, but sometimes things don’t match up and we should walk away.

Building a client relationship on anything other than honesty and trust will inevitably lead to finger pointing. When things go wrong (which they will) there needs to be a safe environment for discussing the problems without threats or blame. If you are not honest from the outset that is never going to happen.

Not that I am suggesting there can never be disagreements. Part of being honest and trusting each other is that you can have healthy, passionate discussions.

Having healthy disagreements

Often we are afraid to disagree with our clients. However, as I have already said, being willing to challenge is a big part of the job.

A client has hired you for your expertise. They expect you to stop them going down the wrong road and suggest alternative approaches.
How you do this is crucial. I have already talked about the need to avoid confrontation. How then do you have a healthy discussion without it descending into an argument?

A big part of a healthy debate is that it requires give and take on both parts. As a result you cannot expect to ‘win’ every disagreement. Sometimes you have to ‘lose a battle to win the war.’

There will be some issues that you feel passionately about and others less so. On the less important issues give ground so that they will know you are serious about the bigger ones.

Finally, when it comes to disagreements, I always give them the “I am the client” card. I make it clear that although I will present my viewpoint they are more than welcome to overrule me.

Interestingly this rarely happens. Although the client likes to know that I consider them in control, they are also keen to have me on board and are willing to compromise to make that happen. Once a client views you as an expert they are unwilling to ignore your advice.

This leads to some interesting scenarios where the client is desperate to convince you of their position rather than play the “I am the client” card.
I think it is important to let the client know you recognise their right to do as they please with their own website. The client must feel free to make the final decision.

Next actions

I began this post by flippantly comparing our client /designer relationship to a marriage.

A marriage has moved beyond the flush of first love and is maintained through communication and trust. With that in mind I would encourage you to:

Communicate regularly

Embrace working with clients, rather than working around them. This means recognising that regular engaging communication is as important as coding and design.

Be open and honest

Keep the client informed about any potential problems when they arise and openly discuss differences in opinion about the right approach.

The final part of any good relationship is getting to know your partner. In web design this means understanding your clients business. This is what we are going to look at in the next post in this series.

A transcript of this episode is available here thanks to the guys at Pods In Print

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Interestingly, I am not alone in this point of view. A post on Smashing Magazine, perfectly articulates the point.

Set the expectation from the beginning that you will work with stakeholders collaboratively. They will help you think through the design at every step… If the client is unwilling or unable to spend time and energy on the design as you develop it, find another client. A client who is too busy to get involved in the process is a client who doesn’t care…

Collaboration is essential to great design. No one person can think of everything or always have the best ideas for every aspect of a product. It takes a group to make this happen. This might require you to occasionally browbeat the client into being available for frequent discussions on new and developing ideas, but the result will be infinitely better.

For me this is the key. Without it, a project will at best produce a mediocre website. However, I am interested in your opinion? How do you work with clients? Do they help or hinder your projects? Let me know in the comments below.

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I came across this great article on Smashing Magazine from last November talking about web forms. The post is stuffed with great advice, but the following leapt out at me:

A form is a conversation, not an interrogation.

Order the labels logically, reflecting the natural flow of a conversation. For example, wouldn’t it be weird to ask someone their name only after having asked a number of other questions? More involved questions should come towards the end of the form.

It reminded me of the excellent signup form on Huffduffer. This signup process recognises that web forms should reflect the natural way we converse. Filling it in feels more like a conversation and less like a chore. It engages, while many forms just demand input. Websites and computers generally can be impersonal and cold. We need to work hard to counteract this tendency. Forms are one way we can do this.

Have you seen other forms with a friendly and conversational tone? If so share them in the comments.

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What follows is a run through of that presentation where I expand on the points I made in my original post. I hope it inspires you to introduce better integration between your website and social media channels.

Thanks for subscribing to Boagworld; a web design blog, forum and podcast run by Paul Boag and friends.

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Thanks for subscribing to Boagworld; a web design blog, forum and podcast run by Paul Boag and friends.

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Users do not come to your site to register. They come to purchase. Even though there is very little difference between the two activities (to make a purchase you have to provide all the same information as registration, with the exception of a password), in minds of users registration is a distraction.

It was therefore refreshing to read a post on econsultancy driving this message home. The author writes:

Making customers register before they checkout is a barrier to purchase, yet many online retailers have yet to learn this lesson.

He goes on to say:

A recent Econsultancy / Toluna study found that 25.6% of online consumers would abandon a purchase if they were forced to register first.

The post goes on to outline a series of alternatives. However, interestingly it fails to mention my preferred approach. I recommend that ecommerce sites ask users to register when they have completed their transaction. This is the point where the user is thinking “what next” and provides a superb opportunity to layout the benefits of registering.

Of course, the problem with not forcing registration is that users effectively create multiple accounts. This is not great from a marketing and data hygiene point of view. However, the post makes a suggestion for dealing with this too based on Amazon:

Amazon has an interesting example of how to handle this. It will allow me to create a new account with a previously used email address, but warns me that the existing account will be disabled.

If I’m a reasonably regular customer who has simply forgotten their password, this will convince me to go down the password reset / reminder route and avoid losing my stored billing address and payment details.

However, if this is an old, unused account, then allowing customers to go ahead anyway avoids the pain of resetting the password.

Do you build or run ecommerce sites? How do you deal with the issue of registration? Is there a better way? Share your approach in the comments below.

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However, the mental association isn’t always so direct. BMW isn’t a very good example for most people because most people aren’t BMW, or even a car manufacturer. But everyone who has a website does provide a service. Even that person selling bespoke cupcakes from their kitchen to nerds across the globe is providing a service. One where the mental association can still be made because that’s just how the human brain works.

As such, it’s important to make sure that our websites perform at their best, both for business reasons and as a matter of professional pride.

How to measure page performance

Some of the best ways to test a page’s performance are also the least technical. Two of my favourites are simply to scroll the page up and down and resize the window. Watching as the browser tries to redraw the page can tell you a lot about how well that page is performing. A page that’s just raw text and images will scroll and resize more smoothly than the same text and images that’s been intricately styled.

Of course, I’m not suggesting that you should remove all styles from your pages. That’s would be silly and, quite frankly, ugly.

Let’s assume we’ve built a page, moved it around a bit and decided that we think it could perform better. The first thing we should do in that situation is try to discern where the performance issue is. To that end there are three tools that I like to use.

The first is a javascript bookmarklet by Andy Edinborough called “CSS Stress Test”. This little bookmarklet does a combination of scripted scrolling and sequentially disabling each CSS rule in turn to give you a list of the top offenders. When it’s completed it displays a table of the rules that, when disabled, saved you the most amount of time. It also tells you how many items that rule was applied to. Using this data you can modify your styles so they work better, or simply remove them completely if they’re unnecessary .

The second tool resides directly in the WebKit developer tools. For those of you who use Chrome (it’s not in Safari just yet) you can click the Profile tab of the Web Inspector and record CSS events. Once you stop recording it presents you with information about the selectors that were called in your CSS and how much time it took to parse them (a percentage of the total).

Another related feature in Chrome’s web inspector is the Timeline tab. It allows you to record events as you interact with them on the page. By using it you get a breakdown of when things are recalculated, when layouts shift or when items are painted (rendered). This tool, while a little confusing, can be extremely powerful and very useful in narrowing down exactly where the performance starts to degrade.

A few quick tips on CSS performance

1. One thing we’ve always been told is that CSS rules that target an ID perform better than rules that target a class. While this is true it’s only a tiny difference and usually not worth worrying about.
2. Generally speaking, if a page is slow to resize it’s likely a layout property (float, fluid width, etc.) and if it’s slow to scroll it’s likely an aesthetic property (such as shadows and gradients) that’s slowing the page down.
3. CSS 3 properties are some of the worst offenders when it comes to page performance. Especially animations and @font-face. Use them wisely.
4. Javascript and Flash both have hardware acceleration support in most modern browser; CSS does not except in some implementations of WebKit and even then limited.
5. Mobile is a thing and even the best mobile phones aren’t as powerful as the best computers from a decade ago.

Putting it all into perspective

When you’re testing the performance of a page it’s easy to get distracted by minutia. One thing I try to keep in mind is that the human brain has a perception delay of around 80 milliseconds. That’s 80 milliseconds of time which our brains view as a single moment. So focusing on a few milliseconds here or there isn’t overly helpful.

Instead of obsessing over getting the best performance you can, focus on the big problems that slow things down and then move on. It’s important to remember what’s truly of consequence and why we’re doing this in the first place: to improve the experience for our users. We are trying to give them the best website we can and how well our pages perform is only one part of a larger story.

As always web development is a collaborative process and I’d love to hear any other tips, tricks and suggestions the community has for testing and improving a website’s performance. Let me (and others) know your advice in the comments below.

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When we meet with clients to ‘redesign’ their websites, they are often so fixated on the challenges surrounding the copy for their new site, that they fail to think longer term. This is a dangerous mistake as Kristina Halvorson makes clear in an article she wrote for .net magazine:

Many people assume that content strategy is about content creation – but in fact, that’s the easy bit. It’s what Halvorson calls the “messy stuff” surrounding the long-term management of content that forms the real challenge. Essentially, she explains, it’s all about asking the right questions early on in the process – “Who is the content coming from? Who owns the content? How will that content be maintained and developed after launch?”

“So really it’s about working to move organisations’ focus away from launching content and towards looking at content as something that lives within a long-term life cycle. And that requires a longer commitment than just a copywriter and a project manager for the website launch.”

This is a huge issue! We recommend that our clients create a new position in their organisation, one dedicated to content strategy – a content editor.

This person is not only responsible for initial content population but also for the ongoing quality of content on the site. They are responsible for editing what is added but also (and potentially more importantly) for removing content that is no longer helpful.

If you haven’t already, now is the time to consider the long term management of content on your site. As Kristina says:

Who owns the content? How will that content be maintained and developed after launch?

What is your approach to the management of content? Is an editor the right approach or is training of content contributors more important? Lets discuss the best way forward in the comments.

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This is understandable. Code can be pretty intimidating. In fact many web designers legitimately argue that clients don’t need to understand the code on their site.

Although there is no good reason why a client needs to know anything more than some basic HTML (if you don’t then its time to learn) they should still discuss code with their web designer.

The reason it is important to have this discussion is because how a site is coded has business repercussions.

Take for example a recent conversation I had with @sheerman. He tends to focus on coding extremely lean, clean code. This is ideal if a site has to download like lightening. However, it also makes changes to the site slightly more cumbersome.

If you want to constantly update your website, including moving elements around or making design changes, then you maybe better taking the approach favoured by @emerritt, another designer at Headscape. His approach is much more flexible but does result in slightly more code that could slow down a site.

Web designers argue endlessly about which approach is best. In reality the answer depends on the clients needs. That is why sooner or later web designer and client needs to discuss code. They don’t need to get into specifics, but they do need to discuss issues such as whether flexibility or speed is more important.

Of course that is just my opinion. What do you do? Do you discuss coding with your clients? If you are a client does discussing code terrify you? Let me know in the comments.

Thanks for subscribing to Boagworld; a web design blog, forum and podcast run by Paul Boag and friends.

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I know what you’re thinking. Recognising the client’s abilities and including them in the process is all well and good, but what if the client fails to recognise your experience?

This feeling of not being taken seriously lies at the heart of the tension between client and web designer. As web designers we are experts in our field and yet we are not always treated as such.

To be taken more seriously we must change the dynamics of the relationship. We need to set up a partnership of experts.

How then do we persuade our clients to see us as experts, rather than mere implementors?

Unfortunately, there are many experts that will never be recognised as such. There are physicists with more experience than Stephen Hawking and web designers with more talent than Paul Boag (shocking though that sounds)!

Becoming perceived as an expert is about more than ability. You must presenting yourself in the right way. Begin by associating yourself with expert opinion.

Expertise by association

When a client has no idea whether your opinion is credible, it is pointless relying on your own experience to justify your position. Instead you need to use sources that the client respects.

One option is to use statistics and research. There is a great deal of research on user behaviour and user interface design. For example I often refer to ClickTales research on scrolling or studies by usability expert Jakob Nielsen.

There are several benefits to using stats and studies:

• They prove you are well read and knowledgable.
• They support your arguments by providing empirical evidence.
• They add to your credibility through association.

This approach only works if the client acknowledges the ability of the person you are quoting. If the client is not aware of the expert it falls to you to enlighten them.

It may be that talking about your own ability could be construed as arrogance. However, it is perfectly acceptable to talk about the accomplishments of others. In other words you can go on endlessly about how great Steve Krug is but you cannot do the same about yourself.

That said, once you have established the expert’s credibility, they are a useful tool in justifying your suggestions and may gain you some reflected glory in the eyes of your client.

Fortunately there are ways of directly establishing your own credibility without coming across as arrogant.

Speak with confidence

A client wants to know that you can deliver. They want to believe in your abilities. You must give them that confidence.

A big part of that is how we speak. If we speak with authority it will build a client’s confidence in our abilities. However, speaking with confidence is harder than you think. It is easy for confidence to turn into arrogance.

Being an expert is not just about confidence in your opinions. It is also being willing to say you don’t know or admit when you are wrong. True experts rarely feel the need to prove themselves and are willing to admit their weaknesses.

In my experience a willingness to show weakness can go along way with clients. I often tell clients if their ideas are better than mine or if I need a second opinion on an issue I am not confident about. I don’t believe this undermines me as an expert. Instead it shows that I am confident in my own abilities and I know my limitations. It shows I have nothing to prove. Sometimes we try too hard to show our expertise. A quiet confidence is often more effective.

However, an expert is confident enough to make suggestions and propose alternative approaches. He views the relationship as peer-to-peer, rather than supplier and client. He will challenge a client, but does so with gentleness and tact. He doesn’t need to force his point of view, allowing his experience to speak for itself.

Letting your experience speak for itself

We have already established that it is damaging to blow one’s own trumpet. How then do you let a jittery client at the beginning of a project know you can solve their problems? How do you show experience instead of talk about it?

You have three tools.

• Processes.
• Project history.
• Presentation.

Let’s look at each in turn.

Processes

Having a rock solid, clearly explained and proven process is one of the best ways of demonstrating your experience. This will instil confidence in your clients.

A process implies a well-considered approach used many times. Talking the client through your process from initial sketches to final website, makes it clear you have done this before and are confident you can apply your process to their project. Where they have no clue where to begin, you have experience.

Project history

It is always good to mention other projects when working with a new client. For example when they express a concern over some aspect of the project, refer to earlier work where you solved a similar problem.
Referring to past projects reinforces your experience and makes it clear the challenges of this project are nothing new. This will give confidence in your ability to deliver despite it appearing daunting to them.

Presentation

The way you present solutions to client problems is crucial. Whether it is discussing the best approach to a specific call to action or presenting an initial design idea, the way you do this will influence how confident the client will be in your abilities.

Presenting design is something we will look at later in the series. For now it is enough to say that confident presentation gives the client an insight into the depth and breadth of your experience.

Confidence, experience and ability goes a long way to establishing you as an expert. However, what if the relationship has already been damaged? What do you do if you are dealing with an existing client who sees you in a negative light?

Dealing with a damaged partnership

Whether your client is a boss or a long-term client who treats you as a pixel pusher, it is often not possible to start a relationship from scratch. Even with new clients, things can get off on the wrong foot despite our best intentions.

Fortunately, it is possible to salvage a bad relationship with some determination and humility.

Humility wins the war

When things go wrong with a client, we rarely blame ourselves. We normally consider that it is the client who has been unreasonable and caused the relationship to collapse.

Occasionally this is true. However, in most cases there are two sides to the conflict. At the very least you need to remember that it is you who is the supplier and you that should go the extra mile.

Even if you are the wronged party, you cannot allow your emotions to colour the situation. Often our pride and a desire for ‘justice’ clouds our thinking, leading us into confrontations that damage the relationship, the website and our business.

To repair the relationship the client must win some arguments. We must stop digging our heels in because of pride. Not all disagreements are equal. Some issues you will feel passionate about, others less so. Allow the client to win over less important issues to prove that you consider them an equal partner.

However, humility is not enough. We also need to be positive.

Positivity heals all wounds

Nothing will go further in restoring a good working relationship than a transformation in your attitude. Being positive inevitably encourages others to respond in kind if applied with enough conviction and consistency.

Go the extra mile for your clients. Get excited about their ideas. Praise them for their contribution. Show you appreciate them.

Not only will the client think twice about their behaviour, it will also transform your attitude. To begin with you may have to force yourself to be positive. However, over time your actions will transform your thinking. Where once you struggled to be positive about the client, eventually you’ll begin to truly appreciate their contribution to the project.

Changing attitude and behaviour is by far the most important step to take. However, a frank and honest conversation may help too.

Having a frank and honest conversation

When there is a damaged relationship it may be worthwhile discussing the problem with the client. Notice that I say it may be worthwhile. Depending on the client and your temperament, a change in behaviour may be more beneficial than a tense discussion.

That said, allowing the client to express their frustration is a good thing if you resist responding in kind.

For your part, the key is to acknowledge the clients feelings and if appropriate your own failings. Then put the past behind you and agree to start again.

Done right this kind of conversation can clear the air and allow a new beginning. However, do so with caution.

Next actions

Establishing a good working relationship with clients is not always easy. Finding the middle way between an arrogant expert and sulky pixel pusher can be difficult. Begin by:

Changing your own attitude

Become positive, keen to help and empathetic of the clients needs. Encourage your clients to contribute and wherever possible accommodate their ideas.

Changing how your client perceives you

Use stats, expert opinion and processes to prove that you are a safe pair of hands who is an expert web designer.

Establishing some ground rules

This may involve redefining existing relationships or kicking off new ones in the right way. Make it clear who is responsible for what, with the client focused on business goals, user needs and identifying problems.

With the right ground rules and attitude, projects will start on the right foot, with a solid working relationship. However, maintaining that relationship throughout the project can be tricky. For that you need some principles both parties work within. These are the principles of client centric web design that we will look at in the next post in the series.

A transcript of this episode is available here thanks to the guys at Pods In Print

Thanks for subscribing to Boagworld; a web design blog, forum and podcast run by Paul Boag and friends.

If you are new to my feed may I recommend also:

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