SHARE
TWEET

Responsive web design and economies of scale

welcomebrand May 16th, 2012 139 Never
Not a member of Pastebin yet? Sign Up, it unlocks many cool features!
  1. Responsive web design, mobile sites and the economy of scale
  2.  
  3. This is easier than using Twitter to try and communicate an anecdotal example @peteduncanson and I were discussing recently at work after all the "Jakob Neilsen is wrong", "RWD is the true way etc" and it was an interesting way of thinking about things.
  4.  
  5. // The new Marks & Spencer "teardrop" lorry
  6.  
  7. He gave the example of the new fleet of lorries Marks & Spencer use see:
  8. - Technical specs and fuel efficiency savings along with a tiny pic in the bottom right of the page - http://www.donbur.co.uk/gb/news/mands_teardrop_trailer.shtml
  9.  
  10. They truck enough product all around the country to make investing in a costly new fleet worthwhile. They have the quantity (eg a very high traffic website*) and at the level they operate, spending millions on a new fleet of lorries that each make small savings when they hit the road makes sense.
  11.  
  12. You could compare this to a very high traffic website that has a mobile specific design/url/assets, the basic financial cost of maintaining a second codebase may in some cases be less** than trying to optimise a single codebase to be all things to all people***.
  13.  
  14. Development time ironically could be lower if you split teams, speed and resource download would be better (See Manchester Airport or Dominos Pizza website resources).
  15.  
  16. // You *could* buy one too but you wouldn't get any benefit
  17.  
  18. Now, the trucks M&S have can be bought by any company from one man bands (eg a personal blog/portfolio) or a bigger company (eg a bigger agency) but the savings made at a smaller scale will be overwhelmed by the initial cost and you'd probably never break even.
  19.  
  20. They make savings on a fleet level, every pound they save is multiplied across the fleet (see also "Why UPS don't turn left http://www.youtube.com/watch?v=Lsxu6KIsWl0) the savings add up at this level.
  21.  
  22. RWD works for many sites but I concede that in some cases there may a case to consider that a "mobile site" and split code bases and teams could be, on a purely economic & practical basis, a feasible option. (a lot of sites in the "real world" also tend to have some legacy issues and budget which means it's not always possible to throw away a whole codebase and build a new rwd site).
  23.  
  24. I think there's a bit of gap between some of the things people and agencies are saying about how they work with RWD (not sure if it's a coincidence there have been so few big RWD site launches since bostonglobe.com) and how some of the less exciting economic and practical constraints mean we might still be a way off everyone owning a new M&S teardrop aerodynamic truck and making savings.
  25.  
  26. James.
  27. @welcomebrand
  28.  
  29.  
  30. * Include standard disclaimer about knowing your audience, budget, team and restraints etc.
  31. ** It may be less, it may be more
  32. *** This "post" isn't considering the various issues of oneweb, m. urls, accessibility etc, it's just an economic thought exercise/example
RAW Paste Data
Top