Stéphane Bio

steph2010 – 2012  University of California, Los Angeles
Social Media Marketing, Video Production for Social Media, Public Relations, Brand Communication

2007 – 2010  Télécom Ecole de Management, France. Master’s degree in
Management, Human Resources, Marketing, Multimedia Tools

2006 – 2009  Lycée Malherbe, Caen
Specialized in Mathematics and Physics

 

Recently Steph addressed a Forum of  designers in Sydney, here is an excerpt:

spacer2“Mobile content delivery is not simply an alternative light version of desktop content. This will be the year of the elastic website – totally content driven – serving the information people want where they want it.”

Most major businesses are starting to see about 30% of traffic coming from mobile devices — which means its way beyond  time to refresh your thinking on mobile content strategy.Screen-Shot-2013-02-26-at-9.15.41-AM-600x394

Forget desktop redirects or bare-bones landing pages… the mobile website now as every bit as “real and valid” as the desktop website. And it must be one site for all devices.

Question: One site for all devices… surely this means a radical new design approach?

Yes, you can no longer format fixed containers that you then fill with content. The content IS the form now.

Here are a few considerations that must be formost in your mind:

1. You don’t get to decide which device people use to visit your website. They do.

If you’re sitting around debating whether  “people will want to do that on mobile,” you’re too late. People are already doing it.

It’s our mission—and our responsibility—to deliver a great experience to them, on whatever device or platform they choose to use.

This wasnt true even several months ago or if it was, it necessitated building several versions of one site, a VERY expensive exercise for a client.

2.  Content equivalency is essential.

Too often, people fall into the mode of thinking mobile should be the “lite” version, offering a subset of content and features.

Or they present a site that works fine on a desktop yet when viewed on a tablet or phone you must scroll or squeeze the content to view it. This is idiotic of course, the content must be presented responsively.

For most organizations, providing a consistent content experience across the desktop web and mobile web is now essential and must be budgeted.

3.  It’s not a site if you can’t maintain it.

Lots of great ideas are stillborn…largely because no one took into consideration what would be required daily to maintain the site. People can watch your online activity second by second, think twitter. And if they aren’t watching, youve probably failed already. Theyve decided you are dull!

With digital teams now juggling lots of different platforms, it’s even more important to focus on the needs of the people who will maintain the site. And here’s a new shift… maintaining the website will now be MORE expensive than building it. Uniformed, lazy clients will now start having a rough time.

Question: UI design in 2014?

Content can’t be “somebody else’s problem.” It’s now central.

What that means is that designers should be asking about how the content will be structured.

Instead of treating the content as an afterthought, or something wholly separate from the rest of the development of a responsive site, designers now will make sure it’s the focal point. That’s a paradigm shift.

Question: How do you see the web evolving over the next few years?

Years? Think in terms of months. At Alias we are very good at predicting the future. Well, … you’re going to see increasing numbers of wildly divergent platforms, some of which we’ve seen go thru their teething-problems for years. Interactive television. In-kitchen devices. In-car audio interfaces….

Speech-based interfaces will work, they just dont yet — remember when touchscreens sucked? Once touchscreens reached the point where they just worked, it launched an entire new wave of innovations in hardware, software, and interaction models.

Speech isn’t there yet, but it will be. That will be a serious game-changer.

So… stop building containers and then creating content to fit. Content is going to find its way to new places – and no one has the time, resources, or budget to create new content for every platform. That’s just not going to happen anymore.

Create the right content, structured for reuse, and then design around it.

Ive noticed that clients tend to be very slow to address this obvious fact. They think that the copy, images and video that worked on their old website can simply be thrown into a responsive site and work…. that’s nuts clearly, this new world requires copy written to be read in small chunks, images that are even more compelling and designed to be read on a phone and of course video that is shorter and punchier to address to shorter attention span of mobile viewers.

 

2018-01-20T08:43:44+00:00August 4th, 2013|Steph|Comments Off on Stéphane Bio