Design Trends: Is One Web a Reality?

Design Trends: Is One Web a Reality?

Despite the technological advancements from innovators such as Apple or Google and the incredible hype mobile internet has received, the reality is that the levels at which people are using the internet through their mobile phones has remained relatively flat.

Mobile Internet Usage

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The recent research conducted in Hungary and Norway highlights an argument that mobile internet use is merely an extension of PC based internet and is used for the gathering of quick data when the PC is unavailable.

This promotes the belief that the mobile internet has not led to new usage developments and that possibly even the development of new innovative applications will not cause an explosive increase in its usage.

Perhaps then, it is time to stop confining the concept of the internet by the device accessing it, whether that is a tablet, mobile phone, laptop or desktop computer. This will promote the belief of one internet which is open for all to experience regardless of the device used for communication.

This creation of One Web will according to W3C create an internet where “the same information and services are available to users irrespective of the device they are using”.

Google is Pushing for a Change

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The internet giant Google is pushing for a change in developmental attitudes. It is recommending that responsiveness should be the key to today’s web building, allowing all devices to access one URL. According to Google this makes it “easier for your users to interact with, share and link to…” This means designing web content to be accessible across the full range of devices.

It would ensure that each shared link would direct the user to the same site regardless of how they are accessing the internet and produce a standardized experience for the user.

Apple’s announced updates to their latest operating system have had some surprising yet understated feature changes. The updated iCloud tabs in Safari will allow the synching of open browser windows, to allow you to continue your browsing on another device from the point you left off. This change has been mirrored in Google’s recent Chrome update.

This has allowed an internet surf experience which is literally crossing the media barriers. These changes to the operating systems have given reality of One Web a huge push. However, to fully realize this potential brands and website owners will need to make some changes to their systems of working.

The developments in mobile technology are pushing for these changes. Considering that even a few years ago, many of the fundamental standards of the internet simply couldn’t be handled by mobile devices, it is amazing the standard of equipment available throughout the marketplace.

Mobile Users’ Expectations

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It is estimated that three quarters of people with a smartphone use it to surf the internet. These people don’t usually view this as mobile internet, it is simply the internet. Mobile internet users are looking to do “anything and everything desktop users will do, provided it’s presented in a usable way” according to Brad Frost, a mobile expert.

Mobile users are pushing the need for deepening the available content. They are searching more and more for information which isn’t available currently on mobile internet. Many will opt to visit the full site and view non optimized content to access the information. Research has shown that up to a third of mobile internet users will tolerate slow loading times, poor navigation and restricted touch capacity to extend their internet experience.

So, to make One Web a viable reality, there must be focus. The information sought must be readily available regardless of the device accessing it. This will create extra challenges for web designers to create an experience which is structured for multiple interactions across devices. This will push designers to hone their marketing and business skills, taking the time to engage properly in the matter of online communication.

This approach will actually be of great benefit in the longer term. There will be no need to create and manage multiple websites and platforms to deliver the same message and information. This will no longer need to be formatted and created separately but will allow a “publish once, publish everywhere” mentality.

Content Review

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Of course, there will still be issues to allow images for the various screen ratios and some content may need some specific variation. However, this should push the attitude of if the mobile shorter format is strong enough is more needed on a desktop version?

This can prove to be a powerful marketing tool. David Ogilvy has been quoted as saying “five times as many people read the headline as read the body copy”. This trend supports the review of content. If content is concise and strong enough for mobile, One Web may provide an opportunity to streamline desktop formats.

These changes will not negate the need for niche skills. These will include how to structure content on different screen ratios, understanding of touch interfaces, scaling content and coding around the capabilities of the technology.

Can One Web Become a Viable Reality?

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These finite skills are needed to ensure One Web can become a viable reality.  These are key skills of interaction developers and designers. You will also need the talents of your copywriter and strategist to communicate effectively your brand, product and offer, creating and fulfilling a demand.

This shift in approach is forcing design changes to consider your content from a mobile perspective, create focused and sharper communications which have the capacity to cater to the various interactions and goals of the user.

Once these fundamentals have been perfected, this can be scaled up for other devices. This will pass the focused thinking design and concept attitude through the various mediums which will allow One Web to become a more intelligent and useful experience.

As Jeremy Keith said “I don’t write for devices, I write for people”. If this attitude can be adopted by the design and development community, website owners and copywriters, interface will cease to be relevant and it will provide the opportunity for One Web to become a reality. This will allow a seamless website experience for any internet surfer.

4 Comments on “Design Trends: Is One Web a Reality?

  1. I think the idea of one web is great but the problem will be what it always has been. Does Microsoft agree because if the giant baby follows the pattern of past, they will not conform and will insist that the web follow their idea for the best image of the web. Personally I say let Microsoft build their own internet and the rest of the world can build it the way it should be built!

    • I think One Web is still a bit utopic – sounds good, but it’s not really achievable yet. I get where you’re coming from and I too expect Microsoft (and other internet giants) to try to steer it onto the path they think is best. But they have to reach a consensus at some point – the user. So eventually, they will be pulling in the same direction.

  2. Interesting statistic that a third of mobile users will tolerate slower load times for fuller content. Despite the constant push by mobile developers to make sites adaptive, I’ve always felt the same way about not being able to access content on a site that I should be able to. Can you provide a reference for this statistic, please?

    • It’s a problem I too have faced, and many others. Our expectations are evolving a bit faster than our technology. The research I’ve found was made by the University of Nebraska-Lincoln and more recently Radware. Their “State of the Union” report focused on retail websites and showed an overall 22% increase in their loading time since 2011.

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