DEPLOYMENT OF RESPONSIVE WEB DESIGN TO THE COMPANIES

Z odzivnim spletnim oblikovanjem se v Sloveniji ukvarjamo zadnjih nekaj let. Zaradi eksponentne rasti uporabe mobilnih in tabličnih naprav so načrtovalci spletnih strani videli priložnost in tudi nujo prilagoditi dimenzijam mobilnih in tabličnih naprav. Odzivno oblikovane pa niso samo spletne strani, ampak tudi aplikacije, predloge za elektronski poštni marketing (ang. Email Marketing) in drugo. V kolikor želijo podjetja biti konkurenčna tudi pri spletnih predstavitvah, morajo slediti trendom, ki prihajajo iz tujine. Poleg odzivnega oblikovanja pa se čedalje več pomena daje izražanju skozi vsebino, interaktivnosti, sledenju grafičnim smernicam in dobri uporabniški izkušnji. Spletna stran je del oglaševalske kampanje podjetja, ki želi digitalno oglaševati preko različnih kanalov, kot so družbena omrežja, zakupljeni oglasi, ključne besede, elektronski poštni marketing, produktne strani in drugo. Čeprav je oglaševalska kampanja lahko usmerjena tako, da spletna stran ni primarni cilj uporabnika, ampak zgolj sekundarni, kamor pride uporabnik po več informacij, moramo vseeno uporabnika pričakati tako, da doživi optimalno izkušnjo na spletni strani z vsebinskega in oblikovnega vidika. Pri oglaševalskih kampanjah je predvsem pomembno, da uporabnika vodimo do končnega cilja in ga na tej poti ne izgubimo. V kolikor bo naš uporabnik na to pot zašel preko mobilnih ali tabličnih naprav in ne bo pridobil optimalne uporabniške izkušnje, bo lahko spletno stran zapustil prej, kot če bi bila iskana vsebina prilagojena. Nekateri oblikovanje spletne strani povezujejo tudi s stanjem ponudbe samega podjetja. Če podjetje z oblikovanjem svoje spletne predstavitve ne stremi k smernicam, si hitro ustvarimo vtis, da se podjetje ne razvija, posledično bo za nas manj privlačna tudi njihova ponudba. V magistrskem delu smo obdelali različne koncepte spletnih mest, ki lahko vključujejo odzivno oblikovanje in s tem uporabniku nudijo optimalno izkušnjo. Nato smo raziskali trenutne trende grafičnega oblikovanja, interaktivnosti in optimizacijo. Definirali smo odzivno oblikovanje, raziskali statistike povečanja mobilnih in tabličnih naprav, prednosti odzivnega oblikovanja in naredili SWOT analizo odzivnega oblikovanja. Posebej smo se posvetili tudi uporabniški izkušnji ter samemu testiranju uporabnosti, ki se pogosto vključuje v razvoj produktov in storitev v vseh življenjskih fazah. Raziskavo smo podkrepili še s primerjavo statistik obiska in prodaje na spletni trgovini pred in po vključitvi odzivnega oblikovanja ter s predstavitvijo testiranja uporabniške izkušnje na konkretnem primeru. V magistrskem delu nismo posebej predstavljali tehnične podpore in izvedbe razvoja odzivnega oblikovanja, ampak ga raziskali zgolj iz uporabniškega vidika ter priložnosti za podjetja.In Slovenia, we’ve been dealing with the concept of responsive web design for the past couple of years. Because of the exponential growth of the use of mobile and tablet devices, website designers saw this opportunity and we’re basically forced to adapt their websites to different dimensions of mobile and tablet devices. Websites are not the only ones who are responsivethere are also applications, email marketing suggestions and others. If the companies want to measure up to their competition regarding their web presentations, they have to follow current trends. Besides responsive designing, presentation through content, interactivity, following graphic trends and user experience is also proving to be very important. The website is a part of an advertising campaign of a company that tries to digitally advertise their product with the help of different channels, such as social network, leased adds, keywords, email marketing, product sites and others. Although advertising campaign works in a way, so that a certain website is not the user’s primary goal but secondary, where the user gets more information, we still have to make sure the user gets the ultimate experience through the content and design aspect. The most important thing about advertising campaigns is the fact that the user is guided towards the final goal and that we don’t lose him in the process. In case a user uses his mobile or tablet device and therefore does not get the optimal user experience he will most likely close the website earlier as if this website was adapted content wise. Some associate web designing with the condition of supplies of a certain company. If the company is not interested in using the current trends in their website, we will therefore get the impression this company or organisation is not developing and so their products or what they have to offer will also be less appealing to us. In the post-graduate thesis different concepts of websites, which can include web design and therefore provide the user with an optimal experience, were investigated. Our next step was to investigate the current trends in graphic design, interactivity and optimization. We also defined the concept of web design, explored the statistics of the use of mobile and tablet devices, the advantages of responsive design and executed the SWOT analysis of responsive designing. We were also very interested in user experience and the usability testing, which is commonly incorporated in the product and service development in all life stages. We substantiated our research with the help of statistics comparison of visits and sail on an online store, before and after the enrolment of responsive web design and with the help of presenting an user experience on a specific case. In the post-graduate thesis, technical support and implementation development of web design were not specifically presentedwe only did the research from the user’s point of view and presented the companies’ opportunities