Higher Ed, Prepare for HD Web
January 31st, 2012 | Posted in Predictions
These days, marketers are doing a tremendous amount of strategy and work to optimize mobile web experiences. This is especially true in the realm of higher education digital marketing as institutions strive to provide users with content and interfaces that are specifically designed for small devices.
After all, as a recent Pew Report shows, well over half of undergrads, graduate students, and community college attendees access the Internet or email via their cell phones. Hundreds of universities have mobile-enabled websites and those that do not are planning to launch them very soon.
But this article is not about mobile web development. This is not about being mobile. This is about a complementary trend that I believe we will watch develop in 2012 and 2013: the emergence of High Definition (HD) Web Development.
HD Web Development
I have heard HD Web Development, especially video, also referred to as the “lean back” (as in “recline in your La-Z-boy”) Web experience. The ubiquity of high-definition displays, such as televisions, that behave as high-powered computers, and the proliferation of broadband access to Web content, means that we now have the size and speed to enjoy the Web in a massive and brilliant form. And, as devices share and mirror content with one another, the restrictions that current mobile and PC web development impose will be removed.
You could argue that anticipating HD is simply another facet of responsive web design. I somewhat agree. Yet there are a few key differences. And, this goes way beyond just video.
Mobile: For the distracted, goal-oriented user
The reality of content on mobile devices is that the experience is momentary and environmentally competitive. Content for mobile phones must be minimally designed to focus on content, and while that is imperative, the consumer gets only a small taste of the organization’s visual brand. So, in higher education environments, content best suited for mobile is often the simplest and most transactional.
That is, most university mobile sites provide dining menus, phone directories, bus maps, weather, and other nugget-sized pieces of information. And that is ok. It suits the environment. The strategy behind a university mobile site is to serve a user who is highly distracted and on the go. Short and simple is ideal. Keep them connected and be quick about it.
So, the question today is always asked “is this content mobile-friendly?” and “will it look good on small devices?” Even though mobile devices can automatically squeeze your content into a small screen, there are proven techniques to improve how content is presented. This trend will continue and mobile web development will always be a part of our industry.
But what about the audience members who are not distracted? Not mobile. Not desk-bound but relaxing on a couch or near an entertainment center?
HD: For the comfortable user who wants an immersive experience
To meet this user’s needs, I believe we will begin having conversations that emerge from questions like “what does site look like on a TV monitor?” and “what content can we show off in high definition?”
Imagine for a minute a website intended for display on an 80-inch television in the living room or general-purpose room for a family. Imagine the opportunities for friends and family to share in an marketing experience that is a collage of interactive design, multimedia content, and video. Imagine that experience includes the opportunity to video conference or directly message with an admissions representative, student advisor, or professor.
Almost every manufacturer of television, computer technology, and Web-enabled devices is working on new ways for users to display, share, and interact with content on high definition television monitors in homes and offices. This means that websites that look good on tablet devices, PCs, and mobile phones also must be intentionally designed for high-definition display.
Like most trends, this one is simply a fresh iteration of a previous phenomenon. Ten to fifteen years ago, many institutions of higher education considered direct mail CDs/DVDs that created a kiosk (like at your local shopping mall) experience for users as key component of their marketing campaigns. These direct-mail pieces gave people the ability to interact with an institution’s content. Because connection speeds were so slow, these CD/DVDs made it possible to enjoy high-quality experiences during the time when the Internet was not ready to deliver them.
Getting ready for HD
So how do I think you should prepare for the Web in HD? The best and easiest way is to get a 32-inch HD TV and plug your laptop into it. Make sure that you have the proper HDMI connector so that you’re getting the full resolution of the television. Read a more detailed how-to article from CNet.com.
Once you do this you’re able to see how your website looks on a large screen display. Now stand about 10 feet back from that and assess how your site looks.
As you read it ask yourself:
- Can you interact with the site?
- Can you see the information as clearly as you can see the guide and menus on you television’s DVR?
- How well are you able to see your institutions identity/logo?
- How well are you able to read headline text?
- How much information are you truly able to see from that distance?
The methodology for designing for HD display is similar to those used for responsive Web design. At the same time, the content requirements for such experiences might be more similar to what we saw in the late 1990s when kiosk development and CD/DVD direct mailers were prevalent. So, if we take the best practices of both these marketing trends, I believe we can closely approximate what we’ll need to take advantage of the HD Web. Also, it is likely that HD web development will also be subject to the same nuance, such as with mobile, of native apps versus responsive web design.
One final thought
It is not out of the realm of possibility that users who are consuming Web content from home may soon not even own a traditional PC. It is becoming more likely that your users will expect you to deliver an intentional mixture of mobile phone, tablet, and television web experiences.
Manufacturers and media companies are working on ways to seamlessly integrate a new ecosystem so that content can be shared from one device the next. This means that there will be a giant new challenge that higher education digital communications should be preparing to meet.
Let’s be ready to respond. Get ready for HD web.
How are you preparing for HD Web, and what are your thoughts?
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