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THE FUTURE OF
ADAPTIVE CONTENT
RESPONSIVE VS. ADAPTIVE
I need more than a responsive site, 

I need it to be adaptive.
https://medium.com/@livlab/responsive-versus-adaptive-is-not-a-thing-b712eefaf313
WHAT IS ADAPTIVE?
Build a separate mobile site
Send users who need more
info to the desktop site
✘
✘
Cut features and content not
core to the mobile use case ✘
The Future of Adaptive Content
The Future of Adaptive Content
The Future of Adaptive Content
NO FORKING WAY.
ADAPTIVE CONTENT

Structured content that can be targeted by device type or
personalized by context (i.e. time, location, user data)
ADAPTIVE LAYOUTS

Different layouts for different device types, including “not
fully responsive” designs that “snap” to sizes
ADAPTIVE
LAYOUTS
RESPONSIVE 

LAYOUTS
The Future of Adaptive Content
The Future of Adaptive Content
CLIENT SIDE
versus
SERVER SIDE
“Responsive design is client-side, meaning
the whole page is delivered to the device
browser (the client), and the browser then
changes how the page appears in relation
to the dimensions of the browser window.
http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
“Adaptive design is server-side, meaning
before the page is even delivered, the
server detects the attributes of the device,
and loads a version of the [content] that is
optimized for its dimensions and native
features.
http://www.huffingtonpost.com/garrett-goodman/adaptive-design_b_2344569.html
RESPONSIVE DESIGN
+
IDENTICAL CONTENT
There is no Mobile Web. 

There is only The Web, 

which we view in different ways. 

There is also no Desktop Web. 

Or Tablet Web. Thank you.
—Stephen Hay
The Future of Adaptive Content
ADAPTIVE LAYOUTS
+
IDENTICAL CONTENT
The Future of Adaptive Content
The Future of Adaptive Content
ADAPTIVE LAYOUTS
+
ADAPTIVE CONTENT
COPE: Create Once, Publish Everywhere
COPE:
CREATE ONCE,
PUBLISH EVERYWHERE
The Future of Adaptive Content
The Future of Adaptive Content
The Future of Adaptive Content
RESPONSIVE LAYOUTS
+
ADAPTIVE CONTENT
The Future of Adaptive Content
The Future of Adaptive Content
RESPONSIVE LAYOUTS
+
ADAPTIVE LAYOUTS
If we go responsive, can we serve 

a different homepage?
The Future of Adaptive Content
ADAPTIVE LAYOUTS + CONTENT
Adaptive content is:
_Structured: Chunked content with a finer grain of granularity
_Targeted: Alternate forms of content served based on
“contextual” triggers: time, location, personalization, device)
Adaptive layouts are:
_Different layouts that “snap” at different breakpoints; or
_Different layouts for specific pages or templates; or
_Different layouts for specific features
WHEN ARE ADAPTIVE LAYOUTS
NECESSARY?
WHEN IS ADAPTIVE CONTENT
NECESSARY?
The Future of Adaptive Content

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