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NPR launches a new mobile site, bets on the scroll, and gets closer to being fully responsive

There are lots of good ideas in NPR’s new mobile redesign, which responds to the mainstreaming of mobile devices as a way of getting news.

npr-mobile-site-screenshotIt must be mobile-news-site launch season. Last week it was The New York Times debuting a sleeker presence in smartphone browsers; today it’s NPR’s turn. It’s nice! (If maybe a touch on the staid side — it’s more Carl Kasell at the top of the hour than Carl Kasell reciting limericks.)

You can see the new look here and read about its features here. Three quick thoughts:

The rise of the scroll

Compare the new site to its predecessor and one thing becomes clear: Everyone’s becoming more comfortable with scrolling. The old mobile site only took up about two screenfuls on an iPhone; the new one, on first load, takes up 14. (That screenshot on the right is only about one quarter of the full mobile homepage.) And if that’s not enough, you can keep loading more stories in an infinite scroll.

It wasn’t that long ago that news companies were hesitant to put significant content “below the fold” — the old newspaper metaphor moved from newsprint to screenfuls. The BuzzFeeds and Snow Falls of the world have taught publishers to think of scrolling less as a hindrance and more as a useful, tactile part of the content consumption experience.

For a long time, mobile content experiences were built around the idea of restraint — slow bandwidth and less powerful processors, yes, but mostly the constraint of user time. “Mobile” became shorthand for “30 seconds of attention while you’re waiting in line somewhere.”

But as devices and networks improve — and, more importantly, mobile moves from being an edge case to just how people get the Internet — publishers are getting more comfortable with offering a less abbreviated experience on phones. We’re getting closer to content parity. NPR’s intro blog post also notes:

Visitors entering our site through the mobile homepage will now have access to story comments, advanced searching and extended NPR listening opportunities, such as NPR Music’s First Listen series.

That makes sense — the more people use smartphones as their primary Internet device, the more they’re going to want to do things like leave comments — things that might have previously been considered something they’d go their laptop to do.

The move to responsive

Despite the web design world’s headlong push into responsive design, NPR (like the Times) isn’t quite there yet. Like the Times’ new mobile site, the NPR site’s homepage does adjust based on device width, but only from tablet to smartphone sizes — the desktop site is still separate. (Play with the width slider here to see how it reflows at lower device sizes.)

However, unlike the Times, NPR’s article pages — where the vast majority of its traffic lies, one assumes — are fully responsive. (Again, check it out. iPads get the smallest version of the desktop layout; anything smaller gets the smartphone view. Reduce the pixel width from 768 to 767 to see what I mean.) The Times still uses separate URLs on mobile stories.

The URL of the mobile homepage doesn’t sell it’s mobile-ness: Rather than or, it’s That interesting (lack of) distinction is explained by this note in the intro post:

What’s next: This new homepage for phone-size screens is the first step in creating a fully responsive NPR front page that will work for people using a wide range of devices, from phones to tablets to desktops. Stay tuned.

That makes sense — the desktop NPR homepage is one the last relics of the old look; the mobile homepage looks much more like the recently redesigned article pages than the desktop does. Here’s NPR Digital senior project manager Patrick Cooper:

Homepages, with their myriad modules and ad units, are a much harder job, responsively speaking, than article pages, which usually can be reflowed into a smooth column of text without too much difficulty.

The question of ads

One thing I didn’t see anywhere in the new mobile site: ads. (Maybe they’re there somewhere, but I didn’t see any on the couple dozen pages I checked out.) Ads appear on responsive pages only when they’re on screens 1000px wide or wider — below that size, they disappear. (See what I mean here by dropping the width slider.) Ads in responsive design are problematic, just as ads on mobile devices in general are problematic. But it’s an issue that NPR — like other news organizations — will have to figure out if they want to benefit from the (massive, irrevocable) shift to mobile devices.

Who did all this work? Some credits in this tweet:

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  • Patrick Cooper

    Thanks for the coverage. There’s more to come, for sure. Today’s launch has just the basic elements, and more visual power and interactions are on their way. We’ll roll out those features in coming weeks and months as the project team iterates the code and homepage editors adapt real-time workflows.

    With scrolling, what you describe was exactly what we saw in user testing. On both phones and tablets (a breakpoint we haven’t released yet), everyone’s first (nearly immediate) move on load was to scroll. Reactions to the page length were positive, with the headline space and context cues appearing to help readability and user focus. But we know scroll behaviors are still evolving. We’ve coded various metrics to see how things play out live.

    With underwriting, the market so far has indeed been fickle with responsive. You can’t get truly responsive units at scale — especially not when the content of the units also has to meet our public-media underwriting guidelines. But we launched a responsive-friendly “Adhesion” unit on phones and tablets when we introduced our first responsive pages in October. Based on an IAB mobile rising-star unit, the adhesion stretches well within the breakpoints, doesn’t disrupt the page design and has delivered well for underwriters. We’re trafficking it lightly today, but you should see it if you tap around enough.

    Credits on this initial homepage work — the cast has rotated over time. At different times… design was Wes Lindamood and Max Pfennighaus. UX was Stephanie Slobodian and Scott Stroud. Dev was Todd Welstein, Jason Grosman, Ben Brannaka, and Michael Seid. Editorial lead: Nicole Werbeck. Underwriting lead: Erica Osher. Metrics lead: Lauren Bracey Scheidt. Scrum master: Stephanie Oura. Product owners: Myself and Jeremy Pennycook.

  • Ryan Gantz

    Great article, and I’m excited to see what NPR does next.

    Just wanted to say to Joshua and everyone at NJL: thanks for covering what you cover. You’re the only media doing a good job of covering media.

  • kate2014LR .

    Obviously you like the changes to the NPR website. Have you checked out the responses from website users? The overwhelming majority of those commenting on the website (over 340 as of a few minutes ago) do not, repeat, do not like it. And I am one of them. The endless scrolling and the lack of an overview on the screen are both really annoying. NPR needs to have whatever they need for people who use small devices, but this “blog” format is not what most of us long-time users go to for.