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Hello and welcome to this web agency Web Designer Raynham video tutorial.

I’m Owen Corso from Google.

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And today, we’re going to build a rich media expandable creative with video.

Let’s start by selecting file, New File.

This opens a dialog box where we will set up our ad.

First, let’s make out high of project.

We have four options– The default is Display & Video 360so we will leave that as is.

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LYNN MERCIER: Thetruth is, like, if we want to evolve thematerial design system, we need to be able tobuild on top of the code, and each layer ofthat code matters.

MUSTAFA KURTULDU:The conveyor belt is-- designer works onsomething, developer takes it, and developer screams becausethere was no conversation.

I think that's one ofthe biggest challenges.

[MUSIC PLAYING] One of the challenges inthe beginning with material on the web was there's so manydifferent implementations.

Again, the singlesource of of truth, so you had Angular material,you had Polymer, you had MDL.

How have you found solvingthat single source of truth? LYNN MERCIER: Yeah.

Originally we had a unique teamof developers in both Android-- I'm sorry-- Angular,and Polymer, and all these otherweb frameworks sort of building their ownimplementations in material design.

But we found that we couldn'tkeep that going at scale.

Like, we were iterating onthe material design system so quickly, and we couldn'tkeep a single source of truth with these othercomponent libraries.

So we started developinga technology where we would write our JavaScriptonce and sort of abstract its interaction with theHTML, so you wouldn't directly reference a DOM element.

And then we wouldwrap that JavaScript in individualcomponent libraries.

It's not a perfect solution.

We're still working onmaking it faster and better, but we've foundthat that creates these sort of componentsthat look like they belong in the framework.

So any framework developerwho's working there, they look seamlesslylike they're a part of the environment.

MUSTAFA KURTULDU: The onething that we struggled with with MaterialDesign Lite was there was a lot of blackmagic going on in the DOM.

So you check DeveloperTools, and there'll be, like, these random elements.

And that was, like, anopinionated decision so, you know, how do you go aboutdeveloping a new framework where you have to have anopinion-- there has to be, like, this is the baselineof what we're doing-- without impeding on, like, whatthe developer just wants to do? They just want this componentto work, or this widget, or whatever.

LYNN MERCIER: Yeah.

I try as much as possibleto avoid black magic.

And, like, whenever I'mreviewing any code that any of the designers on myteam are writing, we, like, try and avoid anything that's-- maybe it's a little hack,and it makes it slightly more performant-- butthe truth is, like, if we want to evolve thematerial design system, we need to be able tobuild on top of the code, and each layer ofthat code matters.

So we try and, like, steeraway from any black magic and just have thisone source of truth that works with all thecomponent libraries as much as possible.

MUSTAFA KURTULDU:In terms of, like, working withexisting frameworks, what's the relationship there? Because, like, React isa thing-- you have to-- it's the real world, right? LYNN MERCIER: Mm-hmm.

MUSTAFA KURTULDU: Or likeWordPress is a thing.

Like, you have towork in that world.

LYNN MERCIER: Mm-hmm.

MUSTAFA KURTULDU: So theremay be certain things that you can or can'tdo as a result of that.

LYNN MERCIER: Yeah.

MUSTAFA KURTULDU: Like, formaintaining a framework where-- it's not Android.

It's not, like, a single-- LYNN MERCIER: Yeah.

MUSTAFA KURTULDU:--you have-- it's, like, the web is allabout relationships between different code bits.

I mean, how do you manage that? LYNN MERCIER: It gets reallytricky and really funny.

So we tend to prioritizethem in terms of what developers are already using.

So React is a great example.

There are a ton of codebases already in React-- it's super-popular.

So we want to prioritizethat one first, which is why we're making anMDC React library for React in particular.

But then there'sother libraries, like Angular andlike Polymer that we want to start using as well.

But we tend toprioritize them, again, based off whether or notdevelopers are already using them.

In terms of, like, keepingall that functioning-- and sometimes you endup, like, one framework wants it to do it oneway and another framework wants it to do another way.

It's just constantlycompromising.

Like, we work with thesedevelopers on the Polymer team, or we, like, talk tothe React community and try and figure out what'sthe right way to figure it out.

And we just sort of settleon the right compromise and stay there.

We do it as well with browsers.

So for example, we tendto develop first on Chrome because it's kind of thebest, and it works nice, but we have to support Safari,and Firefox, and Edge as well.

So we tend to testIE at the very end.

And we want it towork, but there's sort of, like, gracefuldegradation sort of things that happen.

As long as that happens, like,carefully and gracefully, then it tends to be OK.

And I think we do the samesort of thing with platforms.

You know, maybe itdoesn't perfectly work in everyplatform but as long as we can kind ofgracefully degrade that component in thatsituation, it'll work out.

MUSTAFA KURTULDU: Yeah, Iknow the BBC have, like, a term that's calledcutting the mustard.

So basically, they willhave, like, a baseline where things have to work.

LYNN MERCIER: Yeah.

MUSTAFA KURTULDU: Like, withthis, and if it doesn't work, or it doesn't supportthis technology, they're gonna say--you know what, you're not going to getthese experiences that we're designing.

I mean it-- how would youfeel about that as a concept? LYNN MERCIER: Yeah, we'vehad to use that already.

So there's newthings coming out-- material designed around shape.

And on the web platform,no matter what technology you're in-- like, what webplatform or what browser you're in-- rounded corners are really easy.

Like, cut-off corners? Impossible.

Just straight up impossiblewith the existing technology.

And so we kind of had to goback to our material design team and say, like-- look, we can update theCSS spec today in 2018, and then three years fromnow, our children's children will, like, have thisfeature, but we're not going to be able toimplement it right now.

So there are some featureswhere you just kind of have to draw the line and say,we can't do this feature without it beinga confusing story, without it being some sortof hack that no one would be able to use.

MUSTAFA KURTULDU:So how about SVG? I mean, I suppose whenit comes to animation, the challenge of SVG isthe performance 'cause-- LYNN MERCIER: SVGs, and thenthe shadows on top of them, and the scroll performanceunderneath those SVGs-- by the time you, like, transportall the browsers and all the situations wherethat component would be, it gets reallyconfusing quickly.

MUSTAFA KURTULDU:And very complicated.

LYNN MERCIER: Yeah,very complicated.

MUSTAFA KURTULDU: That'squite interesting, because the conveyor belt isdesigner works on something, developer takes it, anddeveloper screams because there was no conversation.

I think that's one of thebiggest challenges developers face because, ifyou just talk to me, then I'll be able to explain,especially for designers who have no coding experience.

And I know we've spokenbefore, and you've mentioned stress testingthe design, which is a new concept for me.

LYNN MERCIER: It's my concept.

MUSTAFA KURTULDU: How doesthat work, where you're stress testing the design? LYNN MERCIER: Imean, I think there's a limitation inDesigner Tools that make them want to forceeverything to sort of this pixel-perfect mock.

And it's gorgeous-- itcreates some gorgeous assets, but it doesn't always workin a real-world application.

And a developer'sjob is to create something that works in areal-world application, right? Ours is the stuff-- thecode that's running live.

And so many problems come froma design being pixel-perfect for one language, one screenwidth, one set of content.

And when you goto build that, you can build sort of adummy site quickly, but once you start populatingit with real content, all these problems come up.

And I think most designers,if you go and talk to them and say, like-- hey,I have this problem.

They'll help you.

They'll, like, show youhow to change the design and tweak it in this situation.

Like, they're very receptiveto that feedback-- they want to make their designs better.

But if you don't knowwho your designer is when you have thisproblem, then you just have this bug that says-- doesn't work in German.

Like, what do you do? You have no idea how to fix it.

So yeah, I think this conveyorbelt problem of designers who sort of, like,design something but then leave the projectand don't collaborate with the developers asthey're building it, it makes it reallydifficult for the developers to make the productbetter over time.

MUSTAFA KURTULDU: So how do youthink designers can actually improve their process to makethat relationship better? Or more, is it reallydown to the most obvious? You just need to pairprogram, or pair together.

You have to talk to the person.

That's really the bestway to do it, so like-- LYNN MERCIER: Thatis the best way.

I mean, I think that can bereally difficult in certain-- if you don't have enoughtime and resources, sort of dedicate, like, one person,one designer, and one developer to every single feature.

I think there's waysin the middle to do it.

So for one, make sure thatyou know each other's names.

Like, if you'reremote, make sure you know how to deployyour code somewhere to staging so yourdesigner can work with it, and make sure your designerhas a way to send you, like, iterations on mocks.

Another sort of quick andobvious thing, I think, for designers is tointernationalize.

The moment you take allthe text from your mock, put it in Google Translate,put it back in the mock, and see what looks horrible-- MUSTAFA KURTULDU: German.

LYNN MERCIER: --like, yeah! German! Or even, like, CJK languages.

Just pick a language.

It doesn't matter ifyou translate it right.

Just, like, do thatfirst step because you're going to run into all thewidth and height problems that a developerwill run into live.

And I think it's goodfor designers, right? It helps you makeyour product better to get feedback aboutwhat sort of languages do I need to support.

MUSTAFA KURTULDU:And it's especially important inuser-generated apps where the content could be 10 pages,or it could be two lines.

LYNN MERCIER: Yeah! MUSTAFA KURTULDU:It's not like-- you always get the mock wherethere's, like, the name-- LYNN MERCIER: Yeah! MUSTAFA KURTULDU: --theavatar name's perfect.

LYNN MERCIER: Fits perfectly.

MUSTAFA KURTULDU: Yeah, butwhat if the name's like, you know, four words long? LYNN MERCIER: Yeah.

MUSTAFA KURTULDU: Isthere anything else that they can do like the stresstest that wasn't just really-- LYNN MERCIER:Internationalization is a big one.

I think different screen widths,at least in your own web, is helpful as well,like making sure that the obviousbreakpoints work but also sort of smallerones or bigger ones.

But, yeah, it justcomes back to, like, be there when your developerruns into a real problem and help them fix that problem.

I think most developerswant to fix problems.

They want to code that out.

They just want to geton their headphones-- like, get the code outthat will fix the problem, but they don't know how toredesign the site, right? We're not going to-- ifyou make a developer guess how to design a site, we'regoing to guess really poorly.

So you need to helpus as designers.

SPEAKER: If you spentloads of time polishing your, like, amazingprototype, then you suddenly becomevery, like, you know, reticent to throw it away.

Kind of like it'syour baby, you're going to polish this too much.

And so that's dangerous,because then you're not using prototyping forprototyping's real purpose, which is to learn.

Raynham web agency

Next, we can select the type of ad.

We want to make an expandable, so we select Expandable on the left.

Next, we can set again ad’s dimensions.

We are building a 320 by 50that expands to 480 by 250.

So I will make those changes.

We then assign the Raynham creative a name.

I will leave my Save ToLocation as the default, and leave the talk about set to Quick.

Once I’m happy with my settings, I click OK.

Google Web Designer creates the initial pages of the ad for me with the dimensions I defined.

 

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The collapsed page already contains a Tap Area event to expand the ad and an expanded pageRaynham with a close tap area to collapse back down.

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OWEN CORSO: Hello and welcometo this Google Web Designer video tutorial.

I'm Owen Corso from Google.

And today, we're goingto build a rich media expandable creative with video.

Let's start by selectingFile, New File.

This opens a dialog boxwhere we will set up our ad.

First, let's chooseour environment.

We have four options-- The default is Display & Video 360so we will leave that as is.

Next, we can selectthe type of ad.

We want to make anexpandable, so we select Expandable on the left.

Next, we can set upour ad's dimensions.

We are building a 320 by 50that expands to 480 by 250.

So I will make those changes.

We then assign thecreative a name.

I will leave my Save ToLocation as the default, and leave the animationmode set to Quick.

Once I'm happy with mysettings, I click OK.

Google Web Designer creates theinitial pages of the ad for me with the dimensions I defined.

The collapsed page alreadycontains a Tap Area event to expand the ad and an expandedpage with a close tap area to collapse back down.

It also has added all theinitial code needed for the ad to talk to the ad server andcollect tracking metrics.

Those metrics are builtinto the components, and we can assign uniqueidentifiers to each component as we go.

So now I can start adding thegraphic elements I've already prepared.

I drag a backgroundimage or initial ad state and drop it onto the stage,then align it to the stage, and layer it behind the taparea by sending to back.

Now, let's switch toour expanded page.

Let's add a background imageby dragging my image file to the stage.

I can also add abutton to the stage by dragging theTap Area component.

Let's make a backgroundexit tap area.

I will size, align it, and thenI will give it a unique name.

To add functionalityto the button, I will add an event using theplus button in the event's toolbar.

This brings me tomy Actions panel, where we assignall of the metrics to our ad instead ofcoding them manually.

I'm going to selectthe tap area I just named BackgroundExit from the list.

Choose Tap Area, Touch/Click as the event.

Google Ad, Exit ad.

On the Receiver panel,I select gwd-ad.

Lastly, I give it an exitidentifier and a destination URL.

For more in-depth detailson the event model, check out the Eventsand Metrics video.

Next, let's add avideo component.

You drag it to the stage,then give it a name and size it properly.

Tell it how to behave.

I want it to autoplay and start muted.

And you target thevideo file here.

This component has allof the metrics built in, so you can avoid handcoding them in the ad.

OK.

Let's preview our ad.

On page load, we seeour collapsed state.

When we click, the adexpands to our expanded page.

Our video behavesas we told it to, and clicking on the backgroundexits to our landing page.

Once the ad is built andfunctioning as you want, it is ready to publish.

Go to File, Publish.

And you're presentedwith a few options-- Publish Locally,to Google Drive, and, finally, toStudio.

Let's choose Publish Locally.

This is where you cancontrol how the ad is output.

For instance, youcan add polite load to the ad, which delays thead load until after the page content loads.

You can also set itto minify the code and add browserprefixes automatically.

We'll leave all thesesettings as to the default.

Click Publish, and Web Designerwill wrap up all of your files in a nice little zipfor uploading to Studio.

Now, let's testit out in Studio.

Let's make a newcreative of expanding type.

Drag the zip file to uploadour creative to Studio.

Now, let's preview our creative.

As you can see, I can expandthe unit, play the video, and trigger thebackground exit we added.

You can see these eventslogging to the output console.

And that's an overviewof Studio integration features in Google Web Designer.

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There's a lot involved when it comes to building a good website.

You've got to start thinkingabout SEO from the ground up.

It can't be an afterthought.

The website needs to be safe and secure.

It needs to be fast.

It needs to look good.

It needs to be responsive so it looks good on a cellphone or a laptop or a tablet.

It's your bread andbutter of your business.

So you want to haveyour best foot forward.

You've got to have a great website.

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WEB DESIGN IS BROKEN but it's okay weare fixing it.

Today we are gonna follow on from the last video and we're gonnatake you further along down that path to that magical place called budget.

Yeswe're helping you to create a budget, an appropriate budget for your web designproject.

I'm still not gonna give you some magical figure because it doesn'texist; it's all relative.

So I'm not gonna talkin terms of X pounds or Y dollars but I will be talking in terms of high mediumlow investment what that means only you can really know because a largeinvestment for you might be a small investment for the next business: a smallinvestment for coca-cola it's probably gonna be most people's annual turnovers!So only you will know what a large versus a small investment actually is.

Soin the last video we laid down some key things that you really need to be awareof when you're thinking about a budget not just for a web design project butactually for anything and these are these are things, biases that that we allhave as people that can really affect how we determine what to invest inthings.

By understanding these biases we actually reduce the chance of over orunder investing in a project just simply by being aware of them.

So in this videowe're gonna look at two more very key things that are going to give you quitea reliable shortcut to determining whether the investment you make islarger or smaller.

These two things are risk and complexity.

What do we mean byrisk and what do we mean by complexity? When we're talking about risk we'retalking about the impact that it could have on your business.

Something that ishigh risk could have a significant impact on your business.

The way I like to think about risk is that it's whether it goes right orwhether it goes wrong, so it's not just down side there's also upside as well.

If there's significant upside then it's still gonna be high risk.

Low risk meansthat it's not gonna make a huge impact on your business,it's not gonna move the needle as they say.

Complexity is really just about howtechnically difficult it is to actually deliver this piece of functionality soif you look at, I don't know, take bridge making as an example: if you're buildinga small bridge across a little stream then that's probably going to be lesstechnically difficult then if you're trying to bridge the River Thames.

So it'show technically difficult it is to deliver and again it goes on a scale oflow to high complexity so why risk and complexity well if we plot them on agraph like so, we can see that they create four quadrants.

Now each of thesefour quadrants represents a different type of project: a high risk, highcomplexity project; a high risk, low complexity project; a low risk, highcomplexity project and a low risk, low complexity project.

Now just by exploringthese four different types of projects, these four project characteristics wecan actually start to make assumptions about what that project is going to belike and give you some shortcuts as to how much you invest in that type ofproject.

Let's jump into it: let's start off with the easy one low risk lowcomplexity.

So this is what I call the 'tick box' this is a website project thatis effectively just a tick box exercise maybe as a part of your business there'sa requirement that you have a web-based resource which goes over a whole bunchof really interesting things.

Maybe it'sjust a regulatory requirement, maybe you've gone for some funding and awebsite has to be a part of what you deliver.

It really doesn't make a hugeimpact on your business if it's just informational as these things typicallytend to be, then it doesn't really require groundbreaking programmingskills and cutting-edge design to actually fulfill its need.

So in thistype of project you really want to be investing as little as you possibly canjust as much as you need to to get a reasonable job done.

It's not gonna makea huge impact on your business; it's not technically difficult to deliver youjust want something that works and that ticks that box.

So if your project is lowrisk low complexity don't bet the farm on it there's no point it's not gonnabring you the return that you need pay as little as you can to get a goodprofessional job done but don't go crazy over it.

So now we've got low risk highcomplexity.

This is an interesting space and I like to call this quadrant in thistype of project the 'moderniser'.

With something that's low risk and highcomplexity typically we're looking at improving existing systems and processesusing newly available modern technologies.

With this type of projectwhat you really want to be doing is looking at a provider that hasthoroughly solved this problem so I'm thinking online payments companies likePayPal, like Stripe have thoroughly solved this technical challenge.

It's notnecessarily the type of project that you think is going to completelyrevolutionize your business; it might make things a lot more efficient andyou'll probably see some uptick in sales, engagement things like that, but ultimatelyit's not the big game changer for your business.

So you should be lookingto invest a reasonable amount to get some off-the-shelf solutions that canactually bridge this gap and help you modernize.

Let's jump into my favoritequadrant: low complexity high risk this is what I call the 'punt'.

So this is myfavorite sector because this is typically where a business has spotted anew opportunity maybe a new part of the market maybe they want to spin off anexisting product or service and they just want to test it out.

They want tosee whether their offering or messaging works.

Why this is high risk is that ifit works well then there could be significant upside.

It might be a wholenew part of their business it might be a new standalone business if it goes badlythen they lose their initial investment.

Now what you want to do when you'reworking in this quadrant you what you want to be doing is thinking aboutmultiple small investments and testing religiously.

Test absolutely everythingbecause what you're trying to do is figure out if this thing, if this ideahas got the legs to warrant a proper investment.

You want to be thinkinglanding pages; very simple to produce very easy to iterate.

You also want to bethinking about investing in things like pay-per-click advertising as well -literally buying the traffic to test against your multiple service offeringvariations.

Don't bet the farm on this it's all about controlling risk at everysingle point every single iteration so be very purposeful be very deliberateabout how you execute when you're dealing with low complexity high riskprojects.

So the final quadrant is what I call the 'moonshot'.

This is the stuff ofstartup legend.

This is that entrepreneur space where we are launching newproducts into unknown markets.

This is an area that is very similar to high risklow complexity in its approach but you should really be making significantinvestments in this area: you still need to control the risk andyou still need to test fastidiously but you might be needing to actually investheavier and produce some custom functionality.

You might need to actuallybe producing working prototypes of your product or service offering.

You can't cut corners when you're in this quadrant the risk is too high.

Because the complexity is high you're probably going to be building thingsthat have never been built before; you're needing to create technical capabilitywithin your business and understand how that impacts the delivery of yourproduct and/or service.

So absolutely never cut corners here.

The key wordsthat you should be listening out to when you're talking about the project is 'noone else is doing this', 'this has never been done before', 'this is brand new',''here's why it's different to the competitors'.

All of these things shouldbe getting you thinking high risk high complexity.

Invest well, don't cut cornersand test and iterate and measure absolutely everything you can.

So thoseare the four quadrants and hopefully this gets you a little bit closer tounderstanding where your project sits in those quadrants and the amount that youshould invest relative to, well whatever that means to you as a business.

Thus farwe've understood things about the biases and the psychology that can affect howwe make investment decisions, we've been able to identify where our project sitsalong an axis of risk versus complexity in the next video we're going to belooking at some pounds and pence examples for how you can start to createthat budget or a range of that budget based on the perceived upside or theperceived savings that you're gonna make or thatyou're hoping to make in your web design project.

That was heavy!My name is Aaron Taylor, I'm helping you to make better decisions and have betterconversations when you're buying a website.

Till next time!.