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Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
Adobe.com Redesign: Powered by Day CQ5
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Adobe.com Redesign: Powered by Day CQ5

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Get an overview of the Adobe.com redesign project and the role Day CQ5 is playing, focusing on the initial part of the redesign: the Adobe Developer Connection. …

Get an overview of the Adobe.com redesign project and the role Day CQ5 is playing, focusing on the initial part of the redesign: the Adobe Developer Connection.

Amy Butler, Senior Producer, Adobe.com

Published in: Art & Photos, Technology
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  • 1. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com Redesign: Powered by Day CQ5 Amy Butler, Adobe.com Senior Producer
  • 2. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda  Adobe.com challenges  Redesign goals  WCMS objectives  Design principles  The Adobe Developer Connection  The road ahead… 2
  • 3. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com vision  Customer Satisfaction  Customer Acquisition /Retention  Direct Revenue An engaging, customer-centric experience, providing relevant information, services, support, and community, ultimately resulting in sales of and loyalty for Adobe technologies.
  • 4. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com challenges Revenue  Adobe.com is one of the top 50 most visited sites on the web; traffic grows ~20% YOY.  However, Adobe is not utilizing that traffic effectively  Conversion rates on Adobe.com need to be higher Customer satisfaction  Too much content; no customization makes it hard for visitors to find what they need  Consequently, customers can’t complete their tasks on Adobe.com  Adobe.com customer satisfaction is far below industry average Efficiency • Most of the 1M+ pages on Adobe.com are built and managed by hand • A homegrown content management solution proved difficult to manage • Slow turnaround for requests and little flexibility to allow others to make changes • Too accommodating of one-off design requests from the business
  • 5. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What we heard Adobe.com customers want  Information retrieval  Task completion  Inspiration  Buy the right products
  • 6. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What we heard Adobe wants  Faster response to change requests  Higher customer satisfaction  Brand associated with thought leadership  Sell products
  • 7. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Plans to improve Adobe.com 1. Launch a new web content management system (WCMS) to enable faster time to market and self-publishing capabilities 2. New design system with a simplified user experience 3. Integration of Omniture tools to drive a more customized user experience, improved search and the ability to implement multivariate testing
  • 8. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Top business requirements  Incremental publishing – Business author control over editing & publishing  Content management – Including version-control and simple workflows  Consistent page design – While maintaining flexibility where needed  Localization – Supports and enables a large international website  Personalization – Dynamic content, RSS feeds, collaboration Top technical requirements  Good architectural fit – Easy integration with Store/Dylan & Adobe apps  Can serve pages created in both Dreamweaver and WCMS authoring environment  Integration with localization tools via workflow (Idiom World Server)  Good control over presentation templates  Open Content Repository (JSR 170) and virtual content database connectors WCMS – The top ten requirements
  • 9. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solution: Day CQ5 Good architectural fit with Adobe  Variety of open API’s and Web Service Layer for ease of integration with Adobe’s existing infrastructure  Provides a connector layer for access to other content sources  Product designed well for large global dynamic sites  Allowed us to continue to process orders, manage leads, and resolve issues through existing systems Improved efficiency, faster time to market  Self-publishing capabilities allow marketers to publish content to the web site directly  Regional marketers can easily publish regional content that makes their sites more relevant to their visitors  Eliminates the need for extensive hand coding and manual management of pages  Develop once, publish anywhere Partnered with Acquity Group for vendor selection and implementation
  • 10. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solution: New user experience design Modular  Standard design system (the “framework”) across the entire site  The system is modular and grid-based; pages are designed to be assembled from a set of standard design components and content “pods” Drives revenue  Ubiquitous conversion pods are designed to drive each customer to the right call to action (e.g. try, buy, request info)  Regional pricing will be available in all conversion pods Flexible  The design framework is fixed, but there is enormous flexibility to publish (and test) all types of content within the framework Template-based  No one-offs or workarounds are allowed; content owners need to work within the system or make a case to adjust the system to accommodate their needs
  • 11. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. First up: Adobe Developer Connection What is the ADC?  Content site for Adobe developers to learn how to use Adobe products.  Launched in 2002 as the Macromedia Designer & Developer Center, it has grown by ~30 articles/month with no dynamic capabilities aside from Dreamweaver templates.  Good candidate for WCMS with its volume and its business owners, who are more technical and editorially-inclined than usual.
  • 12. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADC challenges • Consistent page design across like pages • Ability to keep track of old pages, to easily review and purge the site of outdated content • Workflows to aid with weekly publishing processes • Dynamic updates when new articles are published • Ability to show related articles dynamically at the end of articles
  • 13. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection Before…
  • 14. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection Before…
  • 15. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection After…
  • 16. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection After…
  • 17. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADC redesign and WCMS migration: Big wins  Major simplification/reduction in content  Metadata-driven dynamic lists  Consistent presentation of information throughout the site  Co-branded with Adobe www.adobe.com/devnet 17
  • 18. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com redesign and WCMS migration: More big wins 18 • Enables content publishers to make their own content changes • Limits authors in terms of layout and design to enforce consistent user experience • Supports behavioral targeting and multivariate testing • Discourages one-off design requests; requires that business owners advocate for changes to the system to support their unique requirements
  • 19. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The road ahead…  Product section migration & redesign  Personalization / content targeting via Omniture Test/Target  Usability improvements in authoring environment  Training for content authors  Rest of static site migration & redesign  eCommerce integration 19
  • 20. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

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