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Delivering digital experiences in record time using Adobe Experience Manager
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Delivering digital experiences in record time using Adobe Experience Manager
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Delivering digital experiences in record time using Adobe Experience Manager
Delivering digital experiences in record time using Adobe Experience Manager
Delivering digital experiences in record time using Adobe Experience Manager
Delivering digital experiences in record time using Adobe Experience Manager
Delivering digital experiences in record time using Adobe Experience Manager
10 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
In memory of
Geurt Wisselink
† 27-Feb-2016
No content,
no consumer data,
no sales.”
“
11 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
.com manager
13+ years involved
in Digital
Worked in content,
IT and business
Owner of the Digital
Activation Policy
@JVDDesign
12 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Agenda
Introduction of AEM within Philips
Our component library
Recent examples
Driving more value
Next steps in customer centric experience
13 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
14 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Est. 1891
Headquarters in
Amsterdam, Netherlands
104,000+
Employees worldwide
in 100+ countries
€ 24.2 billion
Sales in 2016 | Portfolio ∽70% B2B
$10.3 billion
Brand value in 2014
76.000
Patents registered by Philips
Philips | Facts & Figures
15 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
.com | Facts & Figures
Website presence in:
79 locales
38 languages
Traffic in 2015
240 million visits
1.1 billion pageviews
21% 9%70%
What we manage daily:
1 million pages
4.5K author initiated changes
20K automated changes
With
500 users worldwide
Supporting
experiences
for all our
businesses
Traffic
share per
device
16 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
The birth of our new
.com platform
17 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign17 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
AEM @ Philips
2011
RFP + Selection + Prototype
(Male grooming platform)
Resulting in 40.000 pages,
no structure or re-use
possibilities
Select CMS for Philips
Globally + Setup of 5.6
platform + New way of
thinking
2013 2014
Rollout B2C, first market
Healthcare and Lighting
global
2015
Rollout Healthcare,
Lighting, Corporate and
rebranding B2C
18 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
From static and rigid…
19 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
…to a flexible and dynamic platform
20 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Starting point to step up local ownership
of our digital presence
21 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
From past to present
22 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign22 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Quick survey
Do you know which
components you
have and what they
do?”
23 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
So how do you enable
Allow marketers to
focus on content, not
development
And deliver
experiences in
‘record time’
ScalabilityFlexibility
24 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign24 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Introducing the
Philips Component Library
25 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign25 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
We use generic components…
26 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign26 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
We use generic components…
to easily build new experiences
And easy change
look & feel via
theming
27 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign27 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Enable | 3 key pillars
1 2 3
Solutions team
Defining the technical
setup, safeguarding
quality
Component library
One-stop-shop for our
AEM components
Intake team
Review new demand
and validate against
library
Perseverance
Generic is part of their DNA
Informing and educating
our business
Challenge our business
28 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Component library
29 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Component library
30 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Component library
31 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Component library | Details
For (almost) all components in our
library we have:
• Description of the component
• Which business developed it
• Related components
• Examples in use
• Standalone component preview
32 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Component library | Code checker
33 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Component library | Code checker
34 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Same component, different look
35 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
36 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign36 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Recent examples
37 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Showcase | Innovation & You
• Storytelling maximized
• Full screen images,
taking full advantage
of Scene7
• Parallax effects
• Full screen video
38 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Showcase | Enriched product detail page
• Enhanced PDP
• Combining structured
and unstructured
content
• 360° + hotspots
• Framework for any
other product
39 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Is it really that simple?
http://bit.ly/philipsdemo
40 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Library approach
Previous approach
optional
Wireframes
Designs
Build HTML
Build template
Build/extend components
Testing
Compose/assemble master
Localize
Training
Typical approach: 5-6 sprints
Library approach: 1-2 sprints 85% Re-use
Putting it in Practice
41 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign41 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Next steps in driving
more value
42 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Design based on Mobile 1st mindset
Responsive Mobile First
43 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Collaboration
Weekly meeting with
optimization team and
website product owners
to discus tests
LEAN UX
Drive improvements
based on LEAN UX
approach
“Test first, develop later”
Easy integration
Tests are build together
with front-end tech lead
to be able to deploy
winners faster
Utilize Adobe Target to improve our experience
Continuous flow
Ideate  Design  Build
 Run test  Data
analysis  Insights 
Ideate
44 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
IMPROVENATOR
Everything
captured
in our
45 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
The Enablers team
WHO
Combination of IT
operations, Tech leads,
Architects, Content
authors
HOW
Weekly basis define
user stories for
improvements on our
AEM platform
WHY
Safeguarding and
improving the quality
and stability of
our platform
source: http://www.liveforfilms.com/wp-content/uploads/2015/11/droids-2.jpg
46 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Challenges
What to consider?
47 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Challenges
• Working with agencies
• How to facilitate training
• Housekeeping on the library
• Who controls the site experience
• Who is able to edit site content and which piece
• Flexibility versus guidelines
• Allowing full re-usability comes with a price
• Component versus page performance
• Responsive
GOVERNANCEDEPLOYMENTPERFORMANCE
48 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Next steps
49 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Consumer
Customer
Government
Philips.com
Shop
Stories
Philips
communities
My
Philips
Support
Philips
APIs
Other Philips domains
Philips apps, devices and
services using API
Philips Digital
Touchpoints
Get support
Browse / buy
Get inspired
Online
advertising
Competitors
Search
engines
Communities
Social media
Online
shopping
Social
shopping
External apps, devices and
services using API
CompareLearn
Share / Get inspired
Browse / buy
Interact
Exchange dataFamily & Friends
Experts &
Influencers
Offline
Future of touch points
50 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
From a linear experience to a task based approach
Active evaluation
Information gathering, shopping
Post-purchase experience
Ongoing exposure
Loyalty loop
Moment of
purchase
I-want-to-
know
moments
I-want-to-
go
moments
I-want-do-
moments
I-want-to-
buy
moments
From CDJ to micro-moments
Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time,
intent-driven micro-moments. Each on is a critical opportunity for brands to shape our decisions and preferences.
51 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Applying micro-moments
Creating a user
task based
homepage
Recurring revenue
Driving subscription sales, accessory
and replacement part sales.
Pre-buying experience
Driving brand preference, product
choice & conversion
Support experience
Driving self-help and optimizing
call centre costs
Registration experience
Driving .COM based registrations,
enhancing the product experience and
to premium benefits.
52 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign52 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Platform improvements
Upgrade AEM platform
to new version
Move AEM to the cloud
Automate translation flow
Further integration with
Adobe Analytics and Target
Decommission
legacy platforms
and move to
AEM
53 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign53 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Key takeaways
2
Empowering
the business
3
There is always
room to improve
1
From high-cost
to high-value
54 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign54 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
Shameless plug
S012 – Get Lean! How Philips optimized
its digital experience delivery
Thursday 11:00 – 12:00, Lando 4201B
Lonneke Vink, Global lead consumer website
Q&A
Delivering digital experiences in record time using Adobe Experience Manager

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Delivering digital experiences in record time using Adobe Experience Manager

  • 10. 10 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign In memory of Geurt Wisselink † 27-Feb-2016 No content, no consumer data, no sales.” “
  • 11. 11 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign .com manager 13+ years involved in Digital Worked in content, IT and business Owner of the Digital Activation Policy @JVDDesign
  • 12. 12 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Agenda Introduction of AEM within Philips Our component library Recent examples Driving more value Next steps in customer centric experience
  • 13. 13 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
  • 14. 14 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Est. 1891 Headquarters in Amsterdam, Netherlands 104,000+ Employees worldwide in 100+ countries € 24.2 billion Sales in 2016 | Portfolio ∽70% B2B $10.3 billion Brand value in 2014 76.000 Patents registered by Philips Philips | Facts & Figures
  • 15. 15 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign .com | Facts & Figures Website presence in: 79 locales 38 languages Traffic in 2015 240 million visits 1.1 billion pageviews 21% 9%70% What we manage daily: 1 million pages 4.5K author initiated changes 20K automated changes With 500 users worldwide Supporting experiences for all our businesses Traffic share per device
  • 16. 16 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign The birth of our new .com platform
  • 17. 17 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign17 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign AEM @ Philips 2011 RFP + Selection + Prototype (Male grooming platform) Resulting in 40.000 pages, no structure or re-use possibilities Select CMS for Philips Globally + Setup of 5.6 platform + New way of thinking 2013 2014 Rollout B2C, first market Healthcare and Lighting global 2015 Rollout Healthcare, Lighting, Corporate and rebranding B2C
  • 18. 18 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign From static and rigid…
  • 19. 19 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign …to a flexible and dynamic platform
  • 20. 20 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Starting point to step up local ownership of our digital presence
  • 21. 21 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign From past to present
  • 22. 22 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign22 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Quick survey Do you know which components you have and what they do?”
  • 23. 23 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign So how do you enable Allow marketers to focus on content, not development And deliver experiences in ‘record time’ ScalabilityFlexibility
  • 24. 24 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign24 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Introducing the Philips Component Library
  • 25. 25 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign25 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign We use generic components…
  • 26. 26 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign26 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign We use generic components… to easily build new experiences And easy change look & feel via theming
  • 27. 27 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign27 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Enable | 3 key pillars 1 2 3 Solutions team Defining the technical setup, safeguarding quality Component library One-stop-shop for our AEM components Intake team Review new demand and validate against library Perseverance Generic is part of their DNA Informing and educating our business Challenge our business
  • 28. 28 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Component library
  • 29. 29 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Component library
  • 30. 30 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Component library
  • 31. 31 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Component library | Details For (almost) all components in our library we have: • Description of the component • Which business developed it • Related components • Examples in use • Standalone component preview
  • 32. 32 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Component library | Code checker
  • 33. 33 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Component library | Code checker
  • 34. 34 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Same component, different look
  • 35. 35 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign
  • 36. 36 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign36 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Recent examples
  • 37. 37 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Showcase | Innovation & You • Storytelling maximized • Full screen images, taking full advantage of Scene7 • Parallax effects • Full screen video
  • 38. 38 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Showcase | Enriched product detail page • Enhanced PDP • Combining structured and unstructured content • 360° + hotspots • Framework for any other product
  • 39. 39 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Is it really that simple? http://bit.ly/philipsdemo
  • 40. 40 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Library approach Previous approach optional Wireframes Designs Build HTML Build template Build/extend components Testing Compose/assemble master Localize Training Typical approach: 5-6 sprints Library approach: 1-2 sprints 85% Re-use Putting it in Practice
  • 41. 41 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign41 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Next steps in driving more value
  • 42. 42 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Design based on Mobile 1st mindset Responsive Mobile First
  • 43. 43 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Collaboration Weekly meeting with optimization team and website product owners to discus tests LEAN UX Drive improvements based on LEAN UX approach “Test first, develop later” Easy integration Tests are build together with front-end tech lead to be able to deploy winners faster Utilize Adobe Target to improve our experience Continuous flow Ideate  Design  Build  Run test  Data analysis  Insights  Ideate
  • 44. 44 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign IMPROVENATOR Everything captured in our
  • 45. 45 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign The Enablers team WHO Combination of IT operations, Tech leads, Architects, Content authors HOW Weekly basis define user stories for improvements on our AEM platform WHY Safeguarding and improving the quality and stability of our platform source: http://www.liveforfilms.com/wp-content/uploads/2015/11/droids-2.jpg
  • 46. 46 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Challenges What to consider?
  • 47. 47 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Challenges • Working with agencies • How to facilitate training • Housekeeping on the library • Who controls the site experience • Who is able to edit site content and which piece • Flexibility versus guidelines • Allowing full re-usability comes with a price • Component versus page performance • Responsive GOVERNANCEDEPLOYMENTPERFORMANCE
  • 48. 48 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Next steps
  • 49. 49 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Consumer Customer Government Philips.com Shop Stories Philips communities My Philips Support Philips APIs Other Philips domains Philips apps, devices and services using API Philips Digital Touchpoints Get support Browse / buy Get inspired Online advertising Competitors Search engines Communities Social media Online shopping Social shopping External apps, devices and services using API CompareLearn Share / Get inspired Browse / buy Interact Exchange dataFamily & Friends Experts & Influencers Offline Future of touch points
  • 50. 50 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign From a linear experience to a task based approach Active evaluation Information gathering, shopping Post-purchase experience Ongoing exposure Loyalty loop Moment of purchase I-want-to- know moments I-want-to- go moments I-want-do- moments I-want-to- buy moments From CDJ to micro-moments Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each on is a critical opportunity for brands to shape our decisions and preferences.
  • 51. 51 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Applying micro-moments Creating a user task based homepage Recurring revenue Driving subscription sales, accessory and replacement part sales. Pre-buying experience Driving brand preference, product choice & conversion Support experience Driving self-help and optimizing call centre costs Registration experience Driving .COM based registrations, enhancing the product experience and to premium benefits.
  • 52. 52 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign52 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Platform improvements Upgrade AEM platform to new version Move AEM to the cloud Automate translation flow Further integration with Adobe Analytics and Target Decommission legacy platforms and move to AEM
  • 53. 53 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign53 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Key takeaways 2 Empowering the business 3 There is always room to improve 1 From high-cost to high-value
  • 54. 54 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign54 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign Shameless plug S012 – Get Lean! How Philips optimized its digital experience delivery Thursday 11:00 – 12:00, Lando 4201B Lonneke Vink, Global lead consumer website
  • 55. Q&A