Today's customers are demanding. They want better experiences, and they want it now. To please your customers, you need to be agile and fast to market. Learn how Philips, a global brand in HealthTech and Consumer technology, developed best practices for marketers and developers to be more productive using Adobe Experience Manager, Analytics and Target.
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
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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
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.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…
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…to a flexible and dynamic platform
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Starting point to step up local ownership
of our digital presence
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From past to present
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Quick survey
Do you know which
components you
have and what they
do?”
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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…
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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
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Component library
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Component library
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Component library
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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
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Component library | Code checker
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Component library | Code checker
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Same component, different look
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Recent examples
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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
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Design based on Mobile 1st mindset
Responsive Mobile First
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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
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Challenges
What to consider?
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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
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Next steps
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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
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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