The Experience Architecture (MAX 2011)

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  • 1. The Experience Architecture Marcel Boucher | Sr. Product Marketing Mgr @marcelboucher Craig Randall | Chief Architect, CEM @craigsmusings© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 2. End Customers Expect Great User-Centric Experiences© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. New Interaction Channels Are Changing How Consumers Engage Research Receive mobile Join Facebook product online ad for product community for product Search online for product Receive promo for product Research accessories for product See TV ad for product Buy accessories View video for in store newer product Receive Visit store to get product help with product updates Visit store Buy product for help online© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 3
  • 4. Explosion of Devices Introduces New Challenges© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • 5. The Customer Experience Management Problem Mobile Social Web Email Phone Correspondence Print In Person Sales Marketing Services Customer Support Retail Operations Global Distribution Call Centers “BACK-END” SYSTEMS OF RECORD (ERP, CRM, ECM, PLM, …) THE COMPANY Brand + Business Goal© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. Adobe’s Response THE CUSTOMER Context + Experience Mobile Social Web Email Phone Correspondence Print In Person CUSTOMER EXPERIENCE SOLUTIONS & ADOBE DIGITAL ENTERPRISE PLATFORM Sales Marketing Services Customer Support Retail Operations Global Distribution Call Centers “BACK-END” SYSTEMS OF RECORD (ERP, CRM, ECM, PLM, …) THE COMPANY Brand + Business Goal© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 7. Experience-driven Approach Experiences (horizontal) Blueprints (vertical) Solutions (e.g. Web Experience Management, etc.) Platform (building blocks) http://blogs.adobe.com/gary/2011/07/solution-spotlight-a-look-inside-customer-communications.html http://blogs.adobe.com/gary/2011/08/solution-spotlight-a-look-inside-integrated-content-review.html© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • 8. Multi-channel customer experience demo (Vision)© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. Adobe® Digital Enterprise Platform Technology Landscape ANY CLIENT ADOBE ADOBE CREATIVE CUSTOMER EXPERIENCE SOLUTIONS ONLINE SUITE 5 MARKETING SUITE ADOBE DIGITAL ENTERPRISE PLATFORM ENTERPRISE BACKEND ERP CRM ECM LDAP RDBMS HR CUSTOM© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 10. Experience Architecture Principles §  Modularity is key to “better experience faster” §  Everything is content (and content is managed in a repository) §  Context is king §  Cloud first, mobile first, social first© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • 11. Challenge: Composite Applications Are Made from Smaller Components Online Banking System Quick Access CRM System Case Management System© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • 12. Solution: Component Model for Static and Dynamic Applications UX Components Reusable experiences for static or dynamic applications (Presentation / Domain Model / Services) Composition (developers and Composite Application Framework business specialists) Reuse through shared catalog (Mosaic) Multi-screen support Client Component Framework Dynamic loading, versioning, dependency injection (Gravity) Enabling modular development, deploy, test and reuse© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • 13. More on UX Components§  Architecture pattern UX COMPONENT §  Component separate from skin Presentation Domain Integration §  Interfaces in front View of implementation (Component) Data Model DataTransferObject IPresentationModel IServiceDelegate IBackendService§  Extensibility §  Interfaces and domain objects are PresentationModel inheritable (Skin) ServiceDelegateImpl BackendServiceImpl §  Skins/styles are replaceable §  Services are Infrastructure injectable© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • 14. UX Component-based UI Example© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • 15. Same UX Component-based UI – New Skin and New Data Source© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • 16. UX Component Patterns Client Server UX Component Presentation View Domain & Service Events IDomainModel Foo getFoo() ADEP RIA Server Data Binding setFoo(Foo f) IPresentationModel DomainModel Foo getFoo() PresentationModel setFoo(Foo f) {View State} {Operations} IService {Events} operation() ServiceImpl operation() Infrastructure UtilityClasses© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • 17. Pattern: Custom View and Presentation Model Presentation UX Component CustomView Events Domain & Service Data Binding IPresentationModel CustomPresentationModel {View State} {Operations} {Events} Infrastructure UtilityClasses© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 18. Pattern: Custom Application Façade Customization Façade AppDomainModel UX Component Presentation eRIADomainModel serviceDelegate Domain & Service View Events Foo getFoo() IDomainModel setFoo(Foo f) Foo getFoo() Data Binding Bar getBar() setFoo(Foo f) setBar() IPresentationModel IPresentationModel DomainModel Foo getFoo() setFoo(Foo f) PresentationModel IServiceDelegate {View State} operation() IService {Operations} operation() {Events} ServiceDelegateImpl ServiceImpl backendService operation() operation() Infrastructure UtilityClasses© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • 19. ADEP Experience Server Core Resource-first Request Processing §  URI decomposition request §  Resolve the resource Resource §  Source: request URI Resolver §  Resolve rendering script Resource (sling:resourceType) §  Source: resource type §  Scripts are wrapped by a generic script Servlet Script Resolver §  Create rendering chain §  Configurable (Servlet) filters §  Rendering Servlet Script §  Invoke rendering chain response© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • 20. Optimized to manage structured and unstructured content.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • 21. ContextCloud and ContextEngine Harmonized Profile Social Network Information CRM Data Preferences, Collaborative Filtering, Interests ContextCloud Immediate Page context Language, Nav Depth Very “Current” Environment Activity Stream Information Events from SiteCatalyst Resolved Segments “Insights” Simulate. Experiment. Visualize. Extend. Immediate, Scalable, Client-Sided*© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  • 22. Web Experience Management + SiteCatalyst + Test&Target demo (How)© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • 23. The Pillars of Customer Experience© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 24. Multi-device World UserAgentRadical: nokia6170 mms_max_width: 640 ringtone_voices: 4 colors: 65536 mms_mp4: TRUE streaming_3gpp: T mms_vcalendar: TRUE fall_back: nokia_generic_series40_dp20 streaming_real_m j2me_amr: TRUE mms_video: TRUE streaming_video: T j2me_cldc_1_1: TRUE model_name: 6170 streaming_video_a j2me_h263: TRUE mp3: TRUE uaprof: http://nds1 j2me_mpeg4: TRUE physical_screen_height: 40 user_agent: Nokia j2me_screen_height: 160 physical_screen_width: 32 video: TRUE max_data_rate: 200 playback_3gpp: TRUE video_3gpp: TRUE max_deck_size: 4194304 playback_acodec_amr: nb video_3gpp2: FAL max_image_height: 115 playback_mp4: TRUE video_max_height max_image_width: 122 playback_vcodec_h263_0: 10 video_max_width: mms_3gpp: TRUE resolution_height: 160 video_mp4: TRUE mms_max_height: 480 ringtone_amr: TRUE video_preferred_h mms_max_size: 100000 ringtone_mp3: TRUE video_preferred_w© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • 25. Adobe Provides a Complete Ecosystem for a Mobile First Strategy Integrate & Analyze & Create Build / Deploy Manage Optimize© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  • 26. Multi-channel and the Mobile Web with WEM   Go from desktop to mobile design   Emulates devices and features   Detects devices for optimum experience   Same tools across desktop & mobile SmartphoneDesktop Feature Phone Tablet © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 27. Flash Builder & Flex 4.5.1 Rapidly Build Expressive Mobile, Web & Desktop Experiences One Tool, One Language, One Codebase Flex Application Common codebase AIR Desktop OS’s© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 28. Just How Easy Is It?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
  • 29. Just How Easy Is It?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
  • 30. Just How Easy Is It?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
  • 31. Just How Easy Is It?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
  • 32. Web 1995 Webmaster html websites days Business word files© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  • 33. Apps 2011 App Developer Webmaster html websites days Business word files apps ha!! ppt + uncertainty (third party review process)© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
  • 34. Updating Deployed Apps Typically Means a Lot of Work Finance Corp Finance Corp “You have an update…” A full service financial institution Home Accounts Home Accounts Support User Experience Enterprise Experience Marketing Requests Development Team App Re-submitted to Changes Rebuilds App; Recompiles App Stores© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
  • 35. Use Content Sync to Easily Update Deployed Applications Finance User restarts app Corp Finance Corp A full service financial institution Home Accounts Home Accounts Support User Experience Enterprise Experience Content Sync   HTML   SWF   Images   Documents   Video Adobe Digital Enterprise Platform© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
  • 36. Experience Architecture Resources §  Introductory set of blog posts http://craigrandall.net/archives/2011/07/adep-architecture-principles/ http://craigrandall.net/archives/2011/06/what-is-xoa/ http://craigrandall.net/archives/2011/06/what-is-a-ux-component/ §  Technical white paper (additional depth) http://demand.assets.adobe.com/en/downloads/whitepaper/7958.whitepaper.ADEP_Architecture.en.pdf §  Enterprise developer center http://www.adobe.com/devnet/enterprise-platform.html© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • 37. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.