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Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager
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Adobe Digital Marketing Summit: Creating sustainable value for ubs with adobe experience manager

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Adobe Experience Manager provides a comprehensive set of tools to address a range of marketing requirements. To utilise this potential, the system must be fully embedded within an organisation, …

Adobe Experience Manager provides a comprehensive set of tools to address a range of marketing requirements. To utilise this potential, the system must be fully embedded within an organisation, leveraging Adobe Experience Manager functionalities across the intranet and internet, in multi-project scenarios. Effective management of this tool enables large companies to coordinate requirements and scope, thereby stream-lining project delivery.

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  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemea© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience ManagerLiv Brahin | Executive Director, E-Channel Solutions, UBSElian Kool | Head of Technology, Netcentric
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemea 2Elian KoolHead of Technology, Netcentricelian.kool@netcentric.bizLiv BrahinExecutive Director, UBSliv.brahin@ubs.com
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaMacro-environment3CLIENTEXPECTATIONSECONOMICREALITY=
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaThe challenge4Increasing client demands …for greater capabilitiesfor an improved user experiencefor shorter time to market… But with decreasing budget and resources!üüü
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaWhat did other smart people do?5Ludwig Mies Van der Rohe: Less is moreSimply by not owning three medium-sized castles in Tuscany,I have saved enough money in the last forty years on insurancepremiums alone to buy a medium sized castle in Tuscany. „“
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager6ubs.comEstablish base Leverage Industrialize
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaubs.com relaunch7
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager8ubs.comEstablish base Leverage Industrialize
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaLeveraging SaaS solutions in an enterprise platform9SaaS and cloud-based solutions, such as AdobeAnalytics or CDNs, offer flexibility and turn-key solutionsMultinational enterprises are affected by complex dataprotection lawsIndustry-specific restrictions, such as banking secrecy,create additional complexityPerson identifying details are not only name, address,phone number or email address, but also IP addressesü
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager10ubs.comEstablish base Leverage Industrialize
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaAdapting SaaS to fit stricter data protection standards11Collect,anonymize & upload
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager12ubs.comEstablish base Leverage Industrialize
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCDN integration13Initial plan was to use the CDN toaccelerate the entire site, whichwas not possible due to dataprotection issuesRevised solution was to ensure that IPaddresses for users likely to be clientswould not be exposed to the CDNPages targeting clients may not beserved using the CDN
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaDelivering static assets via CDN14Marketing page Page with login optionsGet website fromwww.ubs.comGet static assetsfrom CDNGet website fromwww.ubs.comGet static assetsfrom ubs.comIn addition:CDN may only be usedoutside Switzerland
  • 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager15ubs.comEstablish base Leverage Industrialize
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaBig bang vs. slice by slice16UBS chose a ‘big bang approach’ for ubs.comPRO CONShorter timelineüTimeline for slice by slice would nothave been acceptable for managementFocusüClear goal for all involved; easy toconvey and understand targetInitial issues with content qualityChanged site structure and layoutduring automated migrationAbsorbing the ‘heat’Extensive resources required to provideissue response and support services
  • 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager17ubs.comEstablish base Leverage IndustrializeLeverage
  • 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaLeveraging the platform: the plan18WHATUse the ubs.com platform as the base for all webcommunication channels, external and internalüReuse components and functionality – keep it simple!üConsolidate sites and content onto the core platformüContinue to innovate to improve capabilitiesüWHYFar better ROI and capabilities by reuse of elementsinstead of one-off agency-implemented sites?Higher consistency for the user experience andbetter aligned marketing activities?Prerequisites:1.  Solid base2.  Process and tooling3.  GovernanceImproved management of data protection,information security and risk factors?
  • 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager19ubs.comEstablish base Leverage IndustrializeLeverage
  • 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaSolution Review Boards§  The Solution Review Board (SRB) – a requirementsand solution design sign-off body§  All key decision makers and experts review and giveapprovals§  Full design decision making authority delegatedto project core team§  SRB sessions run as extended workshops§  Supported by mandatory and standard project tooling20Design AgencyReview &Approve!SRB
  • 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaRequirements workflow21§  New require-ment is createdor importedNewRequirementIn feasibilitystudy§  Check possiblesolution§  First rough effortestimationFeasibility studycompleted§  Requirementis ready forspecificationPlanned§  Requirementis planned andpriories for areleaseBusiness Analyst§  Requirementis getting speci-fied in WIKIInSpecification Specified§  Requirementis specifiedReady forDevelopment§  Requirement isaccepted andready fordevelopmentTechnical Team§  Implementationtask is underdevelopmentInDevelopmentDevelopmentcompleted§  All componentsare implementedand are awaitingthe quality gateDevelopment Team§  Requirement isunder testingInTestingReady forProduction§  Requirementis verified andacceptedTesting Team§  Requirement isin ProductionIn ProductionProject ManagerSolution Review BoardReady forTesting§  Internaldevelopmentquality gate hasbeen passed
  • 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaTooling22Workflow, governance and tooling for requirements are fully integrated – from the startJIRA/Wiki§  All requirements and specifications in onecentral instance, fully interlinked§  Document all dependencies or "reuse" ofrequirements to establish trace ofdependencies§  JIRA references contained directly in code– ensures that both business and technicaldependencies are managed§  Document evolution of all requirements asthey move through the workflow
  • 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager23ubs.comEstablish base Leverage IndustrializeLeverage
  • 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaReuse existing functionality24Reuse of "commodity" components - prioritize!Design and build with reuse in mind – keep it simple!Analytics integrationAdaptation to different non-functional requirements
  • 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaReusing existing functionality25ubs.com base elements… …reused for the UBS Intranet
  • 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaAdaptation to new requirements26§  Content Delivery Network is perfect toaccelerate content externally§  Reach global clients close to their locationExternal facing CDN§  “Internal CDN” built using Varnish cache toutilize internal data centres§  Transparent integration into AEM§  Replace Adobe Dispatcher cacheInternal facing CDN using Varnish§  ubs.com offers basic social functionality§  Log in / register for closed user groups§  Subscribe to news and Blogs§  No detailed knowledge of >99% of the usersLimited CUG/subscription functionality§  Easy identification of users through SSO§  Targeting of content based on user profile§  Access to premium content/tools§  Accessing localized toolsTargeting / personalization based on profiles
  • 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager27ubs.comEstablish base Leverage IndustrializeLeverage
  • 28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaInvestment & Sales Platform first on Intranet28Investment and Sales Platform first outleveraging our baseChallenges§  Governance – different organizational ownership§  Global IT process alignment§  Generic approach versus use-case specific
  • 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaRelease management across multiple platforms29INTERNETINTRANETISPRelease 2.0 Release 2.1RebaseRelease 1.0Base PlatformRC RC2BugfixRebaseDev. Bugfix UATGo LiveUATDev.
  • 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager30ubs.comEstablish base Leverage IndustrializeLeverage
  • 31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaNEXTplatformsFIRSTplatformsare liveIndustrialize the platform31MediaIntelligenceportalAssetmgmt.fundssolutionFull Intranetmigration,including newemployeegatewaySubscriptionCenter Internalnewslettersolutionubs.comExternalmicrositesInvestmentand salesplatformInternalmicrositesIntranetpilotNew mobilesite
  • 32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager32ubs.comEstablish base Leverage IndustrializeLeverage IndustrializeMobile
  • 33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaMobile ubs.com reloaded33Mobile site part of the initial ubs.comNew approach: Less but optimizedcontent, launched just a few days ago§  Meet the majority§  Promote efficiently§  Use what we have§  Keep existing governance modelRelied heavily on AEM LiveCopies,mirror of ubs.com
  • 34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager34ubs.comEstablish base Leverage IndustrializeLeverage IndustrializeMobileMedia Intelligence Center
  • 35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaMedia Intelligence Center “application”35Most standard approach might havebeen a Java web applicationLeverage scenario, hybrid of AEMand Search
  • 36. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaCreating sustainable value for UBS with Adobe Experience Manager36ubs.comEstablish base Leverage IndustrializeLeverage IndustrializeMobileMedia Intelligence CenterWinninginternal bids
  • 37. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaWinning internal bids37Competition of ‘internal platform’against ‘external vendor’You need to be better,competitively priced and readyto bid as professionallyas the external vendor does
  • 38. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemeaFully industrialized38High growth in demand requires further standardization and scalabilityStandardization of servicesCost effectivenessResource scalabilityBalance onsite and remote resourcesExpertise – everyone wants to work withthe best!
  • 39. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemea 39Make it easy and compellingto do business with you!
  • 40. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemea 40
  • 41. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeSummit, @NetcentricEWE, @UBSemea 41Elian KoolHead of Technology, Netcentricelian.kool@netcentric.bizLiv BrahinExecutive Director, UBSliv.brahin@ubs.com

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