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Umbraco Show & Tell, London 2017

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Presentation given by Ben Pilgrim and Andy Butland of Zone at the Umbraco "Show & Tell" event held in London, on 31st March 2017. The theme of the day was the Umbraco editorial experience.

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Umbraco Show & Tell, London 2017

  1. 1. UMBRACO: THE GREAT EDITORIAL EXPERIENCE Andy Butland – Head of .NET development Ben Pilgrim – Senior account manager
  2. 2. WHAT WE’RE TALKING ABOUT TODAY 1. Introduction to Zone 2. What makes a website tick? 3. Including the editor 4. One feature, six ways 5. The backoffice: Umbraco’s secret sauce 6. Zone’s show and tell
  3. 3. ZONE 1
  4. 4. We help ambitious businesses win in a world where digital is mission critical
  5. 5. SOME OF OUR CLIENTS
  6. 6. WHAT MAKES A WEBSITE TICK? 2
  7. 7. 80% say they deliver a superior customer experience. – “Closing the delivery gap” by Bain & Co
  8. 8. 8% of customers agree they get a superior experience. – “Closing the delivery gap” by Bain & Co
  9. 9. How do we bridge that gap?
  10. 10. Focus on the unsung hero of website success
  11. 11. Website editor
  12. 12. Content is a service – a differentiator that provides a reason to choose one brand/retailer over another. And by adding value to the customer experience, content helps differentiate premium brands from discounters. When combined with great products and genuine utility, content can turn functional transactions into brand experiences.
  13. 13. Brands that put content first and are prepared to adapt to their customers’ needs are rewarded “We've done research on our content, and we get 30% extra value for every dollar spent.” – Beth Comstock, vice chair, GE “56% of people buying IBM technology had engaged with content during the buying cycle, whereas only 21% had spoken to a sales person.” – Andrea Ames, content experience strategist, IBM
  14. 14. MISSION CRITICAL DIGITAL INCLUDING THE EDITOR 3
  15. 15. INCLUDING THE EDITOR Discipline barriers – content, user experience and technical – are coming down though the use of agile, inter-disciplinary, customer- focused teams. Optimising the experience for the site visitor. But we also need to include the editor in these design discussions.
  16. 16. FOUR QUESTIONS • What content will we make available on our site? • How will it be presented to the user? • How will we make that happen? • How will it be managed – created, updated and refreshed?
  17. 17. CONTENT UX DEVELOPER EDITOR TRANSFORMING THE CONVERSATION
  18. 18. CONTENT UX DEVELOPER EDITOR TRANSFORMING THE CONVERSATION
  19. 19. ONE FEATURE: SIX WAYS 4
  20. 20. The same front-end feature can be managed in Umbraco in many different ways. The ‘right’ approach can only be found by considering how the content is to be created and maintained by the editors. To consider: • Where is the content sourced from? • How often will it be updated? • How flexible is the presentation? • Is there a need to reuse the content in other places of the website?
  21. 21. THE BACKOFFICE: UMBRACO’S SECRET SAUCE 5
  22. 22. Umbraco lacks an in-page, visual editing option. But perhaps this is a good thing. UMBRACO BACKOFFICE
  23. 23. For most websites, editors will spend much longer working with Umbraco than developers will! EDITOR EXPERIENCE BASICS
  24. 24. EDITOR EXPERIENCE BASICS
  25. 25. Umbraco is a portal for managing all content related to a website, not just the page content. NOT JUST FOR CONTENT
  26. 26. ZONE’S SHOW AND TELL 6
  27. 27. EXAMPLE: FLEXIBLE PAGE CONSTRUCTION
  28. 28. EXAMPLE: CONTENT REUSE WITH CUSTOM DISPLAY
  29. 29. EXAMPLE: CONTENT REUSE WITH CUSTOM DISPLAY
  30. 30. EXAMPLE: INTEGRATED EMAIL CAMPAIGNS
  31. 31. Start fast. Build fast. Learn fast. Get your products into your customers’ hands, listen and start tailoring it more to their needs.
  32. 32. THANK YOU Andy Butland – abutland@zonedigital.com Ben Pilgrim – bpilgrim@zonedigital.com

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