Adobe.com Redesign: Powered by Day CQ5

3,614 views

Published on

Get an overview of the Adobe.com redesign project and the role Day CQ5 is playing, focusing on the initial part of the redesign: the Adobe Developer Connection.

Amy Butler, Senior Producer, Adobe.com

Published in: Art & Photos, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,614
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
52
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Adobe.com Redesign: Powered by Day CQ5

  1. 1. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com Redesign: Powered by Day CQ5 Amy Butler, Adobe.com Senior Producer
  2. 2. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda  Adobe.com challenges  Redesign goals  WCMS objectives  Design principles  The Adobe Developer Connection  The road ahead… 2
  3. 3. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com vision  Customer Satisfaction  Customer Acquisition /Retention  Direct Revenue An engaging, customer-centric experience, providing relevant information, services, support, and community, ultimately resulting in sales of and loyalty for Adobe technologies.
  4. 4. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com challenges Revenue  Adobe.com is one of the top 50 most visited sites on the web; traffic grows ~20% YOY.  However, Adobe is not utilizing that traffic effectively  Conversion rates on Adobe.com need to be higher Customer satisfaction  Too much content; no customization makes it hard for visitors to find what they need  Consequently, customers can’t complete their tasks on Adobe.com  Adobe.com customer satisfaction is far below industry average Efficiency • Most of the 1M+ pages on Adobe.com are built and managed by hand • A homegrown content management solution proved difficult to manage • Slow turnaround for requests and little flexibility to allow others to make changes • Too accommodating of one-off design requests from the business
  5. 5. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What we heard Adobe.com customers want  Information retrieval  Task completion  Inspiration  Buy the right products
  6. 6. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What we heard Adobe wants  Faster response to change requests  Higher customer satisfaction  Brand associated with thought leadership  Sell products
  7. 7. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Plans to improve Adobe.com 1. Launch a new web content management system (WCMS) to enable faster time to market and self-publishing capabilities 2. New design system with a simplified user experience 3. Integration of Omniture tools to drive a more customized user experience, improved search and the ability to implement multivariate testing
  8. 8. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Top business requirements  Incremental publishing – Business author control over editing & publishing  Content management – Including version-control and simple workflows  Consistent page design – While maintaining flexibility where needed  Localization – Supports and enables a large international website  Personalization – Dynamic content, RSS feeds, collaboration Top technical requirements  Good architectural fit – Easy integration with Store/Dylan & Adobe apps  Can serve pages created in both Dreamweaver and WCMS authoring environment  Integration with localization tools via workflow (Idiom World Server)  Good control over presentation templates  Open Content Repository (JSR 170) and virtual content database connectors WCMS – The top ten requirements
  9. 9. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solution: Day CQ5 Good architectural fit with Adobe  Variety of open API’s and Web Service Layer for ease of integration with Adobe’s existing infrastructure  Provides a connector layer for access to other content sources  Product designed well for large global dynamic sites  Allowed us to continue to process orders, manage leads, and resolve issues through existing systems Improved efficiency, faster time to market  Self-publishing capabilities allow marketers to publish content to the web site directly  Regional marketers can easily publish regional content that makes their sites more relevant to their visitors  Eliminates the need for extensive hand coding and manual management of pages  Develop once, publish anywhere Partnered with Acquity Group for vendor selection and implementation
  10. 10. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solution: New user experience design Modular  Standard design system (the “framework”) across the entire site  The system is modular and grid-based; pages are designed to be assembled from a set of standard design components and content “pods” Drives revenue  Ubiquitous conversion pods are designed to drive each customer to the right call to action (e.g. try, buy, request info)  Regional pricing will be available in all conversion pods Flexible  The design framework is fixed, but there is enormous flexibility to publish (and test) all types of content within the framework Template-based  No one-offs or workarounds are allowed; content owners need to work within the system or make a case to adjust the system to accommodate their needs
  11. 11. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. First up: Adobe Developer Connection What is the ADC?  Content site for Adobe developers to learn how to use Adobe products.  Launched in 2002 as the Macromedia Designer & Developer Center, it has grown by ~30 articles/month with no dynamic capabilities aside from Dreamweaver templates.  Good candidate for WCMS with its volume and its business owners, who are more technical and editorially-inclined than usual.
  12. 12. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADC challenges • Consistent page design across like pages • Ability to keep track of old pages, to easily review and purge the site of outdated content • Workflows to aid with weekly publishing processes • Dynamic updates when new articles are published • Ability to show related articles dynamically at the end of articles
  13. 13. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection Before…
  14. 14. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection Before…
  15. 15. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection After…
  16. 16. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Developer Connection After…
  17. 17. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADC redesign and WCMS migration: Big wins  Major simplification/reduction in content  Metadata-driven dynamic lists  Consistent presentation of information throughout the site  Co-branded with Adobe www.adobe.com/devnet 17
  18. 18. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe.com redesign and WCMS migration: More big wins 18 • Enables content publishers to make their own content changes • Limits authors in terms of layout and design to enforce consistent user experience • Supports behavioral targeting and multivariate testing • Discourages one-off design requests; requires that business owners advocate for changes to the system to support their unique requirements
  19. 19. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The road ahead…  Product section migration & redesign  Personalization / content targeting via Omniture Test/Target  Usability improvements in authoring environment  Training for content authors  Rest of static site migration & redesign  eCommerce integration 19
  20. 20. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

×