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. Dermot Kennedy, Director, Global Web Production & Kevin Murphy, Director, Adobe.com Content Management, Adobe.com

1. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe.com Redesign: Powered by Day CQ5
Kevin Murphy, Director, Web Content Management Office, adobe.com
Dermot Kennedy, Director, Global Web Production, adobe.com

2. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe.com: What problems do we need to fix?
Revenue
 Adobe.com is one of the top 50 most visited sites on the web; traffic grows ~20% yearly
 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 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

3. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe.com: How our customers describe the problem
 Information retrieval
difficult
 Want to be Inspired
 Need more help
determining the right
products to buy

4. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe.com: The problems Adobe needs to solve
 Customer satisfaction is too low
 Response to change requests is
too slow
 We need to sell more products
online
 Adobe.com is not currently the
ultimate expression of what you
can do with Adobe products

5. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How we’re improving Adobe.com
1. Launch a new web content management system (Day CQ5) 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

6. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Top business improvements
 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 improvements
 Good architectural fit – Easy integration with Store & Adobe apps
 Can serve pages created in both Dreamweaver and WCMS authoring environment
 Integration with localization tools via workflow
 Good control over presentation templates
How we’re improving Adobe.com: 1. Day CQ5

7. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How we’re improving Adobe.com: 2. New Design System
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

8. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Design System
Conversion
pods to
drive to
specific
conversion
events
(store, trial,
lead, etc.)
Standardized
navigation system
for product
marketing pages

9. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Design System
Highly modular; works well
with WCMS and OMTR tools.
Info pods can be reordered,
adjusted, shown/hidden
based on the needs of the
business

10. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Design System: Conversion Pod Variations
10
Development of a system –
instead of one-offs – drives a
more consistent user
experience and faster time to
market (because each
element isn’t being
individually designed)

11. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How we’re improving Adobe.com: 3. Omniture
 Behavioral targeting and customization
 Test and Target captures the anonymous behavior of visitors,
associates them with an Adobe customer segment and then Day
serves the most relevant content
 More relevant content = improved conversion and more satisfied
customers
 Multivariate testing
 Adobe.com has 50+ tests in our market at any one time; data
drives decision making on the web
 Integration of SiteCatalyst allows the team to measure and optimize
each customer interaction

12. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Problems, Problems, Problems: Where do we start?
What is the Adobe Developer Connection?
 Content site for Adobe developers to learn how to use Adobe products
 Launched in 2002, it has grown rapidly despite having 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
 Low risk since it is non-revenue generating

13. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Problems with the Adobe Developer Connection
• Inconsistent page design across like pages
• No workflows to aid with publishing processes
• Lack of dynamic updates when new articles are published
• No ability to show related articles dynamically at the end of articles

14. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big wins with the ADC redesign and WCMS migration
 Consistent presentation of information throughout the site
 Publishing workflows
 Metadata-driven dynamic lists
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Problems with the Acrobat marketing pages
 No support for self-publishing and excessive web team involvement to
get new content online
 Existing design over-complicated and inconsistent with the rest of
adobe.com
 Not benefiting from Omniture tools to deliver targeted content
 Pricing on the pages not delivered dynamically from the online store

16. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Wins with the Acrobat X launch
16
• Went live with a new, simpler design system that discourages one-off
design requests and enforces consistent user experience
• Added customization and testing capabilities
• Enabled self-publishing and reduced the web team involvement needed
to get new content on the web
• Persistent commerce capabilities
• Behavioral targeting and multivariate testing supported

17. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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