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How TELUS beats the competition to market by replatforming on Content Infrastructure

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TELUS digital—the in-house digital product agency for Canadian telecommunications company TELUS—serves 12 million Canadians with a team of ~325. As TELUS built its digital channel, it accumulated a portfolio of homegrown and off-the-shelf technologies. Eventually, this led to a breaking point, which paved the way for the next evolution of the company’s platform and delivery methods.

In an effort to deliver one-on-one marketing to customers, TELUS digital started from scratch, creating a new content platform: set of centralized tools and services that enables team members to easily add, update, and deliver content (marketing, product, and pricing), including personalization and analytics, across all their digital properties. A cornerstone of this platform is the content infrastructure, which replaced seven preexisting CMSs and content repositories.

Rouven Wessling & Andrew Kumar offer an overview of the platform and explains why TELUS digital chose a content infrastructure over traditional CMS options.

Published in: Internet
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How TELUS beats the competition to market by replatforming on Content Infrastructure

  1. 1. 1 How TELUS beats the competition to market Content Infrastructure
  2. 2. iPhone X Launch
  3. 3. To Market - beating Apple1st iPhone X Launch
  4. 4. Rouven & Andrew Introductions
  5. 5. Andrew Kumar Product & Practice Lead, Digital Platform @kumar | andrew.kumar@telus.com Rouven Wessling Developer Evangelist @RouvenWessling | rouven@contentful.com
  6. 6. Don’t let a CMS get in the way of shipping software. Contentful provides a content infrastructure that enables teams to power content in any digital product.
  7. 7. The way software is build is changing
  8. 8. Innovators are building digital factories Reusable architectures that enable teams to quickly new products and expand into new channels Global Architecture Account Portal eCommerce [new] Web Mobile Web Voice [new] CENTRAL HUB A reusable, core architecture for launching new products TEAMS & BIZ UNITS Cross-functional teams or business units collaborate PRODUCTS & CHANNELS Engage with customers, experiment with new technologies, promote the successes into wider adoption
  9. 9. The leading content infrastructure for digital teams Customers Partners Investors ($45M) Team 160 Employees San Francisco Berlin
  10. 10. We’re 160 people from over 40 nations We’re really bad at team pictures
  11. 11. About TELUS
  12. 12. Phone Internet Mobile TV Home Security Health IoT
  13. 13. Traditional Enterprise IT
  14. 14. About TELUS digital
  15. 15. Expertise Design & Build Accessibility Security & Privacy AnalyticsUX & Rapid Prototyping
  16. 16. “Culture eats strategy for breakfast, lunch and dinner” - Peter Drucker
  17. 17. TELUS digital
  18. 18. TELUS digital Land of Broken Toys
  19. 19. Growing Pains “Snowflakes” Purpose Built Tech Debt
  20. 20. Growing Pains CONSUMER BUSINESS MY ACCOUNT RUBY ON RAILS ENGINE YARD AWS (PaaS) TELUS DIGITAL AWS CMS (COMFY) PHP ON CODEIGNITER (PRIME) PHP ON CODEIGNITER (PRIME) BTO SERVICE CMS (LIGER) BTO SERVICE TELUS DIGITAL AWS BTO SERVICE JAVA CMS HS (LIGER)CMS (WMD) TELUS DIGITAL AWS TELUS DIGITAL AWS PHP ON CODEIGNITER (PRIME) COMMERCE (DRUPAL) BTO SERVICE ... CMS (WMD) FROGGER | HYDRA | JSP FROGGER | TWIGGY ANGULAR | REACT BUSINESS CSS | HAML FROGGER | TWIGGY | ANGULAR RUBY ON SINATRA TELUS DIGITAL AWS VUE BTO SERVICE ... TELUS DIGITAL AWS NODEJS CMS (CONTENTFUL) THORIUM | REACT TELUS DIGITAL AWS JAVA ON SPRING BOOT THORIUM | VUE BTO SERVICE ... ● Team grew quickly ● Moved quickly ● Operating model evolved without strong architectural oversight ● What made us successful to date did not work at scale
  21. 21. Growing Pains ● Multiple CMSs ● Multiple overlapping CSS files ● No single source of code or design truth ● Teams reinvent the wheel ● Inconsistent customer experience ● Builds and updates take longer Many teams were building TELUS experiences without an easy way to reuse work, share ideas, or receive and consume design / code updates.
  22. 22. Content Operations = Incredible Effort COMFY LIGER WMD DRUPAL GATHERCONTENT ADOBE TARGET STATIC JSON FILES Mobility and Home Solutions Marketing, Products, Assets Mobility Products, Plans, Pricing, Offers, Assets Mobility and Home Solutions Products, Plans, Pricing Consumer Support Articles Business Marketing, Products, Plans, Pricing, Support, Assets Home Solutions Bundling Rules All Targeting and Personalization Marketing and Assets Content Store Types of Content It took incredible effort to maintain and sustain our digital properties. We needed to simplify the way our team members manage our products day to day.
  23. 23. Land of Broken Toys • Disjointed customer experience • Very complicated technical landscape • Large effort required to create and maintain content for our products Which led to … • Unhappy Developers • Unhappy Customers • Unhappy Business
  24. 24. “I love my CMS!” said no developer ever.
  25. 25. Why not a CMS? “We are seeing too many organizations run into troubles as they attempt to use their CMS as a platform for delivering large and complex digital applications.” - ThoughtWorks Technology Radar
  26. 26. Today’s CMS Page-centric model SILOED CONTENT DISCONNECTED Hard to change Coupled to the CMS’ platform Monolithic architecture Templating Editor Database
  27. 27. How is a Content Infrastructure different?
  28. 28. Content Infrastructure AGILE Changes with your software COMPOSABLE Microservice architecture { API } Structured content Independent of medium and platform JSON
  29. 29. TELUS digital Applying Content Infrastructure
  30. 30. Content Operations = Content Infrastructure COMFY LIGER WMD DRUPAL GATHERCONTENT ADOBE TARGET STATIC JSON FILES Mobility and Home Solutions Marketing, Products, Assets Mobility Products, Plans, Pricing, Offers, Assets Mobility and Home Solutions Products, Plans, Pricing Consumer Support Articles Business Marketing, Products, Plans, Pricing, Support, Assets Home Solutions Bundling Rules All Targeting and Personalization Marketing and Assets Content Store Types of Content Rationalizing our content stores improved operational efficiency, reusability and brought consistency to the way our team members manage our products. CONTENTFUL
  31. 31. Content Operations = Multi Region / Multi Language 13 Regions x 7 Languages (+ default fallbacks) = 98 locales.
  32. 32. Content Infrastructure: Spaces Products & Services Legal Info Nav, Footer, Elements CommsGlobal Line of Business App Deals Accessories Mobility Home Health Business Leveraging different tiers of spacing to intelligently structure content for reference and reuse. ● Common shared data in global spaces ● Common shared data within line of business dedicated spaces ● Common shared data within customer first functional applications
  33. 33. Content Infrastructure: Modelling Page Design Visual Component Specs Site Map User Flows Design Visual Design User Experience Information Arch. Content Template Specs Content Component Specs Content Tree Content Editor Flows Content Architecture Content Modelling Editor Experience Workflow Targeting / SEO / Analytics / Localisation / Regionalization Editor Roles / Responsibilities HTML Component Content Tree Mgmt Workflow Config Development Application Arch. Functional Non-Functional Integration Quality Operations Content Modelling ● create models for content ● determine how to reuse content ● define how and which team members create, edit, and publish ● make it easy to find content ● support change management: training, documentation, etc.
  34. 34. Content Infrastructure: Product Content Products & Services Legal Info Nav, Footer, Elements Global Line of Business App Deals AccessoriesMobility
  35. 35. Content Infrastructure: Developer Workflow
  36. 36. Content Infrastructure: Using Data SEGMENTS Email / SMS Front-line (call centre, stores) Web/App Social / Display Chatbots, IVR CUSTOMER TOUCH POINTS Digital Platform + Content InfrastructureACTIVATION OnlineDATA Offline Digital Adoption Cross-sell / Upsell Acquisition Onboarding Retention
  37. 37. Content Infrastructure: Personalization
  38. 38. Content Infrastructure: Marketing Applications Audience / Brands TELUS, Koodo, Public Mobile Web, Mobile, Store Customer & Team Member channels Digital Tools Digital Intelligence Analytics Collect web usage data Site Builder Engine Standards compliant web pages, with optimized SEO & Performance, easily created and updated using the Content Management System Site Builder Digital Experience Marketing Pages Accelerate Data Optimize Build With TELUS Design System NodeJS Framework Standards Home Page(s) Segmentation Identify Customer Segments Personalization Optimize Messaging / Actions Interactions Content Management Content Storage
  39. 39. Content Infrastructure: Application Architecture Consumer (Mobile & Home) Corporate (About, Annual Report, DRB) Business Quebec Content Platform Different data sources (spaces) with identical content models Site Builder One application to support marketing pages and campaign pages Deploy Render through a view, automate tests, and deploy to delivery Delivery Platform TELUS Design System Health Consumer Health Business TELUS International Koodo Public Public DSKoodo DS Automated Testing Platform Site Builder Engine: Data Structures, Multilingual, SEO, Regional Specification, Search, Routing, Accessibility, Performance 1:1 Marketing Integrations: Analytics, Data Layer, Personalization (Audience Manager), Testing (Target), AI (Sensei)
  40. 40. Content Infrastructure: Support Architecture Audience / Brands TELUS, Koodo, Public Mobile Web, Mobile, Store, Bots, IVR, ... Customer & Team Member channels Digital Tools Digital Intelligence Analytics Collect data Knowledge Base Engine Support content IA Platform that centralizes and standardized access to support knowledge, facilitating the creation of any support type experiences. Knowledge Base Digital Experiences Support Content for Sales Accelerate Data Optimize Build With TELUS Design System NodeJS Framework Standards Support Articles for Agents Interactions Support Articles on Website Content Management Build With Personalization Optimize Messaging / Actions Content Storage
  41. 41. Content Infrastructure: Products, Programs, Practice Products Contentful Platform Site Builder Message Builder Redux-Contentful UI Extensions GraphiQL Article Engine CLI Migrate & Transform Programs Enterprise Comms (ECP) Multicultural TELUS Legacy CMS Retirement Spaces Consolidation DRB Revamp TELUS Quebec & Health Marketing Cloud Integration AI Integration Practice Office Hours Contentful 101 Monthly Workshops, Guilds Meeting Mondays User Success Support & Tracking Contentful SME Onsite Visits Account Provisioning Training & Developer Portal Communications Audits & Quarterly Reviews Certification Program Collaboration Tools User Services Consulting / Advisory Integration Dev Pairing Data Modelling Critique / Review Onboarding Quality Assurance Custom Training Q&A Lunch & Learns Meetups & Events Contentful Community Blogs, Lessons Learned Thought Leadership Visionary Performance Oriented Enablement
  42. 42. Content Infrastructure: Products, Programs, Practice Products Contentful Platform Site Builder Message Builder Redux-Contentful UI Extensions GraphiQL Article Engine CLI Migrate & Transform Programs Enterprise Comms Multicultural TELUS Legacy CMS Retirement Spaces Consolidation DRB Revamp TELUS Quebec & Health Marketing Cloud Integration AI Integration Practice Office Hours Contentful 101 Monthly Workshops, Guilds Meeting Mondays Gov User Success Support & Tracking Contentful SME Onsite Visits Account Provisioning Training & Developer Portal Communications Audits & Quarterly Reviews Certification Program Collaboration Tools User Services Consulting / Advisory Integration Dev Pairing Data Modelling Critique / Review Onboarding Quality Assurance Custom Training Q&A Lunch & Learns Meetups & Events Contentful Community Blogs, Lessons Learned Thought Leadership Visionary Performance Oriented Enablement Platform satisfies fundamentals: Data Models, Data Storage, Asset Storage, CDN Products enable quick win customer experiences, data retrieval, referencing content between spaces, moving and transforming data across spaces. Programs enable Tech Debt retirement, increased business capabilities, increase speed to market, and present the right content at the right time for our customers. User Success enable better adoption, utilization, and quality of our Products & Programs. User Services enable scale, influence, and incredible tailored implementation value for partners such as Quebec, Health, Koodo, Public, One Source, etc... Practice Leadership raises the bar of our collective teams at TELUS and establishes TELUS as a community leader in tactical digital innovation. Initiatives that solve future challenges today Initiatives that improve efficiency and effectiveness Initiatives that enable our teams to succeed
  43. 43. How does work?
  44. 44. Architecture
  45. 45. Content Modelling
  46. 46. 4 APIs are at the foundation of Contentful Content Management API Images API Content Delivery API Content Preview API
  47. 47. Flexible enough to handle any kind of digital product Think outside the CMS box On-ship digital experiences: kiosks, displays, menus, etc. Multivariate testing Learning academy Microsites Audio guides Interactive displays Immersive website Super Bowl campaign Employee training app Chatbot with product recommendations
  48. 48. Content Model as Code module.exports = function (migration) { const page = migration.createContentType('page') .name('Page') .description('A page on our site') .displayField('title'); page.createField('title') .name('Title') .type('Symbol'); page.createField('slug') .name('Slug') .type('Symbol') .required(true); }
  49. 49. Migrations module.exports = function (migration) { migration.deriveLinkedEntries({ contentType: '1kUEViTN4EmGiEaaeC6ouY', from: ['profilePhoto', 'firstName', 'lastName'], toReferenceField: 'profilePhoto_new', derivedContentType: 'media', derivedFields: ['name', 'photo'], identityKey: async (from)=> { return `${from.firstName['en-US']}-${from.lastName['en-US']}` }, deriveEntryForLocale: async (from, locale)=> { return { name: `${from.firstName[locale]} ${from.lastName[locale]}`, photo: from.profilePhoto[locale] } } }); };
  50. 50. Environments
  51. 51. Plays well with others
  52. 52. Powerful SDKs
  53. 53. TELUS digital Results
  54. 54. iPhone X Launch
  55. 55. iPhone X Launch - Social
  56. 56. To Market - beating Apple, Best Buy, and competitors Time this has happened (Samsung S8 Launch)2nd 1st iPhone X Launch - Conversion & Retention
  57. 57. Content Infrastructure: Tech Stack Simplification WMD Liger Comfy AfterBefore
  58. 58. ~112,000 Object oriented content: content objects created, revised, and published to customers in Q4 of 2017 Content Infrastructure: Prod Content Object Publish, Edit, Revised
  59. 59. Average software releases per day per product (up to 400 code deploys daily) 20+ Content Infrastructure: Average Software Releases
  60. 60. Improvement in Digital sales (Q4 of 2017)4x Content Infrastructure: Digital Sales
  61. 61. PageSpeed improvement (CDN, CDA, Image Optimization) 30% Content Infrastructure: PageSpeed
  62. 62. Users: Content Managers, Product Owners, Marketers, UX 350 2018 Target for Users1000 Content Infrastructure: User Expansion
  63. 63. Faster to market4x Content Infrastructure: Speed to Market
  64. 64. Content Infrastructure: Consistent Customer Experiences Integrated Campaigns Consistent Content All CX touchpoints
  65. 65. Increased conversion by using consistent content & personalization 14% Content Infrastructure: Increased Conversion
  66. 66. Turning off Legacy CMS in favour of flexible Content Infrastructure took costs out of the business. 1 2 3 Content Infrastructure reduced Content Operations efforts and took costs out of the business. Object Oriented Content and reuse of content in support self-service took costs out of the business.Continuous Learning Content Infrastructure: Just getting started. 4 Personalized and anticipatory experiences increase conversion and revenue for TELUS.
  67. 67. Andrew Kumar Product & Practice Lead, Digital Platform @kumar | andrew.kumar@telus.com Rouven Wessling Developer Evangelist @RouvenWessling | rouven@contentful.com

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