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What is cayenne deck jan 2012 v7-redacted

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Deck used to walk internal stakeholders through the e-commerce transformation of adobe.com

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What is cayenne deck jan 2012 v7-redacted

  1. 1. © 2011 Adobe Systems Incorporated. All Rights Reserved. February 2012 Adobe.com Transformation – The Cayenne Project
  2. 2. © 2011 Adobe Systems Incorporated. All Rights Reserved. 2 Overview
  3. 3. © 2011 Adobe Systems Incorporated. All Rights Reserved. An engaging, customer-centric experience, providing relevant information, services, support and community, ultimately resulting in sales of and loyalty for Adobe technologies Vision for Adobe.com • Increase Customer Satisfaction • Drive Customer Acquisition & Retention • Grow Direct Revenue 3
  4. 4. © 2011 Adobe Systems Incorporated. All Rights Reserved. Transition to Cayenne Multi stage initiative to identify where we were and where we wanted to be to support the future of ecommerce for Adobe 4 Identify Opportunity Understand Customer needs Adobe.com Assessment • Adobe.com is one of the most trafficked websites in the world • How Adobe.com fits in the customer purchase cycle • Assess current state & determine future state capabilities
  5. 5. © 2011 Adobe Systems Incorporated. All Rights Reserved. What is Cayenne? Persistent Selling Targeted Recommendations Personalized Content Integrated buying experience leveraging Adobe technologies and eCommerce services Adobe Technologies5 Services enabled platform
  6. 6. © 2011 Adobe Systems Incorporated. All Rights Reserved. 6 Solution Architecture
  7. 7. © 2011 Adobe Systems Incorporated. All Rights Reserved. 7 UI LAYER SERVICE ABSTRACTION LAYER CORE SERVICE PROVIDER LAYER DATABASE/ STORAGE LAYER Cayenne Solution Architecture In Line Recommendations In Line Configuration Persistent Hover Cart Streamlined Checkout Adobe Application Manager Customer Agent Ordering Hendrix Customer Care Adobe Commerce Services Interface (Products, Offers, Payments, Accounts, Cart, User Auth. Etc. …) CQ5 • Websites • Workflows • Digital Assets • Tagging SiteCatalyst Recommendations Test & Target Search & Promote SKU Import Customer Data Services Promotions Renga Authentication & Account Management Content Repositories Commerce Repositories Versioned Assets ERP
  8. 8. © 2011 Adobe Systems Incorporated. All Rights Reserved. Incorporating Adobe Technologies • CQ5 Web Content Management System Product Information Management (PIM) system for product definition, boxshots, descriptions, Builds stores and serves all page templates • Adobe Test & Target 1:1 Driving different “Featured Marketing Areas” targeted for different customer segments • Adobe Recommendations Recommends products based on customers’ browsing behavior, Adobe ID profile information and order/product registration history • Adobe Test & Target Used as “qualification” engine to determine which promotions/pricing customers should be exposed to, based on browsing behavior, segment profile, Adobe ID profile information Leveraging Adobe’s best-in-class technologies allows us to deliver a world class customer experience. Adobe Technologies 8
  9. 9. © 2011 Adobe Systems Incorporated. All Rights Reserved. Commerce as a Service Cayenne’s services-based checkout enables rapid deployment of commerce everywhere Creative Cloud Checkout on CCM for NA/UK/JP/DE/FR/AU In Product Conversion 9 Creative Cloud Checkout on Dylan for ROW
  10. 10. © 2011 Adobe Systems Incorporated. All Rights Reserved. 10 Cayenne capabilities that are currently delivering improved results…
  11. 11. © 2011 Adobe Systems Incorporated. All Rights Reserved. Integrated ecommerce experience 11 • Site & Store as independent destinations • Integrated eCommerce across Adobe.com • eCommerce services make it possible to transact seamlessly beyond Adobe.com Overall Cayenne has integrated the ecommerce experience throughout Adobe.com Pre Cayenne Post Cayenne
  12. 12. © 2011 Adobe Systems Incorporated. All Rights Reserved. Store to Order Conversion Overall Store conversion in US is up 18% after Cayenne R1 and 20% Y/Y Data Source: Omniture Discover Sample Rate: 2-to-1 ROW = DE, JP & UK 12
  13. 13. © 2011 Adobe Systems Incorporated. All Rights Reserved. Booked $/Visit Booked Revenue per Visit in US is up 2% after Cayenne R1 and down 14% Y/Y Data Source: Omniture Discover Sample Rate: 2-to-1 ROW = DE, JP & UK
  14. 14. © 2011 Adobe Systems Incorporated. All Rights Reserved. In Line Configurator Allows customer to determine the desired product and configure it without navigating to the “Store” • Product configuration only available on Store • Product marketing information duplicated on Store • Product configuration available within product pages on Adobe.com • Ability to add to cart without navigating away from Adobe.com Pre Cayenne Post Cayenne 14
  15. 15. © 2011 Adobe Systems Incorporated. All Rights Reserved. Cart Addition Visits/Visit Cayenne increases customer engagement Data Source: Omniture Discover Sample Rate: 2-to-1 US data only 15
  16. 16. © 2011 Adobe Systems Incorporated. All Rights Reserved. Checkout Dylan based multiple page checkout to CQ5 based single page checkout • Dylan based Checkout process • No ability to store credit card information • Multiple steps and pages for Checkout completion • Checkout page managed/delivered via CQ5 • Ability to store Credit card information • Single page Express Checkout 1 2 3 1 Pre Cayenne Post Cayenne 16
  17. 17. © 2011 Adobe Systems Incorporated. All Rights Reserved. Checkout to Order conversion Checkout to Order conversion has increased 24% after Cayenne R1 and 48% Y/Y Data Source: Omniture Discover Sample Rate: 2-to-1 ROW = DE, JP & UK 17
  18. 18. © 2011 Adobe Systems Incorporated. All Rights Reserved. 18 Cayenne capabilities that require additional improvements to be more effective…
  19. 19. © 2011 Adobe Systems Incorporated. All Rights Reserved. Hover Cart Provides a persistent cart during the entire customer experience on Adobe.com • Flash based Ubiquitous Cart • Cart experience disjointed from Product marketing content • Persistent hover cart on Adobe.com • Cart always available for review and edit while browsing on Adobe.com Pre Cayenne Post Cayenne 19
  20. 20. © 2011 Adobe Systems Incorporated. All Rights Reserved. Cart Addition visits to Checkout visits Post Cayenne launch has shown a decline in the total number of Checkout visits per Cart addition visit. Analysis underway to determine most optimal cart experience…testing will conclude in Mar/Apr. 20 Data Source: Omniture Discover Sample Rate: 2-to-1 ROW = DE, JP & UK
  21. 21. © 2011 Adobe Systems Incorporated. All Rights Reserved. Cayenne EDU Customer Experience 21 Integrated Education purchase experience with instant validation capabilities • Education products offered on Education store • Manual Validation through Customer Care with an average SLA of 4.4 days (FY10) • Integrated EDU experience on Adobe.com • Instant validation for 40% of customers • Average SLA for manual validation is 2 business days Pre Cayenne Post Cayenne
  22. 22. © 2011 Adobe Systems Incorporated. All Rights Reserved. Pre Cayenne Education Validation experience 1. Checkout 2. Order Conformation 3. Manual Validation Manual validation through Customer Service required for all Education orders Pre Cayenne 22
  23. 23. © 2011 Adobe Systems Incorporated. All Rights Reserved. Post Cayenne Education Validation experience 1. Checkout 2. Online Validation 3. Order Conformation Ability for instant validation on Education orders Post Cayenne 23
  24. 24. © 2011 Adobe Systems Incorporated. All Rights Reserved. Education Validation SLA While 40% instant validation is a significant improvement, there is more work to be done to streamline customer experience and increase that percentage. More integration work with 3rd party underway… 24
  25. 25. © 2011 Adobe Systems Incorporated. All Rights Reserved. 25 Wrap up
  26. 26. © 2011 Adobe Systems Incorporated. All Rights Reserved. Deliver Cayenne to First Priority Geos 2011 Q2 2012 Q3 2012 Q4 2012 2013Q1 2012 26 Adobe.com/CCMRoadmap CCM Checkout for NA, UK, FR, DE, JP, AU Cayenne Checkout on Adobe.com for UK, FR, DE, JP, AU Cayenne Checkout & Experience for Adobe.com & CCM for ROW Remainder of Cayenne Experience on Adobe.com for UK, FR, DE, JP, AU Incl: inline configurator, conversion pod, T&T, Recommendations Continue testing and optimizing capabilities on Adobe.com (i.e. Cart, Edu Validation, ESD download, etc.) Expanding the Cayenne platform to UK, FR, DE, JP, AU represents $XXXM in incremental online revenue over 5 years and covers XX% of our online business when combined with NA. The ability to deliver Cayenne to ROW will depend on CCM roadmap and prioritization of resources
  27. 27. © 2011 Adobe Systems Incorporated. All Rights Reserved. Support Direct Sales through Adobe.com Success Story CustomerBriefsInternalSupport While we work to deliver Cayenne globally we are also in the field, meeting with customers to share the Adobe.com transformation story and reinforce Digital Media/Digital Marketing strategy Sales wiki created to provide internal teams with transformation reference materials, listing of customers met with, detailed use of Adobe technologies, etc SalesSupport Currently completing a transformation success story and webinar, both will be published to Adobe.com for use with prospective customers 27
  28. 28. © 2011 Adobe Systems Incorporated. All Rights Reserved. 28 Appendix Cayenne Functionality Releases
  29. 29. © 2011 Adobe Systems Incorporated. All Rights Reserved. Cayenne Phased Delivery Cayenne was structured on a monthly cadence, as each phase built the foundation for subsequent releases to deliver add-on capabilities and features 29 Commerce services layer is foundational Enhanced browsing and navigation initiates integration of site and store Targeting/personalization delivers relevant content Commerce is seamless R1.0 (July 15) R1.0 (Aug 24) R1.2 (Sep 21) R1.3 (Nov 2)  Streamlined single-page Checkout  Integrated Education purchasing experience  New Education validation experience  Expanded My Adobe “My Account” functionality  Optimized Trial-Conversion capability  Conversion pod  Inline configurator  New product index and software catalog pages  New navigation menus  New lightweight, global hover and shopping cart  Revised My Account overview page  Focus on enablement of Digital Marketing Suite…  Conversion pod integration with Recommendations and Test & Target  Context driven promotions  New Service Oriented Architecture CapabilitiesEnabled
  30. 30. © 2011 Adobe Systems Incorporated. All Rights Reserved. Functionalities Delivered Cayenne delivered value-added functionalities and services across both customer facing and operational capability tracks… 30 Account Management Common Services New “My Information” Page New “My Orders” Pages New Shipping Address Management Capability Enhanced Profile Management Pages Operational Efficiency New eCommerce Service Oriented Architecture Apache CXF Services Layer Benefits Delivered Promotions Authoring Web based user interface Enhanced Promotions Authoring Workflow Pre-Defined Promotions Template Buying and Checkout EDU Experience Global Hover Cart Click-to-Chat on the Shopping Cart Page Streamlined Shopping Cart PageLight Weight Hover Cart Browsing and Navigating Improved customer shopping experience, leading to increased retention and conversion Improved customer satisfaction and reduction in abandoned carts Faster and easier buying experience Integrated and personalized EDU experience across Adobe.com product pages powered by CQ5 Enhanced and more user- friendly “My Adobe” experience A more agile eCommerce SOA integrating different service providers Faster and easier promotions management capabilities Carousels Sub-Navigation Bar New Product Listing Pages Alphabetical Product Listing Single-Page Checkout Personalized Order Confirmation Page Express Checkout Integrated EDU Checkout Integrated EDU Pages Across Adobe.com Instant Validation for 30-40% of Customers 3-4 Business Days SLA for Customer Validation Standardized Process for EDU Verification
  31. 31. © 2011 Adobe Systems Incorporated. All Rights Reserved. Commerce services layer is foundational Highlights of the July 15, 2011 Release (R1.0)  Core eCommerce Services framework that supports new ways of doing business, including − Allowing customers to buy direct while in trials, − Upgrade from an existing version while within a product − Provide personalized offerings on product services like Acrobat.com.  Services Platform that provides the technical building blocks to enable agility and scalability in supporting our evolving and growing business Services Principles  Standardized contracts  Loose coupling  Abstraction  Reusability  Autonomy  Discoverability  Composability  Statelessness 31
  32. 32. © 2011 Adobe Systems Incorporated. All Rights Reserved. Highlights of the August 24, 2011 Release (R1.1)  Conversion pod – persistent dynamic commerce pod on all product marketing pages  Inline configurator – providing customers the ability to configure the right product while navigating through the product pages  More content rendered using our CQ5 platform including new product index and software catalog pages  New navigation menus to enable a more streamlined shopping experience  New lightweight, global hover cart and shopping cart page with editing capabilities  Revised account overview page under My Account Enhanced browsing and navigation initiates integration of site and store 32
  33. 33. © 2011 Adobe Systems Incorporated. All Rights Reserved. Highlights of the September 21, 2011 Release (R1.2)  Dynamic product recommendations across Adobe.com, driven by Adobe Recommendations − Gathered data will be used to generate dynamic recommendations based on customer profiles and browsing behavior.  Adobe Test and Target-enabled mboxes across more pages on the site and across specific merchandising areas like conversion pods − Enhances our ability to provide targeted and personalized content to our customers Targeting/personalization delivers relevant content 33
  34. 34. © 2011 Adobe Systems Incorporated. All Rights Reserved. Highlights of the November 2, 2011 Release (R1.3)  Streamlined (i.e. single-page) Checkout, served via CQ5 and the new Cayenne services infrastructure  Integrated Education purchasing experience across Adobe.com product pages  A new Education validation experience where many customers will qualify for instant validation. For those who do not qualify instantly, the service-level agreement (SLA) for customer validation has been reduced from over 4 weeks to only 2-3 business days.  Expanded My Adobe “My Account” functionality covering new “My Information” and “My Orders” workflows  Optimized Trial-Conversion capability- enabling “Direct to Cart” capability from CS Trials and Acrobat.com Commerce is seamless 34
  35. 35. © 2011 Adobe Systems Incorporated. All Rights Reserved.

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