The CME Group is the world's leading and most diverse derivatives marketplace, handling 3 billion contracts worth approximately $1 quadrillion annually. See how they leverage the Adobe Marketing Cloud to get results.

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DON’T BITE OFF MORE
THAN YOU CAN CHEW
Franco Campione
DATE: August 17th, 2018

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• World’s largest futures & options exchange - We are where the world comes to manage
their risk
• Handle 3 billion trades a year worth $1 quadrillion
• 6 major asset classes – Ag, Energy, IR, Equity, FX, Metals
• Example of both sides of a futures trade – The Farmer, Kelloggs, & the Speculator
• Comprised of DCMs – Designated Contract Markets
• Exchange consolidation accelerated in 2007 globally
• CME purchases crosstown rival CBOT becoming CME Group
• 2008 CME Group purchases NYMEX
• Provide reliability, liquidity, safeguards, efficiencies, integrity
• Largest social media followings of any global financial institution
WHO IS CME GROUP?

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• 20 years with CBOT & CME Group
• Starting with an internship in 1996 in IT
• Windows 1995
• Developer on 1st intranet
• Managed CBOT.com development
• 2012 moved to Belfast, NI to open COE
• cmegroup.com, mobile, trading apps
• 2014 – Marketing
• Senior Director, Digital Strategy
WHO AM I?

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Technology Stack
• AEM 6.3
• AWS Hosting
• Akamai
• Google Analytics 360
• GTM
• Google Optimize
• Google Custom Search
• Crazy Egg
• DemandBase
TECHNOLOGY STACK
THE LAY OF THE LAND

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• Info dumping ground
• 60,000 pages & PDF factory of sadness
• Open source, java CMS
• Our only support was a small Eastern German
developer forum comprised of 2 people
• We are the largest customer
• How do we transform in order to transform?
• We need a new foundation
• Demands from the business
• Personalization
• Customization
• Regionalization
• Know the Customer
THE BUSINESS CHALLENGE

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• We started with the best intentions
• Keep it simple
• Planning begins late 2010 with AEM
• Implementation planning starts early 2011
• 6 month migration
• Start in 2012
BITING OFF MORE THAN YOU CAN CHEW

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Day 1 – Introductions
Day 2 – Training begins in earnest
Day 3 – Everything grounds to a halt
DAY 3
THE PHONE CALL

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2008 – Chicago
2010 – Buenos Aires
THE GREAT MIGRATION
THE BUILDING OF A DEV TEAM
2012 – Belfast
2015 – Buenos Aires

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• Started with junior developers
• We’ll learn as we go and mature
• Rework rework rework
• Cost more in every case than paying
from the start
• Experience
• Skilled architects
• More efficient – double
QUALITY OF THE DEV TEAM
THE BUILDING OF A DEV TEAM

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• Traditional 85 page documents
• Requirement 1.1.1.7.6
• Scrummaster class – Now we know agile
• Standups, Post-Its, playing cards, follow
all the rules
• 100% code coverage & automated
testing
• Could not have slowed us down more
LET’S GET AGILE
THE BUILDING OF A DEV TEAM

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• To eliminate the requirements docs – we
need a new ‘ticketing’ system
• Lack of time to implement correctly
• Inadequate or missing acceptance
criteria or mockups
• Tried to pile on Confluence too
• Took away any familiarity
WE NEED A NEW TICKETING SYSTEM
TO OF COURSE SUPPORT THE NEW PROCESS

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• Our site looks outdated
• Last touched in 2008
• Not responsive
• Hard to navigate
• Does not match the business strategy
• We’re already going to touch all the code
to migrate…
• All the components were practically
done…
• Created infinite complexity
• No design QA
WHY DON’T WE REDO THE DESIGN?
THE NEW 5.0

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• No use cases for the new card
components
• Didn’t know our customers needs
• Developers confused on how it should
work
• Created swiss army components that
were only used a single way
WHO NEEDS RESEARCH?
THE NEW 5.0

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• We had drawn a line in the sand
• Then we moved it 7 times
• Realization that we won’t make “the date”
• Let’s pick up what’s remaining and just
dump it as is in a blank template
• We’ll call it shoveling
• Creates more problems than it solves
• 2 years to undo
• Don’t migrate until the site is ready
DON’T MIGRATE THE SITE UNTIL THE SITE IS
READYEVERYBODY’S SHOVELING

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• No one wants to ‘lose’ something they had
• Authors and business teams engrained in the
way we always did something
• Mindset needed to shift
LETS MAKE THE OLD CMS THE NEW CMS
BUT WE USED TO DO IT THIS WAY

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• 98% of the U.S. Market
• Growth is outside the US in EMEA and APAC
• We need in-region, in-language microsites
• In 9 languages
• Different, yet similar, color schemes to adjust for
cultural nuances
• What did we say? Sounds like a good idea.
• We ended up ‘shoveling’ them!
WE SHOULD REGIONALIZE EVERYTHING
DO THE USERS WANT THAT?

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• We will hire a senior Java & front end developer and QA
• We will have a rigorous training program
• We’ll know everything and how to do it in AEM
• We’ll train a junior team – saving money in the process
• We had no best practices
• Trial and error at its worst
• Senior architects to prevent reinventing the wheel is key
• Involved from sprint planning all the way to production
WE DON’T NEED AN EXPERT

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• Business requirements made up of ‘It
used to be this way” mixed with “I
can’t live without this feature”
• I have to have this. It’s a
showstopper.
• Continuous extending of a template
• What if we just had one template that
did everything?
• Template allowed extreme flexibility
• Downside is a watered down design
system that promoted inconsistency
THE MEGA TEMPLATE
THE ONLY TEMPLATE YOU’LL EVER NEED

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• Don’t let fighting get in the way. Check your ego at
the door.
• Don’t have a dev team that hasn’t worked together
and understand time zone impacts
• Saving money isn’t always the best driver
• Ease into new team dynamics
• Don’t pile in the kitchen sink. Limit the scope.
LEARN FROM WHAT WE DID
EVEN IF IT SOUNDS OBVIOUS

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• Don’t skip the research
• Don’t pick arbitrary dates. Do pad your estimates.
• Embrace the new
• Step into regionalization
• Hire experts
LEARN FROM WHAT WE DID
EVEN IF IT SOUNDS OBVIOUS

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• 5 Years in the ground
• 90 feet in 5 weeks
• We’ve been watering
• Personalized – from anonymous to ABM
• Omni channel customization
• Data mining and segmentation
• Single View of the customer
WHAT’S NEXT?
WATER THE BAMBOO

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THANK YOU!