The document discusses Adobe's "Cayenne Project" which aimed to transform Adobe.com into a more customer-centric and engaging experience. It overviews the vision and multi-stage transition, describing Cayenne as a platform that leverages Adobe technologies and ecommerce services. It summarizes capabilities delivered such as an integrated checkout and education purchasing experience. While improvements were seen in metrics like conversion rates, it notes some areas like cart experience that require further optimization. Finally, it outlines plans to expand Cayenne to additional markets through 2012-2013.

1. © 2011 Adobe Systems Incorporated. All Rights Reserved.
February 2012
Adobe.com Transformation – The Cayenne Project

2. © 2011 Adobe Systems Incorporated. All Rights Reserved. 2
Overview

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
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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
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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. © 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. © 2011 Adobe Systems Incorporated. All Rights Reserved. 6
Solution Architecture

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. © 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
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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. © 2011 Adobe Systems Incorporated. All Rights Reserved. 10
Cayenne capabilities that are currently
delivering improved results…

11. © 2011 Adobe Systems Incorporated. All Rights Reserved.
Integrated ecommerce experience
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• 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. © 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
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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. © 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
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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
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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
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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
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18. © 2011 Adobe Systems Incorporated. All Rights Reserved. 18
Cayenne capabilities that require additional
improvements to be more effective…

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
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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. © 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. © 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
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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
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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…
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25. © 2011 Adobe Systems Incorporated. All Rights Reserved. 25
Wrap up

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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. © 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
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28. © 2011 Adobe Systems Incorporated. All Rights Reserved. 28
Appendix
Cayenne Functionality Releases

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
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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. © 2011 Adobe Systems Incorporated. All Rights Reserved.
Functionalities Delivered
Cayenne delivered value-added functionalities and services across both customer facing
and operational capability tracks…
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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. © 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
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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
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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
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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
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35. © 2011 Adobe Systems Incorporated. All Rights Reserved.