INTERFACE, by apidays - APIs: the next 10 years June 8, 9 & 10 2022 Sennheiser's Migration to API-based Commerce Gabriel Slama, EU Front End Director at AKQA ------------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/ Deep dive into the API industry with our reports: https://www.apidays.global/industry-reports/ Subscribe to our global newsletter: https://apidays.typeform.com/to/i1MPEW

1. Sennheiser Global eCommerce Platform
Built a fast, scalable and future-proof architecture

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3. Quick Intro
2
Gabriel SLAMA
EU Front End Director Tech Council member

4. 01
The ask

5. With the acquisition of the Sennheiser
Consumer Business by Sonova
communicated in 2021 and completed in
March 2022, the demand for a new digital
home for the brand and its own eCommerce
arose.
Introduction
Project

6. The ambitious goal was to launch the sennheiser-hearing.com MVP as a
brand flagship store within less then 4 months, with limited IT support.
Goals
5
Build a future-proof website
Mobile optimised, fast and accessible
platform with a seamless integration of
eCommerce platforms as well as seamless
tracking.
Increase engagement
A flagship web experience that inspires
people and help the audience to see, feels
and understand Sennheiser quality sound.
Increase retention and brand loyalty
Personalised and premium experience even
beyond the purchase to strengthen the
Sennheiser Community.
Grow online sales
Driver for a significant increase in digital
sales with a seamless shopping experience
for 26 countries, 14 languages and 15 shops.

7. Heterogeneous markets and many Shopify instances
Project Introduction
6
New-Zealand
NZ$ English
Australia
AUD $ English
Singapore
S$ English
Thailand
THB English
Thai
Korea
KRW Korean
Mexico
MXN Spanish
Phillipines
PhP English
Brazil
R$ Portuguese
Supported by Sennheiser HQ
Malaysia
English
Global
Multiple English
Italiano
Japenese
German
French
Global
English
German
Danish
French
Dutch
Swedish
Austria
EUR
Germany
EUR
Ireland
EUR
Canada
English
USA
English
Managed by Sennheiser HQ
Belgium
EUR
Finland
EUR
France
EUR
Luxembour
g EUR
Neitherland
s EUR
Sweden
EUR
No store
No store
Indonesia
English
No store No store

8. The ambitious goal was to launch the sennheiser-hearing.com MLP as a
brand flagship store within less then 4 months, with limited IT support.
Ambitious Roadmap
7
Week 1-4 Strategic vision / Tech Architecture Week 5-16 Pilot Week 17+ Scale
Understand brand and tech requirements
Develop a vision, strategy and concept
Iterative 1-week sprints to
design and build the experience
Country roll-outs for 26
countries within four scheduled
batches

9. 02
How We Did It

10. 02
A decoupled
architecture

11. We are designing from and atomic design
system.
Rationalising our building blocks to the
smallest elements we rationalise design and
enforce consistency.
Design System
Atomic

12. We are testing component with mock
data before integration. This drastically
reduce the QA time.
Testing Before
Component
Integration

13. Decoupling the architecture
How we did it
12
Website hosted on Netlify with Next JS
Shopify
GraphCMS
design system (storybook)
Public API
Secure private API
Dotdigital
Sendgrid
Search.io
Customer Service
Search
Commerce
Content
Evalanche
Fulfillment
Omnichanel Headless Layer
IT Secure ERP & Data Layer
Composable Services Layer

14. 13
Austria
Belgium
Denmark
Finland
France
Germany
Ireland
Luxembourg
Netherlands
Sweden
Italia
UK
Hong-Kong
Norway
Japan
India
USA
New Zealand
Singapore
Mexico
Korea
Brazil
Philippines
Australia
Thailand
UAE
Canada
Australia
Belgium
Denmark
Finland
France
Germany
Ireland
Luxembourg
Netherlands
Sweden
Many Headfull
Shopify Checkout
One Headless Global
Website
Italia
UK
Hong-Kong
Norway
Japan
Singapore
New Zealand
USA
Mexico
Korea
Brazil
Philippines
Australia
Thailand
India
UAE
Canada
We created a headless consumer front
end that is common for all market
allowing a consistent user experience.
However we relied on Shopify
headfull checkout to allow fast time to
market.
Global Headless Website Europe Global
Headless Front End
And Headfull
Checkout
In Complex
Global Context

15. 03
Deliver early
and often

16. Continuous Integration and Delivery
How we did it
Feature
Code Deploy
Isolated Deploy
URL Preview
Quality
Assurance
Feature Ready
For deployment
Code Pushed by the DEV
Pull request opened
Github Actions triggered
Site is built
Preview URL is generated
Performance measurement
Visual Diffing
Code format
Code quality
Functional testing
Acceptance criterias check
Code Review
Feature can safely
be merged and released
Automated
Tests

17. 03
Business Impact

18. Within the given time we were able to
not only deliver the product on time, but
also to make use of the Design System
and Composable Tech Architecture to
develop new tools to ensure a
shoppable Brand Flagship
Store experience.
We Created More
Than An MVP

19. The first results of the new
Brand Flagship Store are
very promising in terms of
user engagement and
driving sales.
First Results
Add to Carts
As an indicator for user engagement
Overall Avg. Of
+ 74.8%

20. The first results of the new
Brand Flagship Store are
very promising in terms of
user engagement and
driving sales.
First Results
eCommerce
Conversion Rate
As an indicator for increased sales
Overall Avg. Of
+ 136.7%

21. The first results of the new
Brand Flagship Store are
very promising in terms of
user engagement and
driving sales.
First Results
Transactions With
Compare Tool
As an indicator for tool usage
Overall Avg. Of
+ 5.0%

22. Q&A

23. Thank you.
linkedin.com/in/gabriel-slama
@griable