How do you optimize and monitor cross-channel customer experiences for the rapidly changing behavior of mobile and digital shoppers? Learn how Walgreens, No. 44 in the Internet Retailer Top 500, is transforming their online platform to deliver high quality experiences in whatever channels a customer chooses to use – today and in the future. You will learn: • How Walgreens monitors digital responsiveness, reliability and user behavior including their approach to monitoring Angular.js apps and CDN performance. • The key performance issues that Walgreens focused on in adopting a responsive and adaptive web approach • How to use performance insights to unify technical and business strategy around user experience • How re-platforming impacted customer adoption and engagement Syed Y Ali, Technical Architect Digital Engineering & Mobile, Walgreens Co. is joined by Steve Trimbo, Global Omni-channel Practice Manager, and Aaron Rudger, Director Product Marketing of Dynatrace to share how User Experience Management enabled their success.

1. From Building Websites to
Building Digital Experiences
– Walgreens’ Journey to
Adaptive & Responsive
Design
Steve Trimbo
Global Omni-Channel
Practice Manager
Dynatrace
Aaron Rudger
Director Product
Marketing
Dynatrace
Syed Y Ali
Technical Architect Digital
Engineering & Mobile
Walgreens

2. Steve Trimbo
Global Omni-Channel Practice Manager
Dynatrace

3. Holiday 2015 and Expected Mobile Impact
Mobile Share of Sales: US
2013 2014 2015
THANKSGIVING
BLACK FRIDAY
CYBER MONDAY
24%
21%
16%
26%
18%
25%
29%
27%
21%

4. Holiday 2015 Mobile Phone Use
54%
46%
39%
35%
31%
28%
24%
0% 10% 20% 30% 40% 50% 60%
Research products
Compare product prices in-store
Communicate with friends/family about gifts
Create shopping lists
Seek additional product information in-store
Locate/navigate to stores
Check product inventory

5. The new digital customer
ALWAYS CONNECTED
80% of them check their
smartphone within 15
minutes of waking
MULTI-DEVICE
95% of digital shoppers
who started on a
smartphone continued
on a PC
EMPOWERED
2+ BILLION people have
some form of social media
account, 44% will air their
frustration on social media
when they have a poor online
experience
DEMANDING
60% rate performance /
response time as the #1
mobile app expectation –
ahead of features and
functionality

6. Traditional Channel Approach
Traditional WebSite Mobile (m.) Site Mobile App

7. Responsive Channel Approach
Web & Mobile Site Mobile App

8. Advantages of Responsive Design
Wider Browser SupportBetter PerformanceImproved SEOSaves TimeSaves Money
Google recommends webmasters follow the
industry best practice of using responsive web
design, namely serving the same HTML for all
devices and using only CSS media queries to
decide the rendering on each device
“

9. Delivered User Experience Quality
154 k 1,5 k 200
Satisfied Tolerating Frustrated

10. Digital Performance Management Platform
Performance
Scalability
Time to Market
Quality of Service
Real-time
Experience
&
Behavior
Customer Analytics
SEO
Abandonment
Conversion
DevOps Business

11. Digital Performance Management Platform
DevOps Business

12. Syed Y Ali
Technical Architect Digital Engineering & Mobile
Walgreens

13. From Building Websites to Building
Digital Experiences
– Our Journey to Adaptive & Responsive Design
Syed Y Ali
Technical Architect
Digital Engineering and Mobile Solutions
©2015 Walgreen Co. All rights reserved.

14. Agenda
2
Business Context
Architectural Design
Transformation & Challenges
Monitoring Tool
Lessons Learned
©2015 Walgreen Co. All rights reserved.

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Context: Customer.

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13 million downloads from Google Play
Walgreens is serious about Mobile
20 million downloads from Apple Store

17. ©2015 Walgreen Co. All rights reserved. 17
Walgreens.com: Inconsistent and poor user experience

18. ©2015 Walgreen Co. All rights reserved. 18
Walgreens mobile traffic

19. ©2015 Walgreen Co. All rights reserved. 19
Mobile vs Desktop: Predictions were coming true

20. ©2015 Walgreen Co. All rights reserved. 20
Where we were: 4 back-end stacks
Desktop Browsers
Transcoded Mobile Site
External Web Services
Main Web Site
Mobile Browsers
Native Apps
HTML5 Mobile Site

21. Walgreens Developer Program
More than just mobile to think about
Multiple digital properties
More form factors
Multiple code bases
Third party APIs and
integrations
©2015 Walgreen Co. All rights reserved.

22. ©2015 Walgreen Co. All rights reserved. 22
User Experience
Business
Growth
Lower IT Cost
Can the technology platform deliver
consistent and optimal customer
experiences across all breakpoints
or clients – now and in the future?
Problem Statement 1

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Business Growth
User
Experience
Lower IT Cost
Can the technology platform
support new business models
and bring all the systems in
the enterprise together for the
omni-channel integration?
Problem Statement 2

24. ©2015 Walgreen Co. All rights reserved. 24
LowerIT Cost
User Experience
Business
Growth
Can the technology platform
contain the growth of IT cost
when facing the exploding
growth of clients, channels
and integrations?
Problem Statement 3

25. ©2015 Walgreen Co. All rights reserved. 25
One Digital Architecture (1DA)

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• Builds new experiences on top of reusable REST services
• Enables new business channels through shared APIs
Separation of services from UI
• Delivers native “like” speed by maximum cache ability and minimized bandwidth
consumption
• Reduces server resources utilization
Separation of data from applications
• Portable and structured client-side applications
• Faster prototype and UI development
Separation of Model, View, Controllers on the client side
Three core concepts of 1DA

27. ©2015 Walgreen Co. All rights reserved. 27
Walgreens.com: Consistent and optimal user experience

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Walgreens.com: Mobile/tablet traffic surpassed desktop traffic
Adaptive/Responsive Design
Go Live!

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Performance Engineering and Monitoring Transformation
From server side only instrumentation
to end-to-end user experience visibility
From server side optimization to client side
(breakpoint specific) optimization
From load-oriented performance
testing to predictability-oriented
performance engineering
From browser testing to multi-
device/multi-break-point development
and testing framework

30. Monitoring challenges…
©2013 Walgreen Co. All rights reserved. 30
Accurate Measurement
Developer Friendly
Increase awareness
Predictability
Comprehensive analysis

31. Finding the right monitoring tool…

32. ©2015 Walgreen Co. All rights reserved. 32
The right monitoring tool…
100% End-to-End Visibility
Powerful Charting Capability
Free for every developer
User Experience Index
Drill Down Capability
Single User Search
3rd Parties and CDN Insights
AngularJS Support
Business Impact Analysis
Synthetic Monitoring

33. ©2015 Walgreen Co. All rights reserved. 33
Dynatrace: End–to–End Visibility

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Dynatrace: User Experience Index

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Dynatrace: Single user search

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Dynatrace: Developer friendly

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Lessons learned
Make CSAT the number one metrics
Give more attention to IE
browsers: over instrumentation
Simplify environments and better
cache control: release integrity and
cache poisoning

39. Aaron Rudger
Director Product Marketing
Dynatrace

40. Digital Performance Management
DevOps Business

41. Unified
User & App
Insights
Improve
MTTR &
MTBF
Optimize
Spend
Deliver on
user sat &
SLAs
Improve
release
quality
Gain
Strategic
Insights
Protect &
Grow Brand
Reduce
unplanned
work
Release
capabilities
faster
Keep up with the
pace of change
Uncover new business
insights
Digital
Business
Owner
Development Operations
Identify and prevent
problems
Increase
Conversions
& Revenue
Increased Sales
and Engagement
Operational
Excellence
Innovation
Acceleration
The Digital
Performance
Platform
Makes real-time information
about digital services, and their
users, visible and actionable by
everyone in an organization

42. Unified visibility from conversion to code
THE EXPERIENCE VALUE CHAIN
Application
Code
Public and Private
Cloud
CDNs
Web APIs
Users and Devices Internet Applications & Code Data Center & Networks

43. Customer
Experience
Overview
• Real users for real-time
behaviors and digital
experience measurement
• In depth view into all real
user actions and every visit,
across mobile, web and any
other channel
• Virtual users for launch
readiness and SLA
management

44. end-to-end transaction
visibility from client to DB
End-to-End View
from Swipe to
Back-end
• Gapless transactional
continuity, from your mobile
device or browser, all the
way to the back-end and
specific line of application
code
• Application-aware network
analysis for packet-level
depth with business-level
context
• 20x faster problem
resolution

45. Automated
Analytics &
Intelligence
• Over 1,500 third-party
services identified and
tracked
• Patent-pending algorithm
provides most likely cause
for issues; analyzes
hundreds of page loads and
thousands of objects in
seconds
• Benchmarks the design of
your site across detailed
elements (images,
JavaScript, time to first
paint, etc.)

46. Excellence through Digital Performance
Management
Real + Virtual
Users for mobile
and web
• 360 view of
customer
experience
• All users, all visits,
all channels in real
time
• From launch
readiness to real
time user analytics
World’s most
realistic testing
network
• Carriers, DSL,
backbone
• Last mile: “in-home”
computers
• Physical mobile
devices
Analytics engine &
collective
intelligence
• 3rd party intelligence
• Root cause
analyzer
• Industry and
competitive
performance
benchmarks
Deep transaction
monitoring
• All transactions,
from smartphone or
browser to back-end
• Rich insights, down
to code level
• 20x faster problem
resolution
Dynatrace User Experience Management Dynatrace Application Monitoring
Dynatrace Synthetic Monitoring Dynatrace Data Center RUM

47. Download at
http://bit.ly/ecom-analytics

48. Thank-you!
Time for Q & A
Steve Trimbo
Global Omni-Channel
Practice Manager
Dynatrace
Aaron Rudger
Director Product
Marketing
Dynatrace
Syed Y Ali
Technical Architect Digital
Engineering & Mobile
Walgreens

49. Participate in our Forum ::
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