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10 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign

In memory of

Geurt Wisselink† 27-Feb-2016

No content,no consumer data, no sales.”

“


.com manager

13+ years involvedin Digital

Worked in content, IT and business

Owner of the Digital Activation Policy

@JVDDesign


Agenda

Introduction of AEM within Philips

Our component library

Recent examples

Driving more value

Next steps in customer centric experience



Est. 1891Headquarters in

Amsterdam, Netherlands

104,000+Employees worldwide

in 100+ countries

€ 24.2 billion

Sales in 2016 | Portfolio ∽70% B2B

$10.3 billion

Brand value in 2014

76.000Patents registered by Philips

Philips | Facts & Figures


.com | Facts & Figures

Website presence in:

79 locales38 languages

Traffic in 2015

240 million visits1.1 billion pageviews

21% 9%70%

What we manage daily:

1 million pages4.5K author initiated changes

20K automated changes

With

500 users worldwide

Supporting

experiencesfor all our businesses

Traffic share per device


The birth of our new.com platform

17 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign17 S807 – Delivering agile digital experiences, in record time | #AdobeSummit | JVDDesign

AEM @ Philips

2011

RFP + Selection + Prototype (Male grooming platform)Resulting in 40.000 pages,

no structure or re-use possibilities

Select CMS for Philips Globally + Setup of 5.6 platform + New way of

thinking

2013 2014

Rollout B2C, first market Healthcare and Lighting

global

2015

Rollout Healthcare, Lighting, Corporate and

rebranding B2C


From static and rigid…


…to a flexible and dynamic platform


Starting point to step up local ownershipof our digital presence


From past to present


Quick survey

Do you know which components you have and what they do?”


So how do you enable

Allow marketers to focus on content, not

development

And deliver experiences in ‘record time’

ScalabilityFlexibility


Introducing thePhilips Component Library


We use generic components…


We use generic components…

to easily build new experiences

And easy change look & feel via

theming


Enable | 3 key pillars

1 2 3Solutions team

Defining the technical setup, safeguarding

quality

Component libraryOne-stop-shop for our

AEM components

Intake teamReview new demand and validate against

library

Perseverance

Generic is part of their DNAInforming and educating

our businessChallenge our business


Component library


Component library


Component library


Component library | Details

For (almost) all components in our library we have:

• Description of the component• Which business developed it• Related components• Examples in use• Standalone component preview


Component library | Code checker


Component library | Code checker


Same component, different look



Recent examples


Showcase | Innovation & You

• Storytelling maximized

• Full screen images, taking full advantage of Scene7

• Parallax effects

• Full screen video


Showcase | Enriched product detail page

• Enhanced PDP

• Combining structured and unstructured content

• 360° + hotspots

• Framework for any other product


Is it really that simple?

http://bit.ly/philipsdemo

http://bit.ly/philipsdemo


Library approach

Previous approach

optional

Wireframes

Designs

Build HTML

Build template

Build/extend components

Testing

Compose/assemble master

Localize

Training

Typical approach: 5-6 sprintsLibrary approach: 1-2 sprints 85% Re-use

Putting it in Practice


Next steps in driving more value


Design based on Mobile 1st mindset

Responsive Mobile First


Collaboration

Weekly meeting with optimization team and

website product owners to discus tests

LEAN UXDrive improvements based on LEAN UX

approach

“Test first, develop later”

Easy integration

Tests are build together with front-end tech lead

to be able to deploy winners faster

Utilize Adobe Target to improve our experience

Continuous flow

Ideate Design Build Run test Data

analysis Insights Ideate


IMPROVENATOR

Everythingcapturedin our


The Enablers team

WHOCombination of IT

operations, Tech leads, Architects, Content

authors

HOWWeekly basis define

user stories for improvements on our

AEM platform

WHYSafeguarding and

improving the quality and stability of

our platform

source: http://www.liveforfilms.com/wp-content/uploads/2015/11/droids-2.jpg


ChallengesWhat to consider?


Challenges

• Working with agencies• How to facilitate training• Housekeeping on the library

• Who controls the site experience• Who is able to edit site content and which piece• Flexibility versus guidelines

• Allowing full re-usability comes with a price• Component versus page performance• Responsive

GO

VE

RN

AN

CE

DE

PLO

YM

EN

TP

ER

FO

RM

AN

CE


Next steps


ConsumerCustomer

Government

Philips.com

Shop

Stories

Philips communities

My Philips

Support

Philips APIs

Other Philips domains

Philips apps, devices and services using API

Philips Digital Touchpoints

Get support

Browse / buy

Get inspired

Online advertising

Competitors

Search engines

Communities

Social media

Online shopping

Social shopping

External apps, devices and services using API

CompareLearn

Share / Get inspired

Browse / buy

Interact

Exchange dataFamily & Friends

Experts & Influencers

Offline

Future of touch points


From a linear experience to a task based approach

Active evaluationInformation gathering, shopping

Post-purchase experienceOngoing exposure

Loyalty loop

Moment of purchase

I-want-to-know

moments

I-want-to-go

moments

I-want-do-moments

I-want-to-buy

moments

From CDJ to micro-moments

Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each on is a critical opportunity for brands to shape our decisions and preferences.


Applying micro-moments

Creating a user task based homepage

Recurring revenueDriving subscription sales, accessory and replacement part sales.

Pre-buying experienceDriving brand preference, product choice & conversion

Support experienceDriving self-help and optimizing call centre costs

Registration experienceDriving .COM based registrations, enhancing the product experience and to premium benefits.


Platform improvements

Upgrade AEM platformto new version

Move AEM to the cloud

Automate translation flow

Further integration withAdobe Analytics and Target

Decommission legacy platforms

and move to AEM


Key takeaways

2Empowering the business

3There is always

room to improve

1From high-cost to high-value


Shameless plug

S012 – Get Lean! How Philips optimized its digital experience delivery

Thursday 11:00 – 12:00, Lando 4201BLonneke Vink, Global lead consumer website

Q&A

Date post:	11-Jan-2017
Category:	Marketing
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