UMBRACO: THE GREAT

EDITORIAL EXPERIENCE

Andy Butland – Head of .NET development

Ben Pilgrim – Senior account manager

WHAT WE’RE TALKING ABOUT TODAY

1. Introduction to Zone

2. What makes a website tick?

3. Including the editor

4. One feature, six ways

5. The backoffice: Umbraco’s secret sauce

6. Zone’s show and tell

ZONE

1

We help ambitious businesses win in a world

where digital is mission critical

SOME OF OUR CLIENTS

WHAT MAKES A

WEBSITE TICK?

2

80% say they deliver a

superior customer

experience.

– “Closing the del ivery gap ” by Bain & Co

8% of customers agree they

get a superior

experience.

– “Closing the del ivery gap ” by Bain & Co

How do we bridge

that gap?

Focus on the unsung hero of website success

Website

editor

Content is a service – a differentiator that provides a reason

to choose one brand/retailer over another. And by adding

value to the customer experience, content helps differentiate

premium brands from discounters.

When combined with great products and genuine utility,

content can turn functional transactions into brand

experiences.

Brands that put content

first and are prepared to adapt

to their customers’ needs are rewarded

“We've done research on

our content, and we get

30% extra value for

every dollar spent.”

– Beth Comstock, vice

chair, GE

“56% of people buying IBM

technology had engaged with

content during the buying

cycle, whereas only 21% had

spoken to a sales person.”

– Andrea Ames, content

experience strategist, IBM

MISSION CRITICAL DIGITAL

INCLUDING THE EDITOR

3

INCLUDING THE EDITOR

Discipline barriers – content, user experience and technical – are

coming down though the use of agile, inter-disciplinary, customer-

focused teams.

Optimising the experience for the site visitor.

But we also need to include the editor in these design discussions.

FOUR QUESTIONS

• What content will we make available on our site?

• How will it be presented to the user?

• How will we make that happen?

• How will it be managed – created, updated and

refreshed?

CONTENT

UX DEVELOPER

EDITOR

TRANSFORMING THE CONVERSATION

CONTENT

UX DEVELOPER

EDITOR

TRANSFORMING THE CONVERSATION

ONE FEATURE: SIX WAYS

4

The same front-end feature can be managed in Umbraco in many different

ways.

The ‘right’ approach can only be found by considering how the content is to be

created and maintained by the editors.

To consider:

• Where is the content sourced from?

• How often will it be updated?

• How flexible is the presentation?

• Is there a need to reuse the content in other places of the website?

THE BACKOFFICE:

UMBRACO’S SECRET SAUCE

5

Umbraco lacks an in-page, visual editing option.

But perhaps this is a good thing.

UMBRACO BACKOFFICE

For most websites, editors will spend much

longer working with Umbraco than developers

will!

EDITOR EXPERIENCE BASICS

EDITOR EXPERIENCE BASICS

Umbraco is a portal for managing all content

related to a website, not just the page content.

NOT JUST FOR CONTENT

ZONE’S SHOW AND TELL

6

EXAMPLE: FLEXIBLE PAGE CONSTRUCTION

EXAMPLE: CONTENT REUSE WITH CUSTOM DISPLAY

EXAMPLE: CONTENT REUSE WITH CUSTOM DISPLAY

EXAMPLE: INTEGRATED EMAIL CAMPAIGNS

Start fast. Build fast. Learn fast.

Get your products into your customers’ hands,

listen and start tailoring it more to their needs.

THANK YOU

Andy Butland – abutland@zonedigital.com

Ben Pilgrim – bpilgrim@zonedigital.com