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Webinar-Serie: Digital Experiences, Teil 2: Drupal als Beschleuniger einer modernen digitalen Strategie

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Information about Webinar-Serie: Digital Experiences, Teil 2: Drupal als Beschleuniger...
Technology

Published on February 27, 2014

Author: AcquiaInc

Source: slideshare.net

Description

Das Internet wie wir es heute kennen, besteht seit mehr als 20 Jahren. Besonders in den letzten Jahren hat es sich nicht nur stark weiterentwickelt sondern auch stark verändert.

Während der ursprüngliche Schwerpunkt auf Features und Funktionalität lag, liegt er heute in der Optimierung des User Experience. In einem komplexen Kontext von Content, Commerce und Community, müssen diese Experiences auch auf allen möglichen Geräten und über viele verschiedene Kanäle gleichwertig laufen können.

In diesem Webinar (Teil 2) wird Dr. Erik Evrard anhand von signifikanten Praxisbeispielen erläutern, wie sich der Schwerpunkt von Features zu Experiences verschoben hat. Des weiteren wird er zeigen wie und warum Drupal ein wichtiger Baustein in der Implementierung einer modernen digitalen Strategie ist. Die komplementäre Verknüpfung zwischen einer großen Digitalen Agency wie ONE Agency / AUSY Group und Acquia ist hierbei entscheidend und wird ebenfalls anhand einiger Praxisbeispiele illustriert werden.
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Drupal als Beschleuniger einer digitalen Strategie Dr. Erik Evrard Part of AUSY Group 25 Februar 2014

WHO?

Dr. Erik Evrard, erik.evrard@one-agency.be PhD Physics, building the web since Mosaic Drupal since 4.7 Digital Agency with Brains since 2006 Approx. 80 people by end 2013, part of AUSY, a 4,500 staff public company in 11 countries Twitter: @oneagency Part of AUSY Group www.one-agency.be

Part of AUSY Group “ONE Agency realises digital strategies by using the most suitable technology/technologies for demanding customers”

DIGITAL STRATEGY?

1994

MY FIRST DYNAMIC SITE Yellow Pages in 30 countries The Yellow Pages A B C D E F G Search F Floors - Industrial Florists Florists - Supplies Flowers & Plants 23 Results 1. Braeckman Frederik Burvenichstraat 178, 9050 Gentbrugge (Gent) (09) 245.11.22 2. Maenhout Nederkouter 44, 9000 Gent (09) 235.22.11 3. Marleentje Kortrijksesteenweg 224, 9000 Gent (09) 275.11.55 Flying Schools

THE BOARD OF THE YELLOW PAGES DECLINED THEY FEARED CANNIBALISATION OF THEIR NEW FLAGSHIP PRODUCT WOULD BE SOLD FOR 10 EUROS Part of AUSY Group

THE BOARD OF THE YELLOW PAGES DECLINED THEY FEARED CANNIBALISATION OF THEIR NEW FLAGSHIP PRODUCT WOULD BE SOLD FOR 10 EUROS Part of AUSY Group

2014

FEATURES VS. EXPERIENCE

A FEATURE SET ≠ GOOD DIGITAL STRATEGY

FEATURES ARE A COMMODITY IF THEY EXPERIENCE IS BAD, THEY ARE NO GOOD

HOW TO RUIN THE EXPERIENCE?

Small, daily frustrations will accumulate

Microwave user interface: bad user experience

This will confuse anyone

>90% users never change a thermostat

2014: Google purchases Nest for 3.2B$

INCOMPREHENSIBLE ERROR MESSAGES … RESULT IN A TERRIBLE USER EXPERIENCE

WHEN ADDING FEATURES, PRODUCT DESIGNERS SHOULD ASK: “WHY” WOULD THE USER NEED THIS?

BETTER: THINK OF AN INTEGRATED A-Z USER EXPERIENCE

AN EXCELLENT ONLINE USER EXPERIENCE WHEN ORDERING A NEW FRIDGE

CONTENT RELEVANCE

CONTENT RELEVANCE

??? Zielflughafen I did this search from Hamburg

CONTEXTUAL AWARENESS

ENDLESS POSSIBILITIES: Date, Time, Location (Currency, Language, Payment Methods), Weather, School Holidays, …

TELL PEOPLE ABOUT THIS WHEN THEY BOOK A SKIING HOLIDAY

BEING ABLE TO PREDICT TASTE IS GOLD

EXTENSIVE PROFILING

TOLERANCE FOR CLUTTER

TO MEASURE IS TO KNOW

Two personal banking sites

Heat map

Order of Fixation

WHAT IS THE WEB?

THIS IS NOT THE WEB

THIS IS THE WEB

THIS IS WILL BE THE WEB

DON’T FORGET LARGE SCREENS

ST. PETERS SQUARE – ROME

Predicting is very difficult – especially about the future Niels Bohr – Danish physicist (1885–1962)

FUTURE-PROOF FUTURE-FRIENDLY

RESPONSIVE DESIGN ADAPTIVE DESIGN ! MOBILE FIRST CONTENT FIRST … SIZE DETECTION CAPABILITY DETECTION PROGRESSIVE ENHANCEMENT

RESPONSIVE DESIGN

RESPONSIVE ICONS

SENSORS IN MOBILE DEVICES: ENABLING NEW USER EXPERIENCES

WATCHING TV ANNO 2013

SWITCHING MEDIA

COMMUNITY

PEOPLE TRUST THEIR PEERS MOST PEOPLE LIKE TO SHARE PEOPLE LIKE TO HELP FROM BROADCASTING TO SOCIAL

C’S C CONTENT C COMMUNITY C COMMERCE BUT VALUABLE & RELEVANT (CONCEPT & CONTEXT) (COLLABORATION, CONTAGIOUS & CONNECTIONS) (CONVERSION)

DRUPAL IS VERY SUITABLE OUTSTANDING CONTENT POSSIBILITIES EXCELLENT SOCIAL FEATURES POWERFUL COMMERCE

1 SEO 2 CRM 3 E-MAIL 4 ANALYTICS 5 MOBILE 6 SOCIAL 7 E-COMMERCE 8 PERSONALISED WEB PERSONALISATION 9 MARKETING AUTOMATION EXTERNAL TOOLS + INTEGRATIONS

Djun Kim / cielosystems.com – DrupalCon SF 2010

x 125 Number of source code lines in D1: Number of source code lines in D8: in 13 years’ time 4,000 500,000

DRUPAL EVOLUTION

“It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change”

INNOVATION: ACQUIA LIFT Providing the tools to better user experiences

INNOVATION: ACQUIA LIFT Providing the tools to better user experiences

DRUPAL 8 A NEW, MAJOR STEP IN THE EVOLUTION OF DRUPAL

WHY DO OUR CLIENTS CHOSE DRUPAL?

MANY INTRINSIC QUALITIES +

MANY INTRINSIC QUALITIES + HUGE COMMUNITY – VERY FAST INNOVATION DRUPAL ASSOCIATION COMPANIES LIKE ACQUIA SUPPORTING DRUPAL

NO EXPENSIVE LICENCE MORE MONEY TO SPEND ON STRATEGY, CONTENT, DEVELOPMENT, …

AGILE

INCREASING PROJECT KNOWLEDGE

LEARNING CURVE

LEARNING CURVE

TELL (SHORT) STORIES “A user should be able to upload a picture of his cat”

CASES

ITV

CHALLENGES 1 ITV IS THE UK’S LARGEST COMMERCIAL BROADCASTER 2 ONE CORPORATE SITE, 15 CHANNEL SITES, MANY PROGRAMME SITES 3 COMMON EDITING EXPERIENCE REQUIRED 4 EFFICIENT CONTENT SHARING 5 BETTER GOVERNANCE

MULTIPLE SITES WITH DRUPAL 1 AEGIR 2 MULTISITE OG / Domain XS 3 Mobistar Platform Modules Config Features Mobistar Platform Modules Config Features

SOLUTION 1 DRUPAL MULTISITE SOLUTION 2 INTEGRATIONS WITH VIDEO STREAMING, EPG, DIGITAL ASSET MANAGEMENT 3 COLLABORATIVE CMS ENGINE 4 SOCIAL PUBLISHING SYSTEM 5 TIGHTLY INTEGRATED SEARCH WITH EXTENSIVE FEATURES

SBS

CHALLENGES 1 SBS BELGIUM IS THE SECOND COMMERCIAL TV CHANNEL 2 REBRANDING OF TWO CHANNELS “VIER” (4) & “VIJF” (5) WITHIN 2 MONTHS – HARD DEADLINE 3 NEW DIGITAL STRATEGY, INFORMATION ARCHITECTURE, GRAPHICAL DESIGN + NEW DEVELOPMENT 4 MUCH BETTER TV LISTINGS, PROGRAMME GUIDES & OTHER RICH MEDIA 5 LOTS OF STREAMING VIDEO 6 MOBILE SUPPORT HAD TO BE ADDED AFTERWARDS

SOLUTION 1 NEW CUSTOM DRUPAL 7 WEBSITES (DEADLINES MET) 2 INTEGRATIONS WITH EPG, STREAMING VIDEO, … 3 RESPONSIVE DESIGN ADDED LATER

MOBISTAR (ORANGE)

CHALLENGES 1 MOBISTAR IS THE #2 MOBILE OPERATOR IN BELGIUM 2 FULLY OWNED BY ORANGE (FRANCE TELECOM) 3 MANY WEBSITES – DIFFERENT CMS SOLUTIONS 4 BAD GOVERNANCE – COST OF CHANGE/YR 50% OF CAPEX! 5 MANY MISSED BUSINESS OPPORTUNITIES DUE TO SITUATION

NUMEROUS OBJECTIVES O1 Avoiding that the Prime Candidate websites are silos and encourage an advanced level of integration, i.e. a “transversal” system with the “best of breed” solutions. Possibly less vendors to manage. O2 An open architecture with open standards. Ensure that there is never any vendor lock-in and excellent integration with existing and future third party systems of Mobistar. O3 Easier operational management, e.g. easier content editing and better reporting without the involvement of technically skilled staff. O5 Ensuring a “master data” approach, i.e. avoiding multiple and possibly conflicting sources of similar data and related business rules. Content data that is managed elsewhere than in a WCMS shall only displayed at the website level without duplication. Content data that is managed at the website level shall only be stored and managed in one WCMS repository, ensuring maximum content reusability. There shall be a high level of consistency in which data is displayed and how it is displayed, both externally (on the pubic websites) and internally (by call centre staff and company collaterals or internal systems). O6 The new architecture shall support business efficiency, i.e. reducing time at Mobistar stores and the Mobistar call centre, so that sales and helpdesk staff can focus on more complex situations and up-selling. O7 As market segmentation and different audience types are important to Mobistar, the architecture shall take this into account in order to maximalise the user experience and provides the highest possible efficiency for every market segment and type of audience that Mobistar wishes to address. The architecture shall be adaptable in this respect and shall be able to handle future changes of the marketing segmentation and types of audience. O8 Personalisation technology shall become an important new element in the new web architecture. O9 Despite a personalised and therefore more efficient web experience, users should also be able to learn and discover other Mobistar features and offers, so the new architecture must stimulate this, too. O10 Social media shall mainly be used for publishing content and discovery, only as a source of content from “champions” and similar. O11 Search Engine Optimization shall become more important in the new web architecture, as the current websites receive too little traffic through user search. O12 Mobile shall become the driver of the new web architecture. O4

SOLUTION 1 WORKSHOPS & CONSULTANCY – RECOMMENDATIONS ON NEW DRUPAL ARCHITECTURE 2 PHASED DEPLOYMENT OF MULTIPLE DRUPAL SITES, MOBISTAR DISTRIBUTION 3 LARGE SCALE DRUPAL / CONTENT REPOSITORY 4 EXTENSIVE BACKEND INTEGRATIONS 5 SITES: CUSTOMER ZONE, E-SHOP, (B2B), B2C, (KNOWLEDGE BASE), (SERVICE DESK), (INTRANET), (CAMPAIGN WEBSITES)

KNAUF INSULTATION

CHALLENGES 1 KNAUF INSULATION CENTRALISES ALL INT’L MARKETING 2 INHERITED DECREPIT MULTISITE SOLUTION, TOO MUCH SUPPORT NEEDED, TOO MANY TECHNICAL ISSUES 3 SCATTERED APPROACH – SITES DIFFICULT TO MAINTAIN, ADAPT 4 SOME SITES WILL REMAIN TO STAY QUITE INDEPENDENT 5 AUTOMATIC CONTENT SYNDICATION OF PRODUCTS

SOLUTION 1 STANDARDISED KNAUF DISTRIBUTION 2 RAPID DEPLOYMENT OF NEW FEATURES (E.G. COOKIE LAW), MORE LANGUAGES, STORE LOCATOR 3 CENTRAL CONTENT FEEDS (PRODUCT DATA, IMAGES) 4 CENTRALISED EUROPEAN HELP DESK

DANONE

CHALLENGES 1 MULTILINGUAL 2 CONTENT FROM PRODUCT DATABASE 3 STRONG GOVERNMENT REGULATION 4 ONE CORPORATE SITE – INDIVIDUAL PRODUCT SITES 5 AUTOMATIC CONTENT SYNDICATION OF PRODUCTS

SOLUTION 1 INDIVIDUAL DRUPAL SITES 2 CONTENT TYPE STANDARDISATION 3 CENTRAL CONTENT FEEDS (PRODUCT DATA, IMAGES) 4 SOME LOCAL CONTENT – SOME CENTRAL CONTENT (MASTER)

THANK YOU! Q&A Dr. Erik Evrard erik.evrard@one-agency.be +32 495 562 563

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