© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe.com Redesign: Powered by Day CQ5Amy Butler, Adobe.com Senior Producer

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

Adobe.com challenges

Redesign goals

WCMS objectives

Design principles

The Adobe Developer Connection

The road ahead…

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© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe.com vision

Customer Satisfaction

Customer Acquisition /Retention

Direct Revenue

An engaging, customer-centric experience, providing relevant information, services, support, and community, ultimately resulting in sales of and loyalty for Adobe technologies.

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe.com challenges

Revenue Adobe.com is one of the top 50 most visited sites on the web; traffic grows ~20% YOY.

However, Adobe is not utilizing that traffic effectively

Conversion rates on Adobe.com need to be higher

Customer satisfaction Too much content; no customization makes it hard for visitors to find what they need

Consequently, customers can’t complete their tasks on Adobe.com

Adobe.com customer satisfaction is far below industry average

Efficiency• Most of the 1M+ pages on Adobe.com are built and managed by hand

• A homegrown content management solution proved difficult to manage

• Slow turnaround for requests and little flexibility to allow others to make changes

• Too accommodating of one-off design requests from the business

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What we heard Adobe.com customers want

Information retrieval

Task completion

Inspiration

Buy the right products

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What we heard Adobe wants

Faster response to change requests

Higher customer satisfaction

Brand associated with thought leadership

Sell products

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Plans to improve Adobe.com

1. Launch a new web content management system (WCMS) to enable faster time to market and self-publishing capabilities

2. New design system with a simplified user experience

3. Integration of Omniture tools to drive a more customized user experience, improved search and the ability to implement multivariate testing

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Top business requirements Incremental publishing – Business author control over editing & publishing

Content management – Including version-control and simple workflows

Consistent page design – While maintaining flexibility where needed

Localization – Supports and enables a large international website

Personalization – Dynamic content, RSS feeds, collaboration

Top technical requirements Good architectural fit – Easy integration with Store/Dylan & Adobe apps

Can serve pages created in both Dreamweaver and WCMS authoring environment

Integration with localization tools via workflow (Idiom World Server)

Good control over presentation templates

Open Content Repository (JSR 170) and virtual content database connectors

WCMS – The top ten requirements

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Solution: Day CQ5

Good architectural fit with Adobe Variety of open API’s and Web Service Layer for ease of integration with Adobe’s

existing infrastructure

Provides a connector layer for access to other content sources

Product designed well for large global dynamic sites

Allowed us to continue to process orders, manage leads, and resolve issues through existing systems

Improved efficiency, faster time to market Self-publishing capabilities allow marketers to publish content to the web site directly

Regional marketers can easily publish regional content that makes their sites more relevant to their visitors

Eliminates the need for extensive hand coding and manual management of pages

Develop once, publish anywhere

Partnered with Acquity Group for vendor selection and implementation

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Solution: New user experience design

Modular Standard design system (the “framework”) across the entire site The system is modular and grid-based; pages are designed to be assembled

from a set of standard design components and content “pods”

Drives revenue Ubiquitous conversion pods are designed to drive each customer to the right call

to action (e.g. try, buy, request info)

Regional pricing will be available in all conversion pods

Flexible The design framework is fixed, but there is enormous flexibility to publish (and

test) all types of content within the framework

Template-based No one-offs or workarounds are allowed; content owners need to work within the

system or make a case to adjust the system to accommodate their needs

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

First up: Adobe Developer Connection

What is the ADC? Content site for Adobe developers to learn how to use Adobe products.

Launched in 2002 as the Macromedia Designer & Developer Center, it has grown by ~30 articles/month with no dynamic capabilities aside from Dreamweaver templates.

Good candidate for WCMS with its volume and its business owners, who are more technical and editorially-inclined than usual.

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

ADC challenges

• Consistent page design across like pages

• Ability to keep track of old pages, to easily review and purge the site of outdated content

• Workflows to aid with weekly publishing processes

• Dynamic updates when new articles are published

• Ability to show related articles dynamically at the end of articles

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Developer Connection

Before…

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Adobe Developer Connection

Before…

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Adobe Developer Connection

After…

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Developer Connection

After…

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

ADC redesign and WCMS migration: Big wins

Major simplification/reduction in content

Metadata-driven dynamic lists

Consistent presentation of information throughout the site

Co-branded with Adobe

www.adobe.com/devnet

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Adobe.com redesign and WCMS migration: More big wins

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• Enables content publishers to make their own content changes

• Limits authors in terms of layout and design to enforce consistent user experience

• Supports behavioral targeting and multivariate testing

• Discourages one-off design requests; requires that business owners advocate for changes to the system to support their unique requirements

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The road ahead…

Product section migration & redesign

Personalization / content targeting via Omniture Test/Target

Usability improvements in authoring environment

Training for content authors

Rest of static site migration & redesign

eCommerce integration

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