NAVY.COM MOVES TO OPEN SOURCE MAGNOLIA CMS

TM

MAGNOLIA CONFERENCE, BUSINESS TRACK | BASEL, SWITZERLAND | 2010.09.16

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

SOCIAL PROFILE

2

Matt DertingerVP, User Interface ArchitectCAMPBELL-EWALD

FamilyMarried into big, supportive Italian family, originally from Apricena, Italy. Now half live in Detroit, Michigan, USA, and other half live in Toronto, Canada

Wife, son, and daughter

Profession10 years and counting with C-E in Detroit, Michigan, USA

Worked on the Navy account from the beginning

Prior to C-E, worked for Computer Sciences Corporation (CSC) in San Diego, California, USA

Stuff I : Agile Development, Grails, Groovy, Magnolia CMS, Microformats, Web Services, Web Standards, Smart people, Playing guitar, and Indie Rock

Favorite Quote:Before I speak, I have something important to say.— Groucho Marx

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

ABOUT C-E

One of the largest advertising and digital communications agencies in the U.S.

HQ Detroit area, with offices in:Los Angeles, CaliforniaSan Antonio, TexasWashington D.C.

3

C-E now a Magnolia Partner

+

C-E + NAVY

TM

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

WHERE WE’VE BEEN2000 – C-E awarded U.S. Navy account

2001 – Navy.com 1.0 – Established our commitment to Web Standards

2003 – Navy.com 2.0 – First accessible U.S. military website

2005 – Navy.com 3.0 – Cited as example in Designing with Web Standards 2nd and 3rd editions

80+ industry awards, including Ogilvy, MOSAIC, ECHO, Cannes, and EFFIE

~99% Open Source

5

C-E + NAVY

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

WHAT WE’VE DONE

6

Helped the Navy achieve a record 110 straight months (and counting) of meeting General Enlistment recruitment goals

600,000+ leads processed in 2009

55,000+ new hires in 2009

C-E + NAVY

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

WHERE WE NEEDED TO GO

Content is King – Need ability to respond rapidly to users’ content needs

Example: April 2009, Somali Pirates incident – huge spike in site traffic

More Appy – Need to engage users through interaction and sociability

7

C-E + NAVY

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

WHAT WE NEEDED TO GET THERE

A CMS that met the following high-level criteria:Easy to learn, easy to use

Easy to develop with – won’t get in the way of continuous integration / feature development cycles

Web Standards compliant

Quick release – Short start-up / implementation time

8

C-E + NAVY

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

CHARTING THE COURSE

~6 months researching and evaluating open source content management systemsConsidered PHP, Python, and Java based solutionsBuilt functional prototypes

9

Silva

C-E + NAVY

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

WHAT WE LEARNED

JCR based solutions offered more features, but also tended to be more complicated

App Integration is lacking from many of the offerings

Alfresco Surf Framework was interesting, but took time

In context editing was an invaluable feature, we just could not see living without

10

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

MAGNOLIA ABOARDReasons for choosing Magnolia:

Met all of our high-level criteria

Flexible Publishing Platform – Great user interface for editing

Workflow included and extendable

Impressed by the quality of code

Standard Templating Kit (STK) was exactly what we needed

App Integration with multiple frameworks and services

11

C-E + NAVY

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

MAGNOLIA ABOARD

Some intangible reasons for choosing Magnolia:Community was well structured, focused, helpful and friendly

Design Simplification – Features based on solving real world problems

Impressed by Magnolia as a company

Business model built on openness and responsiveness

Developers sold the product they created

Demonstrated a commitment to Agile Development that aligned well with C-E

12

C-E + MAGNOLIA

+

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

MODELINGModeling sessions started before selection of a CMS

Content StrategyCompetitive Analysis, Persona Development, Content Audit

Experience PlanningUsability Testing, Site Map, User Flows, Initial Wireframe Development

Application ArchitectureNeeded to create an overall model prior to CMS selection – model had to be interoperable

RESTful Web Services for business components

Grails Framework for Web Service App

Open Issue - How to integrate REST Client within the CMS?

14

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

PLANNING

15

Schedule allocated ~3 months to develop initial release

Focus on high priority client-valued features

Once Magnolia was selected

Decided to set-up new Continuous Integration environment modeled after Magnolia’s

Risk mitigation by leaving the STK alone, extended only when necessary

Created Magnolia STK Stencil Library for OmniGraffle to aid wireframe development

Created Guide to Magnolia Paragraphs for Content Authors

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

HOW I LEARNED TO STOP WORRYING AND LOVE THE POM

16

C-E + MAGNOLIA

Migrated from Ant, Gant and Ivy based builds to Apache Maven 2

Recommended reading: Apache Maven 2 Effective Implementation by Maria Odea Ching and Brett Porter

Selected Apache Archiva for Repository Manager

Selected Hudson CI for Continuous Integration Server

Modeled Subversion Repository layout on Magnolia’s (http://wiki.magnolia-cms.com/display/DEV/Svn+structure)

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

Created Stencil Library based on the Static Prototype

Helped identify available use case options

Helped guide art directors during creative theming and brand integration

Aligned well with actual execution

MAGNOLIA STK STENCIL LIBRARY FOR OMNIGRAFFLE

17

Available on the Magnolia Wikihttp://wiki.magnolia-cms.com/x/CwHSAg

NEW!

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

Created to help writers know what is available

Handed out during user training sessions

Helped with populating content – Paragraph names and descriptions match those in the paragraph selection dialogs

GUIDE TO MAGNOLIA PARAGRAPHS FOR CONTENT AUTHORS

18

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

BUILDING NAVY.COM

19

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

STK APPROACH

Used static prototype site bundled with STK for initial theme development

Multi Module set-upTheme Module – css, background images, js

Navy Templating Kit Module – extends STK

Navy Project Module – site definition

20

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

STK RISK MITIGATION

Writers, Art Directors, Developers, and QA worked in parallel

Web Standards and Accessibility Compliance

UsabilityConducted Usability Testing as the site was being developed and after launch

STK Templates tested extremely well with participants

SEO Friendly

21

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

STK EXTENSIBILITY

Example: Navy Life-OpsPersonality Profile Test to help potential recruits plan their future

Make the test easier to take

Kept wizard type interface

Streamlined selection process

Completion rate increased from 63% to 89%

22

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

STK FINDINGS

23

Allowed concurrent development

Freemarker is your friend

Imaging module reduced asset development time

Presentation issues were easy to fix thanks to Inline Templating module

Flexibility and Extensibility

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

BLOSSOM

Straight forward App Integration@version 0.5 – released just as development was about to start@annotations = paragraphs and templates@since 1.0 – support for Freemarker

24

C-E + MAGNOLIA

Navy Web Service Registry

Business Component 1

Business Component 2

Business Component 3

Business Component n

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

BLOSSOM + RESTEASY

RESTEasy provided nice JAX-RS client

Aligned with Magnolia CMS roadmap

Allowed business components to be loosely-coupled to CMS

25

C-E + MAGNOLIA

Navy.comNavy Custom Module

Blossom

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

Start-up – Extremely fast to implement

Agility – Great fit for Agile Development

Open-Source Gold – Classes were extremely clean, easy to follow and extend

Good Role Model – Provided an excellent example we could model ourselves after

High-Speed Dev – STK sped up development dramatically and reduced risk

Spring Breeze – Blossom for app integration

26

C-E + MAGNOLIA = NAVY.COM

Simple Open-Source Content Management

Download Magnolia

CMS now

C-E + MAGNOLIA

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

Special Thanks to...Felix Stern

Boris Kraft

Zdenek Skodik

Jan Hadeka

Tobias Mattsson

27

C-E + MAGNOLIA = NAVY.COM

C-E + MAGNOLIA

As impressive as the Magnolia CMS product is on its own, its nothing compared to the service Magnolia as a partner provides. Their outstanding customer support, collaboration, commitment to frequent releases, and adherence to Agile development have made Magnolia an invaluable partner.— Me

WHAT’S AHEAD?

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

NAVYRESERVE.COM

Multi-site Support

Leverage STK extends to simplify configuration

Concurrent development with feature enhancements to Navy.com

Shared business components

29

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

THANK YOU FOR YOUR INTEREST

30

My Contact Info...Twitter: @mderting

C-E Info...30400 Van Dyke AvenueWarren, Michigan 48093USATel: +1 586 574 3400Website: http://www.c-e.com/

thenextengineCAMPBELL-EWALD’S THOUGHT LEADERSHIP BLOGhttp://www.thenextengine.com/

thegardenENVIRONMENTALLY MINDED. MARKET FOCUSED.™http://garden.c-e.com/

Blogs...

CONFERENCE

SEPTEMBER 16-17, 2010

BASEL, SWITZERLAN

D

CAMPBELL-EWALD

31

QUESTIONS