Walgreens webinar final ns

From Building Websites to Building Digital Experiences – Walgreens’ Journey to Adaptive & Responsive Design

Steve TrimboGlobal Omni-Channel

Practice ManagerDynatrace

Aaron RudgerDirector Product

MarketingDynatrace

Syed Y AliTechnical Architect Digital

Engineering & MobileWalgreens

Steve TrimboGlobal Omni-Channel Practice Manager

Dynatrace

Holiday 2015 and Expected Mobile Impact

Mobile Share of Sales: US

2013 2014 2015

THANKSGIVINGBLACK FRIDAY

CYBER MONDAY

24%

21%

16%

26%

18%

25%

29%

27%

21%

Holiday 2015 Mobile Phone Use

Research products

Compare product prices in-store

Communicate with friends/family about gifts

Create shopping lists

Seek additional product information in-store

Locate/navigate to stores

Check product inventory

0% 10% 20% 30% 40% 50% 60%

54%

46%

39%

35%

31%

28%

24%

The new digital customer

ALWAYS CONNECTED80% of them check their smartphone within 15 minutes of waking

MULTI-DEVICE95% of digital shoppers who started on a smartphone continued on a PC

EMPOWERED2+ BILLION people have some form of social media account, 44% will air their frustration on social media when they have a poor online experience

DEMANDING60% rate performance / response time as the #1 mobile app expectation – ahead of features and functionality

Traditional Channel Approach

Traditional WebSite Mobile (m.) Site Mobile App

Responsive Channel ApproachWeb & Mobile Site Mobile App

Advantages of Responsive Design

Wider Browser SupportBetter PerformanceImproved SEOSaves TimeSaves Money

Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to

decide the rendering on each device

”“

Delivered User Experience Quality

154 k 1,5 k 200Satisfied Tolerating Frustrated

Digital Performance Management Platform

Performance

Scalability

Time to Market

Quality of Service

Real-time Experience

&Behavior

Customer Analytics

SEO

Abandonment

Conversion

DevOps Business

Digital Performance Management Platform

DevOps Business

Syed Y AliTechnical Architect Digital Engineering & Mobile

Walgreens

From Building Websites to Building Digital Experiences– Our Journey to Adaptive & Responsive Design

Syed Y AliTechnical ArchitectDigital Engineering and Mobile Solutions

©2015 Walgreen Co. All rights reserved.

Agenda

2

Business Context

Architectural Design

Transformation & Challenges

Monitoring Tool

Lessons Learned


©2015 Walgreen Co. All rights reserved. 15

Context: Customer.


13 million downloads from Google Play

Walgreens is serious about Mobile

20 million downloads from Apple Store


Walgreens.com: Inconsistent and poor user experience


Walgreens mobile traffic


Mobile vs Desktop: Predictions were coming true


Where we were: 4 back-end stacks

Desktop Browsers

Transcoded Mobile Site

External Web Services

Main Web Site

Mobile Browsers Native Apps

HTML5 Mobile Site

Walgreens Developer Program

More than just mobile to think about

Multiple digital properties

More form factors

Multiple code bases

Third party APIs and integrations



User Experienc

eBusiness GrowthLower IT

Cost

Can the technology platform deliver

consistent and optimal customer

experiences across all breakpoints

or clients – now and in the future?

Problem Statement 1


Business Growth

User Experien

ce

Lower IT Cost

Can the technology platform

support new business models

and bring all the systems in

the enterprise together for the

omni-channel integration?

Problem Statement 2


Lower IT Cost

User Experienc

eBusiness Growth

Can the technology platform

contain the growth of IT cost

when facing the exploding

growth of clients, channels

and integrations?

Problem Statement 3


One Digital Architecture (1DA)


• Builds new experiences on top of reusable REST services • Enables new business channels through shared APIs

Separation of services from UI

• Delivers native “like” speed by maximum cache ability and minimized bandwidth consumption

• Reduces server resources utilization

Separation of data from applications

• Portable and structured client-side applications

• Faster prototype and UI development

Separation of Model, View, Controllers on the client side

Three core concepts of 1DA


Walgreens.com: Consistent and optimal user experience


Walgreens.com: Mobile/tablet traffic surpassed desktop traffic

Adaptive/Responsive Design Go Live!


Performance Engineering and Monitoring Transformation

From server side only instrumentation to end-to-end user experience visibility

From server side optimization to client side (breakpoint specific) optimization

From load-oriented performance testing to predictability-oriented performance engineering

From browser testing to multi-device/multi-break-point development and testing framework

Monitoring challenges…


Accurate MeasurementDeveloper Friendly

Increase awarenessPredictability

Comprehensive analysis

Finding the right monitoring tool…


The right monitoring tool…

100% End-to-End Visibility

Powerful Charting Capability

Free for every developer

User Experience Index

Drill Down Capability

Single User Search

3rd Parties and CDN Insights

AngularJS Support

Business Impact Analysis

Synthetic Monitoring


Dynatrace: End–to–End Visibility


Dynatrace: User Experience Index


Dynatrace: Single user search


Dynatrace: Developer friendly


Lessons learned

Make CSAT the number one metrics

Give more attention to IE browsers: over instrumentation

Simplify environments and better cache control: release integrity and cache poisoning

Aaron RudgerDirector Product Marketing

Dynatrace

Digital Performance Management

DevOps Business

UnifiedUser & App

Insights

ImproveMTTR &

MTBF

OptimizeSpend

Deliver on user sat &

SLAs

Improvereleasequality

Gain StrategicInsights

Protect & Grow Brand

Reduceunplanned

work

Releasecapabilities

faster

Keep up with the pace of change

Uncover new business insights

DigitalBusinessOwner

Development Operations

Identify and prevent problems

IncreaseConversions& Revenue

Increased Salesand Engagement

OperationalExcellenceInnovation

Acceleration

The Digital Performance PlatformMakes real-time information about digital services, and their users, visible and actionable by everyone in an organization

Unified visibility from conversion to code

THE EXPERIENCE VALUE CHAIN

Application Code

Public and Private Cloud

CDNs

Web APIs

Users and Devices Internet Applications & Code Data Center & Networks

Customer Experience Overview

• Real users for real-time behaviors and digital experience measurement

• In depth view into all real user actions and every visit, across mobile, web and any other channel

• Virtual users for launch readiness and SLA management

end-to-end transaction visibility from client to

DB

End-to-End View from Swipe to

Back-end• Gapless transactional

continuity, from your mobile device or browser, all the way to the back-end and specific line of application code

• Application-aware network analysis for packet-level depth with business-level context

• 20x faster problem resolution

Automated Analytics & Intelligence

• Over 1,500 third-party services identified and tracked

• Patent-pending algorithm provides most likely cause for issues; analyzes hundreds of page loads and thousands of objects in seconds

• Benchmarks the design of your site across detailed elements (images, JavaScript, time to first paint, etc.)

Excellence through Digital Performance Management

Real + Virtual Users for mobile

and web• 360 view of customer experience• All users, all visits, all channels in real time• From launch readiness to real time user analytics

World’s most realistic testing

network• Carriers, DSL,

backbone• Last mile: “in-

home” computers• Physical mobile

devices

Analytics engine & collective intelligence

• 3rd party intelligence

• Root cause analyzer

• Industry and competitive performance benchmarks

Deep transaction monitoring

• All transactions, from smartphone or browser to back-end

• Rich insights, down to code level

• 20x faster problem resolution

Dynatrace User Experience Management Dynatrace Application Monitoring

Dynatrace Synthetic Monitoring Dynatrace Data Center RUM

Download athttp://bit.ly/ecom-analytics

http://bit.ly/ecom-analytics

http://bit.ly/ecom-analytics

Thank-you!Time for Q & A

Steve TrimboGlobal Omni-Channel

Practice ManagerDynatrace

Aaron RudgerDirector Product

MarketingDynatrace

Syed Y AliTechnical Architect Digital

Engineering & MobileWalgreens

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Technology

Walgreens webinar final ns