25 Februar 2014

Drupal als Beschleuniger einer digitalen Strategie

Dr. Erik Evrard

Part of AUSY Group

WHO?

Dr. Erik Evrard, erik.evrard@one-agency.bePhD Physics, building the web since MosaicDrupal since 4.7

Digital Agency with Brains since 2006Approx. 80 people by end 2013, part of AUSY, a 4,500 staff public company in 11 countriesTwitter: @oneagencywww.one-agency.bePart of AUSY Group

“ONE Agency realises digital strategies by using

the most suitable technology/technologies

for demanding customers”Part of AUSY Group

DIGITAL STRATEGY?

1994

Floors - Industrial Florists Florists - Supplies Flowers & Plants Flying Schools

A C

The Yellow Pages

B D E F G

F

1. Braeckman

23 Results

Frederik Burvenichstraat 178, 9050 Gentbrugge (Gent) (09) 245.11.22

2. MaenhoutNederkouter 44, 9000 Gent (09) 235.22.11

3. MarleentjeKortrijksesteenweg 224, 9000 Gent (09) 275.11.55

MY FIRST DYNAMIC SITE

Search

Yellow Pages in 30 countries

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

“WHY”

WHEN ADDING FEATURES, PRODUCT DESIGNERS

SHOULD ASK:

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

???

I did this search from Hamburg

Zielflughafen

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 DETECTIONPROGRESSIVE 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

CONTENT BUT VALUABLE & RELEVANT (CONCEPT & CONTEXT)

COMMUNITY (COLLABORATION, CONTAGIOUS & CONNECTIONS)

C

C

C COMMERCE (CONVERSION)

C’S

DRUPAL IS VERY SUITABLE

OUTSTANDING CONTENT POSSIBILITIESEXCELLENT SOCIAL FEATURES

POWERFUL COMMERCE

SEO

CRM

1

2

3

4

5

6

7

8

E-MAIL

ANALYTICS

MOBILE

SOCIAL

E-COMMERCE

PERSONALISATION

9 MARKETING AUTOMATION

PERSONALISED WEB

EXTERNAL TOOLS +

INTEGRATIONS

Djun Kim / cielosystems.com – DrupalCon SF 2010

x 125Number of source code lines in D1: 4,000Number of source code lines in D8: 500,000

in 13 years’ time

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

+

HUGE COMMUNITY – VERY FAST INNOVATION DRUPAL ASSOCIATION

COMPANIES LIKE ACQUIA SUPPORTING DRUPAL

MANY INTRINSIC QUALITIES +

NO EXPENSIVE LICENCE

MORE MONEY TO SPEND ON STRATEGY, CONTENT, DEVELOPMENT, …

AGILE

INCREASING PROJECT KNOWLEDGE

LEARNING CURVE

LEARNING CURVE

“A user should be able to upload a picture of his cat”

TELL (SHORT) STORIES

CASES

ITV

ONE CORPORATE SITE, 15 CHANNEL SITES, MANY PROGRAMME SITES

1

2

3

4

5

COMMON EDITING EXPERIENCE REQUIRED

EFFICIENT CONTENT SHARING

BETTER GOVERNANCE

ITV IS THE UK’S LARGEST COMMERCIAL BROADCASTER

CHALLENGES

AEGIR

MULTISITE

OG

/ Domain XS

Modules Config Features

Mobistar Platform

Mobistar Platform

Modules Config Features

1

2

3

MULTIPLE SITES WITH DRUPAL

INTEGRATIONS WITH VIDEO STREAMING, EPG, DIGITAL ASSET MANAGEMENT

1

2

3

4

COLLABORATIVE CMS ENGINE

SOCIAL PUBLISHING SYSTEM

DRUPAL MULTISITE SOLUTION

SOLUTION

5 TIGHTLY INTEGRATED SEARCH WITH EXTENSIVE FEATURES

SBS

REBRANDING OF TWO CHANNELS “VIER” (4) & “VIJF” (5) WITHIN 2 MONTHS – HARD DEADLINE

1

2

3

4

5

NEW DIGITAL STRATEGY, INFORMATION ARCHITECTURE, GRAPHICAL DESIGN + NEW DEVELOPMENT

MUCH BETTER TV LISTINGS, PROGRAMME GUIDES & OTHER RICH MEDIA

LOTS OF STREAMING VIDEO

SBS BELGIUM IS THE SECOND COMMERCIAL TV CHANNEL

CHALLENGES

6 MOBILE SUPPORT HAD TO BE ADDED AFTERWARDS

INTEGRATIONS WITH EPG, STREAMING VIDEO, …

1

2

3 RESPONSIVE DESIGN ADDED LATER

NEW CUSTOM DRUPAL 7 WEBSITES (DEADLINES MET)

SOLUTION

MOBISTAR (ORANGE)

FULLY OWNED BY ORANGE (FRANCE TELECOM)

1

2

3

4

5

MANY WEBSITES – DIFFERENT CMS SOLUTIONS

BAD GOVERNANCE – COST OF CHANGE/YR 50% OF CAPEX!

MANY MISSED BUSINESS OPPORTUNITIES DUE TO SITUATION

MOBISTAR IS THE #2 MOBILE OPERATOR IN BELGIUM

CHALLENGES

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.

O4Ensuring 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.

O5 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.

O7As 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.

NUMEROUS OBJECTIVES

PHASED DEPLOYMENT OF MULTIPLE DRUPAL SITES, MOBISTAR DISTRIBUTION

1

2

3

4

LARGE SCALE DRUPAL / CONTENT REPOSITORY

EXTENSIVE BACKEND INTEGRATIONS

WORKSHOPS & CONSULTANCY – RECOMMENDATIONS ON NEW DRUPAL ARCHITECTURE

SOLUTION

5 SITES: CUSTOMER ZONE, E-SHOP, (B2B), B2C, (KNOWLEDGE BASE), (SERVICE DESK), (INTRANET), (CAMPAIGN WEBSITES)

KNAUF INSULTATION

INHERITED DECREPIT MULTISITE SOLUTION, TOO MUCH SUPPORT NEEDED, TOO MANY TECHNICAL ISSUES

1

2

3

4

5

SCATTERED APPROACH – SITES DIFFICULT TO MAINTAIN, ADAPT

SOME SITES WILL REMAIN TO STAY QUITE INDEPENDENT

AUTOMATIC CONTENT SYNDICATION OF PRODUCTS

KNAUF INSULATION CENTRALISES ALL INT’L MARKETING

CHALLENGES

RAPID DEPLOYMENT OF NEW FEATURES (E.G. COOKIE LAW), MORE LANGUAGES, STORE LOCATOR

1

2

3 CENTRAL CONTENT FEEDS (PRODUCT DATA, IMAGES)

STANDARDISED KNAUF DISTRIBUTION

SOLUTION

4 CENTRALISED EUROPEAN HELP DESK

DANONE

CONTENT FROM PRODUCT DATABASE

1

2

3

4

5

STRONG GOVERNMENT REGULATION

ONE CORPORATE SITE – INDIVIDUAL PRODUCT SITES

AUTOMATIC CONTENT SYNDICATION OF PRODUCTS

MULTILINGUAL

CHALLENGES

CONTENT TYPE STANDARDISATION

1

2

3

4

CENTRAL CONTENT FEEDS (PRODUCT DATA, IMAGES)

SOME LOCAL CONTENT – SOME CENTRAL CONTENT (MASTER)

INDIVIDUAL DRUPAL SITES

SOLUTION

Q&ATHANK YOU!

Dr. Erik Evrard erik.evrard@one-agency.be

+32 495 562 563