D1 11.30 EM 52 Accelerate! Launch faster with Zen Garden Jan Detert 130514 WW
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
• • • • •
200+ staff Profitable, Organic Growth Poznan, Copenhagen, London Part of the WPP Network
The future of digital marketing. London . Poznań, Copenhagen Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom
+44 (0)20 3475 7200
Create, Manage and Optimise Measurable Digital Experiences
Cognifide@Wu has 7,000+ in 170 in 60 people • • • •
offices
Named the “#1 Digital Network in the World” by AdAge Magazine in 2012 and 2013 One network with 60 connected markets on common platforms Combining local relevance and sales with global scale and efficiency Marketing Solutions Center, founded in 2005, is part of the Wunderman network and services many of its global clients
W W W
W
The future of digital marketing. London . Poznań, Copenhagen Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom
+44 (0)20 3475 7200
countries
Jan Detert
Fahim Salim
Director, Digital Services and Technology, GlaxoSmithKline
Head of CMS Consulting, Cognifide
[email protected]
[email protected]
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
#AdobeSummit
Agenda
1 | Welcome and Overview 2 | Digital delivery challenges in GSK. 3 | Zen Garden and the GSK common framework. 4 | Success and results so far. 5 | Takeaways and Q&A. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5
#AdobeSummit
About GSK
We are a science-led global healthcare company. Our mission is to improve the quality of human life by enabling people to do more, feel better, live longer.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
#AdobeSummit
About GSK
bn £26.5
2013 turnover (+1%)
Pharmaceuticals
Vaccines
Consumer Healthcare
We develop and make medicines to treat a range of conditions including: respiratory diseases, cancer, heart disease, epilepsy, bacterial and viral infections such as HIV and lupus, and skin conditions like psoriasis.
We research and make vaccines for children and adults that protect against infectious diseases, including: influenza, rotavirus, cervical cancer, measles, mumps, rubella, hepatitis, polio, tetanus and meningitis.
We make innovative consumer products in four categories of Total Wellness, Skin Health, Oral Care and Nutrition. Our portfolio includes well-known brands such as: Horlicks, Panadol and Sensodyne.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
#AdobeSummit
99,451 Employees in 2013
GSK Digital Delivery challenge
How to deliver content managed web sites for 100+ products and brands, to consumer and professional audiences across 140 local operating countries, comprising 85,000 pages
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
#AdobeSummit
Common issues
Everything is bespoke – required upgrades become unfeasible
A demand Tsunami is on its way
Developer resource is thin on the ground, increasing cost & decreasing project delivery
A clear need for aExtra flexible technology, development development and organisational model required to make which meets these challenges components mobile
GDS find it hard to deliver websites rapidly and cheaply across the spectrum of demand
responsive
Seemingly simple change requests were taking a long time to deliver due to bespoke nature of applications
Our re-use of code is very low increasing cost and delivery timeframes
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adequate governance very complex
9
#AdobeSummit
Business goals
Greater scale Smarter working Faster time site creation and readiness
Reduce reliance on specialised AEM skillset Lower productions costs Reduce ongoing cost and support risk to the platform
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
#AdobeSummit
Zen Garden and the GSK Common Framework
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Zen Garden
“
Cognifide’s accelerator for AEM – enabling digital marketers to create, deploy and manage global websites quickly and cost effectively.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
”
Marketecture
Agency Enablement
Global Networks
Local Agencies
Digital marketers deploy multiple sites quickly and cost effectively
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Site Production
Accelerator
Site Creation
3rd Party Integrations (CRM, E-Commerce, Web Services)
Content & Asset Production
Layout engine, Reusable components, Pluggable themes, and Creative Exchange
Visual Design, Theme Development, CSS, Javascript
Adobe Experience Manager
Front End
Back End
13
#AdobeSummit
Integration Extensions
Accelerated Core
Adobe Marketing Cloud Integration
Parallel Work Streams Enables agencies, designers, developers and content teams to work seamlessly in parallel
time to market
Linear Site Production
User Experience Capture and define the user experience Visual Design Create the visual design to satisfy the user experience
Parallel Site Co-Production
Front End Development Develop themes & layouts to implement visual design Back End Development Reuse, configure and/or build site components Content Entry Assemble site pages from components and add content.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
#AdobeSummit
Development skill sets Deliverables
Content Authoring
Platform
GSK Platform Team
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Common Framework / Platform
GSK Agencies
Production
Skillset
Themes & Styles
Creative CSS / JavaScript
W/S Integration
RESTful
Components
HTML
Layout Engine
Java
15
#AdobeSummit
Adapting to scale and complexity Zen Garden can be used across the spectrum of complexity to varying degrees, with simple sites gaining most benefit and more complex sites less. New core functions will be added as a result of complex and very complex projects, so this delta will diminish over time.
Legacy estate falling in these categories
Potential % of CF func utilised
Simple
Standard
Complex
Very complex
Examples: turn key campaign sites or low cost brands
Examples: stand alone campaign and brand.com sites, simple global/local sites
Examples: complex global/local sites, sites requiring integrations
Examples: sites with complex specific functional requirements
20%
60%
15%
5%
100%
100%
60%
30%
+ no requirement for CSS/js dev Most GSK needs met by author/agency creative driven activity
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16
#AdobeSummit
Demand Management
Scale needs governance
GSK Platform infrastructure
Application (Website) development
Platform Team
Platform Governance
Platform Project Delivery
Zen Garden
AEM5.6.1
Themes & Styles
Themes & Styles AEM Components W/S Integration TPI Integration
ZG Components
Core AEM Components
New Components
Platform Operations Platform governance needs to engage with projects earlier in the gating process with increased involvement, this is a key change from the existing model © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17
#AdobeSummit
17
Success and results
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Results
Zen Garden build and deploy reduced on average by 80%
90% pre-built components
60% of projects since go-live have required no back end development
Backend development for a pipeline of over 50 projects to be delivered Apr-Sept, is handled by a team of just 6 (BA/PM/dev/QA)
No HTML build
Re-used existing designs
Master site complete – rolling out 29 individual market sites
Initial master site set up reduced from 5 weeks to 4 days
Intuitive authoring for brand and marketing teams
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19
#AdobeSummit
Towards a common framework – the Zen Garden Approach
Accelerator
Page Layout
Creative Exchange
Design Workflow
Development
Mobile First
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Suitable for 80-90% of AEM site builds
No longer requires developers
UI Developers no longer require AEM training
Business can approve designs on the fly
Only need to develop site specific components!
Responsive by design, and more …
20
#AdobeSummit
Key Takeaways
1
Not just a change in technology
Success of the Common Framework requires some behavioural and process changes, along with a technology implementation Engagement of the Common Framework team at the ideation stage of a project – Previously GDS was not often involved at that stage
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Get involved early in the UX / creative design process
Realisation that websites should evolve over time – you don’t need 100% of your needs implemented on Day 1 in order to start getting benefit Openness to an element of design and functional compromise, mitigated by increased speed to market and a cheaper solution
21
3
Build once, for reusability and longevity
Strong business governance to support the new ways of working will be required A new accreditation process, with more agencies, based on project delivery discipline and Common Framework training rather than core OSGi/CQ development expertise Risk mitigation controls need to be implemented to ensure that only approved websites & content are published
#AdobeSummit
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
22
#AdobeSummit
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
• • • • •
200+ staff Profitable, Organic Growth Poznan, Copenhagen, London Part of the WPP Network
The future of digital marketing. London . Poznań, Copenhagen Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom
+44 (0)20 3475 7200
Create, Manage and Optimise Measurable Digital Experiences
Cognifide@Wu has 7,000+ in 170 in 60 people • • • •
offices
Named the “#1 Digital Network in the World” by AdAge Magazine in 2012 and 2013 One network with 60 connected markets on common platforms Combining local relevance and sales with global scale and efficiency Marketing Solutions Center, founded in 2005, is part of the Wunderman network and services many of its global clients
W W W
W
The future of digital marketing. London . Poznań, Copenhagen Clerkenwell House, 67 Clerkenwell Road, London, United Kingdom
+44 (0)20 3475 7200
countries
Jan Detert
Fahim Salim
Director, Digital Services and Technology, GlaxoSmithKline
Head of CMS Consulting, Cognifide
[email protected]
[email protected]
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
#AdobeSummit
Agenda
1 | Welcome and Overview 2 | Digital delivery challenges in GSK. 3 | Zen Garden and the GSK common framework. 4 | Success and results so far. 5 | Takeaways and Q&A. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5
#AdobeSummit
About GSK
We are a science-led global healthcare company. Our mission is to improve the quality of human life by enabling people to do more, feel better, live longer.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6
#AdobeSummit
About GSK
bn £26.5
2013 turnover (+1%)
Pharmaceuticals
Vaccines
Consumer Healthcare
We develop and make medicines to treat a range of conditions including: respiratory diseases, cancer, heart disease, epilepsy, bacterial and viral infections such as HIV and lupus, and skin conditions like psoriasis.
We research and make vaccines for children and adults that protect against infectious diseases, including: influenza, rotavirus, cervical cancer, measles, mumps, rubella, hepatitis, polio, tetanus and meningitis.
We make innovative consumer products in four categories of Total Wellness, Skin Health, Oral Care and Nutrition. Our portfolio includes well-known brands such as: Horlicks, Panadol and Sensodyne.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
7
#AdobeSummit
99,451 Employees in 2013
GSK Digital Delivery challenge
How to deliver content managed web sites for 100+ products and brands, to consumer and professional audiences across 140 local operating countries, comprising 85,000 pages
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8
#AdobeSummit
Common issues
Everything is bespoke – required upgrades become unfeasible
A demand Tsunami is on its way
Developer resource is thin on the ground, increasing cost & decreasing project delivery
A clear need for aExtra flexible technology, development development and organisational model required to make which meets these challenges components mobile
GDS find it hard to deliver websites rapidly and cheaply across the spectrum of demand
responsive
Seemingly simple change requests were taking a long time to deliver due to bespoke nature of applications
Our re-use of code is very low increasing cost and delivery timeframes
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adequate governance very complex
9
#AdobeSummit
Business goals
Greater scale Smarter working Faster time site creation and readiness
Reduce reliance on specialised AEM skillset Lower productions costs Reduce ongoing cost and support risk to the platform
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
#AdobeSummit
Zen Garden and the GSK Common Framework
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Zen Garden
“
Cognifide’s accelerator for AEM – enabling digital marketers to create, deploy and manage global websites quickly and cost effectively.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12
#AdobeSummit
”
Marketecture
Agency Enablement
Global Networks
Local Agencies
Digital marketers deploy multiple sites quickly and cost effectively
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Site Production
Accelerator
Site Creation
3rd Party Integrations (CRM, E-Commerce, Web Services)
Content & Asset Production
Layout engine, Reusable components, Pluggable themes, and Creative Exchange
Visual Design, Theme Development, CSS, Javascript
Adobe Experience Manager
Front End
Back End
13
#AdobeSummit
Integration Extensions
Accelerated Core
Adobe Marketing Cloud Integration
Parallel Work Streams Enables agencies, designers, developers and content teams to work seamlessly in parallel
time to market
Linear Site Production
User Experience Capture and define the user experience Visual Design Create the visual design to satisfy the user experience
Parallel Site Co-Production
Front End Development Develop themes & layouts to implement visual design Back End Development Reuse, configure and/or build site components Content Entry Assemble site pages from components and add content.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
#AdobeSummit
Development skill sets Deliverables
Content Authoring
Platform
GSK Platform Team
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Common Framework / Platform
GSK Agencies
Production
Skillset
Themes & Styles
Creative CSS / JavaScript
W/S Integration
RESTful
Components
HTML
Layout Engine
Java
15
#AdobeSummit
Adapting to scale and complexity Zen Garden can be used across the spectrum of complexity to varying degrees, with simple sites gaining most benefit and more complex sites less. New core functions will be added as a result of complex and very complex projects, so this delta will diminish over time.
Legacy estate falling in these categories
Potential % of CF func utilised
Simple
Standard
Complex
Very complex
Examples: turn key campaign sites or low cost brands
Examples: stand alone campaign and brand.com sites, simple global/local sites
Examples: complex global/local sites, sites requiring integrations
Examples: sites with complex specific functional requirements
20%
60%
15%
5%
100%
100%
60%
30%
+ no requirement for CSS/js dev Most GSK needs met by author/agency creative driven activity
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
16
#AdobeSummit
Demand Management
Scale needs governance
GSK Platform infrastructure
Application (Website) development
Platform Team
Platform Governance
Platform Project Delivery
Zen Garden
AEM5.6.1
Themes & Styles
Themes & Styles AEM Components W/S Integration TPI Integration
ZG Components
Core AEM Components
New Components
Platform Operations Platform governance needs to engage with projects earlier in the gating process with increased involvement, this is a key change from the existing model © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
17
#AdobeSummit
17
Success and results
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Results
Zen Garden build and deploy reduced on average by 80%
90% pre-built components
60% of projects since go-live have required no back end development
Backend development for a pipeline of over 50 projects to be delivered Apr-Sept, is handled by a team of just 6 (BA/PM/dev/QA)
No HTML build
Re-used existing designs
Master site complete – rolling out 29 individual market sites
Initial master site set up reduced from 5 weeks to 4 days
Intuitive authoring for brand and marketing teams
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
19
#AdobeSummit
Towards a common framework – the Zen Garden Approach
Accelerator
Page Layout
Creative Exchange
Design Workflow
Development
Mobile First
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Suitable for 80-90% of AEM site builds
No longer requires developers
UI Developers no longer require AEM training
Business can approve designs on the fly
Only need to develop site specific components!
Responsive by design, and more …
20
#AdobeSummit
Key Takeaways
1
Not just a change in technology
Success of the Common Framework requires some behavioural and process changes, along with a technology implementation Engagement of the Common Framework team at the ideation stage of a project – Previously GDS was not often involved at that stage
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Get involved early in the UX / creative design process
Realisation that websites should evolve over time – you don’t need 100% of your needs implemented on Day 1 in order to start getting benefit Openness to an element of design and functional compromise, mitigated by increased speed to market and a cheaper solution
21
3
Build once, for reusability and longevity
Strong business governance to support the new ways of working will be required A new accreditation process, with more agencies, based on project delivery discipline and Common Framework training rather than core OSGi/CQ development expertise Risk mitigation controls need to be implemented to ensure that only approved websites & content are published
#AdobeSummit
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
22
#AdobeSummit
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
