Adobe.com Redesign: Powered by Day CQ5

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.

Adobe.com Redesign: Powered by Day CQ5 Kevin Murphy, Director, Web Content Management Office, adobe.com Dermot Kennedy, Director, Global Web Production, adobe.com


Adobe.com: What problems do we need to !x?

Revenue

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

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 !nd what they need

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

Adobe.com customer satisfaction is 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 li$le %exibility to allow others to make changes

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


Adobe.com: How our customers describe the problem

Information retrieval difficult

Want to be Inspired

Need more help determining the right products to buy


Adobe.com: &e problems Adobe needs to solve

Customer satisfaction is too low

Response to change requests is too slow

We need to sell more products online

Adobe.com is not currently the ultimate expression of what you can do with Adobe products


How we’re improving Adobe.com

1. Launch a new web content management system (Day CQ5) to enable faster time to market and self-publishing capabilities

2. New design system with a simpli!ed user experience

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


Top business improvements 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 improvements Good architectural fit – Easy integration with Store & Adobe apps

Can serve pages created in both Dreamweaver and WCMS authoring environment

Integration with localization tools via workflow

Good control over presentation templates

How we’re improving Adobe.com: 1. Day CQ5


How we’re improving Adobe.com: 2. New Design System

Modular Standard design system (the “framework”) across the entire site

&e 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

&e design framework is !xed, but there is enormous %exibility 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


New Design System

Conversion pods to drive to speci!c

conversion events

(store, trial, lead, etc.)

Standardized navigation system

for product marketing pages


New Design System

Highly modular; works well with WCMS and OMTR tools. Info pods can be reordered,

adjusted, shown/hidden based on the needs of the

business


New Design System: Conversion Pod Variations

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Development of a system – instead of one-offs – drives a

more consistent user experience and faster time to

market (because each element isn’t being

individually designed)


How we’re improving Adobe.com: 3. Omniture

Behavioral targeting and customization

Test and Target captures the anonymous behavior of visitors, associates them with an Adobe customer segment and then Day serves the most relevant content

More relevant content = improved conversion and more satis!ed customers

Multivariate testing

Adobe.com has 50+ tests in our market at any one time; data drives decision making on the web

Integration of SiteCatalyst allows the team to measure and optimize each customer interaction


Problems, Problems, Problems: Where do we start?

What is the Adobe Developer Connection?

Content site for Adobe developers to learn how to use Adobe products

Launched in 2002, it has grown rapidly despite having 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

Low risk since it is non-revenue generating


Problems with the Adobe Developer Connection

• Inconsistent page design across like pages

• No work%ows to aid with publishing processes

• Lack of dynamic updates when new articles are published

• No ability to show related articles dynamically at the end of articles


Big wins with the ADC redesign and WCMS migration

Consistent presentation of information throughout the site

Publishing work%ows

Metadata-driven dynamic lists

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Problems with the Acrobat marketing pages

No support for self-publishing and excessive web team involvement to get new content online

Existing design over-complicated and inconsistent with the rest of adobe.com

Not bene!ting from Omniture tools to deliver targeted content

Pricing on the pages not delivered dynamically from the online store


Big Wins with the Acrobat X launch

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• Went live with a new, simpler design system that discourages one-off design requests and enforces consistent user experience

• Added customization and testing capabilities

• Enabled self-publishing and reduced the web team involvement needed to get new content on the web

• Persistent commerce capabilities

• Behavioral targeting and multivariate testing supported

Adobe.com Redesign: Powered by Day CQ5

Technology

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