adobe digital marketing summit: creating sustainable value for ubs with adobe experience manager

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#AdobeSummit, @NetcentricEWE, @UBSemea © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#AdobeSummit, @NetcentricEWE, @UBSemea

Creating sustainable value for UBS with Adobe Experience Manager Liv Brahin | Executive Director, E-Channel Solutions, UBS Elian Kool | Head of Technology, Netcentric


#AdobeSummit, @NetcentricEWE, @UBSemea 2

Elian Kool Head of Technology, Netcentric [email protected]

Liv Brahin Executive Director, UBS [email protected]



Macro-environment

3

CLIENT EXPECTATIONS

ECONOMIC REALITY

=



The challenge

4

Increasing client demands …

for greater capabilities

for an improved user experience

for shorter time to market

… But with decreasing budget and resources!

ü

ü

ü



What did other smart people do?

5

Ludwig Mies Van der Rohe: Less is more

Simply by not owning three medium-sized castles in Tuscany, I have saved enough money in the last forty years on insurance premiums alone to buy a medium sized castle in Tuscany. „ “



Creating sustainable value for UBS with Adobe Experience Manager

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ubs.com

Establish base Leverage Industrialize



ubs.com relaunch

7




8

ubs.com




Leveraging SaaS solutions in an enterprise platform

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SaaS and cloud-based solutions, such as Adobe Analytics or CDN's, offer flexibility and turn-key solutions Multinational enterprises are affected by complex data protection laws Industry-specific restrictions, such as banking secrecy, create additional complexity Person identifying details are not only name, address, phone number or email address, but also IP addresses

ü




10

ubs.com




Adapting SaaS to fit stricter data protection standards

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Collect, anonymize & upload




12

ubs.com




CDN integration

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Initial plan was to use the CDN to accelerate the entire site, which was not possible due to data protection issues

Revised solution was to ensure that IP addresses for users likely to be clients would not be exposed to the CDN

Pages targeting clients may not be served using the CDN



Delivering static assets via CDN

14

Marketing page Page with login options

Get website from www.ubs.com

Get static assets from CDN

Get website from www.ubs.com

Get static assets from ubs.com

In addition: CDN may only be used

outside Switzerland




15

ubs.com




Big bang vs. slice by slice

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UBS chose a ‘big bang approach’ for ubs.com

PRO CON

Shorter timeline üTimeline for slice by slice would not have been acceptable for management

Focus üClear goal for all involved; easy to convey and understand target

Initial issues with content quality Changed site structure and layout during automated migration

Absorbing the ‘heat’ Extensive resources required to provide issue response and support services




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ubs.com

Establish base Leverage Industrialize Leverage



Leveraging the platform: the plan

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WHAT

Use the ubs.com platform as the base for all web communication channels, external and internal ü

Reuse components and functionality – keep it simple! ü

Consolidate sites and content onto the core platform ü

Continue to innovate to improve capabilities ü

WHY

Far better ROI and capabilities by reuse of elements instead of one-off agency-implemented sites ?Higher consistency for the user experience and better aligned marketing activities ?

Prerequisites: 1.  Solid base 2.  Process and tooling 3.  Governance

Improved management of data protection, information security and risk factors ?




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ubs.com




Solution Review Boards

§  The Solution Review Board (SRB) – a requirements and solution design sign-off body

§  All key decision makers and experts review and give approvals

§  Full design decision making authority delegated to project core team

§  SRB sessions run as extended workshops §  Supported by mandatory and standard project tooling

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Design Agency

Review & Approve!

SRB



Requirements workflow

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§  New require-ment is created or imported

New Requirement

In feasibility study

§  Check possible solution

§  First rough effort estimation

Feasibility study completed

§  Requirement is ready for specification

Planned

§  Requirement is planned and priories for a release

Business Analyst

§  Requirement is getting speci-fied in WIKI

In Specification Specified

§  Requirement is specified

Ready for Development

§  Requirement is accepted and ready for development

Technical Team

§  Implementation task is under development

In Development

Development completed

§  All components are implemented and are awaiting the quality gate

Development Team

§  Requirement is under testing

In Testing

Ready for Production

§  Requirement is verified and accepted

Testing Team

§  Requirement is in Production

In Production

Project Manager

Solution Review Board

Ready for Testing

§  Internal development quality gate has been passed



Tooling

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Workflow, governance and tooling for requirements are fully integrated – from the start

JIRA/Wiki §  All requirements and specifications in one

central instance, fully interlinked §  Document all dependencies or "reuse" of

requirements to establish trace of dependencies

§  JIRA references contained directly in code – ensures that both business and technical dependencies are managed

§  Document evolution of all requirements as they move through the workflow




23

ubs.com




Reuse existing functionality

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Reuse of "commodity" components - prioritize!

Design and build with reuse in mind – keep it simple!

Analytics integration

Adaptation to different non-functional requirements



Reusing existing functionality

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ubs.com base elements… …reused for the UBS Intranet



Adaptation to new requirements

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§  Content Delivery Network is perfect to accelerate content externally

§  Reach global clients close to their location

External facing CDN

§  “Internal CDN” built using Varnish cache to utilize internal data centres

§  Transparent integration into AEM §  Replace Adobe Dispatcher cache

Internal facing CDN using Varnish

§  ubs.com offers basic social functionality §  Log in / register for closed user groups

§  Subscribe to news and Blogs §  No detailed knowledge of >99% of the users

Limited CUG/subscription functionality

§  Easy identification of users through SSO §  Targeting of content based on user profile

§  Access to premium content/tools §  Accessing localized tools

Targeting / personalization based on profiles




27

ubs.com




Investment & Sales Platform first on Intranet

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Investment and Sales Platform first out leveraging our base

Challenges § Governance – different organizational ownership § Global IT process alignment § Generic approach versus use-case specific



Release management across multiple platforms

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INTERNET

INTRANET

ISP

Release 2.0 Release 2.1

Rebase

Release 1.0 Base Platform

RC RC2

Bugfix

Rebase

Dev. Bugfix UAT

Go Live

UAT Dev.




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ubs.com




NEXT platforms

FIRST platforms are live

Industrialize the platform

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Media Intelligence

portal Asset mgmt. funds

solution

Full Intranet migration,

including new employee gateway

Subscription Center Internal

newsletter solution

ubs.com

External microsites

Investment and sales platform

Internal microsites

Intranet pilot New mobile

site




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ubs.com

Establish base Leverage Industrialize Leverage Industrialize

Mobile



Mobile ubs.com reloaded

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Mobile site part of the initial ubs.com

New approach: Less but optimized content, launched just a few days ago § Meet the majority §  Promote efficiently § Use what we have §  Keep existing governance model

Relied heavily on AEM LiveCopies, mirror of ubs.com




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ubs.com


Mobile

Media Intelligence Center



Media Intelligence Center “application”

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Most standard approach might have been a Java web application

Leverage scenario, hybrid of AEM and Search




36

ubs.com


Mobile

Media Intelligence Center

Winning internal bids



Winning internal bids

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Competition of ‘internal platform’ against ‘external vendor’

You need to be better, competitively priced and ready

to bid as professionally as the external vendor does



Fully industrialized

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High growth in demand requires further standardization and scalability

Standardization of services

Cost effectiveness

Resource scalability

Balance onsite and remote resources

Expertise – everyone wants to work with the best!



Make it easy and compelling to do business with you!



Elian Kool Head of Technology, Netcentric [email protected]

Liv Brahin Executive Director, UBS [email protected]

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