How TELUS beats the competition to
market
Content Infrastructure
1 iPhone X Launch iPhone X Launch
1st To Market - beating Apple Rouven & Andrew Introductions Rouven Wessling Andrew Kumar Developer Evangelist Product & Practice Lead, Digital Platform @RouvenWessling | [email protected] @kumar | [email protected] Don’t let a CMS get in the way of shipping software.
Contentful provides a content infrastructure that enables teams to power content in any digital product. The way software is build is changing Innovators are building digital factories Reusable architectures that enable teams to quickly new products and expand into new channels
CENTRAL HUB Global A reusable, core architecture Architecture for launching new products
TEAMS & BIZ UNITS Account eCommerce [new] Cross-functional teams or Portal business units collaborate
PRODUCTS & CHANNELS Engage with customers, experiment with new technologies, promote the successes into wider adoption Web Mobile Web Voice [new] The leading content infrastructure for digital teams
Customers Partners Investors ($45M)
Team 160 Employees San Francisco Berlin We’re 160 people from over 40 nations
We’re really bad at team pictures About TELUS Phone Internet Mobile TV
Home Security Health IoT
Traditional Enterprise IT About TELUS digital Expertise
UX & Rapid Design & Accessibility Security & Privacy Analytics Prototyping Build “Culture eats strategy for breakfast, lunch and dinner”
- Peter Drucker
TELUS digital
TELUS digital Land of Broken Toys Growing Pains
“Snowflakes” Purpose Built Tech Debt Growing Pains
FROGGER | HYDRA | FROGGER | TWIGGY VUE JSP ANGULAR | REACT
JAVA PHP ON CODEIGNITER (PRIME) CONSUMER RUBY ON SINATRA COMMERCE CMS HS BTO BTO CMS (WMD) (DRUPAL) (LIGER) SERVICE ... SERVICE ● Team grew quickly TELUS DIGITAL AWS TELUS DIGITAL AWS TELUS DIGITAL AWS ● Moved quickly BUSINESS CSS | HAML PHP ON THORIUM | REACT CODEIGNITER (PRIME) NODEJS BUSINESS RUBY ON RAILS ● Operating model evolved CMS CMS without strong architectural CMS (COMFY) (WMD) (CONTENTFUL) oversight ENGINE YARD AWS (PaaS) TELUS DIGITAL AWS TELUS DIGITAL AWS
FROGGER | TWIGGY | ANGULAR THORIUM | VUE ● What made us successful to
JAVA ON date did not work at scale MY PHP ON CODEIGNITER (PRIME) SPRING BOOT ACCOUNT BTO CMS BTO ... BTO BTO ... SERVICE (LIGER) SERVICE SERVICE SERVICE TELUS DIGITAL AWS TELUS DIGITAL AWS Growing Pains
Many teams were building TELUS experiences without an easy way to reuse work, share ideas, or receive and consume design / code updates.
● Multiple CMSs ● Teams reinvent the wheel ● Multiple overlapping CSS files ● Inconsistent customer experience ● No single source of code or design truth ● Builds and updates take longer Content Operations = Incredible Effort
It took incredible effort to maintain and sustain our digital properties. We needed to simplify the way our team members manage our products day to day.
Content Store Types of Content
WMD Mobility and Home Solutions Marketing, Products, Assets
DRUPAL Mobility Products, Plans, Pricing, Offers, Assets
LIGER Mobility and Home Solutions Products, Plans, Pricing
GATHERCONTENT Consumer Support Articles
COMFY Business Marketing, Products, Plans, Pricing, Support, Assets
STATIC JSON FILES Home Solutions Bundling Rules
ADOBE TARGET All Targeting and Personalization Marketing and Assets Land of Broken Toys
• Disjointed customer experience • Very complicated technical landscape • Large effort required to create and maintain content for our products
Which led to … • Unhappy Developers • Unhappy Customers • Unhappy Business “I love my CMS!” said no developer ever. Why not a CMS?
“We are seeing too many organizations run into troubles as they attempt to use their CMS as a platform for delivering large and complex digital applications.” - ThoughtWorks Technology Radar Today’s CMS
Page-centric model Monolithic architecture Hard to change
Templating
Editor
Database
SILOED CONTENT Coupled to the CMS’ platform DISCONNECTED How is a Content Infrastructure different? Content Infrastructure
Structured content Microservice architecture Changes with your software
{ API }
JSON
Independent of COMPOSABLE AGILE medium and platform TELUS digital Applying Content Infrastructure Content Operations = Content Infrastructure
Rationalizing our content stores improved operational efficiency, reusability and brought consistency to the way our team members manage our products.
Content Store Types of Content
WMD Mobility and Home Solutions Marketing, Products, Assets
DRUPAL Mobility Products, Plans, Pricing, Offers, Assets
LIGER Mobility and Home Solutions Products, Plans, Pricing
GATHERCONTENT Consumer Support Articles
CONTENTFUL COMFY Business Marketing, Products, Plans, Pricing, Support, Assets
STATIC JSON FILES Home Solutions Bundling Rules
ADOBE TARGET All Targeting and Personalization Marketing and Assets Content Operations = Multi Region / Multi Language
13 Regions x 7 Languages (+ default fallbacks) = 98 locales. Content Infrastructure: Spaces
Products & Nav, Footer, Global Legal Info Comms Leveraging different tiers of spacing to Services Elements intelligently structure content for reference and reuse.
● Common shared data in global spaces Line of Mobility Home Health Business ● Common shared data within line Business of business dedicated spaces ● Common shared data within customer first functional applications
App Deals Accessories Content Infrastructure: Modelling
Design Visual Visual Design Page Design Component Site Map User Flows User Experience Specs Information Arch.
Content Modelling Content Content Content Content Content Template Component Tree Editor Flows Architecture Specs Specs ● create models for content ● determine how to reuse content Content Modelling Targeting / SEO / Analytics / Localisation / Regionalization Editor Experience ● define how and which team Workflow Editor Roles / Responsibilities members create, edit, and publish ● make it easy to find content ● support change management: training, documentation, etc. Content Workflow Development HTML Component Tree Mgmt Config Application Arch. Functional Quality Non-Functional Integration Operations Content Infrastructure: Product Content
Global Line of Business App
Products & Nav, Footer, Legal Info Mobility Deals Accessories Services Elements Content Infrastructure: Developer Workflow Content Infrastructure: Using Data
CUSTOMER Social / Chatbots, Web/App Email / SMS Front-line TOUCH POINTS Display (call centre, stores) IVR
ACTIVATION Digital Platform + Content Infrastructure
Digital Cross-sell / SEGMENTS Acquisition Onboarding Retention Adoption Upsell
DATA Online Offline Content Infrastructure: Personalization Content Infrastructure: Marketing Applications
Audience / Brands Digital Experience TELUS, Koodo, Public Mobile Home Page(s) Web, Mobile, Store
Customer & Team Member channels Interactions Marketing Pages
Optimize
Accelerate Digital Intelligence Digital Tools Personalization Site Builder Engine Optimize Messaging / Actions Content Management Standards compliant web pages, with optimized SEO & Performance, easily created TELUS Design System Segmentation Build With and updated using the Content Management Identify Customer Segments
NodeJS Framework System Analytics Content Storage Collect web usage data Standards Site Builder Data Content Infrastructure: Application Architecture
Content Platform Consumer Corporate Health Health TELUS Business (About, Annual Quebec Koodo Public Different data sources (Mobile & Home) International Report, DRB) Consumer Business (spaces) with identical content models
Site Builder Site Builder Engine: One application to Data Structures, Multilingual, SEO, Regional Specification, Search, Routing, Accessibility, Performance support marketing pages and campaign 1:1 Marketing Integrations: pages Analytics, Data Layer, Personalization (Audience Manager), Testing (Target), AI (Sensei)
Deploy TELUS Design System Koodo DS Public DS Render through a Automated Testing Platform view, automate tests, and deploy to delivery Delivery Platform Content Infrastructure: Support Architecture
Digital Experiences
Audience / Brands Support Articles on Website TELUS, Koodo, Public Mobile
Web, Mobile, Store, Bots, IVR, ... Support Articles for Agents
Customer & Team Member channels Interactions
Support Content for Sales Optimize
Digital Intelligence Accelerate Build With
Digital Tools Personalization Knowledge Base Engine Optimize Messaging / Actions
TELUS Design System Support content IA Platform that centralizes
Build With and standardized access to support Analytics NodeJS Framework Data Collect data knowledge, facilitating the creation of any support type experiences. Content Management Content Storage
Knowledge Base Standards Content Infrastructure: Products, Programs, Practice
Platform
Contentful
Products Programs Practice
Site Builder Message Builder Enterprise Comms (ECP) Multicultural TELUS Office Hours
Redux-Contentful UI Extensions Legacy CMS Retirement Spaces Consolidation Contentful 101 Monthly
GraphiQL Article Engine DRB Revamp TELUS Quebec & Health Workshops, Guilds
CLI Migrate & Transform Marketing Cloud Integration AI Integration Meeting Mondays
User Success User Services Lunch & Learns
Support & Tracking Contentful SME Onsite Visits Consulting / Advisory Integration Dev Pairing Meetups & Events
Account Provisioning Training & Developer Portal Data Modelling Critique / Review Contentful Community
Communications Audits & Quarterly Reviews Onboarding Quality Assurance Blogs, Lessons Learned
Certification Program Collaboration Tools Custom Training Q&A Thought Leadership
Visionary Performance Oriented Enablement Content Infrastructure: Products, Programs, Practice
Platform Platform satisfies fundamentals: Data Models, DataContentful Storage, Asset Storage, CDN
Products Programs Practice ProductsSite Builder enable quick winMessage customer Builder ProgramsEnterprise Comms enable Tech MulticulturalDebt TELUS PracticeOffice Hours experiences,Redux-Contentful data retrieval,UI Extensions retirement,Legacy CMS Retirement increased businessSpaces Consolidation LeadershipContentful 101 Monthly referencing content between spaces, capabilities, increase speed to GraphiQL Article Engine DRB Revamp TELUS Quebec & Health raisesWorkshops, the barGuilds of moving and transforming data across market, and present the right content our collective spaces.CLI Migrate & Transform atMarketing the right Cloud Integration time for our customers.AI Integration teamsMeeting at Mondays TELUS Gov User Success User Services and Lunchestablishes & Learns TELUS as a Support & Tracking Contentful SME Onsite Visits Consulting / Advisory Integration Dev Pairing Meetups & Events User Success enable better User Services enable scale, community adoption,Account Provisioning utilization, Trainingand quality & Developer of Portal influence,Data Modelling and incredibleCritique tailored / Review leaderContentful in Communitytactical our Products & Programs. implementation value for partners Communications Audits & Quarterly Reviews Onboarding Quality Assurance digitalBlogs, Lessons Learned such as Quebec, Health, Koodo, innovation. Certification Program Collaboration Tools Public,Custom One Training Source, etc... Q&A Thought Leadership
Initiatives that solve future Initiatives that improve efficiency Initiatives that enable our teams Visionary Performance Oriented Enablement challenges today and effectiveness to succeed How does
work? Architecture Content Modelling 4 APIs are at the foundation of Contentful
Content Content Delivery API Management API
Content Preview API Images API Flexible enough to handle any kind of digital product Think outside the CMS box
Multivariate testing Chatbot with product On-ship digital experiences: Learning academy recommendations kiosks, displays, menus, etc. Microsites
Audio guides Super Bowl campaign Interactive displays Employee training app Immersive website Content Model as Code
module.exports = function (migration) { const page = migration.createContentType('page') .name('Page') .description('A page on our site') .displayField('title');
page.createField('title') .name('Title') .type('Symbol');
page.createField('slug') .name('Slug') .type('Symbol') .required(true); } Migrations module.exports = function (migration) { migration.deriveLinkedEntries({ contentType: '1kUEViTN4EmGiEaaeC6ouY', from: ['profilePhoto', 'firstName', 'lastName'], toReferenceField: 'profilePhoto_new', derivedContentType: 'media', derivedFields: ['name', 'photo'], identityKey: async (from) => { return `${from.firstName['en-US']}-${from.lastName['en-US']}` }, deriveEntryForLocale: async (from, locale)=> { return { name: `${from.firstName[locale]} ${from.lastName[locale]}`, photo: from.profilePhoto[locale] } } }); }; Environments Plays well with others Powerful SDKs TELUS digital Results iPhone X Launch iPhone X Launch - Social iPhone X Launch - Conversion & Retention
1st To Market - beating Apple, Best Buy, and competitors
2nd Time this has happened (Samsung S8 Launch) Content Infrastructure: Tech Stack Simplification
Liger
WMD
Comfy
Before After Content Infrastructure: Prod Content Object Publish, Edit, Revised
Object oriented content: content objects ~112,000 created, revised, and published to customers in Q4 of 2017 Content Infrastructure: Average Software Releases
Average software releases per day per 20+ product (up to 400 code deploys daily) Content Infrastructure: Digital Sales
4x Improvement in Digital sales (Q4 of 2017) Content Infrastructure: PageSpeed
PageSpeed improvement (CDN, 30% CDA, Image Optimization) Content Infrastructure: User Expansion
Users: Content 350 Managers, Product 1000 2018 Target for Users Owners, Marketers, UX Content Infrastructure: Speed to Market
4x Faster to market Content Infrastructure: Consistent Customer Experiences
Integrated Campaigns Consistent Content All CX touchpoints Content Infrastructure: Increased Conversion
Increased conversion by using 14% consistent content & personalization Content Infrastructure: Just getting started.
Turning off Legacy CMS in favour of flexible Content 1 Infrastructure took costs out of the business.
2 Content Infrastructure reduced Content Operations efforts and took costs out of the business.
3 Object Oriented Content and reuse of content in Continuous Learning support self-service took costs out of the business.
4 Personalized and anticipatory experiences increase conversion and revenue for TELUS. Rouven Wessling Andrew Kumar Developer Evangelist Product & Practice Lead, @RouvenWessling | Digital Platform [email protected] @kumar | [email protected]