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How TELUS Beats the Competition to Market 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
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