Eurail.com : selling train passes online with Drupal

EURAI L.COM: SELLING TRAIN PASSES
@ A D Y A X
ONLINE WITH DRUPAL
A L E K S E Y K H O D A K O V S K I Y & H U G O K N O B B O U T
F A C E B O O K . C O M / E U R A I L F A C E B O O K . C O M / I N T E R R A I L

LARGEST DRUPAL SHOP I N EUROPE
350 PROJECTS
150 DRUPALERS
7 YEARS O F GROWTH
10K HOURS PROJECTS

AGENDA
Eurail.com
What and Why?
Who?
How and When?
Results and Learnings
Q&A

EURAIL.COM
C O M P A N Y , P R O D U C T S A N D P R O J E C T G O A L S

A LITTLE ABOUT EURAI L.COM
100% E-COMMERCE COMPANY
I N TOP 50 DUTCH LARGEST E-COMMERCE
COMPANIES
30 EMPLOYEES IN UTRECHT
€60M TURNOVER PER YEAR

EURAIL.COM
Cooperation between 30 European railway and shipping lines
The Eurail pass was launched in 1959
Eurail.com company was established in 2006
Sell Rail Passes on a global scale through:
www.eurail.com
www.interrail.eu
www.germanrailpasses.com

EUROPEAN RAI L PASS FOR EVERY CITIZEN IN THE WORLD
for non-European residents
for European residents

CORPORATE PHILOSOPHY
Keep strategic activities in
house
Outsource operational activities
to the best suited companies

WHAT DOES THIS APPROACH MEAN?
Internal focus
Content & Media creation
Customer Service
Business development
Search Engine Marketing
External focus
Payment
Fulfilment
Pass delivery
Translations

PROJECT GOALS
• Find a partner in Europe with Drupal experts
• Make sure the website is never unreachable again
• Increase user experience/performance where Eurail.com customers are
• Content management on the website should be super easy (with no
knowledge of HTML)
• Go from unstructured to structured (make sure content can be reused
everywhere)
• Migrate all the content from the old website and make sure Google still
likes us
• Go live before next high season (1 march 2014)

NEW PARTNERS
Drupal & Hosting Partner
Drupal Partner
E-commerce & Hosting Partner Hosting Partner

FUTURE-READY ARCHITECTURE
E-ticketing
Online reservations
Whitelabels
API and Webservices
Trips
New products & New countries

WHO?
T E A M S & C O O R D I N A T I O N

DRUPAL PARTNER: ADYAX
Drupal Partner
Engagement
Development Teams
Support

HOSTING PARTNER: ACQUIA
On-boarding
Technical Teams
Support
Hosting Partner

HOW AND WHEN?
K E Y S T E P S A N D T I M E L I N E

TIMELINE
2010
2012
2013
2014
2015
2016
RFP: D7 Project
Acquia On-boarding
Support: D6 Project
D7 Project
Release: D7 Project
Support: D7 Project
E-commerce Project
Release: E-commerce Project
Support: D7+Eco Project
E-commerce Phase 2

ON-BOARDING
2013 Jan Mar May Jul Sep Nov
2014
Feb Apr Jun Aug Oct Dec
Goals:
- Analyse the existing problems
- Run the functional and security audits
- Correct all Critical and Blocker issues
- Evaluate and improve the Performance
- On-board on the new Platform
- Ensure no regressions

STEP 1: O FF-BOARDING
2014
Start with Checklist
A. Complete exports:
1. Code*
2. Database
3. Files
4. setting.php
B. Technical
1. Installation instructions
2. Configurations (php, Apache, Varnish, etc
3. …
C. 3-5 last accidents on production
@adyax facebook.com/eurail facebook.com/interrail

STEP 2: CODE / CONFIGURATION AUDIT
2014
• Code health, security, performance
• Custom server configurations
• Functional discovery, health, security
• 3d parties integrations
• Performance
• SEO

STEP 3: PERFORMANCE / SECURITY BUG-FIXING
Jan Mar May Jul Sep Nov
2014
Feb
Apr Jun Aug Oct Dec
2013
ONLY CRITICAL AND BLOCKER ISSUES

STEP 4: ON-BOARDING O N ACQUIA CLOUD
2014
Feb
Apr Jun Aug Oct Dec
2013
Platform Server configuration Applications

STEP 5: FUNCTIONAL / PERFORMANCE TESTING
2014
Feb
Apr Jun Aug Oct Dec
2013

STEP 6: RELEASE
2014
Feb
Apr Jun Aug Oct Dec
2013

D6 SUPPORT
Mar May Jul Sep Nov
Feb
Apr Jun Aug Oct Dec
2013
Jan 2014
Objectives:
- Support assistance
- Preventive / Adaptive maintenance
- 24/7 SLA coverage

CDN PROJECT
2014
Feb
Apr Jun Dec
2013
Aug Oct

AUTOMATED TESTING INTEGRATION
2014
Feb
Apr Jun Aug Oct Dec
2013
Continuous integration testing Critical functionality
daily & weekly control

D7 PROJECT
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2013
Feb
2014 Jan
Goals:
- Re-design the application architecture
- Update the front-end design
- Re-think the content and media structure
- Improve the back-office experience
- SEO focus while sites migration

STEP 1: FUNCTIONAL REQUIREMENTS
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2013
Feb
2014 Jan
Business requirements
Development iteration
Functional specification
Mockups & Design
Functional discovery of D6 app

STEP 2: ARCHITECTURE DECISIONS
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2013
1 page = 1 node
Product display & Product selectors
Feb
2014 Jan
Structured content
Reusable media assets
No blocks
Editorial experience simplification
Clear back-office
Manual content migration

STEP 3: AGI LE DEVELOPMENT
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2013
Feb
2014 Jan
15 Sprints to Release
Product backlog Sprint backlog Product - Potential delivery

STEP 4: NEW FEATURE / CONTENT FREEZE
May Jul Sep Nov
Mar
Apr Jun Aug Oct Dec
2013
Feb
2014 Jan
No New content No New features

STEP 5: M IGRATION & SEO
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2013
Feb
2014 Jan
• Merge/unpublish pages on Original site 3-4 months
before the migration
• Iteratively transform the content and urls on
Original site to keep Google love after migration
• Migrate Content + URLs
• Run the mirror tests (traffic from Original site to
New site)

STEP 6: PLATFORM & PERFORMANCE
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2013
Feb
2014 Jan
Redimension the Platform
Verify the Performance

STEP 7: D7 PROJECT RELEASE
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2013
Feb
2014 Jan

D7 SUPPORT
Mar May Jul Sep Nov
Feb
Apr Jun Aug Oct Dec
2014
Jan 2015
Same objectives:
- Support assistance
- Preventive / Adaptive maintenance
- 24/7 SLA coverage
No Major issues
since Go-live

E-COMMERCE PROJECT
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2014
Feb
2015 Jan
Goals:
- Re-design the E-commerce component
- Improve the Architecture
- Remove manual processes
- New features faster online

STEP 0: SOLUTIONS
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2014
Feb
2015 Jan
OR

STEP 1: BUSINESS REQUIREMENTS
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2014
Feb
2015 Jan
10+ Workshops
300+ User stories collected
1k+ Acceptance Criteria
5 White papers

STEP 2: ARCHITECTURE
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2014
Feb
2015 Jan
OR

STEP 3: PLANNING & DEVELOPMENT
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2014
Partner Solutions
Feb
2015 Jan
Core
Checkout
Payment
Fulfilment Finance & Reporting

STEP 4: PLATFORM
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2014
Feb
2015 Jan
Redimension the Platform to On-board E-commerce
• Faster DB servers
• Extra Front servers for Customer Service & Checkout

STEP 5: RELEASING
May Jul Sep Nov Mar
Apr Jun Aug Oct Dec
2014
Feb
2015 Jan

RESULTS
• Scalable hosting platform
• No downtime
• Stable sales
• Improved user experience, content management
• E-commerce flows optimised

LESSONS LEARNED
• Find a partner that fits with the way your organisation is working
and thinking
• Define the word “Flexible”
• Steering committees is never a waste of time (yes even in good
times)
• Good tracking and documentation system (Jira and Redmine) are a
must have
• Content migration is always taking more time than you expect (for
us it is just a bunch of words, for others it is their baby)
• The ‘3 week sprint approach’ has worked really well

Q&A
Q U E S T I O N S A N D A N S W E R S

BE THE FASTEST HACKER
AND
WIN A PARROT 2.0 DRONE
d8hack.adyax.com

WHAT DID YOU THINK?
H T T P : / / G O O . G L / 9 S 9 U K 9
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Eurail.com : selling train passes online with Drupal

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Eurail.com : selling train passes online with Drupal