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How TELUS beats
the competition to
market
Content Infrastructure
iPhone X Launch
How TELUS beats the competition to market by replatforming on Content Infrastructure
To Market - beating Apple1st
iPhone X Launch
Rouven & Andrew
Introductions
Andrew Kumar
Product & Practice Lead, Digital Platform
@kumar | andrew.kumar@telus.com
Rouven Wessling
Developer Evangelist
@RouvenWessling | rouven@contentful.com
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
Global
Architecture
Account
Portal
eCommerce [new]
Web Mobile Web Voice [new]
CENTRAL HUB
A reusable, core architecture
for launching new products
TEAMS & BIZ UNITS
Cross-functional teams or
business units collaborate
PRODUCTS & CHANNELS
Engage with customers, experiment
with new technologies, promote the
successes into wider adoption
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
How TELUS beats the competition to market by replatforming on Content Infrastructure
How TELUS beats the competition to market by replatforming on Content Infrastructure
Traditional Enterprise IT
About
TELUS digital
Expertise
Design &
Build
Accessibility Security & Privacy AnalyticsUX & Rapid
Prototyping
“Culture eats
strategy for
breakfast, lunch
and dinner”
- Peter Drucker
How TELUS beats the competition to market by replatforming on Content Infrastructure
TELUS digital
How TELUS beats the competition to market by replatforming on Content Infrastructure
How TELUS beats the competition to market by replatforming on Content Infrastructure
How TELUS beats the competition to market by replatforming on Content Infrastructure
How TELUS beats the competition to market by replatforming on Content Infrastructure
TELUS digital
Land of Broken Toys
Growing Pains
“Snowflakes”
Purpose Built
Tech Debt
Growing Pains
CONSUMER
BUSINESS
MY
ACCOUNT
RUBY ON RAILS
ENGINE YARD AWS (PaaS) TELUS DIGITAL AWS
CMS (COMFY)
PHP ON
CODEIGNITER
(PRIME)
PHP ON CODEIGNITER (PRIME)
BTO
SERVICE
CMS
(LIGER)
BTO
SERVICE
TELUS DIGITAL AWS
BTO
SERVICE
JAVA
CMS HS
(LIGER)CMS (WMD)
TELUS DIGITAL AWS TELUS DIGITAL AWS
PHP ON CODEIGNITER (PRIME)
COMMERCE
(DRUPAL)
BTO
SERVICE
...
CMS
(WMD)
FROGGER | HYDRA |
JSP
FROGGER | TWIGGY
ANGULAR | REACT
BUSINESS CSS | HAML
FROGGER | TWIGGY | ANGULAR
RUBY ON SINATRA
TELUS DIGITAL AWS
VUE
BTO
SERVICE
...
TELUS DIGITAL AWS
NODEJS
CMS
(CONTENTFUL)
THORIUM | REACT
TELUS DIGITAL AWS
JAVA ON
SPRING BOOT
THORIUM | VUE
BTO
SERVICE
...
● Team grew quickly
● Moved quickly
● Operating model evolved
without strong architectural
oversight
● What made us successful to
date did not work at scale
Growing Pains
● Multiple CMSs
● Multiple overlapping CSS files
● No single source of code or design truth
● Teams reinvent the wheel
● Inconsistent customer experience
● Builds and updates take longer
Many teams were building TELUS experiences without an easy way to reuse work, share
ideas, or receive and consume design / code updates.
Content Operations = Incredible Effort
COMFY
LIGER
WMD
DRUPAL
GATHERCONTENT
ADOBE TARGET
STATIC JSON FILES
Mobility and Home Solutions Marketing, Products, Assets
Mobility Products, Plans, Pricing, Offers, Assets
Mobility and Home Solutions Products, Plans, Pricing
Consumer Support Articles
Business Marketing, Products, Plans, Pricing, Support, Assets
Home Solutions Bundling Rules
All Targeting and Personalization Marketing and Assets
Content Store Types of Content
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.
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
SILOED CONTENT DISCONNECTED
Hard to change
Coupled to the CMS’ platform
Monolithic architecture
Templating
Editor
Database
How is a
Content Infrastructure
different?
Content Infrastructure
AGILE
Changes with your software
COMPOSABLE
Microservice architecture
{ API }
Structured content
Independent of
medium and platform
JSON
TELUS digital
Applying Content
Infrastructure
Content Operations = Content Infrastructure
COMFY
LIGER
WMD
DRUPAL
GATHERCONTENT
ADOBE TARGET
STATIC JSON FILES
Mobility and Home Solutions Marketing, Products, Assets
Mobility Products, Plans, Pricing, Offers, Assets
Mobility and Home Solutions Products, Plans, Pricing
Consumer Support Articles
Business Marketing, Products, Plans, Pricing, Support, Assets
Home Solutions Bundling Rules
All Targeting and Personalization Marketing and Assets
Content Store Types of Content
Rationalizing our content stores improved operational efficiency, reusability
and brought consistency to the way our team members manage our products.
CONTENTFUL
Content Operations = Multi Region / Multi Language
13 Regions x 7 Languages (+ default fallbacks) = 98 locales.
Content Infrastructure: Spaces
Products &
Services
Legal Info
Nav, Footer,
Elements
CommsGlobal
Line of
Business
App Deals Accessories
Mobility Home Health Business
Leveraging different tiers of spacing to
intelligently structure content for
reference and reuse.
● Common shared data in global
spaces
● Common shared data within line
of business dedicated spaces
● Common shared data within
customer first functional
applications
Content Infrastructure: Modelling
Page Design
Visual
Component
Specs
Site Map User Flows
Design
Visual Design
User Experience
Information Arch.
Content
Template
Specs
Content
Component
Specs
Content
Tree
Content
Editor Flows
Content
Architecture
Content Modelling
Editor Experience
Workflow
Targeting / SEO / Analytics / Localisation / Regionalization
Editor Roles / Responsibilities
HTML Component
Content
Tree Mgmt
Workflow
Config
Development
Application Arch.
Functional
Non-Functional
Integration
Quality
Operations
Content Modelling
● create models for content
● determine how to reuse content
● define how and which team
members create, edit, and publish
● make it easy to find content
● support change management:
training, documentation, etc.
Content Infrastructure: Product Content
Products &
Services
Legal Info
Nav, Footer,
Elements
Global Line of Business App
Deals AccessoriesMobility
Content Infrastructure: Developer Workflow
Content Infrastructure: Using Data
SEGMENTS
Email / SMS Front-line
(call centre, stores)
Web/App
Social /
Display
Chatbots,
IVR
CUSTOMER
TOUCH POINTS
Digital Platform + Content InfrastructureACTIVATION
OnlineDATA Offline
Digital
Adoption
Cross-sell /
Upsell
Acquisition Onboarding Retention
Content Infrastructure: Personalization
Content Infrastructure: Marketing Applications
Audience / Brands
TELUS, Koodo, Public Mobile
Web, Mobile, Store
Customer & Team Member channels
Digital Tools
Digital Intelligence
Analytics
Collect web usage data
Site Builder Engine
Standards compliant web pages, with
optimized SEO & Performance, easily created
and updated using the Content Management
System
Site Builder
Digital Experience
Marketing Pages
Accelerate
Data
Optimize
Build With
TELUS Design System
NodeJS Framework
Standards
Home Page(s)
Segmentation
Identify Customer Segments
Personalization
Optimize Messaging / Actions
Interactions
Content Management
Content Storage
Content Infrastructure: Application Architecture
Consumer
(Mobile & Home)
Corporate
(About, Annual
Report, DRB)
Business Quebec
Content
Platform
Different data sources
(spaces) with identical
content models
Site Builder
One application to
support marketing
pages and campaign
pages
Deploy
Render through a
view, automate tests,
and deploy to delivery Delivery Platform
TELUS Design System
Health
Consumer
Health
Business
TELUS
International
Koodo Public
Public DSKoodo DS
Automated Testing Platform
Site Builder Engine:
Data Structures, Multilingual, SEO, Regional Specification, Search, Routing, Accessibility, Performance
1:1 Marketing Integrations:
Analytics, Data Layer, Personalization (Audience Manager), Testing (Target), AI (Sensei)
Content Infrastructure: Support Architecture
Audience / Brands
TELUS, Koodo, Public Mobile
Web, Mobile, Store, Bots, IVR, ...
Customer & Team Member channels
Digital Tools
Digital Intelligence
Analytics
Collect data
Knowledge Base Engine
Support content IA Platform that centralizes
and standardized access to support
knowledge, facilitating the creation of any
support type experiences.
Knowledge Base
Digital Experiences
Support Content for Sales
Accelerate
Data
Optimize
Build With
TELUS Design System
NodeJS Framework
Standards
Support Articles for Agents
Interactions
Support Articles on Website
Content Management
Build With
Personalization
Optimize Messaging / Actions
Content Storage
Content Infrastructure: Products, Programs, Practice
Products
Contentful
Platform
Site Builder Message Builder
Redux-Contentful UI Extensions
GraphiQL Article Engine
CLI Migrate & Transform
Programs
Enterprise Comms (ECP) Multicultural TELUS
Legacy CMS Retirement Spaces Consolidation
DRB Revamp TELUS Quebec & Health
Marketing Cloud Integration AI Integration
Practice
Office Hours
Contentful 101 Monthly
Workshops, Guilds
Meeting Mondays
User Success
Support & Tracking Contentful SME Onsite Visits
Account Provisioning Training & Developer Portal
Communications Audits & Quarterly Reviews
Certification Program Collaboration Tools
User Services
Consulting / Advisory Integration Dev Pairing
Data Modelling Critique / Review
Onboarding Quality Assurance
Custom Training Q&A
Lunch & Learns
Meetups & Events
Contentful Community
Blogs, Lessons Learned
Thought Leadership
Visionary Performance Oriented Enablement
Content Infrastructure: Products, Programs, Practice
Products
Contentful
Platform
Site Builder Message Builder
Redux-Contentful UI Extensions
GraphiQL Article Engine
CLI Migrate & Transform
Programs
Enterprise Comms Multicultural TELUS
Legacy CMS Retirement Spaces Consolidation
DRB Revamp TELUS Quebec & Health
Marketing Cloud Integration AI Integration
Practice
Office Hours
Contentful 101 Monthly
Workshops, Guilds
Meeting Mondays Gov
User Success
Support & Tracking Contentful SME Onsite Visits
Account Provisioning Training & Developer Portal
Communications Audits & Quarterly Reviews
Certification Program Collaboration Tools
User Services
Consulting / Advisory Integration Dev Pairing
Data Modelling Critique / Review
Onboarding Quality Assurance
Custom Training Q&A
Lunch & Learns
Meetups & Events
Contentful Community
Blogs, Lessons Learned
Thought Leadership
Visionary Performance Oriented Enablement
Platform satisfies fundamentals: Data Models, Data Storage, Asset Storage, CDN
Products enable quick win customer
experiences, data retrieval,
referencing content between spaces,
moving and transforming data across
spaces.
Programs enable Tech Debt
retirement, increased business
capabilities, increase speed to
market, and present the right content
at the right time for our customers.
User Success enable better
adoption, utilization, and quality of
our Products & Programs.
User Services enable scale,
influence, and incredible tailored
implementation value for partners
such as Quebec, Health, Koodo,
Public, One Source, etc...
Practice
Leadership
raises the bar of
our collective
teams at TELUS
and establishes
TELUS as a
community
leader in tactical
digital
innovation.
Initiatives that solve future
challenges today
Initiatives that improve efficiency
and effectiveness
Initiatives that enable our teams
to succeed
How does
work?
Architecture
Content Modelling
4 APIs are at the foundation of Contentful
Content
Management API
Images API
Content
Delivery API
Content
Preview API
Flexible enough to handle any kind of digital product
Think outside the CMS box
On-ship digital experiences:
kiosks, displays, menus, etc.
Multivariate testing
Learning academy
Microsites
Audio guides
Interactive displays
Immersive website
Super Bowl campaign
Employee training app
Chatbot with product
recommendations
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
How TELUS beats the competition to market by replatforming on Content Infrastructure
To Market - beating Apple, Best Buy, and competitors
Time this has happened (Samsung S8 Launch)2nd
1st
iPhone X Launch - Conversion & Retention
Content Infrastructure: Tech Stack Simplification
WMD
Liger
Comfy
AfterBefore
~112,000
Object oriented content: content objects
created, revised, and published to customers in
Q4 of 2017
Content Infrastructure: Prod Content Object Publish, Edit, Revised
Average software releases per day per
product (up to 400 code deploys daily)
20+
Content Infrastructure: Average Software Releases
Improvement in Digital sales (Q4 of 2017)4x
Content Infrastructure: Digital Sales
PageSpeed improvement (CDN,
CDA, Image Optimization)
30%
Content Infrastructure: PageSpeed
Users: Content
Managers, Product
Owners, Marketers, UX
350 2018 Target for Users1000
Content Infrastructure: User Expansion
Faster to market4x
Content Infrastructure: Speed to Market
Content Infrastructure: Consistent Customer Experiences
Integrated Campaigns Consistent Content All CX touchpoints
Increased conversion by using
consistent content & personalization
14%
Content Infrastructure: Increased Conversion
Turning off Legacy CMS in favour of flexible Content
Infrastructure took costs out of the business.
1
2
3
Content Infrastructure reduced Content Operations
efforts and took costs out of the business.
Object Oriented Content and reuse of content in
support self-service took costs out of the business.Continuous Learning
Content Infrastructure: Just getting started.
4 Personalized and anticipatory experiences increase
conversion and revenue for TELUS.
Andrew Kumar
Product & Practice Lead,
Digital Platform
@kumar | andrew.kumar@telus.com
Rouven Wessling
Developer Evangelist
@RouvenWessling |
rouven@contentful.com

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How TELUS beats the competition to market by replatforming on Content Infrastructure

  • 1. 1 How TELUS beats the competition to market Content Infrastructure
  • 4. To Market - beating Apple1st iPhone X Launch
  • 6. Andrew Kumar Product & Practice Lead, Digital Platform @kumar | andrew.kumar@telus.com Rouven Wessling Developer Evangelist @RouvenWessling | rouven@contentful.com
  • 7. 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.
  • 8. The way software is build is changing
  • 9. Innovators are building digital factories Reusable architectures that enable teams to quickly new products and expand into new channels Global Architecture Account Portal eCommerce [new] Web Mobile Web Voice [new] CENTRAL HUB A reusable, core architecture for launching new products TEAMS & BIZ UNITS Cross-functional teams or business units collaborate PRODUCTS & CHANNELS Engage with customers, experiment with new technologies, promote the successes into wider adoption
  • 10. The leading content infrastructure for digital teams Customers Partners Investors ($45M) Team 160 Employees San Francisco Berlin
  • 11. We’re 160 people from over 40 nations We’re really bad at team pictures
  • 13. Phone Internet Mobile TV Home Security Health IoT
  • 18. Expertise Design & Build Accessibility Security & Privacy AnalyticsUX & Rapid Prototyping
  • 19. “Culture eats strategy for breakfast, lunch and dinner” - Peter Drucker
  • 26. TELUS digital Land of Broken Toys
  • 28. Growing Pains CONSUMER BUSINESS MY ACCOUNT RUBY ON RAILS ENGINE YARD AWS (PaaS) TELUS DIGITAL AWS CMS (COMFY) PHP ON CODEIGNITER (PRIME) PHP ON CODEIGNITER (PRIME) BTO SERVICE CMS (LIGER) BTO SERVICE TELUS DIGITAL AWS BTO SERVICE JAVA CMS HS (LIGER)CMS (WMD) TELUS DIGITAL AWS TELUS DIGITAL AWS PHP ON CODEIGNITER (PRIME) COMMERCE (DRUPAL) BTO SERVICE ... CMS (WMD) FROGGER | HYDRA | JSP FROGGER | TWIGGY ANGULAR | REACT BUSINESS CSS | HAML FROGGER | TWIGGY | ANGULAR RUBY ON SINATRA TELUS DIGITAL AWS VUE BTO SERVICE ... TELUS DIGITAL AWS NODEJS CMS (CONTENTFUL) THORIUM | REACT TELUS DIGITAL AWS JAVA ON SPRING BOOT THORIUM | VUE BTO SERVICE ... ● Team grew quickly ● Moved quickly ● Operating model evolved without strong architectural oversight ● What made us successful to date did not work at scale
  • 29. Growing Pains ● Multiple CMSs ● Multiple overlapping CSS files ● No single source of code or design truth ● Teams reinvent the wheel ● Inconsistent customer experience ● Builds and updates take longer Many teams were building TELUS experiences without an easy way to reuse work, share ideas, or receive and consume design / code updates.
  • 30. Content Operations = Incredible Effort COMFY LIGER WMD DRUPAL GATHERCONTENT ADOBE TARGET STATIC JSON FILES Mobility and Home Solutions Marketing, Products, Assets Mobility Products, Plans, Pricing, Offers, Assets Mobility and Home Solutions Products, Plans, Pricing Consumer Support Articles Business Marketing, Products, Plans, Pricing, Support, Assets Home Solutions Bundling Rules All Targeting and Personalization Marketing and Assets Content Store Types of Content 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.
  • 31. 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
  • 32. “I love my CMS!” said no developer ever.
  • 33. 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
  • 34. Today’s CMS Page-centric model SILOED CONTENT DISCONNECTED Hard to change Coupled to the CMS’ platform Monolithic architecture Templating Editor Database
  • 35. How is a Content Infrastructure different?
  • 36. Content Infrastructure AGILE Changes with your software COMPOSABLE Microservice architecture { API } Structured content Independent of medium and platform JSON
  • 38. Content Operations = Content Infrastructure COMFY LIGER WMD DRUPAL GATHERCONTENT ADOBE TARGET STATIC JSON FILES Mobility and Home Solutions Marketing, Products, Assets Mobility Products, Plans, Pricing, Offers, Assets Mobility and Home Solutions Products, Plans, Pricing Consumer Support Articles Business Marketing, Products, Plans, Pricing, Support, Assets Home Solutions Bundling Rules All Targeting and Personalization Marketing and Assets Content Store Types of Content Rationalizing our content stores improved operational efficiency, reusability and brought consistency to the way our team members manage our products. CONTENTFUL
  • 39. Content Operations = Multi Region / Multi Language 13 Regions x 7 Languages (+ default fallbacks) = 98 locales.
  • 40. Content Infrastructure: Spaces Products & Services Legal Info Nav, Footer, Elements CommsGlobal Line of Business App Deals Accessories Mobility Home Health Business Leveraging different tiers of spacing to intelligently structure content for reference and reuse. ● Common shared data in global spaces ● Common shared data within line of business dedicated spaces ● Common shared data within customer first functional applications
  • 41. Content Infrastructure: Modelling Page Design Visual Component Specs Site Map User Flows Design Visual Design User Experience Information Arch. Content Template Specs Content Component Specs Content Tree Content Editor Flows Content Architecture Content Modelling Editor Experience Workflow Targeting / SEO / Analytics / Localisation / Regionalization Editor Roles / Responsibilities HTML Component Content Tree Mgmt Workflow Config Development Application Arch. Functional Non-Functional Integration Quality Operations Content Modelling ● create models for content ● determine how to reuse content ● define how and which team members create, edit, and publish ● make it easy to find content ● support change management: training, documentation, etc.
  • 42. Content Infrastructure: Product Content Products & Services Legal Info Nav, Footer, Elements Global Line of Business App Deals AccessoriesMobility
  • 44. Content Infrastructure: Using Data SEGMENTS Email / SMS Front-line (call centre, stores) Web/App Social / Display Chatbots, IVR CUSTOMER TOUCH POINTS Digital Platform + Content InfrastructureACTIVATION OnlineDATA Offline Digital Adoption Cross-sell / Upsell Acquisition Onboarding Retention
  • 46. Content Infrastructure: Marketing Applications Audience / Brands TELUS, Koodo, Public Mobile Web, Mobile, Store Customer & Team Member channels Digital Tools Digital Intelligence Analytics Collect web usage data Site Builder Engine Standards compliant web pages, with optimized SEO & Performance, easily created and updated using the Content Management System Site Builder Digital Experience Marketing Pages Accelerate Data Optimize Build With TELUS Design System NodeJS Framework Standards Home Page(s) Segmentation Identify Customer Segments Personalization Optimize Messaging / Actions Interactions Content Management Content Storage
  • 47. Content Infrastructure: Application Architecture Consumer (Mobile & Home) Corporate (About, Annual Report, DRB) Business Quebec Content Platform Different data sources (spaces) with identical content models Site Builder One application to support marketing pages and campaign pages Deploy Render through a view, automate tests, and deploy to delivery Delivery Platform TELUS Design System Health Consumer Health Business TELUS International Koodo Public Public DSKoodo DS Automated Testing Platform Site Builder Engine: Data Structures, Multilingual, SEO, Regional Specification, Search, Routing, Accessibility, Performance 1:1 Marketing Integrations: Analytics, Data Layer, Personalization (Audience Manager), Testing (Target), AI (Sensei)
  • 48. Content Infrastructure: Support Architecture Audience / Brands TELUS, Koodo, Public Mobile Web, Mobile, Store, Bots, IVR, ... Customer & Team Member channels Digital Tools Digital Intelligence Analytics Collect data Knowledge Base Engine Support content IA Platform that centralizes and standardized access to support knowledge, facilitating the creation of any support type experiences. Knowledge Base Digital Experiences Support Content for Sales Accelerate Data Optimize Build With TELUS Design System NodeJS Framework Standards Support Articles for Agents Interactions Support Articles on Website Content Management Build With Personalization Optimize Messaging / Actions Content Storage
  • 49. Content Infrastructure: Products, Programs, Practice Products Contentful Platform Site Builder Message Builder Redux-Contentful UI Extensions GraphiQL Article Engine CLI Migrate & Transform Programs Enterprise Comms (ECP) Multicultural TELUS Legacy CMS Retirement Spaces Consolidation DRB Revamp TELUS Quebec & Health Marketing Cloud Integration AI Integration Practice Office Hours Contentful 101 Monthly Workshops, Guilds Meeting Mondays User Success Support & Tracking Contentful SME Onsite Visits Account Provisioning Training & Developer Portal Communications Audits & Quarterly Reviews Certification Program Collaboration Tools User Services Consulting / Advisory Integration Dev Pairing Data Modelling Critique / Review Onboarding Quality Assurance Custom Training Q&A Lunch & Learns Meetups & Events Contentful Community Blogs, Lessons Learned Thought Leadership Visionary Performance Oriented Enablement
  • 50. Content Infrastructure: Products, Programs, Practice Products Contentful Platform Site Builder Message Builder Redux-Contentful UI Extensions GraphiQL Article Engine CLI Migrate & Transform Programs Enterprise Comms Multicultural TELUS Legacy CMS Retirement Spaces Consolidation DRB Revamp TELUS Quebec & Health Marketing Cloud Integration AI Integration Practice Office Hours Contentful 101 Monthly Workshops, Guilds Meeting Mondays Gov User Success Support & Tracking Contentful SME Onsite Visits Account Provisioning Training & Developer Portal Communications Audits & Quarterly Reviews Certification Program Collaboration Tools User Services Consulting / Advisory Integration Dev Pairing Data Modelling Critique / Review Onboarding Quality Assurance Custom Training Q&A Lunch & Learns Meetups & Events Contentful Community Blogs, Lessons Learned Thought Leadership Visionary Performance Oriented Enablement Platform satisfies fundamentals: Data Models, Data Storage, Asset Storage, CDN Products enable quick win customer experiences, data retrieval, referencing content between spaces, moving and transforming data across spaces. Programs enable Tech Debt retirement, increased business capabilities, increase speed to market, and present the right content at the right time for our customers. User Success enable better adoption, utilization, and quality of our Products & Programs. User Services enable scale, influence, and incredible tailored implementation value for partners such as Quebec, Health, Koodo, Public, One Source, etc... Practice Leadership raises the bar of our collective teams at TELUS and establishes TELUS as a community leader in tactical digital innovation. Initiatives that solve future challenges today Initiatives that improve efficiency and effectiveness Initiatives that enable our teams to succeed
  • 54. 4 APIs are at the foundation of Contentful Content Management API Images API Content Delivery API Content Preview API
  • 55. Flexible enough to handle any kind of digital product Think outside the CMS box On-ship digital experiences: kiosks, displays, menus, etc. Multivariate testing Learning academy Microsites Audio guides Interactive displays Immersive website Super Bowl campaign Employee training app Chatbot with product recommendations
  • 56. 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); }
  • 57. 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] } } }); };
  • 59. Plays well with others
  • 63. iPhone X Launch - Social
  • 65. To Market - beating Apple, Best Buy, and competitors Time this has happened (Samsung S8 Launch)2nd 1st iPhone X Launch - Conversion & Retention
  • 66. Content Infrastructure: Tech Stack Simplification WMD Liger Comfy AfterBefore
  • 67. ~112,000 Object oriented content: content objects created, revised, and published to customers in Q4 of 2017 Content Infrastructure: Prod Content Object Publish, Edit, Revised
  • 68. Average software releases per day per product (up to 400 code deploys daily) 20+ Content Infrastructure: Average Software Releases
  • 69. Improvement in Digital sales (Q4 of 2017)4x Content Infrastructure: Digital Sales
  • 70. PageSpeed improvement (CDN, CDA, Image Optimization) 30% Content Infrastructure: PageSpeed
  • 71. Users: Content Managers, Product Owners, Marketers, UX 350 2018 Target for Users1000 Content Infrastructure: User Expansion
  • 72. Faster to market4x Content Infrastructure: Speed to Market
  • 73. Content Infrastructure: Consistent Customer Experiences Integrated Campaigns Consistent Content All CX touchpoints
  • 74. Increased conversion by using consistent content & personalization 14% Content Infrastructure: Increased Conversion
  • 75. Turning off Legacy CMS in favour of flexible Content Infrastructure took costs out of the business. 1 2 3 Content Infrastructure reduced Content Operations efforts and took costs out of the business. Object Oriented Content and reuse of content in support self-service took costs out of the business.Continuous Learning Content Infrastructure: Just getting started. 4 Personalized and anticipatory experiences increase conversion and revenue for TELUS.
  • 76. Andrew Kumar Product & Practice Lead, Digital Platform @kumar | andrew.kumar@telus.com Rouven Wessling Developer Evangelist @RouvenWessling | rouven@contentful.com