The document discusses Adobe's Experience Architecture and approach to customer experience management. It addresses the changing ways customers engage with companies across multiple channels and devices. Adobe proposes building modular experiences and applications using a component model to allow for reuse, customization and multi-screen support. The Experience Architecture is based on principles of modularity, managing all content in a repository, prioritizing context, and developing for the cloud, mobile and social first.

1. The Experience Architecture
Marcel Boucher | Sr. Product Marketing Mgr
@marcelboucher
Craig Randall | Chief Architect, CEM
@craigsmusings
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. End Customers Expect Great User-Centric Experiences
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

3. New Interaction Channels Are Changing How Consumers Engage
Research Receive mobile
Join Facebook
product online ad for product
community for
product
Search online
for product
Receive promo
for product Research accessories
for product
See TV ad
for product
Buy accessories
View video for in store
newer product
Receive
Visit store to get product
help with product updates
Visit store
Buy product for help
online
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 3

4. Explosion of Devices Introduces New Challenges
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4

5. The Customer Experience Management Problem
Mobile Social Web Email Phone Correspondence Print In Person
Sales Marketing Services Customer Support Retail Operations Global Distribution Call Centers
“BACK-END” SYSTEMS OF RECORD (ERP, CRM, ECM, PLM, …)
THE COMPANY
Brand + Business Goal
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

6. Adobe’s Response
THE CUSTOMER
Context + Experience
Mobile Social Web Email Phone Correspondence Print In Person
CUSTOMER EXPERIENCE SOLUTIONS &
ADOBE DIGITAL ENTERPRISE PLATFORM
Sales Marketing Services Customer Support Retail Operations Global Distribution Call Centers
“BACK-END” SYSTEMS OF RECORD (ERP, CRM, ECM, PLM, …)
THE COMPANY
Brand + Business Goal
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

7. Experience-driven Approach
Experiences
(horizontal)
Blueprints
(vertical)
Solutions
(e.g. Web Experience Management, etc.)
Platform
(building blocks)
http://blogs.adobe.com/gary/2011/07/solution-spotlight-a-look-inside-customer-communications.html
http://blogs.adobe.com/gary/2011/08/solution-spotlight-a-look-inside-integrated-content-review.html
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7

8. Multi-channel customer experience
demo
(Vision)
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8

9. Adobe® Digital Enterprise Platform Technology Landscape
ANY CLIENT
ADOBE ADOBE
CREATIVE CUSTOMER EXPERIENCE SOLUTIONS ONLINE
SUITE 5 MARKETING
SUITE
ADOBE DIGITAL ENTERPRISE PLATFORM
ENTERPRISE BACKEND
ERP CRM ECM LDAP RDBMS HR CUSTOM
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

10. Experience Architecture Principles
§ Modularity is key to “better experience faster”
§ Everything is content (and content is managed in a repository)
§ Context is king
§ Cloud first, mobile first, social first
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10

11. Challenge: Composite Applications Are Made from Smaller Components
Online Banking System Quick Access
CRM System
Case Management System
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11

12. Solution: Component Model for Static and Dynamic Applications
UX Components Reusable experiences for
static or dynamic applications
(Presentation / Domain Model / Services)
Composition (developers and
Composite Application Framework business specialists)
Reuse through shared catalog
(Mosaic)
Multi-screen support
Client Component Framework Dynamic loading, versioning,
dependency injection
(Gravity)
Enabling modular development, deploy, test and reuse
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12

13. More on UX Components
§ Architecture
pattern
UX COMPONENT
§ Component
separate from skin Presentation Domain Integration
§ Interfaces in front View
of implementation (Component)
Data Model DataTransferObject
IPresentationModel IServiceDelegate IBackendService
§ Extensibility
§ Interfaces and
domain objects are
PresentationModel
inheritable (Skin)
ServiceDelegateImpl BackendServiceImpl
§ Skins/styles are
replaceable
§ Services are
Infrastructure
injectable
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

14. UX Component-based UI Example
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14

15. Same UX Component-based UI – New Skin and New Data Source
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

16. UX Component Patterns
Client Server
UX Component
Presentation
View Domain & Service
Events
IDomainModel
Foo getFoo()
ADEP RIA Server
Data Binding
setFoo(Foo f)
IPresentationModel
DomainModel
Foo getFoo()
PresentationModel setFoo(Foo f)
{View State}
{Operations} IService
{Events} operation()
ServiceImpl
operation()
Infrastructure UtilityClasses
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16

17. Pattern: Custom View and Presentation Model
Presentation UX Component
CustomView
Events Domain &
Service
Data Binding
IPresentationModel
CustomPresentationModel
{View State}
{Operations}
{Events}
Infrastructure UtilityClasses
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

18. Pattern: Custom Application Façade
Customization Façade
AppDomainModel UX Component
Presentation eRIADomainModel
serviceDelegate Domain & Service
View Events Foo getFoo() IDomainModel
setFoo(Foo f) Foo getFoo()
Data Binding Bar getBar() setFoo(Foo f)
setBar()
IPresentationModel
IPresentationModel DomainModel
Foo getFoo()
setFoo(Foo f)
PresentationModel IServiceDelegate
{View State} operation() IService
{Operations} operation()
{Events}
ServiceDelegateImpl ServiceImpl
backendService
operation()
operation()
Infrastructure UtilityClasses
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18

19. ADEP Experience Server Core Resource-first Request Processing
§ URI decomposition request
§ Resolve the resource Resource
§ Source: request URI Resolver
§ Resolve rendering script Resource
(sling:resourceType)
§ Source: resource type
§ Scripts are wrapped by a generic script Servlet Script
Resolver
§ Create rendering chain
§ Configurable (Servlet) filters
§ Rendering Servlet
Script
§ Invoke rendering chain
response
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

20. Optimized to manage structured and
unstructured content.
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

21. ContextCloud and ContextEngine
Harmonized Profile
Social Network Information
CRM Data
Preferences, Collaborative
Filtering, Interests
ContextCloud
Immediate Page context
Language, Nav Depth
Very “Current”
Environment
Activity Stream Information
Events from SiteCatalyst
Resolved Segments
“Insights”
Simulate. Experiment. Visualize. Extend.
Immediate, Scalable, Client-Sided*
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21

22. Web Experience Management + SiteCatalyst + Test&Target
demo
(How)
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22

23. The Pillars of Customer Experience
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

24. Multi-device World
UserAgentRadical: nokia6170 mms_max_width: 640 ringtone_voices: 4
colors: 65536 mms_mp4: TRUE streaming_3gpp: T
mms_vcalendar: TRUE
fall_back: nokia_generic_series40_dp20 streaming_real_m
j2me_amr: TRUE mms_video: TRUE streaming_video: T
j2me_cldc_1_1: TRUE model_name: 6170 streaming_video_a
j2me_h263: TRUE mp3: TRUE uaprof: http://nds1
j2me_mpeg4: TRUE physical_screen_height: 40 user_agent: Nokia
j2me_screen_height: 160 physical_screen_width: 32 video: TRUE
max_data_rate: 200 playback_3gpp: TRUE video_3gpp: TRUE
max_deck_size: 4194304 playback_acodec_amr: nb video_3gpp2: FAL
max_image_height: 115 playback_mp4: TRUE video_max_height
max_image_width: 122 playback_vcodec_h263_0: 10 video_max_width:
mms_3gpp: TRUE resolution_height: 160 video_mp4: TRUE
mms_max_height: 480 ringtone_amr: TRUE video_preferred_h
mms_max_size: 100000 ringtone_mp3: TRUE video_preferred_w
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24

25. Adobe Provides a Complete Ecosystem for a Mobile First Strategy
Integrate & Analyze &
Create Build / Deploy
Manage Optimize
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25

26. Multi-channel and the Mobile Web with WEM
Go from desktop to mobile design
Emulates devices and features
Detects devices for optimum
experience
Same tools across desktop & mobile
Smartphone
Desktop
Feature Phone
Tablet
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

27. Flash Builder & Flex 4.5.1
Rapidly Build Expressive Mobile, Web & Desktop Experiences
One Tool, One Language, One Codebase
Flex Application Common codebase
AIR
Desktop
OS’s
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

28. Just How Easy Is It?
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28

29. Just How Easy Is It?
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29

30. Just How Easy Is It?
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30

31. Just How Easy Is It?
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31

32. Web 1995
Webmaster
html websites
days Business
word files
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32

33. Apps 2011
App Developer
Webmaster
html websites
days Business
word files
apps ha!!
ppt
+ uncertainty
(third party review process)
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33

34. Updating Deployed Apps Typically Means a Lot of Work
Finance
Corp
Finance Corp “You have
an update…” A full service financial
institution
Home Accounts Home Accounts Support
User Experience
Enterprise Experience
Marketing Requests Development Team App Re-submitted to
Changes Rebuilds App; Recompiles App Stores
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34

35. Use Content Sync to Easily Update Deployed Applications
Finance
User restarts app Corp
Finance Corp
A full service financial
institution
Home Accounts Home Accounts Support
User Experience
Enterprise Experience
Content Sync
HTML
SWF
Images
Documents
Video
Adobe Digital Enterprise Platform
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35

36. Experience Architecture Resources
§ Introductory set of blog posts
http://craigrandall.net/archives/2011/07/adep-architecture-principles/
http://craigrandall.net/archives/2011/06/what-is-xoa/
http://craigrandall.net/archives/2011/06/what-is-a-ux-component/
§ Technical white paper (additional depth)
http://demand.assets.adobe.com/en/downloads/whitepaper/7958.whitepaper.ADEP_Architecture.en.pdf
§ Enterprise developer center
http://www.adobe.com/devnet/enterprise-platform.html
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36

37. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.