[Music] [Travis Melton] Welcome to Adobe Summit. I'm glad you are here. This is the session where we will be discussing the transformation of OneBlood's Donor Experience with a Seamless Digital Ecosystem. My name is Travis Melton. I am from Rightpoint. I am a Solutions Architect at Rightpoint, primarily on the functional side. And this is my dear friend, Kelly. Go ahead. [Kelly Singleton] Yep. My name is Kelly Singleton. I am the Marketing Program Manager at OneBlood. And that's where we all applaud for Kelly. Ah, I like this one.

Kelly has been instrumental in this whole project. Her whole team is here. Actually, Kelly, Matt, and Lisa are all here and they have been a profoundly wonderful team to work with through this whole timeframe. As we jump in here today, we are going to be discussing our two organizations and then kind of walking through what the process was to accomplish what we have accomplished within oneblood.org. - Would you like to-- - Yeah. Yeah. So before we get into how we transformed the experience, I just wanted to give some background on who OneBlood is. We are a non-profit blood center. We collect, manufacture, and distribute blood products to over 300 hospitals. We have 90 fixed locations, so like a brick-and-mortar location where you can walk into donate blood, as well as 200 mobile buses throughout our service area. It's our iconic big red bus, if you've ever seen it. We have to-- In order to meet hospital demand, we have to see roughly 2,500 to 2,700 donors a day. And we collect approximately one million units a year, making us the third largest blood center in the United States. So that gives a little background about what we do. And just to tie it into the keynote speaker, everyone heard about cancer and Pfizer's initiative to help with treatments of cancer. Cancer patients are the number one recipient of blood products, so it's really important that we always have a constant supply. And in order to do that, we really needed a personalized experience. Yes. I can't get through this without sharing a little personal story here. I'm actually-- I traveled out here on Sunday this week. And Sunday was my anniversary. It was my 12th anniversary. And my daughter's seventh birthday was actually on Monday. So I've been here at Summit through both of those occurrences. So I'm looking forward to the doghouse when I get home. But getting to work with OneBlood has been actually kind of a really impactful event in my life because my daughter, when she was 18 months old, was actually diagnosed with cancer. And so having this opportunity to see and to have an impact on actual blood donations that are actually saving people's lives when they're going through that journey has been pretty profound for me. Working within Rightpoint and watching how my organization also works to battle that particular disease has been quite an honor. Rightpoint is a digital experience company. And we have over 10 years of experience working within the Adobe ecosystem. Even before it was called Adobe Experience Manager, we were working in this platform. And we have some really profoundly creative people. And we have some really, just brilliant executionable people. They love and they are very talented at actually building things out. And so it's been a great opportunity to work with Rightpoint. And then to see these two companies work together with Rightpoint and OneBlood and actually achieve this experience has been quite a journey over the course of the last year. Yeah. Kelly, I'd like to ask you, kind of, what were your business objectives as we approached this project? Yeah. So this is a massive experience transformation that we have. So, of course, we wanted to set business objectives in order to meet our goals. Our first one would be workflow optimization. We currently have products that we use, and we'll get into that in just a second. But we wanted to be able to implement products and technology that helped our current workflow process, not hindered it. So that was a really big business objective for us. Next, we really wanted template flexibility. I'm sure all of you in this room know about agile marketing, being able to change marketing communications programs on the spot. We are only as good as yesterday in the blood industry. We cannot collect blood at the first day of the month or the last. We need that content supply every day because blood products do expire. So we definitely needed that template flexibility in order to change our programs and our communications on the spot. Next would be scalability. We are the third largest blood center. We have internal plans to keep continuing to grow. So we need to make sure that the technology stack that we chose was going to be able to scale with us. And then of course, content supply chain, as you can imagine, with 200 buses moving every day, they all have different and unique material, right? There's a different time, a different place where those buses are going. And so we needed to be able to manage from the idea, all the way to creation, and then, of course, at the end. And, like, how did those campaigns do? And last, strategic implementation. We wanted to be set up correctly. We have Adobe products now. We really wanted, when we moved to Adobe further products, need to be set up correctly so that our marketing team can be creative. And that was a huge reason why we chose Rightpoint and the products and the services that they offered to get us to the point where we are today. Beautiful. So why'd you choose Adobe? I think I touched on it a little bit. Obviously, we had really high expectations with our business objectives. But really that workflow is really important to us. We use Adobe Workfront for everything. Everything is managed through Adobe Workfront and that itself was key to keep us organized. Our digital teams and creative teams, they use Creative Cloud. So it was also a product that they currently use. And of course, as you can imagine, and we'll get into how many assets we had, we have a lot of different materials that we have. So they all are currently working together. We wanted a top leading company and a product to help us, so that we can continue to grow our technology stack and be able to scale with us. That's awesome. The technology stack that Kelly just mentioned, they're already using Adobe Wordfront and they wanting to implement into Adobe Assets and Adobe Experience Manager and Adobe Sites and, like, see all of these things start to work together in this perfectly harmonic system. On top of all of that, the thing that really drives the experiences that are on these websites and for these donors is the data that's coming from third-party APIs. And you see on this slide we have four different APIs that we're working with to be able to provide the experiences that we'll be talking about today. Wordfront Connector is one of the first things that we want to touch on. The content supply chain is pretty critical. I've had the opportunity of working with Nick within their organization and seeing how their organization actually works through the development of assets that they're creating to promote the things that they're doing.

It would be an understatement to say that promotion is a small piece of what they do. Promotion is everything for this organization. As Kelly just mentioned, you can't, you're only as good as you were yesterday because you have to be able to get donors in the door donating their blood, so that you can continue to provide the blood before the blood expires, right? That's the whole purpose of all of this. And in the ability to do that, is getting the information or the content in front of your users, so that they are then inspired to, step through the door of that bus or step through the door of the donor center and actually donate. One of the things that I love is that your bus experience is actually, it's profoundly simple. You show up on-site. You sign-in. You sit in a chair. They're friendly. They're smiling. They poke you. That's beside the point. - But-- - I wouldn't call it a poke. It's like a nice gentle process. It's pretty gentle. It is pretty gentle. But it is, I would say its best-in-class from donation experiences that I've been through. And they were looking for something that could create a best-in-class experience on the digital side, so that you have this seamless integration between the two. Doing the Workfront Connector enables all of the Metadata through the entire asset generation process to be synced and linked across every front that it goes through. And then by the time those assets end up inside the DAM, they are all completely approved to be public facing. It gives you the ability to have those workflows that are there and the approval process that is there, so that your users, your authors, your marketeers can then go through their assets implementation and find the assets that they're looking for through dynamic search possibilities and be able to see everything that needs to be there because they've been tagged appropriately through the Workfront Connector. It's pretty impactful to your organization. Yeah. Because before, we would create-- We had Workfront, and we would create all the assets and then they would sit there. And then we'd have to download them and upload them into a new service, right? It wasn't automatic. And then, of course, I'm sure everyone in this room can relate to final, final one, final two, all the different versions of assets that you have. Like, so we really needed a system that once we actually got to the final, final, final, we could have it produced, and it would automatically connect to the assets that our team could use to then publish it online. That's awesome. When we did this assets implementation, we migrated approximately 260,000 assets for their organization. We established a connected DAM. I don't know why I used the word connected DAM. But basically, it's connected on two fronts, through Workfront and then also through Photoshop, through Asset Link. So any asset that's in the DAM can then be plucked from the DAM by a creative to be able to manipulate the asset that's needed. And then it goes through the Workfront workflows to be approved and then resurfaced to the DAM. And then everything that goes through the Workfront workflows has its specific approval process. You can go through the ideation, the creation, the revisions, all of those things that you go through as you're doing this assets creation process. And then you end up having this approved asset that is public facing and it exists in the DAM to be used by any of your content authors. The best thing about this as we mentioned earlier, is that it's searchable. You have a single source of truth for all of your assets, but that single source of truth is searchable. How do you guys do that with your Metadata? So our Metadata is really important to us because as you can imagine, every day we have different promotions. Every year we have different promotions. And sometimes, you may not want to reinvent the wheel, or you want to look back to see what you did last year. So that Workfront job number is key for us to be able to search. Everything that's made underneath that job or campaign or that creation of idea has that job number. So that Metadata stays with the asset from the beginning all the way to the end. What's also really important to us is that we're regionalized. Of course, something that we do potentially in North Carolina is going to be different than something that we do in Florida. So we definitely needed to have searchability with the Metadata by Geolocation, where we did the campaign and then able to find it easily and accessible. So that we really love that because it cut down the process of us trying to figure out where our assets were. That's great. I had the opportunity to have dinner with this team recently and heard a story about a specific-- I guess it was a promotional item that they had created for a specific region, a very specific region in Georgia. And they were talking about this promotional item because it was so unique they would never do this anywhere else. Never. But they were very intentional about doing it in this one place because they knew that it was connecting with their users and connecting with their donors. So the ability that you have, to then connect with your users on that personal level, creating that relationship as an organization on such a level that you're actually tugging on the heartstrings of the individual. You're not just at this high level saying, hey, we're out here making, doing blood donations. You're like down in the in the weeds with the people saying, let's make sure we make a difference. Let's make sure that we have an impact. And OneBlood has done an incredible job of actually engaging with their donors at that level and to become that personalized and that integrated into the communities that they're involved in. Part of that process has been to actually establish this new experience of oneblood.org. And we did this whole thing. We went through a design process. We did the whole implementation on Adobe Experience Manager. Some goals that we had upfront, the modernized design, the dynamic personalized content, responsive layouts, these are things that you hear frequently. Where it starts to get different is when you get into the authenticated donor portal and then this rewards cart and then the localized promotion search. What other items did you kind of look at? What were your big goals as you were looking towards oneblood.org? So besides making this all look really pretty and really complicated FDA regulated, really heavy information look light and easy to follow because it looks fantastic. I mean, registration is easy as one, two, three, right? Everyone's going to come donate blood after this. I'm sure. But our main thing is the find a drive. Yeah. If you don't know where to donate, you're not going to come in to donate. We are living in a world evermore where everyone wants convenience. We want to make it so easy for you to donate blood that you're practically, you don't even know you're going to run into one, so that you can walk on that bus and make a donation and save a life. So it's really important for us, especially as I mentioned before, we have 200 mobile buses that go out daily. They not just change every day. They change two or three times a day. So the location of those blood mobiles are constantly changing, and donors will be able to find them. You might wake up and then you're in your own house and you're like, maybe I'll donate blood here, but then maybe you get stuck running errands. Maybe you want to be able to get a $20 Walmart e-gift card. Having the ability to search wherever you are and finding a location is key in order to get something from somebody that's really hard to get to begin with because not a lot of people are just jumping out of their chairs to donate blood. So Find a Drive is a massive, massive undertaking and it's so important to the success of what we do. Yeah. That's awesome. We worked really hard on this Find a Drive feature on the website. And we needed to make sure that it was easy. We needed to make sure that it utilized Geolocation. We needed to have filters, provide filters to the end user. And we needed to make sure that it provided directions. Because what good's a blood drive notice if you don't know how to get there, right? As we built this thing out, we ended up coming to this point, where we have a Find a Drive feature. It displays this map. I don't know if you can see it very clearly, but this map has a couple of different icons that are on it. It has a bus icon that you can see. And that's the majority of the icons that are there. And then it also has, like, a building icon. The buildings are donor centers. Those are two different types of donation locations, types of donation locations. Man, that gets poetic. These donation locations are really, that's where it becomes critical for the user, to be able to understand where these are, how to get there, what they're going to receive when they get there. And all of these donations are actually, like, they're moments of data. They're packages of data. And we utilized this third-party API from InVita Healthcare Systems where we are-- All of the Drive information that OneBlood does is being populated from OneBlood system into the InVita Healthcare System. And we needed the ability to access all of those drive pieces, all of those drive, all of that drive information. And in essence store it into AEM in a fashion that would not be overloading to AEM and that would also not be overloading to that API. And so what we did is, we had this initial integration where we pulled all the information down. And then beyond that, we started to do a kind of a chronological integration with this data, where we would tap to that API. We'd say, hey, we need the information. And anything that had changed between the previous pull and this pull would actually populate and then store into the system. We stored all of this data into content fragments in AEM. Why content fragments? Content fragments are fundamentally packages of data. And that package of data can then be presented in different formats across a website. So you can use the same contextual information and then present it in different ways across a website. That's why we chose to use content fragments here. It reduced the actual load that we're putting on the servers and it increased the ability to re-circulate that content as needed. As you look here, this is a little bit of a video here. We'll see if it plays. Yeah. It's playing cool. So you can see the map is populated here. All of these drive cards are individual locations. There's, I think, 14,000 drive cards or 14,000 content fragments that we have in their implementation right now. And that will fluctuate on any given day, based on the number of drives that are out there and the number of drives that are scheduled to come. As the user engages with this interaction, they can click on the icons. And it will actually surface the card when they're on a desktop view. And by surfacing that card, they can click to schedule their appointment. Upon scheduling the appointment, it populates the type of donation that the user would want to do, so they can make that choice. In this case, we select the whole blood donation. And then it populates the dates that are available for that specific drive. These are each individual API calls to make sure that we're not double scheduling people and to make sure that we're not double scheduling, so how am I trying to say this? We are not scheduling two people in the same moment, but we're also not scheduling the same person within two timeframes that they will be ineligible to donate. Did you follow that? Okay. Cool. Lots of nods. Thank you for being responsive. I appreciate that. So the user can then go through here. And on each of these API calls, they are getting the specific up-to-date information for that specific drive. And they can select each piece and confirm their appointment. And at that point, it actually populates into their donor portal, which we'll get into here in a second. And then also sends the information through InVita to schedule or book that appointment for them for that specific drive. In the testing phase of this, I know that it works because I scheduled an appointment for myself testing to see if the schedule appointment thing worked. And then it worked. And I forgot to cancel it. And I got a phone call the day that I was supposed to show up for my donation. To confirm that you were going to donate. Yes. But unfortunately, I think it was like 1,500 miles from where you were located. That's correct. Would have been a hard, hard pull, but-- Is there anything that I'm missing here? Anything you'd like to address, Kelly? Well, I think the unique feature of this is that, it makes it so much easier. It's not clunky. Our previous process was really clunky in order to find what donation product you wanted to donate, as well as what times were available. So this gives it a really clean interface so that our donors can make appointments. Appointments aren't necessarily, we're not an appointment driven business. If you walk up to a bus, you will get in and you will donate. We are never going to say no. So but having the ability to schedule, and make it so easy, allowed us for donors to schedule more appointments to better help our operations team, so that we could prepare for how many donors that we think we're going to see. So this was a huge change in the process that allowed our operations team to even further have the ability to predict what or who they might see the next day. So this was a huge, huge help for our current processes. That's awesome. We did a lot of things with this website build. I was joking with the team earlier that it should have been three separate projects, but we tried to do it all in one. And we succeeded, give or take. And so as we went through this process, over the course of a year, we developed this specific Find a Drive feature. This feature in and of itself took a specific engineer, a specific architect, pretty much the entirety of the project to figure out how to make all of these pieces work together. This was unique because some of the items that you guys were requesting to do and this is, kind of preface this by saying, the reason I admire this marketing team so much is because they are thinking well beyond their own technology teams' abilities to implement. And they're looking at it and then the technology team is like, we've got to catch up to this. So they're going and then developing from there. And so OneBlood's marketing team had one piece. And then their technology team went ahead, and they were creating stuff on the fly to make these experiences possible. Marketers that are dreaming into the future are fantastic for the industry. With building this Find a Drive, Tyler Rasmussen was my architect who built this out and he was working with their technology team, with their marketing team and with the InVita team to make sure that all of the API endpoints that are needed to establish this experience were actually available. Many of them were actually being developed on the fly while we were actually coding this thing out. So it was a ridiculous amount of, like, crossflow, overflow work that we were doing throughout this project. It was definitely a challenge, but it was also pretty cool how it ended up. As we jump into the next piece of this, we have the authenticated donor portal. I mentioned earlier that they had a best in class in person experience as donors show up to those buses or to those drive locations to actually do their donation. This donor portal I believe, I think you guys believe as well, makes it a best-in-class digital experience as well. As you can see here, we have their health information that's displayed as a user. We have this user, Joseph here, who has, his health information specifically for him displayed on his screen. As he logs in, he's able to see his blood type, his previous donation count. He's able to see how many lives he has impacted. Donation eligibility. This is a really important feature for their industry. You are not actually eligible to donate within certain timeframes. So they made sure that their users are now aware visually by seeing what, like, when they will next be eligible to do their next donation. It also jumps into a health summary section where you see all of the tests that are actually run on an individual when they show up to do their donation. And it displays that last donation's information. And then the big blue box at the bottom of that health information section is actually the donor rewards section. And so the way, one of the ways that you guys incentivize donations is to provide people with gift cards or points towards receiving a gift card for that donation process. So this will show the user their specific, in essence, bank account of rewards points.

Did you want to speak to challenges? I do. So this is something that we've really tried to focus on the last few years with our donors, right? I'd love to say that everyone donates blood because I know it's going to help somebody. That certainly is the reason why you're donating, but that extra gift card or incentive definitely helps people to come in to donate. So what we've done is try to thank our donors and reward them, so when they do the right product or procedure. So not to get into too many details, but everybody has their own blood type. And based on your blood type, you're potentially a good match for a certain product, whether that would be whole blood or if you know what platelets are. We liked-- As soon as we get you in our system and you donate, we want to try to get you to the right product, so we can maximize the amount of lives that you can impact, right? Depending on your blood type, if you donate whole blood, you can help a certain amount of people. Depending on your blood type, if you donate platelets, you can help a lot more. So we like to educate our donors on that process and get them into these challenges where they have an opportunity to earn even more money, or rewards. I wouldn't call it-- Well, it is their gift cards. Their egift card rewards. So these egift cards, this was a really, really big change for us. Before our donors would get multiple gift cards or a single gift card at one donation, and then maybe they completed a challenge and they got another egift card, and they had to physically type in, like, the barcode number of the gift card and then redeem it one by one. So being able to combine this reward experience and pull in their donation challenges and how often that they have to donate to earn even more rewards was really crucial for us to interact and engage with our donors. Through even donor modeling, we know that if you log into your donor account, you're more likely to come in to donate within the next 30 days. So we push really hard to get people to login, interact with us, so we really wanted to make sure when we did this new donor portal, we designed it to give them information that was really personal to them, to encourage them to go in and check out. Like, yeah, like, let me check out my cholesterol, see how I'm doing. Maybe I can print it out and show my doctor how well I did, or see-- If I donate in 21 days or if I donate in 30 days, I'm going to get nectar incentive to come in. I'm going to book my next appointment. And here's a spot that's right down the road from me that has appointments when I'm eligible. So this whole process of being really personalized, this was our next step in really transforming that donor experience. Yeah. It's interesting we talked about transforming this donor experience into a seamless digital, something. I forgot the title.

This session might have also been well named if we talked about providing unique experiences by data or data driven personalization, something to that effect. Because what we're doing, though, what we are doing here is actually providing a specific experience to a specific user. This is not, like every piece of information that's on the screen right now is going to be specific to that specific donor. It's not going to be kind of uniform or blanket information across every person who logs in. This is very specific to that specific individual. You can even see on that health history chart, you'll see the last series of donations that that user had done and their metrics for them. So the user can actually go in and look at their health history and see how they're doing and track how they're going with all of that, giving them that very personalized experience through the data. How do we get the data? That's the question, right? Everyone wants to have a personalized experience and all personalized experience comes based on data. And where does that data then live? In this particular case, we're talking about health data. We're talking about donation data, drive data, if you will. We're talking about rewards data. And we're talking about an authenticated login. And so we have four different APIs that we need to work with to be able to accomplish all of these things. We have the Find a Drive component that you see here. We have the sign-in process. We have the promotions, donor portal, rewards portal, donation challenges. All these different experiences are being driven by data.

This data exists in a few different locations. We have the InVita API, which is actually the backbone for all of the things that we did on the site. This InVita API gave us the opportunity to do the donor login, the authentication process. So as a user comes to the site, they can log-in through the site by putting in their username and password. And then that triggers a call to the InVita API saying, is this the right person? The InVita API then sends an email because multi-factor authentication is kind of an important deal these days. So it sends an email to that user. The user then gets a code and they put that multi-factor authentication code into the website. At that point, it actually logs them in and establishes a token on the site. So the user is now authenticated into their personal experience. And all of the data that is coming into the site is based off of their specific donor ID. So it's personalized. It's as personalized as personalized can get. Every data piece that comes into the site and every component that's on the site that's yielding that data is giving data specific to that user. If data does not exist for that user, the component does not appear. So we remove experiences when the data is not there for the individual. There's also two different types of people that can log into the site. So as a user approaches the site, they can say I would like to create an account. And if they have never donated before, then that account comes across as a prospect account if we're talking about the backend terminology of the system. It comes across as a prospect account so that OneBlood and InVita can actually track that this user is saying, hey, I'd like to do something, present them a personalized experience, and then encourage them to then donate. All of their information comes into the system. They're obviously checking off all the approval points to be able to say, yes, I agree to you using my information for your marketing purposes. And as they go through that process, then they are now tied into the system, and they are receiving personalized information for their own login. And they are then presented with specific drive locations that are near to them via the Geolocation processes. We also have the, the OneBlood API. The OneBlood API is your internal tech team. This API existed when we started, but then at the same time, it required a substantial amount of increased innovation throughout the process. And I don't see Scott. Is Scott in here? I don't see Scott. No. So Scott was leading their internal tech team through this whole production process of this site. Scott and I have had a lot of interactions where we have worked to ideate together on the best ways, best practices to actually achieve the vision that we're trying to build here. And your team has been incredible and actually building out the infrastructure that was necessary to be able to tie these points together. On one hand, you have all of this user data inside the InVita system, which OneBlood is utilizing and it's important to utilize. But then you also have a bunch of user information that's not necessarily tied to InVita, but it is tied to the user's experience that OneBlood is trying to provide. So we needed a place to store that data. We needed a place to retrieve that data from or a way to retrieve that data from that storage location. And then we needed to be able to populate that into the website. So the OneBlood IT team created this API setup for us to where we could actually pull that data, tied to that donor ID that's in InVita and reference to the information that's in the OneBlood database. And then populate the information onto the experience for the user. This specific API handles the majority of the rewards points setup. So all of the incentivizing of the user, of the donor that is trying to pull the donor or invite the donor to come back and actually do another donation, all of that incentive lays in that rewards points functionality. So critical, critical to have the internal IT team onboard. One of the things that Kelly mentioned to me yesterday was that we didn't know what we needed to be asking of our internal IT team before we got started. And I think that that's a very wise thing to now understand. And to anyone looking to engage in this kind of project moving forward, I would say actually start working with a partner that can help you guide that kind of conversation. Being able to envision what's needed in the future, so that you know what you need to build now to enable that is a really key process. I like to call that technical maturity as an organization. You start to see how you have grown and how you are maturing and then what the road path, the project path is moving forward. The Black Hawk API is the rewards portal. This is the company that actually handles all of the gift cards. And so tying together the OneBlood API and the InVita API and the Blackhawk API, all at the same time is what really creates the rewards portal experience. And then lastly is the Google Map, which the promotions and the Find a Drive are tied to, that the map experience on a site, everyone's like, yeah, it's a map experience, it's a simple thing. But what we're actually doing is tying literally 14,000 different instances or locations into this map and then providing it to the user based off of their specific location. So it gets to be a pretty complex system when you start looking at all the pieces that are trying to flow and work together. Rewards Portal.

Is there anything you wanted to say on this one? Just that it's pretty awesome for our donors. They-- During this whole thing, even with Black Hawk, we actually, if, I don't know if anyone uses gift card services, but you have to apply to be able to use their egift cards. So it was really an amazing process to be able-- In order to get approved, we actually had to show our designs of what the site was going to look like before it was built because all of these brands have standards. Amazon or Starbucks-- Actually, Starbucks is a great example. We actually got the Starbucks account after we showed them our new rewards experience because it was something that they believed would help their brand, right? They don't want to put their brand on something that they believe isn't going to be, not legit, but like isn't going to be as successful. So this Reward Store was huge. It's the very first time we brought rewards into that authenticated donor portal. It was a huge overhaul. This and this like I said, this allowed donors to stack rewards. So if you got a 20 for your first donation and then if you donated platelets seven days later and got another $20, you now have $40 in this new wallet experience. It's no longer two separate egift cards. So this allowed donors basically the flexibility to say, I want to bank my rewards. I'm going to donate six times in three months. I'm going to earn $240. I'm going to take these $240, I'm going to buy however many gift cards I want. I'm gonna do three $5 Starbucks. I'm going to do a $100 Bass Pro Shop. I'm going to do whatever gift cards I want. So this new wallet experience just continues in our mission and our ability to be able to further customize and allow us to give our donors even more choices. I mean $240 to Outback Steakhouse is a couple date nights, at least. It's the way to do it. This experience and building out this experience was really pivotal for this project. It was actually one of the driving factors in the timeline of the project and put us on the path to needing to create all of the things that we created within the timeframe that we created them. And it was tough. I'm not going to lie. It was tough. But this team pulled together and worked together to accomplish this vision. It was pretty incredible. With the rewards store, what you're seeing here is, these gift cards that are displayed across the top. This is the featured gift card component. And then you have the wallet experience that she mentioned. That blue section tells you the number of points or dollars that you have to redeem. You also have the favorites section. Your user can select the cards that are their favorites, and it actually stores that in the OneBlood API that I mentioned earlier. As you scroll down, you see all of the cards that are available. And it comes down into pagination. So you can search the cards by brand or however you need to. When you select the card, it opens that side panel for the item selected. You can choose the value that you're looking to do and then add it to the cart. And then it goes to the checkout experience. And in the checkout experience, obviously, when you click checkout, it submits that information to Black Hawk Network, and then that the actual reward comes back to the user into their inbox, into their email.

I say that, and it sounds pretty simple. Right? I'm seeing more nods. This is good. The reason it sounds simple is because it's designed to be simple. The goal is to create a simple experience for the user, not for the developer, to be clear. The user's experience here is, I want to see the information. I want to be able to process and kind of articulate what I'm looking to do to the computer and say, yes, I want that gift card. And I want it in this amount. And I want it to come to this email address. And then it doesn't. It's very simple. It's easy to use. It's an easy experience. It's an engaging experience. It's something that people are familiar with. There are-- I spent a significant amount of time working in Magento before Adobe Purchased Magento and it became commerce. And the experience through that whole shopping and checkout process was so critical to everything that we were doing as a store, that it was the fundamental thing that people would look at for improvement in their store to increase their user's experience. In this particular case with OneBlood and what we did here, we utilized all Adobe, all Adobe Experience Manager specifically. This is not utilizing commerce. This is just Adobe Experience Manager. We're presenting these products on the page, on that product listing page, they are all gift cards. All of those gift cards, the information about them is imported through an API from Black Hawk Network and then populated into content fragments, so that we don't have to continuously hit that API. As they're populated into these content fragments, then we are able to then surface them in this rewards portal experience. And by surfacing them in this experience, it creates this opportunity for your customers to then engage with it. As the user engages with this, they are looking at-- Obviously, they have logged in through their InVita API, the authenticated login. Then they have come into their experience, and they see the points that they have available, which is referencing all of their donation history through the OneBlood API and pulling in that legacy history and all the point information into the page. And then as they go into the item, like side panel that slides out, and they're selecting their dollar value, it's referencing back to that same history within the OneBlood API, identifying if they have that specific number of points available. And so they're not actually able to insert more points than they have available. And then as the user clicks on selecting the item and then it takes them into this cart experience at the checkout, it does a multitude of actions in this moment. It actually, it submits to Black Hawk Network after it checks with OneBlood to make sure the value is right. And then after it submits to Black Hawk Network, it submits back to OneBlood saying, hey, we submitted to Black Hawk Network. And then Black Hawk Network says, hey, we got this approval. And it submits back to OneBlood API. And so there's this whole, like, network of interaction that happens on the checkout of this site because they're looking to validate that every interaction, every transaction is actually approved, and that every transaction is-- Can you say legal in this moment? Like users are not trying to mess with the system and receive more gift card dollars than they have earned. Following me? Excellent. - Anything else? - Nope. That covers the donor portal. Yes. This rewards portal is awesome. So Brian Smith was our architect that actually worked through this process with Black Hawk Network. And it was a really fun puzzle to actually create. Promotions. Promotions are a big part of what you guys do. Yeah. So promotions are, and this funnel that we developed here with Rightpoint is specifically unique to our organization. So I imagine that you go out and, of course, we're going to give you a thank you gift when you donate. We're going to give you either an egift card or maybe some type of OneBlood gift, like a t-shirt. I'm sure you've heard of, like, the blood donation companies giving out t-shirts. But if you're Carrabbas or potentially a Wabas or a gas station, you might be offering, a $10 gas card or a $20 free appetizer card. These promotions are really important for us to stack rewards for our donors, right? Like, we want to give them an ability to search for what rewards or what, what's in it for me custom. So I can type in my zip code or city, and then instantly will populate results of what's in their area. And what's nice about this too is that they're able to say, okay, I always go to Walmart weekly, so I would like Walmart egift cards. Or I'm doing a date night. Maybe it's at Outback, and I really want that free blooming onion. Whatever it might be, we have all of these promotions specifically regionalized, with specific drives. And this was a unique funnel and actually development that we had to work with because everything is so specific. So drives that offer these promotions are not system wide, typically. There's not all of the Carrabba's in our all areas that are giving out this coupon. So we had to have an ability to state what promotions are going on and what drives half those promotions, and then to populate in their unique search to be able to find a drive that on top of just a location that's convenient for them, they're getting a gift that they also might want as well. Yeah. So this was a huge-- We've had this ability before, but never to this extent, because we were able to develop this in a way that was more user friendly for our donors to find, to really maximize what they get out of their donation. Yeah. That's awesome. This experience, it starts out with this simple search. A user can put in the location that they're looking to find the promotions, and they're saying, what promotions are available in Miramar, Florida? I use this example for Matt over here.

Way too many meetings on this location. And you see all these promotions show up and these are promotions that are specific to that location. So the user can then click on whichever promotion they are looking for. And so we choose Bento in this particular case. And you can see that this promotion page is specifically calling out information about that promotion. It's saying this is what you're going to get. This is where it is. These are the locations that provide this experience. The experience that you're seeing here, this map, looks familiar, I'm sure. This looks like the Find a Drive. This is actually a different component. The Find a Drive itself is accessing all of the drives. It's saying display everything based off of the location and give the opportunity to filter it. This particular experience is looking for all of the drives that are associated with that specific promotion.

So we had to actually architect the component differently. So it's pulling in information based off of particular criteria that we're telling it. All of the promotions within OneBlood are actually referencing a specific ID. It's like a promotion ID. Those promotion IDs, we can actually, in this component, say I'm looking for all of the content fragments that contain this promotion ID. And it will return all of the locations to that page. There's another version of this where we can specifically call out line by line. I would like it to show this promotion and, I'm sorry, this drive and this drive and this drive. And it will show only those three drives. Yeah. That's a unique thing, actually, too. Because you'd think that it would, you just want to pull by promotions. But we obviously partner with a lot of families whether their child has been impacted with cancer or, maybe they passed away and they want to do a blood drive in their honor. They might not have a promotion ID, right? It's a blood drive in honor of these individuals. So there are specific locations that are stepping up in the community that want to host and be part of that drive, so we needed a way to customize which drives that could show up on that specific map. So it worked for promotions as well as other specific drives to our specific needs. So this component was a huge advantage for us to be able to have these dedicated landing pages.

The way that we had to then architect the search changes because your drives, your promotion page here is displaying all of the drives that are associated with that promotion. But the search that's actually accessing an API within InVita, it's saying, hey, what promotions, what drives in my area have promotion IDs? And it comes back with a list of drives, not with a list of promotions. So that list of drives then needs to be referenced with all of the pages that have those promotions on them. So it's actually kind of a mix of a few different searches that are happening to be able to populate the list of promotion pages for the user.

Conclusion. Are we there yet? We're there? We are there. Goodness.

Conclusion. So OneBlood. We built this really fun experience. We had this incredible journey as we mapped everything out. We designed a whole new website. We designed a bunch of experiences. We brought it all together and we executed on it. We delivered it. And things are working. - They are working. - Right there. We have 2,700 donors a day to verify that it's working. Yes. It's beautiful. It's beautiful. A dream. In conclusion, dream. Dream big. The thing that I've enjoyed the most about working with this marketing team is that they are dreamers. They love to think outside of what they have done in the past to figure out something new they can do. And then they think from the perspective of, like, I want to do this. Can the technology be made to make that happen? And the answer is yes. So dream, and then find the right partner to implement it. It's worth your time. Use the content supply chain. As we heard this morning in the keynote, as you've heard today in this session, probably in many other sessions, your content supply chain being optimized through the tools from Adobe is actually a very powerful tool to be able to continue the engagement with your users. Utilizing AEM, Adobe Experience Manager to deliver those experiences, even to present that content that you have created to your users. It's a fantastic tool. It delivers a world class experience. It is-- it is a great way to empower your marketers to achieve the goals that you set before them. And don't be afraid of third-party APIs. A lot of times I've interacted with clients who are like, I have this data, it exists over here. And I have no idea how to get it to be used in my experience. There are tools. There are answers. There are ways to make this happen. So don't be afraid of your third-party APIs. Find a partner who can help you implement it. And go for it. I think it's worth it. I think this experience has proven to me that it's worth implementing with third-party APIs. How to succeed? I added in this slide because I felt like this is a unique opportunity to engage with marketing business professionals, even engineers, from the perspective of, what makes a project work well. And honestly, this partnership that we've had with OneBlood and this team, the ability that we've had to interact, projects are hard. They get really stressful. And having a group of individuals who are dedicated enough, but also emotionally intelligent to be able to stick through those hard conversations is really, really impactful to the outcome of your project. So being vocal in a project is really important. Sorry. I did it-- I told myself I wasn't going to do that, but I just did.

The experience and the expertise that we have as Rightpoint is profound for utilizing Adobe Experience Manager in anything in the Adobe Suite. The experience that you have as marketers for your industry, we don't have it. So I need you to be vocal when you're engaging with your development partner. You have ideas. You have strategies. You have theories. You have experiences that you've dreamt up in your mind, and I need you to be completely honest, transparent, and expressing those things. It creates that level of connection and relationship between you and your development partner that will establish a level of success for your project. So be vocal and share your needs. Don't be afraid to push back on ideas. Requirements. As you start a project, just start by writing down what you think you need. - It's a great place to start. - Yeah. Or what you don't know you don't need. I would say that that was the number one important thing for us is that, we would write down, like, we would like this that does this, but then we didn't realize there's 30 other pieces that were technically part of requirements in order to make that happen. Yeah. So even if you think it's not needed, I would write it down. Yeah. Absolutely. The entirety of the experience needs to be documented before an engineer should start working on it. It just makes things go smoother. Utilize the tools that are available to you, specifically the tools that are from Adobe. Adobe Experience League is a fantastic tool. It has information on how to utilize the products that you're going to be trying to implement. And as you understand how to implement those products or how to-- As you understand how to utilize those products, it gives you then the opportunity to be successful with this last point, your content migration. I met this team a year ago. I'm really excited for this point, everybody just waiting for our compliment. So go ahead, Travis. A year ago is when I met this team. And it was the first thing that I think I said to them, start planning your content migration now. Because it is the thing that I see hold up projects every single time. Every single time. And I know, I know my sales team. I know they're out there saying we need to plan content migration and they're like, no, we've got content migration handled. We'll do that part. And every single time, we end up in a place where we are done developing, and the content is not migrated, and the go live is next week, and the content is not migrated, and we're having fights, and the content is not migrated every single time. This time, this time was different. This team took what I said as actual advice and they implemented it. And they had their content migrated ahead of time, reviewed ahead of time, authenticated ahead of time. Like, they checked everything, and it was beautiful. When we took the site live, it was live. And there was nothing really else to do except fix bugs, bugs happen. - Thousands of pages we did. - Thousands? - Thousands. - Thousands. I think there was, like, 400 blog specific pages and then there was 800-- - Yeah. Testimonials. - Testimonials. - Specific user stories. - Yeah. Of course, we are regulated by the FDA, so we have a ton of information that needs to be displayed, whether that's what is blood, how do you give it, what if I was deferred, how come you turned me away or I might not have been eligible, what does this all mean? Hundreds and thousands of pages that were all developed and launched for the go live. So it is a beast. It is a beast. Because, of course, as marketers, you're like, I'm going to just take every page and we're going to redo it. We're going to take this opportunity to improve. And then, of course, you do that, then you realize, 1,000 pages takes quite a while to review and to update, especially if you want your same tone and voice. So we did take it to heart. - And you executed. - We did. That's beautiful. Find the right partner, it makes all the world. - Thank you all so much for being here. - Thank you so much. We appreciate your time. [Music]