[Music] [Nikunj Merchant] Welcome, everyone.
Thank you for joining us this afternoon.
It's been a wonderful Summit so far. I hope everyone's having a good time. Is everyone having a good time? Little bit more energy. Everyone having a good time? There we go. Perfect. Thank you so much for joining us. This is one of our first customer sessions. Today, we're going to talk about a very interesting case study. And so my name is Nikunj Merchant. I'm a part of the AEM site's Product Marketing and Strategy team. I'm joined by Kapil Gupta, who's the vice president of IT at UPS, and Sean Steimer, who's one of our senior software engineers at Adobe. And, today we're going to talk about how UPS modernized their global website. And so I'm going to start off by talking a little bit about the evolving role of content and why content is different for organizations today and what they need to keep in mind as they embark on a variety of digital transformation initiatives and why content is the center of it all. Thereafter, we're going to have Kapil and Sean talk about how the UPS implementation went, see how the solution actually looks like in real life, and then we'll put some time there to take some questions from the audience. We're anticipating we'll go about 40-ish, 40-45 minutes and then have ample time for Q&A. And if you don't get your questions answered, feel free to walk up to us once the session's done. We're more than happy to have a chat. But with that, is everyone okay if I begin? [Man] Yes. [Man] All right. Perfect. A couple of housekeeping items before I start. So we'll go through the entire presentation. Keep your questions in mind. There's a bunch of different microphones in the aisle. When we get to the Q and A section, do feel free to come up to the microphones and ask your questions. We'll be happy to take them then. With that being said, let's start off with a very interesting topic. Right? Who out here, by a show of hands, remembers their wedding? Looking at how quickly hands went up, I'm sure everyone loved their wedding, didn't they? Now second question, who remembers planning their wedding? And tell me it wasn't like this.
Would you all agree that planning your wedding was difficult? Right? And it is because, well, wedding planning is not simple. You have people arriving from all over the world, people coming from different cities, some are flying, some are driving. You have so many different stakeholders. You've got caterers, you've got hotels and accommodations. You have to think of activities. You've got to consider dietary restrictions and needs. You've got to arrange transport. And guess what? If you miss a single detail, it can make or break the entire experience, right? It can derail the entire event. And every moment really counts and every detail matters. And so you're trying to coordinate schedules. You're trying to make sure your guests are arriving on time. You're trying to make sure the food is fresh. You're trying to make sure the ice sculpture doesn't melt. You're trying to make sure your flowers are not dead. You're constantly having to update people on plans. This keeps happening, right? It's not easy. And guess what makes it even more difficult? It's so difficult because now you have your caterer who only takes orders by the phone. You have your guests that are reaching out to you constantly via text message and social media. You have your florist that has a website and requires that you go on their website to place an order. You have all these different systems all over the place that you have to contend with, right? Just now imagine for a second what this means in terms of complexity. If planning one wedding was this difficult, multiply the number of systems by dozens, right? Imagine the complexity across dozens of systems across thousands of different routes across millions of customers. Right? And that is the complexity that organizations like UPS have to deal with every single day. And so we're in a world today where the landscape is really changing for customers, right? Customers really want more. They're expecting that you have really fast websites. They want seamless experiences. Like no matter where they access your information, they want to be able to access it across multiple channels, but they also want to be able to get to the right information faster. They expect brands to know what they want before they even, know what they want sometimes. They expect brands to preempt their intent. And all in a world where there's an increased emphasis on privacy, and there just isn't that much information available for brands to be able to make these decisions with.
But also in a world where these trends have meant that the entire landscape of the industry is changing. There's a bunch of new industry trends that are emerging. Lots of you would have heard of-- How many of you here has used ChatGPT or Bing or some version of a platform of that sort in recent days? I see a whole bunch of hands.
In earlier days, when you thought of creating content for web experiences, you said, "Okay, I'm going to create all these different pieces of content that's going to align to all the different people that are visiting my website." Now we're in a world where a lot of these interactions can happen off your website as well. So if you go on to Google and you ask a question, there's a pretty strong likelihood that there'll be a response in front of you before you even get your website in the first place, right? And there's this shift from focusing just on SEO to focusing on both SEO and the term that we use is GEO or generative engine optimization. The idea here being that if in the past you just needed more content to personalize, you're now in a world where you need even more content because you expect that these engines, these platforms, these tools are scraping your website and providing answers about your brand even before they get to your website, right? And so it also means that you need to have a scalable way of creating more content, right? It's really you're trying to get to this content faster. You want to make the entire process more efficient because you just need that much more.
But also in a world where customers want to take matters into their own hands. They want to be the ones that are actually orchestrating experiences themselves. They want to define what their interaction with the brand should look like. And all in a world where, when you're using these AI tools, there's an underlying expectation of trust and authenticity. How do you remain trustworthy? How do you remain authentic in a world where a lot of content that may or may not be created by an individual in your team.
All this goes to show that content, the role of content in the industry is changing.
For organizations now, but as earlier, content was all about, hey, conveying some information. Content today is now critical. It's at the very center of a business for an organization strategy. Content is helping not just define what your strategy should be but also drive outcomes that matter to your business. And so that's why content is really, really important. But it also means that you think of the way organizations are managing their content today, it's not enough. If all you wanted to do with your content is just build and manage and deliver content across multiple channels, you know what, any platform can do that. That's table stakes in today's day and age. But we still have so many customers across the thousands of customers that we have at AEM sites. We still have heard over the years customers say things like it's taking us too long to build content. Our web pages aren't performant enough. We're spending so much time with the downtime, and we're losing lots of money to maintenance. We don't have our workflows built out properly. We're spending so much money, we just don't know what works. How do we drive ROI? Right? These are the sentiments that we hear on a regular basis from organizations using a variety of different tools. And in response to this, we decided that we wanted to change at a product level. And we launched in 2023, we launched Edge Delivery Services. How many of you out here are familiar with the term Edge Delivery Services? That's great. Last year when I asked the same question to my audience, I had much fewer hands. So now I'm happy. It means that we're doing something good.
Edge Delivery Services has been one of the latest innovations that we brought to market. It is an innovation that's built on top of AEM as a cloud service. It is also the innovation which has seen the fastest uptake of any of our delivery models in the past. We have in a matter of time, just in a short period of time from August of 2023, we've seen about 400 to 500 more customers just onboard in such a short period of time. And so Edge Delivery Services is basically about a few different things.
For starters, Edge Delivery Services is a set of innovations that is helping customers build more intent driven experiences. What does this mean? It means the ability to create experiences upfront that you know are going to win, that are powered by AI, and can preempt customer intent. Edge Delivery Services provides a solution that can ensure that any experiences that you put out there are impactful. They're optimized on an ongoing basis, and they can be sent across every single channel. And the whole idea is you want to be able to make a difference to metrics that actually matter to your business, whether they be driving conversion, traffic, engagement, so on and so forth. And all of this being underpinned by the fact that we want customers to be able to get value faster. How do we help customers accelerate the processes of migration, onboarding, ongoing development and maintenance? Well, how do we reduce the time it takes for all of these processes to happen on an ongoing basis? And so the best way to actually introduce you folks to Edge Delivery Services and some of the innovations that we have is to actually hand it over to Kapil and UPS to walk us through the UPS story. - Kapil? - [Kapil Gupta] Right. - Yeah. - Hey. Hi, everyone. So I think Nikunj did an awesome job going over AEM and what is Edge Delivery Services. And looks like everyone, a lot of people here know about it.
Okay. So what we'll talk about here is what I will at least talk is like how did UPS use the Edge Delivery Services or how did we move from modernizing our experience, right, what we had last year and what we have we done in this year? So a little bit about UPS. I'm sure everyone knows about UPS. It's one of the largest package delivery company in the whole world. So if you look at the scale, we have an employee base, who are delivering packages to everyone's home. That is what I'm sure everyone would have seen, but there's a huge operations behind the scenes where we pretty much like, we run almost like 300 aircraft. Just getting the packages from different parts of the world to US and back and forth. We operate across 200 plus countries. And so, as you can imagine, the amount of work that we have to do even on the digital side to make sure that everyone has the right content across the board. It's gigantic.
Looking like 22 million packages delivered daily. That's the number of packages we deliver daily. So now there's an operation as I was talking about behind the scenes. Who is running around in the hubs, on the trucks making sure you get what you get on time, on when you are expecting a package. And then we have the shippers who want the same type of experience for their customers.
Both the recipients and the shippers are really depending upon UPS to make sure this whole end to end life cycle of a package works very, very well. So the overall like, what I call is-- From a UPS person, we deliver what it matters to the customers. One fun fact, which a lot of it, which I also did not know earlier is UPS moves 6% of US GDP. So the overall, if you think about it, if you have a $30, $20 GDP for US, 6% of UPS moves around across the world and within US. So, it's pretty big thing that as you can imagine that we have to almost deal with on a daily basis.
So now if I think about the UPS goals, what we're looking for from the digital experience. So what we want and this is what we have always tried for is a seamless digital experience both for the customers and the employees. So we have millions of customers coming to the website, going to our mobile app, even using the APIs that we publish on a daily basis. So you have 15 million customers pretty much coming to just track their package on the website itself. Then as I said, we have APIs that the shippers use to show that package location. Whether you go to Amazon, whether you go to any of the other website, you have to see a tracking of where your packages. So the overall experience, whether it is for the customers and employees is a big thing. And when I say employees, as I was talking about earlier, we have the drivers who are on the trucks delivering the packages. They need to know what they're delivering and that as they, let's say, are on the way, the real time information needs to flow for the customers on the website and across the board where that delivery driver is, right? So that overall experience has to come together for both of them. Then revenue like as a company, we all are focused on revenue. And so from an online perspective, we have a x number of billion dollars of business that we do online itself from a shipping perspective. So huge opportunity we have, if we give a personalized experience to our customers, they can ship easily as sooner they come on the website, they go on the mobile app. That is one of the key things for us to have a very seamless experience and personal experience to grow that revenue. Of course reducing cost, if you look from a self-service perspective on the website, you want to give all the capabilities on the website, so all on mobile app as I say on the digital properties. So the customers can do what they need to do online versus having to call for everything, right? We have our call centers, where if there's a complex issue, people call in. But we want to make it very easy and simple for our customers, right? On the website itself, they can do themselves. So the modernization of the experience, modernization of the capabilities that we have, that has become very, very important for us. And last and not the least, which is we have millions of people coming. So we have to do personalization at scale. We don't want the customer to, every customer to see the exact same thing. Because we are moving across, first of all, 200 plus countries, so we can't show the same content, but we can't build different content for everyone. So how do we build reusable content and give personal experience at scale without expending a lot of manpower? I think that was one of the key things. And so these were really the goals that we were looking for when we were looking for a good streamer solution. So I think scope of complexity, I described earlier, but in the website, we have I would say around 20,000 plus pages that are across 200 plus countries. And we have reduced quite a lot of content as such. So, let's say tomorrow, if I have to put some new rates in India or in China or in Romania, I have to have a way to push that content much more quickly. You don't have days to push content, right? So you have literally pretty much hours to push content so the plus, customers can see those rates, look at the new pricing very, very quickly. So the complexity, as you can imagine, and the rules are different in Europe. Rules are different in US. Rules are different in China. Rules are different in India, right? So you have to deal with all those rules, and that's where the complexity lies. Second, the other concept that we have to have are given the amount of traffic we get, it has to be extremely fast.
What we were looking for, at least when we were building this was Lighthouse Google Lighthouse score. I'm sure everyone is aware of the CWV as well. But the Google Lighthouse score of almost 90, which really means that the pages have to load under 2.5 seconds. That is the big deal, which also really means that we have to really optimize everything as the content is pushed on the front end. So that is another complex part and, with the millions of hits we are getting concurrently and millions of hits are not just concurrently, but still is a high concurrency that we have to observe. So we wanted to get the content as much as possible on the edge itself. Third is translations. If you think about it again, you are at 200 plus countries, and within a country itself, you have multiple languages, multiple dialects. So we have to deal with all this content that we are pushing and translate also that content more dynamically as well as in the static way also. You don't need dynamic content all the time. So, those translations were extremely important. Well, how do we automate that versus having to wait for some translation to happen, which will take three days before I can even push my content. So that was one of the big things from a translation. How do we automate that? So I would say these are three big things. And now if we look at the solution requirement, so when you look for the CMS system, you are looking for something where you can easily push content. Like, you have your dev environment, you have your testimonial production. So when you look at your CICD pipeline, it takes days to do something. And the old sort of publish model. So ease of use was one big thing so that I can really create content pretty fast, create my reusable components pretty fast. And compose pages versus doing where I can push things very fast. Personalization is we talked about it earlier, it has to be in-built. So we personalize content today.
But we were looking for more of, let's call it, hyper personalization, where we are using the audiences. And let's say if I'm an enterprise shipper, if I am coming to the website, they are seeing content that is relevant to them. If I am just looking to ship from as an individual shipper as a consumer, if I'm just have to ship something from A to B, I'm able to see that audience and show that right content and personalize that content. Omnichannel capability. So that's pretty huge, as you can imagine in today's world. It's all about the moments of excellence for us. Whether I go to mobile app, whether I go to ups.com, whether I use an API, whether I call in, whether I go to store, how do we make sure that everything is coming together for the customer? The customer is in the center for us. Want to make sure they are getting the best experience, right, so that omnichannel becomes important when you look at such a new solution.
Process efficiencies, we talked about that more, but that was pretty huge for us. And how did we achieve it? We'll talk about that more as well. So that was like the four key things from marketing. Like if it's a marketing organization looking for it, they want all those things so that they can operate very efficiently. Now from a technology perspective and a dev, I'm a technologist. So from a technology perspective, how can I move away from a data like we-- In my data center, how can I use a SaaS platform. A SaaS solution which I don't need to update every two months or every six months and need to worry about how will I go from version A to version B. That's something we didn't-- That's not our core business, so that's not something we want to do. And so the ease of updates and getting these new capabilities in the product was very, very important for us.
Transitioning to cutting edge infrastructure. So I talked about it earlier. Instead of delivering content from our data centers where you are hitting your origin servers, you are sort of-- We started to move all the content on the edge with the CDN. I'm sure a lot of people are doing that. Caching the content on the CDN. But we want to take it to the next level so that we can cache even the components on the Edge side of [INAUDIBLE] so that when we are loading stuff, we are able to load these components versus actually just content assets. Site performance, pretty, pretty huge for us. SEO of course Google ranks the pages using how fast your pages are loading. So, of course, as any other company, we spend money on page search, but we want to get by loading pages fast, we will get more from an organic search. So this is very, very important for us, where the pages are loading fast. Back end integration. So we talked about how can I easily integrate my API, whether it is tracking a package, shipping a package? And build this reusable component that I can take even beyond my website. I can create these components that I can actually stick into different places versus just UPS. So that's like our thinking, like, how can we make it easy because I can take this components, stick it on different pages versus having to create them again and again. So some of the key solution requirement that we were looking for.
Now if you look at the migration approach. So we started talking looking at a media, Sean, a lot in, I would say, July time frame last year. It was July. That's when we started looking, okay, what is the best solution for us? How can we get all these benefit that I just talked about. And we sort of dialed on onto the EDS, which was really very new, I would say. Pretty new last year. And we said, okay, we can sort of-- This is what we want though because that gives us a lot of those the eight things that we had earlier.
Performance as well as ease of use as a cloud native, all of that into one single package. So we want to do an MVP, put the foundation together. So we started in July, we're working very, very closely, pretty much in a war room setting with the Adobe engineering, with the UPS engineering team, as well as the ACS team on the Adobe side. And we started looking, okay, what do we want to as a foundational platform. And we decided was that-- So UPS has a peak as everyone would know in November and December. November, that's where you have Thanksgiving. So we don't anything on everything that we do at a scale like this, it has to be done before that. Or after that, you don't want to make changes because the peak, the traffic doubles, everything doubles. Everyone is relying on their package tracking, coming to the website, figuring out where my packet, there cannot be any issue at that point in time. So our approach was that we need to get this out by October end. And our MVP was I would say very, very aggressive. They wanted to have our homepage, which is one of the, I would say, largest traffic page within ups.com, across 200 countries by October.
And it has like a number of components-- If you go to ups.com, you'll see you have a tracking component where it is integrated with the tracking API, then you're shipping component. You have multiple components. And that too across 200 plus countries. Not just the US but across every country. So that was our MVP.
We sort of sat down in the room. I think one of the key things said was that, okay, we need to figure out what reusable components we will build because without the reusability, it's extremely difficult to compose pages and go at the speed that we want it to go. So I think that was one of the key thing that we started with. And then it was just that all the teams working together and making it happen. I think one of the learnings that we had, I would say, was that API integration. So how do you integrate your API while you're building this reasonable component, right, that you're sticking in all these pages. And we'll talk more about it because with EDS, your approach sort of changes from instead of a server side integration, you are doing client side integration of your API. That's the big paradigm change as you go from the traditional AEM to EDS. And now you have to think about your API authentication. You can't just put it on a web page and just start calling your API. And I'm sure everyone sort of knows about that. So that was one of the biggest challenge for us, how do we go from server side to client side? And because the important thing was why we did that was because that's what would give us good page performance and that's what we needed for SEO.
So now if you see from the milestones perspective, we have sort of 20,000 plus pages. And those pages are different variants in different countries. Then we have 50 plus applications that are running on this whole platform. So also we are looking for a headless CMS. We don't want to go with the full headful CMS. So what really that means is I'm building an API which each application can just consume content from, instead of creating like these headers and footers. So then applications are independent of the content creation part. I can consume content without knowing where that content is coming from. And I didn't talk about it earlier, but that was one of the key things that we would also look at, move into a headless CMS moving out of headful CMS altogether. Although we do use it a little bit still, but that is the ultimate goal.
So moving on, some key results. So I wanted to share this with you, like, from a performance perspective.
Last year when we started, which was in-- So we took this measurement in October 2024. So if you see on the left hand side, this was the lighthouse course that we had at that point in time. So we were at 3.2 seconds for the LCP and then INP and then CLS. These are three components of code web vitals. So if you're seeing from a Google perspective, we had sort of failed. But now we did a ton of improvement from a caching perspective, from optimizing the assets that the images, compression and all of that. And as you move content to the CDN and start optimizing your third party script, which every website has. Like, to me, that is one of the biggest thing that you need to always opt in your third party scripts. So these are the latest wizard as of, I would say, last week. Where we have now in the green, pretty much all the things are in green. And LCP is around 2.3 and so now we are in a past state for Google, and our Lighthouse scores have improved quite a bit. We have a goal of a Lighthouse score of 90. So that's the ultimate goal, we are working towards it. I think we have made pretty good progress on that given if you see all these results. And this is mobile, by the way. Mobile LCP. So usually on a mobile platform, it is much more difficult. When you're on a phone, it's much more difficult to improve, versus a desktop. I'm sure, like, if you run your lighthouse for a desktop app for a desktop dot web or to mobile, you will always see it's just more difficult for mobile. So this is where we are-- Desktop looks actually better than this.
But this is I would say one of the key thing that we have sort of achieved from a performance perspective.
Now let's talk about experience creation. And we will do some demos with Sean. But big thing, right, was, as I talked about in the beginning, how can I-- The goal always was how can I move faster. How can I create my experiences faster, the pages that we have to create in US or in Croatia or in Italy? Different content, different translation, different languages, like, how can I go faster about it? So the tools that we looked at within the whole AEM platform or ADS platform is where I can build these things and compose these and I can-- And if you see on the right hand side, this is the universal editor. So on the right hand, I can I can configure all of this and align them with the audiences also, actually. For this audience, for this locale, show this.
So that's something that we are getting that is helping us move faster as we are migrating the pages. It has an integration with the DAM also. It will be DAM which really means all the assets are in one place. And we can pull these assets within this interface itself where I can say, okay, this image, this is a brand image because when you look at your brand team which will have all these assets that need to be used in a specific format, and so that we are maintaining that bank guidelines. So all of that is available within the tool itself. So I can just pick and choose and you'll start dropping things. So drag and drop, pretty much. Personalization is inbuilt. We don't use the Adobe Audience Manager. We have a different tool for personalization. But the segments that we use because we have integrated that within the tool. So I can see all these audiences in the segments right within the tool. So it is, I think, I would say, pretty good integration with third party personalization tools as well, which is one of the key thing that we are also looking for. We didn't want to just change our personalization framework itself. But I can pull those audiences and align those audiences during content creation.
So we'll give it to Sean, and he will go through what we have done.
[Sean Steimer] Yeah. I'll just expand a little bit on what Kapil said. So I have a demo video here. I'll get that playing while I talk a little bit about what you're seeing.
So just sort of a general note to start, all of the content we're showing here is it does align to real scenarios, but some of it is demonstration content, not necessarily actual real UPS content.
To start, we wanted to make it as easy and as seamless as possible for authors to get in, get to the changes they want to make, make them and publish them, and get out. So the first thing you saw there is the use of the AEM sidekick, they click the edit button takes them right into Universal Editor, deep links them right into the page that they were looking at. So if they're on a page, they notice a content change they want to make, whatever, get right in and get to what they want to do.
Within Universal Editor, there's sort of this two-way live view, I think of it, as like the easy way for authors to find the content they want to edit. So on the right, you have the structured tree view. You expand and find different pieces of content. If you click on a section, it scrolls the live preview to that section. Click on a piece of content on the page, and it takes you to that section within the structured tree view. So you can sign it really easily for an author, associate those two things together, find what you want to edit, make the changes, etcetera. When it comes time to actually editing things for text elements and other similar things, you can just double click, edit things right in line, do what you need to do for things like button styles from a drop down or selecting images. That's where you would use the properties rail. The other thing that you're seeing right now is the integration with AEM assets. So while we do want to make things as easy as possible, there's also an element of maintaining governance and process and things of that nature that has to go along with this to make sure that the content that actually does get published fits brand guidelines and all of those things. So this asset integration, all you see here are images that have already been reviewed and approved and ready to be used on the website.
And you can search within it. You can sort based upon modified date or size or just depending upon what image you're looking for gives you a way to easily find the image you're looking for. Once you're ready, you select an image, and you'll see that image right within the page itself.
Assuming you're good with that, you can also preview across not only here but across different device types. You can see what this is going to look like on mobile, on tablet, on desktop, as well as viewing a full external preview that takes away some of the editor Chrome around the page that Universal Editor puts there. And then once you're ready, you can publish the pasted page as well. It isn't necessarily called out here, but right here, you see that there's two different teaser banners here. That's where this CDP based personalization comes into play. So the author can actually multiple author different variations of content and then tag that content to different segments from within the CDP. And then as a user, you're only going to see one of those banners, depending upon which CDP segments you fall into. And as an author from that preview, we also give you the ability to preview the page as different, as a member of different segments. You can see once you've set up those CDP content variations what's that going to look like to a real end user as well, right? So really trying to make it as easy as possible and as seamless as possible to all of the things Kapil talked about to edit your content and use it while still sticking within brand guidelines and all those sorts of things.
So, yeah, we are going to tag team here. Okay. So again, next thing like, as you can see, we talked about localization.
Two hundred plus countries, and within those countries, you need localization within a country also, right? So if you are, let's say, in Argentina, within that also you have multiple locales that where you need to deliver these components or content based on the audience. So how do you do that? So if you see, you can reuse this content across different locales. I will let again just have Sean talk about it more. Yeah. I mean, I think the basic idea here is allowing content reuse across the globe, right? So when you're managing content across 200 plus countries, I think at one point someone told me, and don't quote me on this, but I believe UPS has content for more countries than are members of the UN, right? So I think that's pretty impressive and illustrates the scale. And so what this is really about, allowing you to create regional master blueprint copies and then rolling that out to different locales but then allowing those locales to override where they need to for locale specific content within a module or a section of the page. So you want to go to the next page, and we'll show the video of this. One more click, and I think it'll start playing. You want to do a demo? - This one? - Yeah. Sure. Yeah, so this just illustrates this point. So what we're seeing here is this is the Argentina English home page, right? And Argentina is the blueprint for that region within Central and South America. And so there's a number of different countries that inherit from that region as sort of from Argentina as a region master, right? So I made a small content change here and then rolled it out to those six different countries. And then once I've done that, I can go to those pages in Universal Editor, either just review and publish them as is if I want to just keep the content inheritance going or change either large or small things about that content. So change images, change text. Even at the end here, you'll see adding a button in one of these scenarios where you might have two different callouts you want to make within that regional variation of content. So just giving you the ability to reuse content as is where you need to but also overriding based upon locale specific content requirements.
Okay. All right. That's awesome.
So, the other thing I think I was mentioning earlier, one of the key things we were looking for was modular content. How do I modularize my page creation. So I have to create a page. Within that page, I need components, to which I can mix and match pretty much. Move from this page to this page to this page without having to redo it. I'm sure like a lot of us have faced this issue or this problem. Okay, how do I bring reusability in actual action? And that's what at least we were facing because when you are trying to create new page, right, like, I have to sometimes just-- I can't just reuse like drag and drop. So I can create these smaller content modules and I can start-- They reflect pretty much everywhere. If I refer to them in one place, they are reflecting pretty much. So if I have to change, let's say, a privacy policy, so I don't want to make changes to 200 pages because I need much more time to do all of that. So I have the same component which is reused across multiple so that I change it one place and it is published across the board. I don't need to deal with the complexity of making and worrying about where it is, where this new policy is not there.
You want to do a-- - Is there a demo? - I think there's one more slide. - Okay. - Yeah. All right. So again, this is the example of now we have multiple subsidiaries. Like we have this ups.com as the main site, but then we have a healthcare business, then we have supply chain business. And we wanted to reuse components as much as possible across the board. Not that one line of business has these assets and other again we recreate asset. So this whole asset repository is where we wanted to go with so that although the look and feel may be different, the underlying CSS may be different. Underlying whatever styles I'm using are different, but the components are reusable. So if I go to my healthcare website, it may be using a blue color, but that's configurable, right? That is part of the CSS versus having to recreate that whole thing again. So I think that was one of the key things so that we don't have to recreate things again and again as we spin up or fork new websites or new pages as we go.
Okay.
- Yeah. - Okay. Yeah. So as Kapil said, right, we have one set of global templates, one set of global components that are used not only across different regions and locales but also across those different subsidiary sites. And I think the other thing I would stress is that the components do have a little bit of contextual intelligence to them. So if you're on a certain locale, the links will automatically update to link to the locale specific content. And they also will automatically update to automatically show the healthcare colors and branding theme versus the main site branding theme, right? So what you're seeing here is just an author going in, creating a fragment, editing that fragment, and then using that fragment both on a main site page as well as a healthcare page, right? And so when they make a change to that fragment and publish it, it's one fragment. It's one piece of content that can be reused across different pages, different regions, different subsidiary sites, but it's one component from an authoring perspective. So an author only needs to know how to use a banner component. They don't need to know how to use a healthcare banner component or a main site banner component or anything like that. And when they update that content and publish it, say it's a banner like this that's calling out some brand message that they want to highlight across both those sites, they can edit it in one place, publish it, and the update is automatic and instantaneous across both those places.
Okay. All right.
This one, like, as we talked about earlier, we want to streamline our content publishing, right? So I think this is what we achieved with Edge Delivery Services because it's all on the cloud. And then it is all instead of a server side integration, we have client side integration. So we're able to publish content much more easily. We are able to test content, right? The pages itself in an environment before we even publish it, it's almost like a live content, but it's not live. So you can see all what is working, what is not working, make quick changes and push a button. That's where you want to go, be in this sort of age of moving fast. So, also if you can see, we had a separation of concerns around the design of the page versus the content creation is separated out. I can choose what I want on the page, what my page hierarchy would be versus I have to create worry about that whole content also on the page on the same time. I think, this is one of the best practices that we got out of the product. A lot of things we are still experimenting with.
So as we go, we will we are learning more and more what all we can do, what we cannot do. There are things that may not be available in this is I think it's a new product, so there are things that capability that may not be there, but a lot of things that work much better and versus the traditional AEM.
All right.
And I'm not going to go over all this. As you can see, the traditional way of deploying content, you're like multiple steps. So with EDS, with the AEM EDS, it has become easier, right? So we have environment that is almost like copy of each other, so it's much more easy to move content from one A to B to C. It's just much faster, easier to test. I think testing was one big thing always. Not easy to test before you push the content. If you find some mistake, then it goes again to the drawing board. So that's what I would say we got from a current state to automation in a lot of places. We are also connecting it with which we have not done so far is connecting it to the ADO or as your DevOps pipeline also, right? So the content and the code also is sitting there so that we can almost as if you're writing code, pushing changes to the code and pushing it in a pipeline.
All right. So some of the key milestones is we talked about the MVP. Now we're looking to complete this whole migration of 50 plus apps, 20k plus pages. And there may be more in the next few months. So we are in pretty good state. We are able to release pretty much almost every week.
Obviously, we follow up product development model, from a UPS perspective, that's what we follow. And we have a release every week. So we have applications going out. We have content going out for all these pages and objective is by end of, I would say, end of April or early May, we are done with this whole migration effort that we have.
So this is where we stand and we are already releasing good benefits from performance perspective as we talked about earlier.
AEM image is almost serving 15 million plus pages every views per month. So I think it's performing well.
We're yet to see those results in the form of SEO improvements. I don't think we are there yet, but we're hoping that's where we'll go next.
All right.
I think we talked about this just now. These are some of the milestones and the achievement, but you can see the scale of it, right? The scale is started last year, it needs a lot of planning in the beginning. Once you plan well, then it just becomes very easy to start moving forward with it.
Learnings and observations. I think some of the things I would say we learned as we moved along.
In the beginning just to spend more and more time what we call as a software on architecture, right? So scope thoroughly, plan for surprises. Like, if you architect it well, just like a software, it will work well. So if you don't architect it well in the beginning, then you will have problem. So from a scope perspective, we did see that some of the things we did not know. And it's sometimes just difficult to know. If you have so much of content, so much of applications, it's just not easy too-- And so that's where the architecture comes handy so that you're thinking of the future versus just then. Reusability is part and parcel of all this. We need to have all these reusable components so that I can create pages. Yeah, I will not read through everything, but I think these are some of the, I would say, best practices to use. APIs is very important because you move from server side to client side integration. So how do you think of authentication of those APIs from a browser perspective, I think that's something, it becomes very, very critical as you use this product.
All right. What's next for UPS? I think I clicked on whatever end. Okay. So next for UPS is what we talked about, we have the customers right in the middle, right? We want to give the best. We have a great operations team who are delivering packages extremely efficiently, right? And they need to use technology in a way that they are extremely efficient, right? So that's where from a technology perspective, we have a great technology team, have couple of folks here. Our technology team work day in day out and we all work together to make things happen. So I think for what's next, how do we use these capabilities next to from the Adobe side to-- I think one of the key thing we're looking at is AI, right? GenAI, right? As these come in, can I actually compose a page by telling, let's call it, a chatbot. Okay. I want to have this page with these images and I don't even have to drag and drop. I'm telling and it is able to compose that page for me. And then I can make changes versus having to start from scratch. That's what you're looking for next. Omnichannel experiences, of course, big. We want the customers to wherever they go, they're able to transact with us very easily. And I think those are two big things that's where we want to go next. But I think that's where I will rest. I think we're almost out of time here. But with that, we'll take any further questions off stage. But thank you so much for joining us this afternoon. It's been wonderful. Thank you. [Music]
