How Razorfish Lights Up Brand with Microsoft SharePoint

How Razorfish Lights Up Brand with Microsoft SharePointTony JonesTechnology DirectorRazorfish

AgendaInteractive Landscape OverviewMicrosoft SharePoint WCM OverviewReal World SharePoint WCM Case StudiesProject Lifecycle of a MOSS WCM EngagementBuilding a MOSS WCM SolutionBest PracticesQ&A Session

Interactive LandscapeWhat is an Interactive Agency?

Interactive Agency skill sets and focus

Interactive Agencies and SharePoint

How Microsoft Partners, Platform Integration Specialist and Agencies Engage

Interactive LandscapeChallenges (Key Drivers) in the Interactive landscape

Enforcing brand and corporate messaging

Embrace simple and efficient site design

Searchable, relevant and easy to find content

Delivering a Rich User Experience

Integration of ROI driven analytics and measurement

Interactive Landscape How SharePoint addresses Interactive challenges

Brand and current design patterns/focus

Web 2.0 and 3.0 initiativesSocial Community integrationStandards complianceSimple, secure and dynamic navigation model

SharePoint FeaturesIntegrated Community Kit and featuresASP.NET master page and layout foundationsAccessibility Kit for SharePointSecurity trimmed UI


Rich Internet Application integration (RIA)

Silverlight + Flash usage to supplement brand and user experiencesJQuery support for client side interactivity and integration

SharePoint FeaturesSilverlight Blueprint for SharePointVS 2010 inclusion of JQuery SupportASP.NET AJAX support


User Personalization and SSOExisting system membership/profile integrationTargeted and situational content

Ad and Media placementMedia buy/spend and impressions

SharePoint FeaturesOOTB support for ASP.NET provider models that can be used for custom integrationBuilt-In Audience support for the targeting of web parts and content


SEO and Site Optimization (Advanced Analytics and Metrics)

Implementation of SEO best/common practicesOrganic + Paid search placementConversion goals and metrics trackingAnalytics package integration

SharePoint FeaturesEdit-Mode template features for the inclusion of User-contributed METADATA and taggingAnonymous mode support for hiding/presentation of SEO friendly and user content

Microsoft SharePoint WCM Overview

Microsoft SharePoint 2007Platform WCM Features and Overview

Simplified End-User Page AuthoringControlled / Regulated PublishingSite Management ToolsPresentation / Content SeparationAbility to brand content differentlyEnterprise scalability, contextual relevance, rich personalizationBusiness data and system integration (SSO, BDC)

Microsoft SharePoint 2007Common Misconceptions

Portals and Intranets are the platform focus

The concerns are not the same for each situation and requirements have different priorities

For project planning purposes, it is essential to understand these differences if you are moving from an Intranet MOSS project to an Internet or Extranet project

Microsoft SharePoint 2007Common Misconceptions

Branding and RIA integration can be complexSharePoint requires a complex infrastructure to support large scale sitesMOSS lacks capabilities to support complex sitesMOSS lacks the capabilities to support complex E-Commerce scenarios

Kroger, Dell and FordImplementing SharePoint WCM

Case Studies

Microsoft SharePoint 2007Why SharePoint?

Strong alignment with business needs around personalization, branding and content contribution

Strong integration with back-end systems and existing applications

Client had strong .NET background and history with the SharePoint platform

Microsoft SharePoint 2007 Why Sharepoint?

Client projects and MOSS roadmap aligned with other MSFT initiatives and platforms

Strong OOTB capabilities that aligned with the client needs and requirements

Vendor support, consulting services and roadmap

Kroger.comSharePoint and the Worlds #1 Grocer

Case Study

Case Study – Kroger.comChallenge

Completely redesign and rebrand the corporate web site

Leverage web 2.0 experiences

Drive users back to their local Kroger stores

Personalize content for the end user based on store and division

Case Study – Kroger.comLimitations

Work with a customer with no prior ASP.NET development experience and limited resourcesFixed timeline and budget for Razorfish/Partner resourcesLimited to OOTB features and functionality within SharePoint and Commerce ServerAllocating hardware and software in a timely fashion

Case Study – Kroger.comSolution

Custom Flash Video, Flash Content and Content Query Web PartsIntegration with Commerce Server and the MapQuest SiteAdvantage APISSO across multiple Kroger sites and domains using the OOTB .NET Membership ProviderPersonalized server controls and web partsCross browser friendly design and UIBrand friendly design to allow repurposing of layouts and master pages to other brand sites

Case Study – Kroger.comBrand Transformation - Before

Case Study – Kroger.comBrand Transformation

Dell Financial Services

Case Study

Case Study – Dell FinancialOverview

Beyond stepping up its web presence, Dell Financial Services (DFS) was looking to redefine its brand identity. This meant better aligning itself with the Dell brand, along with offering its customers a more user-friendly, reliable online account experience

Case Study – Dell FinancialChallenge

Redesigning the corporate site and using a new Content Management System platform (MOSS) to facilitate content creation and relevance

Implementing a completely new online self-servicing experience by leveraging RIA concepts and modern Microsoft technologies

Case Study – Dell FinancialSolution

Coordinated Razorfish and Dell requirements gathering and information architecture discovery for public and secured portions of the siteCustomized SharePoint content types and page layouts to provide content authors with a more flexible content framework without compromising layout and look-and-feel consistencyCreated a completely new UI tier for the secured self-service site, based on ASP.NET, and integrated this with the SharePoint site for a consistent user experienceWorked with client IT to ensure proper CMS operation during testing, authoring and production environments

Ford GO!

Case Study

Case Study – Ford GO!Challenge

Create a way for Ford Marketing Organization to share best practices quickly and easilyLeverage web 2.0 technologies within the organization including blogs and videoEncourage corporate ‘networking’ across Ford Motor Company brandsProvide a RIA experience leveraging AJAX technology

Case Study – Ford GO!Limitations

Work within strict Ford guidelines around technology versions and browser support behind the firewallEnsure all video content is available in a common format

Allocating hardware and software in a timely fashion

Case Study – Ford GO!Solution

Integration of ASP.NET AJAX 1.0 toolkit and Microsoft SharePoint (WSS 3.0)

Integration of Moyea/K-lite video conversion software to enable streaming in a common format

Customized blog and rss web parts for a unique RIA experience

Case Study – Ford GO!Solution

Significant emphasis on user pages to encourage ‘corporate networking’’

Leveraged open source smartparts

Used Raccoon for RSS feed integration

Lessons LearnedTakeaways from real world case studies

Put on your strategy hat and understand your organizations concerns and goals

Understand the business user needs and processes

Respect the power of content and personalization

Lessons Learned Takeaways from real world case studies

Don’t just study the platform – Study and understand the vendor!

Allow the User Experience to Drive the Platform – Not vice versa…

Understand your platform limitations and features before you begin design!

SharePoint Project Lifecyle

SharePoint Project LifecycleDiscovery

Stakeholder Interviews

Vendor Discovery and existing platform/system assessment

High Level Technical Requirements

Platform/System Roadmap and Vision

SharePoint Project LifecycleDiscovery – MOSS Activities and Initiatives

Technology AssessmentCurrent Microsoft Infrastructure and SystemsLicensing and Support

Training and Readiness AssessmentTeam and Support Model

UX and Creative “reality checks” Risk and Platform capabilities validation

Validate platform capabilities against HL business requirementsAddress know platform limitations

SharePoint Project Lifecycle Design

Detailed Business Requirements

Features and Functionality Matrix

User Experience Wireframes and Models

Creative Design direction and Style Guide

SharePoint Project Lifecycle Design – MOSS Activities and Initiatives

Branding activities (master pages, layout)Governance and TaxonomyDevelopment Plan and Model

Web Parts/U customization (OOTB) and buildUser controls customization (OOTB) and buildCustom application integration

Features and Solution DevelopmentContent Deployment TasksWorkflow customization and designPlatform extension and integration (BDC, SAK)

SharePoint Project Lifecycle Design – MOSS Activities and Initiatives

Infrastructure Design and ImplementationStage, Test and QA environmentsHigh availability design and implementation

Development Environment Setup and Configuration

Virtual machine and Hyper-V developmentDeployment models, build and Source Control

Third Party integration and planningMOSS 3rd Party tools and softwareExisting applications and systems

Building a MOSS WCM Solution

Building a MOSS WCM SolutionImplementing the Desired User ExperienceMOSS out of the box

Site templatesCSS and themesMaster PagesWeb partsOut of the box web part catalogStandard navigationSharePoint Designer/VS 2008

Advanced Techniques

Consistent branding across multiple sites with CSSMaking the site compatible with multiple platforms (IE, Firefox, Safari, Chrome, .. On XP, Vista, and Mac OS)Meeting ADA compliance rulesIntegrating RIA into MOSSCreating and packaging reusable componentsCreating large, distributed and multi-site applicationsEnabling a nimble application development process

Building a MOSS WCM SolutionImplementing the Desired User Experience

MOSS Web In-terface

Cus-tomiza-

tion65%

Share-Point

Designer5%

Visual Studio Devel-opment

30%

Relative MOSS Customization Capacity

MOSS Web Interface CustomizationSharePoint DesignerVisual Studio De-velopment

Building a MOSS WCM Solution HTML Prototype and DesignDefinition of a Presentation Layer

DeveloperCreating the HTML Build - “How functional should the prototype be?”

Include interactive (JavaScript/JQuery) featuresSilverlight/Flash creative assets in placePrint/Browser/Device styles defined

Common Mistakes in HTML BuildDevelopment as an afterthoughtAJAX interface creation (JSON, LightBoxes)

Building a MOSS WCM Solution Branding and StyleBase Master Page and Layout Creation

Don’t forget the non-browser layoutsCSS Hierarchy and Themes

CSS ordering and precedenceJavaScript design patterns

Is it content, a Feature or Solution?Decide early on how to develop and deploy layouts, assets and artifacts

Building a MOSS WCM Solution RIA IntegrationPlatform configuration and

customizationIs Configuration support necessary for RIA technology?

Dynamic applications need dataWhat’s your data storage model for your RIA application?

Cross-platform friendliness and SEOBandwidth and user considerationsSEO and indexability

Building a MOSS WCM Solution Standard Web Interface CustomizationSEO and Keyword Optimization

Use separate fields for Titles and Page Names

Analytics IntegrationInclude analytics provider code and tags within edit mode

Edit-Mode and Anonymous ViewsDesign for the WYSIWG editor views of non-page content

Standards CompliancyUse CSS compliant controls

Best Practices

Best PracticesCommon Mistakes in Content Management

Allowing software vendors to tell you what you need – “Putting the cart before the horse”

“Silver Bullet” software and sales folks…Pay now or pay later – Assess and Evaluate

Permitting platform capabilities or limitations limit design and user experience

Re-Platform or Redesign? Beware of the “Channel 9” technologist!Get UX out of “SharePoint Syndrome”

Best Practices Common Mistakes in Content Management

Not embracing a broad-based selection team – “Empower the user that owns the content”

Long term accountability and end user support

Not understanding Total Cost of Ownership (TCO)

A la carte software offeringsCommunity and Partner supportGot MOSS? Think in-house reusability!

Best Practices Common Mistakes in Content Management

Not having a strategic roadmap for your CMS platform and stack

Understand what it costs to rip and replaceLarge scale WCM is not just about the CMS platform and toolset

Not understanding the many facets of CMS selection

Vendor viability and vast CMS offeringsDevice, Language, Syndication and Social platform support

Questions?

Q&A

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The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after

the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

How Razorfish Lights Up Brand with Microsoft SharePoint

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