eurail.com : selling train passes online with drupal

@ A D Y A X

EURAI L .COM: SELLING TRAIN PASSES ONLINE WITH DRUPAL

A L E K S E Y K H O D A K O V S K I Y & H U G O K N O B B O U T

F A C E B O O K . C O M / E U R A I L F A C E B O O K . C O M / I N T E R R A I L

LARGEST DRUPAL SHOP I N EUROPE

350 PROJECTS 1 50 DRUPALERS 7 YEARS O F GROWTH 1 0K HOURS PROJECTS

Eurail.com

What and Why?

Who?

How and When?

Results and Learnings

Q&A

AGENDA

EURAIL.COMC O M P A N Y , P R O D U C T S A N D P R O J E C T G O A L S

A L ITTLE ABOUT EURA I L .COM

100% E-COMMERCE COMPANY I N TOP 50 DUTCH LARGEST E-COMMERCE COMPAN I ES 30 EMPLOYEES I N UTRECHT €60M TURNOVER PER YEAR

EURAIL.COM

Sell Rail Passes on a global scale through: www.eurail.com www.interrail.eu www.germanrailpasses.com

Cooperation between 30 European railway and shipping lines The Eurail pass was launched in 1959

Eurail.com company was established in 2006

EUROPEAN RA I L PASS FOR EVERY C ITIZEN I N THE WORLD

for European residents

for non-European residents

OUR WEBS ITES: EURA I L .COM

OUR WEBS ITES: I NTERRA I L .EU

CORPORATE PH I LOSOPHY

Keep strategic activities in house

Outsource operational activities to the best suited companies

WHAT DOES TH IS APPROACH MEAN?

Internal focus Content & Media creation

Customer Service Business development

Search Engine Marketing

External focus Payment Fulfilment

Pass delivery Translations

WHAT AND WHY?P R O J E C T

PROJECT GOALS

• Find a partner in Europe with Drupal experts • Make sure the website is never unreachable again • Increase user experience/performance where Eurail.com customers are • Content management on the website should be super easy (with no

knowledge of HTML) • Go from unstructured to structured (make sure content can be reused

everywhere) • Migrate all the content from the old website and make sure Google still

likes us • Go live before next high season (1 march 2014)

… AND OF COURSE

MORE!!!

NEW PARTNERS

Drupal & Hosting Partner

E-commerce & Hosting Partner Hosting Partner

Drupal Partner

S ITE UPGRADE

FUTURE-READY ARCH ITECTURE

E-ticketing

Online reservations

Whitelabels

Trips

API and Webservices

New products & New countries

WHO?T E A M S & C O O R D I N A T I O N

DRUPAL PARTNER: ADYAX

Drupal PartnerEngagement

Development Teams Support

HOSTI NG PARTNER: ACQU IA

On-boarding Technical Teams

SupportHosting Partner

COORD I NATI ON

HOW AND WHEN?K E Y S T E P S A N D T I M E L I N E

TIMEL I NE

2010

2012

2013

2014

2015

2016

RFP: D7 Project

Acquia On-boarding Support: D6 Project

D7 Project

Release: D7 Project Support: D7 Project E-commerce Project

Release: E-commerce Project Support: D7+Eco Project

E-commerce Phase 2

ON-BOARD I NGJan Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013 2014

Goals: - Analyse the existing problems - Run the functional and security audits - Correct all Critical and Blocker issues - Evaluate and improve the Performance - On-board on the new Platform - Ensure no regressions

@adyax facebook.com/eurail facebook.com/interrail

STEP 1: O FF-BOARD I NG

Start with Checklist

A. Complete exports: 1. Code* 2. Database 3. Files 4. setting.php

B. Technical 1. Installation instructions 2. Configurations (php, Apache, Varnish, etc 3. …

C. 3-5 last accidents on production

Jan Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013 2014

@adyax facebook.com/eurail facebook.com/interrail

STEP 2: CODE / CONF I GURATI ON AUD IT

Jan Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013 2014

• Code health, security, performance • Custom server configurations

• Functional discovery, health, security • 3d parties integrations • Performance • SEO

@adyax facebook.com/eurail facebook.com/interrail

STEP 3: PERFORMANCE / SECUR ITY BUG-F IXI NG

Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013

Feb

Jan 2014

ONLY CRITICAL AND BLOCKER ISSUES

@adyax facebook.com/eurail facebook.com/interrail

STEP 4: ON-BOARD I NG ON ACQU IA CLOUD

Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013

Feb

Jan 2014

Platform Server configuration Applications

@adyax facebook.com/eurail facebook.com/interrail

STEP 5: FUNCTI ONAL / PERFORMANCE TESTI NG

Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013

Feb

Jan 2014

@adyax facebook.com/eurail facebook.com/interrail

STEP 6: RELEASE

Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013

Feb

Jan 2014

D6 SUPPORTMar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013

Feb

Jan 2014

Objectives: - Support assistance - Preventive / Adaptive maintenance - 24/7 SLA coverage

@adyax facebook.com/eurail facebook.com/interrail

CDN PROJECT

Mar May Jul Nov

Feb Apr Jun Dec

2013

Feb

Jan 2014Sep

Aug Oct

@adyax facebook.com/eurail facebook.com/interrail

AUTOMATED TESTI NG I NTEGRATI ON

Mar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2013

Feb

Jan 2014

Continuous integration testing Critical functionality daily & weekly control

D7 PROJECTMarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

Goals: - Re-design the application architecture - Update the front-end design - Re-think the content and media structure - Improve the back-office experience - SEO focus while sites migration

@adyax facebook.com/eurail facebook.com/interrail

STEP 1: FUNCTI ONAL REQU I REMENTS

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

Business requirements

Functional specification

Development iteration

Mockups & Design

Functional discovery of D6 app

@adyax facebook.com/eurail facebook.com/interrail

STEP 2: ARCH ITECTURE DEC IS I ONS

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

Structured content

Reusable media assets

1 page = 1 node

No blocksEditorial experience simplification

Product display & Product selectors

Clear back-office

Manual content migration

@adyax facebook.com/eurail facebook.com/interrail

STEP 3: AG I LE DEVELOPMENT

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

Product backlog Sprint backlog Product - Potential delivery

15 Sprints to Release

@adyax facebook.com/eurail facebook.com/interrail

STEP 4: N EW FEATURE / CONTENT FREEZE

MarMay Jul Sep

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

No New content No New features

Nov

@adyax facebook.com/eurail facebook.com/interrail

STEP 5: M I GRATI ON & SEO

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

• Merge/unpublish pages on Original site 3-4 months before the migration

• Iteratively transform the content and urls on Original site to keep Google love after migration

• Migrate Content + URLs • Run the mirror tests (traffic from Original site to

New site)

@adyax facebook.com/eurail facebook.com/interrail

STEP 6: PLATFORM & PERFORMANCE

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

Redimension the Platform

Verify the Performance

@adyax facebook.com/eurail facebook.com/interrail

STEP 7: D7 PROJECT RELEASE

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2013

Feb

Jan2014

D7 SUPPORTMar May Jul Sep Nov

Feb Apr Jun Aug Oct Dec

2014

Feb

Jan 2015

Same objectives: - Support assistance - Preventive / Adaptive maintenance - 24/7 SLA coverage

No Major issues since Go-live

E-COMMERCE PROJECTMarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2014

Feb

Jan2015

Goals: - Re-design the E-commerce component - Improve the Architecture - Remove manual processes - New features faster online

@adyax facebook.com/eurail facebook.com/interrail

STEP 0: SO LUTI ONS

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2014

Feb

Jan2015

OR

@adyax facebook.com/eurail facebook.com/interrail

STEP 1: BUS I NESS REQU I REMENTS

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2014

Feb

Jan2015

10+ Workshops 300+ User stories collected

1k+ Acceptance Criteria 5 White papers

@adyax facebook.com/eurail facebook.com/interrail

STEP 2: ARCH ITECTURE

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2014

Feb

Jan2015

OR

@adyax facebook.com/eurail facebook.com/interrail

STEP 3: PLANN I NG & DEVELOPMENT

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2014

Feb

Jan2015

Core

Checkout

Payment

Fulfilment Finance & Reporting

Partner Solutions

@adyax facebook.com/eurail facebook.com/interrail

STEP 4: PLATFORM

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2014

Feb

Jan2015

Redimension the Platform to On-board E-commerce

• Faster DB servers • Extra Front servers for Customer Service & Checkout

@adyax facebook.com/eurail facebook.com/interrail

STEP 5: RELEAS I NG

MarMay Jul Sep Nov

Apr Jun Aug Oct Dec

2014

Feb

Jan2015

RESULTS AND LEARN INGS

@adyax facebook.com/eurail facebook.com/interrail

• Scalable hosting platform • No downtime • Stable sales • Improved user experience, content management • E-commerce flows optimised

RESULTS

@adyax facebook.com/eurail facebook.com/interrail

• Find a partner that fits with the way your organisation is working and thinking

• Define the word “Flexible” • Steering committees is never a waste of time (yes even in good

times) • Good tracking and documentation system (Jira and Redmine) are a

must have • Content migration is always taking more time than you expect (for

us it is just a bunch of words, for others it is their baby) • The ‘3 week sprint approach’ has worked really well

LESSONS LEARNED

Q&AQ U E S T I O N S A N D A N S W E R S

@adyax facebook.com/eurail facebook.com/interrail

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