eurail.com : selling train passes online with drupal
DESCRIPTION
Session given during Drupal Con Amsterdam 2014 About Eurail.com Eurail.com is a fast growing company that sells train passes online worldwide, with which travellers can visit Europe by train for a few days or a few weeks. Main products are InterRail passes for European residents and Eurail passes for the rest of the world. Eurail.com belongs to one of the 50 largest internet companies in the Netherlands (located in Utrecht) with the yearly turnover of 60 million euro. Running 3 ecommerce websites: www.eurail.com, www.interrail.eu and www.germanrailpasses.com What and Why? Eurail was experiencing the problems with their previous supplier in support, maintenance of the websites and in development of new features. Outstanding downtimes of the web applications leaded to the drops in sales. They were looking for a reliable technical partner who could fulfill the existing gaps and who could act as a technical adviser and integrator in the long-term relations. How? Audit of the code, security bug fixing Onboarding on a new platform - Acquia Cloud Enterprise Performance testing with BlazeMeter 24/7 SLA Support Complete Drupal 6 to Drupal 7 migration Agile development CDN integration Drupal Commerce integration Ecommerce migration into Drupal Who? Eurail team Adyax engagement, development and support teams Partnership with Commerce Guys When? Start: March 2013 1 month of Onboarding 7 months of re-development/migration to Drupal 7 1.5 years of Support 7 months for ecommerce migration to Drupal Commerce Strategy and development plan up to 2017 Results and Learnings? No downtime Stable sales Improved user experience, content management Ecommerce flows optimized ... More learnings will be presented by the IT manager of the Eurail.com - Hugo Knobbout, who kindly agreed to assist Adyax in presentation on the conference.TRANSCRIPT
@ 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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