The document discusses how the changing landscape of front-end development impacts businesses. It notes the growing expectations of consumers for superior digital experiences. It also discusses how front-ends are increasingly being separated from back-ends using approaches like headless architectures and microservices. This allows front-ends to be faster, more flexible, and compatible with any device. However, it can also introduce challenges like increased complexity. The document promotes Frosmo as a platform that can help businesses optimize digital experiences and overcome challenges of separated front-ends through capabilities like testing, personalization, recommendations, and AI modeling.

1. Changing landscape of front end
How does it impact your business?
Mikael Gummerus 16.10.2018

2. HELLO!
My name is Mikael “Miksu” Gummerus.
2

3. Event Agenda
9:00 Breakfast
9:30 - 9:45 Welcome, introductions, and expectations for the day
9:45 - 10:30 The changing landscape of front end and digital experience management and how it impacts your business Mikael Gummerus, CEO, Frosmo
10:30 - 10:50 How Frosmo has helped Kauppahalli24 to overcome the challenges of front-end development with Magento 2 Janne Timmerbacka, ICT Director,
Kauppahalli24
10:50 - 11:00 Break
11:00 - 11:20 Creating superior user experiences with SAP Hybris and The Frosmo Platform Kristina Lagerroos, Digital Development Manager, Reima
11:20 - 11:40
11:40 - 12:00
Frosmo's product vision to support the new way of front-end development Mikael Gummerus, CEO, Frosmo
DEMO
12:00 - 13:00 Lunch and networking
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#FrosmoDEM

4. How do we
proceed
today?
1
Talk
5-minutes
Question
Present a question to the
group
2
Conversation
1 minute in group
conversations
3
Talk
5-10 minutes
4
4

5. What is Digital Experience?
What are the consumer
expectations for a superior
Digital Experience?
Q1
5

6. What
Digital
Experience
consists of
Digital
Experience
Business requirements
Consumerexpectations
Front-enddevelopment
6

7. You cannot buy your way out of it
7

8. Accumulation of costs in customer journey
8
From campaign to visit
-cost 1€
Sign up for email
-cost 10€/
email address
Visit from
newsletter
-cost 100€
Standard
purchase funnel
-cost 1000€
Cost of new
customer
acquisition
3000€
Acquiring a new customer without experience optimization, an example of one journey
1/10 1/10 1/10 1/3

9. Accumulation of costs in customer journey
9
From campaign to visit
-cost 1€
Sign up for email
-cost 10€/
email address
Visit from
newsletter
-cost 100€
Standard
purchase funnel
-cost 1000€
Cost of new
customer
acquisition
3000€
Acquiring a new customer without experience optimization, an example of one journey
From campaign to visit
-cost 1€
Sign up for email
-cost 5€/
email address
Personalized visit
from newsletter
-cost 50€
Smooth purchase
funnel
-cost 250€
Cost of new
customer
acquisition
500€
Results achievable with Frosmo experience optimization - with same example journey
1/10 1/10 1/10 1/3
1/5 1/21/102/10

10. Frosmo offering position and key market drivers
Total +12bUSD software product markets, growing +10% annually.
+15b JS framework packages and growth is accelerating https://www.npmjs.com/npm/state-of-javascript-frameworks-2017-part-1
Digital
Commerce
Platforms
Digital
Marketing Hubs
WebContent
Management
10

11. Growing consumer expectations for superior UX
Adoption of microservices architecture or headless ecommerce and CMS
Popularity of JS frameworks
Adoption of artificial intelligence applications to the front-end
New ways to interact with companies: new devices and VR/AR
11

12. Your peers are the best companies in the world
Customer engagement
moving online and expectations for superior digital experience
Best and most popular internet companies
consumers are merciless
12

13. It is not too late to start
13
According to Forrester, only 1 in 10
businesses are advanced with insights
*September 2018

14. Fast, easy,
continuous &
insights-driven
Digital experience
development
14

15. What challenges do you
have with digital
experience development?
Q2
15

16. “The age of the
customer”
Why should you care about
16
Five imperatives answer customer obsession
Drive
revenue
with great
customer
experience.
Maximize
the business
value of
technology.
Build an
insights-
driven
organization.
Excel at
customer-
obsessed
marketing.
Differentiate
with
digital.
“Customer
obsessed”
organizations
Reference:
“Insights-Driven
Businesses Set the Pace
for Global Growth”
(130848 Forrester report)

17. Digital
experience
development
is slow and
painful
If one system is responsible for too many things or you have back end spaghetti
17

18. A massive change is taking place
Software development
faster, more flexible, more open source way
18
Native mobile apps to web based tech.
Progressive Web Apps have all the benefits of native

19. Speed and flexibility
Front end and back end to be separated
Headless / microservices architecture
Modern browsers
19

20. The BIG
promise
to your
business
Content process
works to any
screen & develop to
mobile/desktop
/any screen
Switch software
components
(API friendly)
easier
Faster load
times and
thus better
UX
Developers
will like it
20

21. Have you heard about
React / Angular / Vue?
Have you heard about
PWA?
Q3
21

22. Google
Facebook
Ex-googlers
Angular
React
Vue
The power is in the open source community
22

23. Crazy adoption speeds
23

24. Amount of implementations is growing exponentially
24

25. Say no more to native mobile apps
PWA = Progressive Web App
Convert any modern JS framework based web page to work like a native app
Made possible by Google
25

26. Why this is important to you?
Your competition surely will take
advantage of open source community
Developers to develop less new stuff
manually by themselves
Mobile apps to be built as PWA
26

27. Meet the separated front-end
BI
WEBSITE MANAGEMENT
MARTECH
ERP
PIM
*
FRAMEWORKS
APIs
27

28. Create content blocks that will
work everywhere
Content modeling and information
architecture are important
How does it change your
processes?
28

29. What are the downsides
of separated front end?
Q4
29

30. The problems of separated front end
As open source is missing
business related features like
targeting, testing, data transfer
As open source is
missing managerial
tools like way to do
testing, error
tracking, coherent
place to understand
the front end
structure
Hard to keep up
with the speed of
change - previous
versions are not
supported
30

31. Real headless vs hybrid
Don’t be fooled by fake headless
Lots of established CMSs and eCommerce
platforms try to turn to headless
31

32. Don’t be
fooled by
‘Marketing
friendly‘ tools
for front end
One pinpoint “marketing friendly”
tools easily create
➔ Inaccessible data silos
➔ Code to external place from your
version control
➔ Slow down your front end
➔ Add complexity to your setup
32

33. Have you implemented AI
to your front end?
Q5
33

34. 34
Your front end needs AI
Implementing AI models to traditional set-up is nearly impossible

35. AI Modeling to the front end
VIP customer prediction
Customer churn
Automation of product feature compiling
35
Next action during a session

36. 36
Scaling digital experience demands a strategy
Ownership structure:
Organize and hire analytics
staff to support the digital
business model across the
enterprise
Technical approach:
Synchronize components for
digital data management,
analysis, and optimization
Metrics and KPIs:
Standardize on metrics that
measure customer digital
engagements
Optimization:
Develop a continuous
optimization process for all
parts of the engagement
lifecycle
Strategic approach:
Align the experience
optimization
components to
support customer
obsession
Reference: Forrester reports “Sharpen Your Competitive Edge With A Digital Intelligence Strategic Plan” (61385)

37. Frosmo
Vision and
Roadmap
37

38. Frosmo makes your current systems and processes better
Your website -
targeted and always
improving based on
data
Your CMS Your IT
The fastest and easiest way for business people to work together with developers - test and release in the
browser
Use your existing content
creation process, Frosmo
tells to whom to show what
and where
Frosmo browser based
development that your
developers and IT loves -
Frosmo is fully integrated
38

39. Frosmo key capabilities
Data driven front-end
development using
React etc.
Experience
optimization
➔ Online testing
➔ Behavioral testing &
personalization
➔ Recommendations
Data tracking and
AI modeling
39

40. Thank you!
Mikael Gummerus
CEO & Founder
mikael.gummerus@frosmo.com
www.frosmo.com