Our cloud-native Digital Foundation based on AEM and Adobe Commerce (Magento).

Using the web-based tool "Miro", I sketched out the most important phases of a of a customer journey in Ampleggs World. At the beginning, this consisted of four phases:

Buying the trip

Preparing the trip

During the trip

After the trip

As the project progressed, the team realized that a customer journey in an amusement park consists of five instead of four phases. The first phase, "Buying the trip" we therefore divided it into two parts:

• Inspiration & Lead Generation: Using persionalized marketing campaigns, we arouse the interest of future visitors.
• Conversion & Purchase: We convert the interested parties into customers via a seamless shopping experience

Since we worked agile, this insight was immediately taken up and integrated into the project. The new customer journey now looks like this:

The theme park sparked my imagination and several interesting customer groups came to mind right away. To give all team members a better idea of the target groups, I developed personas, fictional people from different target groups who will visit our park. Personas are very helpful to better put yourself in the customers' shoes and to get to know their needs better.

One of our main target groups are families with children of preschool and school age.

The Miller family - parents Jennifer and Daniel with their children Anna and Max - is representative of this.

The second important target group is young people.

Lisa from Great Britain, who is traveling through Germany with two friends and will spend two days in Amplegg's World, is representative of this.

Another target group is (married) couples.

Representative of this are the couple Julia and Philipp. He is planning a birthday surprise for his wife.

In addition, there are other cases in my imagination, e.g. in the context of a corporate event or to celebrate a children's birthday party. These personas are very diverse and can be supplemented at will. Due to the short project scope, we have focused our solution on the Miller family, which is why the content on the website and the demo content mainly reflect the needs of families.

In agile project management, we always start the development phase as early as possible in order to quickly identify any obstacles and have sufficient time buffer to successfully implement the project within the set time window. Therefore, after the initial conception phase, user stories were derived very quickly and development started. The goal is to implement the stories that create the most value for our website first.

As a team, we decided to run the project as a Kanban project. Nevertheless, we adapted certain Scrum events for our work. For example, we had a daily meeting every morning with a short exchange about the progress of the project, obstacles we encountered, and the planning of the following tasks.

In a review, we looked at the interim results of our work together every two weeks. In addition, we then reviewed the work flow of the past two weeks in a retrospective. In doing so, we recognized positive aspects and identified problems and blockers. From these points, we were able to derive concrete changes to our working methods for the next two weeks.

In the course of my time as a project manager, this mixture of Scrum and Kanban has proven to be very successful for small and medium-sized projects.

The complete website was created and further developed as a Digital Foundation Blueprint. The project period extended from 15.4.2021 to 30.7.2021. During these weeks, the MVP (Minimum Viable Product) was fully implemented by our team - from the idea to the finished website.

Adobe Commerce is integrated on our website. Users can purchase and pay for a ticket with just a few clicks.

The overview of our attractions offers the possibility of uncomplicated selection of interesting attractions for the visit to the park.

The selected attractions are displayed in the Experience Optimizer in the most time-saving order so that our visitors can experience as many attractions as possible. The calculation is based on real-time data.

In the Experience Optimizer, visitors receive offers optimized for their target group, which they can buy directly from the website store and sweeten the waiting time until the next attraction.

When the Experience Optimizer is opened, visitors are shown their route through the park on an interactive map.

After visiting the park, we do not let go of our customers. They can revive their memories at any time through their personal section of the website. There they can purchase souvenir items and tickets through our store.

With this solution, we now competed to convince the Adobe judges. In a first step, we recorded our technical demo running in the Adobe Cloud Sandbox. This was thoroughly tested by Adobe. A live "pitch" in front of an international Adobe jury followed one week later. We presented our solution, consisting of a presentation, a movie, a live demo as well as technical insights and expected many critical questions about it. What we received, however, was applause and effusive praise - both from Adobe's technical and business experts.

Now it was a case of wait and see. Finally, on July 30, 2021, the time had come for the award ceremony. We listened excitedlyto what the Adobe project team around Kallool Medhi had to say. The excitement was great, because our team from eggs unimedia won the important  

"Best Omnichannel Solution Experience for Commerce"

award in the Adobe Go For Gold Challenge.

We are very proud of our work and winning this award! Our special thanks go to the Adobe supporters, especially Kallool Medhi, Martin Buchmann, and Tareq Fadel. It was a lot of fun to participate in this contest. We'll see you next year!