Getting Started with Clarity

Founded in 2010, Clarity Vision Solutions is an eyewear manufacturer that has experienced tremendous growth over a very short period of time. What started as a small business has grown into a global organization with over 500 employees. A key driver of their success was an early investment in digital commerce. Now generating upwards of $300 million in revenue, Clarity is poised for its next strategic phase: working with international distributors to expand their network.

Clarity's rapid growth has presented challenges in managing their digital content, hindering further expansion. Their current website tools struggle to support efficient content creation and updates by marketing and business teams, leading to outdated information and inconsistent branding. Content is often siloed across systems, complicating asset reuse and consistent governance. Furthermore, the main website lacks personalization features, resulting in generic visitor experiences and limiting effective engagement with potential customers and partners. Resolving these content management inefficiencies is crucial for supporting Clarity's global expansion strategy.

Critical Success Factors

As Clarity considers implementing their marketing solution, they’ve identified several critical success factors to measure the project’s overall effectiveness.

• Empower Content Contributors: Enable marketing and business teams to easily create, update, and manage website content through intuitive interfaces without deep technical knowledge. Liferay’s user-friendly CMS capabilities (e.g., visual page builder, web content management tools, etc.) ensure non-technical teams can directly contribute to and manage site content efficiently.
• Ensure Brand Consistency and Efficiency: Establish a central place for managing digital assets (images, documents) and structured content to enable reuse, streamline updates, and maintain brand consistency. Liferay provides integrates digital access management (DAM) and web content management (WCM). Additionally, asset libraries provide a centralized space for approved brand assets and content, enabling consistency, efficiency, and reuse.
• Improve Governance and Compliance: Implement clear processes for content review, approval, and lifecycle management, while ensuring content security and compliance. Liferay’s integrated workflow engine, robust role-base access control, and content lifecycle management features provide the necessary controls for secure and compliant content operations.
• High Discoverability and Findability: Ensure content is easily found by both external search engines and internal site visitors. Liferay enables this through comprehensive SEO settings (metadata, sitemaps, friendly URLs), highly configurable site search (tuning, facets, synonyms), and robust taxonomy features.
• Future-Proof the Content Strategy: Adopt a flexible and scalable content strategy that can adapt to evolving business needs, new content types, and future growth. Liferay DXP's flexible architecture and adaptable content modeling capabilities enable Clarity to evolve their content strategy and digital experiences over time.

Clarity’s Marketing Website Plans

To support their strategic goal, Clarity plans to build a new enterprise marketing website using Liferay DXP. This initiative aims to increase brand awareness, effectively showcase their innovative products, drive user engagement, and ultimately convert visitors into customers or qualified partners. To meet these goals, the envisioned website includes several key sections:

• A compelling homepage that establishes their brand identity and engages users with clear calls-to-action.
• Informative Company pages sharing their values, story, and facilitating contact.
• A user-friendly Product showcase to enable easy browsing and filtering.
• Engaging content hubs, such as a Blog and FAQ/Support section, to provide ongoing value and improve SEO.
• Dedicated areas supporting Careers and providing essential Distributor Partner resources.

Clarity also wants to ensure their site presents a modern, consistent design that is fully adaptable to all devices. Furthermore, the site needs to offer personalized experiences tailored to different visitor segments. Finally, multilingual capabilities are essential to support their global audience.

For this solution, Clarity’s design team has produced this mock-up:

To achieve this vision, Clarity plans to leverage Liferay DXP's comprehensive CMS capabilities. This involves using OOTB features for flexible content modeling, intuitive visual page building, streamlined workflows, robust publishing tools, powerful search, integrated analytics, and more. Throughout this foundational course, you’ll use Clarity's website plan to provide practical context for exploring Liferay’s core CMS concepts and features.

Conclusion

Now that you've learned about Clarity Vision Solutions and how Liferay can help them overcome their obstacles, you’ll explore the foundational concepts of Liferay’s content management system.