--- title: "TCL · Appnovation" url: "https://www.appnovation.com/work/tcl-delivering-showroom-experience-from-comforts-home" description: "How TCL migrated to AEM to ensure consistency and deliver a mobile-first experience." --- # TCL How TCL migrated to AEM to ensure consistency and deliver a mobile-first experience. ![TCL logo beside colourful abstract TV display panels and a mounted television](https://cdn.sanity.io/images/ey850001/production/66af964f810e8a6d7b5e706cdb9527895d483a67-1440x591.jpg?w=1400&auto=format) ## Challenge TCL wanted to ensure that their customers experienced the same premium and intuitive experience they had with their products. ## Solution We teamed up with TCL to reinvent the customer experience of its regional websites and migrate them to AEM. ## Impact TCL now has the tools and processes in place to scale its business operations and deliver a superior experience across channels. On this page ## Engagement Industry Technology & Telecommunications Services Creative & Experience Design · Engineering & Platform Development · User Experience & Interaction Design · Personalization & Segmentation ## On this page ![TCL smart TV screen reading 'Entertainment at your fingertips' showing the Google TV interface](https://cdn.sanity.io/images/ey850001/production/31e835469301bedef644d08e62f51e2640b1d925-589x442.jpg?w=589&auto=format)![Hand holding a phone showing the Google TV app under the heading 'Powerful control in your hands'](https://cdn.sanity.io/images/ey850001/production/7a4b89d7e934fe7bd5efde04110d87423955118a-589x442.jpg?w=589&auto=format) ## Challenge TCL is one of the world’s best-selling consumer electronics brands and leading technology companies. Their award-winning TV lineup helped propel them into America’s second-largest TV brand in just five years. The team wanted to ensure that their customers experienced the same premium and intuitive experience on their digital channels as they do with their products. ![Phone showing the TCL website linked by an arrow to the Adobe Experience Manager logo](https://cdn.sanity.io/images/ey850001/production/9e98ea25c0de66c110b24ed7831b821847692ceb-589x442.jpg?w=589&auto=format)![Collage of TCL marketing assets and a laptop displaying the 'Live Large' TV product page](https://cdn.sanity.io/images/ey850001/production/4ffac8576a49e1898f2c2a6c20b203a2d7d68788-589x442.jpg?w=589&auto=format) ## Solution As a part of their effort to deliver a more consistent and compelling experience, TCL decided to migrate to [Adobe Experience Manager (AEM)](/company/partners/adobe.md) globally. AEM provided advantages like scalability, launching content and campaigns from one central location, no matter the device. We teamed up with TCL to reinvent the customer experience of its regional websites by introducing beautiful imagery, relevant content at the right time, and tools to help consumers compare and view information intuitively during the migration. To achieve this, we: * Led with a mobile-first design, as research showed the majority of customers were browsing and purchasing on a mobile device. * Restructured the site’s navigation to provide information in a more visual way to better guide the user journey. * Redesigned the homepage to focus on a range of products and introduced new design elements like motion. * Implemented updated branding across platforms. * Redesigned product landing pages to provide more detail upfront about each product series and to deliver a faster, more compelling user experience, including a comparison table option. * Updated their SEO strategy. * Created a content management strategy, including a content audit, page updates, and a multilingual strategy using the Blueprints and Live Copies functionalities with [Adobe Experience Manager](/company/partners/adobe.md). ![Hand holding a phone on the TCL website showing the B-Series 'Always Brilliant' page](https://cdn.sanity.io/images/ey850001/production/551c905e5e63b429191314619e45e3c3e2f73d44-589x442.jpg?w=589&auto=format)![Phone showing TCL's 'Cable, antenna & streaming friendly' feature page](https://cdn.sanity.io/images/ey850001/production/f4bd5bcb51372e249580946260f4af09c96d1bfc-589x442.jpg?w=589&auto=format) ## Result As a result of the migration, updated SEO and content strategy, TCL now delivers the immersive experience they aimed for. They also have the tools and processes in place to scale their business operations and deliver a superior experience across channels. Optimising an AEM estate at that global scale is the kind of always-on engagement clients now extend with [Managed Services for AI](/services/managed-services-ai.md) to keep AI-generated code and content production-ready across regions. ## More work [See all our work](/work.md) [![](https://cdn.sanity.io/images/ey850001/production/391248ecb6c067f847af3dbbc4dd29c26c0ed18b-800x600.png?w=640&auto=format)](/work/accelerating-pfizer-s-ai-initiatives-with-forward-deployed-engineering-squads.md) ### [Accelerating Pfizer's AI Initiatives with Forward Deployed Engineering Squads](/work/accelerating-pfizer-s-ai-initiatives-with-forward-deployed-engineering-squads.md) Building Pfizer's AI Engineering Capability at Global Scale AI Health & Life Sciences [![](https://cdn.sanity.io/images/ey850001/production/bc1c71e02bbff70aabce93456124587600a8d447-2400x1800.png?w=640&auto=format)](/work/leading-trucking-workforce-platform-launching-ai-powered-search-experience.md) ### [Leading Trucking Workforce Platform - Launching an AI-Powered Search Experience](/work/leading-trucking-workforce-platform-launching-ai-powered-search-experience.md) Leading Trucking Workforce Platform - Launching an AI-Powered Search Experience AI Government & Non-profits [![](https://cdn.sanity.io/images/ey850001/production/1055bf49ef95426084cad4a951c00e7c38e4a9ff-2400x1800.jpg?w=640&auto=format)](/work/virginia-tech-building-future-agricultural-intelligence.md) ### [From Vision to Platform: Transforming Agricultural Data into an Interactive Decision Intelligence Experience](/work/virginia-tech-building-future-agricultural-intelligence.md) From Vision to Platform: Transforming Agricultural Data into an Interactive Decision Intelligence Experience AI Government & Non-profits ## Ready to build something similar? 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