Converting Creative Cloud trials into paid customers

Client

Adobe delivers tools and services to empower individuals to create, collaborate and express their vision, transform businesses with compelling, personalized experiences in streamlined workflows, and connect communities with new levels of collaboration.

Project Summary

Adobe Creative Cloud (Adobe CC) experienced a surge in free trial sign-ups, presenting a golden opportunity to transform these trial users into loyal, revenue-generating customers. The challenge, however, lay in engaging these new potential customers effectively. Given the complexity of Adobe CC software and its inherent learning curve, the path to conversion isn't merely about showcasing the software but rather guiding users through the discovery and mastery of its features.

The key to unlocking this potential is education and engagement. As users begin to understand and utilize the vast array of features Adobe CC offers, they start to recognize the software's value not just as a tool, but as an essential asset in their creative pursuits. This realization fosters a deeper attachment to the software. The more they use it, the more indispensable it becomes in their workflow, naturally leading to an increase in subscriptions.

Therefore, the strategy isn't just about marketing Adobe CC as a product but nurturing a journey where trial users become proficient, empowered creators. By investing in this educational journey, Adobe CC not only enhances user experience but also builds a foundation for sustained growth through increased product usage and, ultimately, subscription conversions.

Objectives

  • Convert free trial users into revenue generating customers
  • Increase revenue
  • Enhance customer loyalty
  • Grow customer base
My Role
UX Growth Designer
Content Strategist 4
Marketing Strategist
Web Designer
Expertise
Multi-channel Marketing, Content Strategy, Experimentation, Web Design, UX Strategy, Prototyping, Journey Mapping, Project Management, Notification Strategy, Digital Producer
Tools
Adobe Photoshop
Adobe Illustrator
Adobe XD
Adobe Creative Cloud
Dropbox Paper
Unbounce
Team
Adobe's Growth Design Team:
1 Design Manager (Stakeholder)
4 Growth Designers
2 Content Strategists
1 Design Engineer
1 Director (Stakeholder)
1 Product Manager
1 Program Manager
Project duration
Aug. 2019 – Feb. 2020 (6 months)

My Approach

01

Review Project Brief

Goals

  • Convert free trial users into revenue generating customers
  • Increase Adobe Illustrator and Adobe Photoshop engagement

Hypothesis 

  • By teaching new users the basics of Adobe’s flagship software, they are more likely to explore on their own beyond a 7-day trial.

Methods

  • Run small scale experiments to engage 5% of our US free-trial audience, allowing us to minimize risk and gather insights, with a controlled group.
  • Experiments include multi-channel marketing strategies, to engage and teach new Adobe Creative Cloud users about Photoshop and Illustrator basic features.
  • Map out customer journey, run surveys, and work with research team to understand their goals for using the products.

Marketing Channels

  • In-app desktop notifications
  • Mobile push notifications
  • E-mails
  • Web site landing pages

02

Brainstorm

Although the project spanned across Photoshop and Illustrator, for this case study, we'll focus only on Adobe Illustrator new trial users.

After reviewing the project brief, I met with my design teammate to sketch out wires. We wanted to showcase different marketing channel paths to drive traffic to our tutorial landing pages.

We would provide them with a series of tasks, based on the description that explained their goals for using the software. For example, if the person selected they are a scientist, we would suggest how to make an infographic and how to build an object in Illustrator.

03

Wireframes

Lo-fi Wireframes

After establishing a clear user journey, defining project requirements, and securing stakeholder approval, I was tasked with the creation of wireframes. To cater to the diverse needs of our trial users, we developed personas, enabling us to guide users towards tutorials that matched their interests.

For instance, a user identifying as a scientist would receive recommendations for creating infographics and building objects in Illustrator. To visualize how all the elements would come together, I crafted low-fidelity wireframes and presented them to my team for review. This process helped clarify our design direction. A colleague then refined these wireframes, incorporating playful shapes at the bottom of the page to add a creative touch. Subsequently, I embarked on an exciting journey into the realm of copywriting.

04

Copywriting

Now that we had a clear project scope, it was time to craft up some copy.

Push notifications

We planned eight Desktop in-app notifications, starting with an intro Creative Cloud app notification, which showed up after they opened the software for the first time. Then we sent one notification per daily assignment.

Email copy

Using the same schedule, I wrote seven emails, which included a Headline, Body Copy, and CTA per day.

04

Hi-fi Prototype

Email

Open inbox and see an e-mail with tutorial link.

Landing Page 1

View exact tutorial advertised in email

Landing Page 1

View all tutorials and watch them at any time.
Note: The tutorial graphics have been modified from their original format, for copyright protection.

05

Build Pages

I built eight tutorial pages in Unbounce, including the main landing page.

06

Test

We ran the test on 5% of new United States Creative Cloud trial users.

07

Review Results

The success of the test was overwhelming, leading us to replicate it in seven distinct languages: French, Spanish, Korean, Japanese, Chinese, Russian, and Portuguese.

08

Iterate

I orchestrated the localization portion of the project, overseeing every detail, including the validation of translations by coordinating with Adobe's localization team and native speakers. I also added subtitles to video tutorials using Adobe Premiere, ensuring the series was refined and ready for launch in each language.

Localizing this project was colossal, consuming two months, though it's worth noting that with current automation tools and the integration of a data import webpage platform like Webflow, this could have been achieved sooner.

I even proposed to the Growth team the utilization of Webflow, as its CMS feature would enable the automatic creation of each page by importing the translations from a spreadsheet. My contract concluded coinciding with the onset of the Covid-19 pandemic. While I engaged in other consulting projects for Adobe, this particular assignment stood out as my most educational challenge.