adobe.com
Logged-in Experience
BACKGROUND
When I was hired at Adobe Studios, I immediately joined the SCRUM team dedicated to logged-in experiences across adobe.com. Our goals were to bring a higher level of personalization to paid and free users logged into their Adobe account. We aimed to show the value of their current plan, find out how to better use their apps, and get suggestions for apps that worked well with their current plan.
Team Role
Lead Copywriter
Content Strategist
What I Did
Short-form UX copywriting
Content & copy strategies
Editing/proofreading
What I Made
Headers, subheaders, body copy, eyebrows, CTAs, etc.
Content frameworks
Reusable copy blocks
Software and Tools
Figma/Adobe XD
Adobe Workfront
MS Word & Excel
Miro
My Day-to-day
Creating UX copy for logged in experiences on adobe.com: segmented homepages, product pages, plan comparisons, campaign landing pages, etc.
Editing copy from teams across Adobe to fit brand standards — with no comma, em dash, or extra space out of place.
Drafting copy variations from multiple strategic approaches, typically using content hierarchies to explain our POV.
Helping design homepage best practices for copy blocks, paying special attention to ideal character counts across devices.
Guiding copy and design decisions through explorations with UX designers, creative directors, and product managers.
Iterating new copy directions and revisions based on test results/analytics.
Homepage Redesign
Project Scope
To create a more tailored UX for paid users, our team — responsible for logged-in experiences — wanted to start with the highest visibility page: the homepage.
Instead of mimicking the content of the logged-out homepage, we wanted to make this page the paid user’s go-to place for their apps, services, and member perks.
Original Design
From the marquee to the end of the page, the logged-in homepage was almost an exact copy of the logged-out version. No personalization or tailored content specific to the user’s apps. And that’s exactly what we set out to change.
The Problem
Years of using the same layout left huge opportunities on the logged-in homepage. Our team pinpointed the issues:
Messaging wasn’t personalized to the paid/free audience, or any segments within either.
Content focused heavily on product promotion and upselling, which was painfully obvious (and pointed out in user tests).
No paid user resources, including easy access to their files, apps, or any member perks.
The Strategy
Many brainstorming sessions later with our UX designers, product managers, and creative directors, we came up with a plan to:
Make the homepage the user’s hub, more like a dashboard than our logged-out homepage.
Prioritize their apps right below the main navigation, with links to open each app directly from the homepage.
Give app/service recommendations based on their current plan (e.g. Photoshop goes well with Illustrator).
Highlight the member perks — many that are often overlooked like Adobe Fonts, templates, brushes, etc. — to reinforce the value of their plan.
The Test
After months of content strategy and brainstorming sessions, the designers and I created multiple versions of the logged-in homepage to test across targeted segments.
Our designs went live for thousands of users. We wanted to test our new, cleaner design alongside the content framework we hypothesized would lead to more ARR and higher engagement than the control.
Redesigned Homepage
Sidebar and Main Page
In our new design, we aimed to give current Creative Cloud users a dashboard experience — a hub for all things Creative Cloud. This example is for a Photoshop subscription.
To make this homepage feel like their own, we started with a friendly welcome message in the sidebar and a reminder of their plan. Immediately afterward, we gave them a place to jump straight into their apps, which was a feature sorely missing in the control experience.
On the main page, we suggested a plan upgrade, supported by messaging tackling fears of upgrading and losing hours — if not days — of hard work saved in their current files. We then suggest Illustrator as a popular add-on. In the third card, we highlight Adobe Express, which a large chunk of users didn’t know was included for free in their Photoshop subscription.
Learning and Resources
Immediately below the fold, we began showcasing membership value with one of the most unknown — but valuable — resources for paid members: in-app tutorials, how-tos, and other free resources. Led by the idea of limitless creativity — a core message spread throughout Creative Cloud pages — my copy encouraged users to create through inspiration, armed by a few new tools at their fingertips.
Member Perks
Next up, we highlighted the member perks package bundled with all Creative Cloud subscriptions. Interestingly, member perks — fonts, libraries, in-app tutorials, etc. — are typically buried several pages deep into the member’s account settings. Because these are already paid members — and data showed a small fraction knew what was included with their membership — we wanted to give them easy access to each category.
App and Plan Add-ons
To round out the page and end on actionable CTAs, we placed popular add-ons for their plan, to keep the secondary ARR goal of the page in focus.
Alternate Version: Creative Cloud All Apps Plan
The Result
Our test exceeded our goals, driving more conversions and higher engagement. Weeks later, we began on V2.
After an organization restructure, the homepage was transferred to another team.
Our designs and content strategy directly influenced and inspired that team to create another version of the homepage.