Differentiated learning experiences for priority user segments

Employer: Adobe Systems
Role: Content ops leader, ‘Chief content wrangler – Photoshop’

Situation

By 2014-15, Adobe’s business had made a hugely successful transition to cloud-based software delivery. To keep pace with the new business model, the company’s Creative Cloud learning content had to evolve to serve differentiated experiences for identified priority user segments.

 

Stakeholders

Drivers
Approvers
Contributors
Informed
  • Digital Media user research
  • Digital Media design
  • Community help and learning (CHL)
Digital Media executive leadership
Digital Media engineering
All tiers of Customer Experience org

Tasks

Metrics

Engineering-facing
Support-relevant
  • Page hits 
  • Unique visitors
  • In-app clickthroughs
  • Active use: Monthly active users (MAU)
  • Monthly call volume / MAU
  • Monthly forum volume / MAU
  • Feature call propensity
  • Feature first call resolution rate
  • Social media escalations

Results (non-confidential)

The new content types garnered impressive page traffic metrics and user ratings:

  • The Photoshop desktop What’s New page alone was registering millions of page hits every year by 2017.
  • Product-specific variations notwithstanding, the What’s New resources registered encouraging positive user ratings.
  • The call propensity around new features saw a decrease in 2016-17.
  • The content strategy I contributed to in 2014-15 has stood the test of time, scaling for newer channels like mobile. It is helping customers year after year in getting the most out of their Adobe software.
  • Overall, Adobe’s onboarding and retention strategy has been a huge success.

And this happened on the splash screen of Photoshop 19.x releases, marking a proud moment in my career:

Photoshop 19.x splash screen
Right-clicks are disabled. Apologies!