UX Research and Design
Adobe Creative Cloud
Post trial retention
Adobe were seeking to improve post trial retention, especially for non-pro users. They wanted users to feel more guided through the trial week and to support their creative journey so they might feel ready to become paid members.
At pitch stage, the agency Nonsense London had begun to define a hub website which would signpost learning content and support users during the trial.
I was brought onboard to plan and carry out user research to understand the users’ mindset and needs before, during and after the trial. Then I finalised the hub wireframes, using my learnings to ensure we would be serving users well.
I researched competitors and best in class examples, then collated my learnings into a deck which I presented to stakeholders at Adobe.
My report was deemed so insightful, it was distributed around the wider business. I was also able to use my findings to make choices at the wireframing stage.
We had to adapt our plans several times to accommodate the changing coronavirus situation, making sure to be mindful of users wellbeing and needs.
We recruited 8 people who were keen to try Adobe Creative Cloud’s week long trial and I interviewed them over Zoom. The research included two interviews – one at the start and one at the end of the trial week.
I also created a diary which users were asked to fill out every day to track their experience. This enabled us to get a closer look at their thoughts and feelings. I found that the diary also served as an excellent memory aid for participants to refer to during the second interview.
In Trello, I performed in depth analysis and affinity mapping of the results to draw out insights. I then presented my findings to a wide audience at Adobe, including senior stakeholders.
Using Adobe XD, I then worked on the wireframes for a hub website to guide users through the trial, drawing directly on learnings from the research to ensure user needs were met – helping them feel supported and
inspired to create.