Creative Cloud Research
User research, strategy, planning, user interviews, research analysis, presentation, wireframes in Adobe XD.
Client: Adobe
Agency: Nonsense
The project
Adobe wanted to improve post-trial retention for Creative Cloud, especially in non-pro users. They wanted to understand users’ mindsets before, during and after the trial.
My involvement
I planned and carried out multi-modal user research and analysed the findings to draw out insights. I then used these learnings to create wireframes for a hub site to support users during the trial process.
Strategy & Planning
I identified a key objective for the research, supported by 9 research questions.
I wrote a screener questionnaire for an agency to recruit 8 participants. This screener ensured we had participants who were keen to try out Adobe Creative Cloud and who fit various Adobe personas.
Research
Each participant was given an account to try out the Adobe Creative Cloud trial. I interviewed them at the start and end of the week, and asked them to fill out a daily diary.
I wrote discussion guides for the interviews to provide prompts for myself. I highlighted important questions to make sure we got to them but generally I let conversation flow freely as I chatted to people about their plans and experiences.
In the second interview we often referred to the diary entries, which served as an excellent memory aid, enabling participants to tell me anecdotes about things that happened each day.
Analysis
I used Trello to analyse observations from the interviews, labelling each note with recurring themes.
This affinity mapping enabled me to draw out clear conclusions and insights - and to easily refer back to see which participant said what.
Presentation
I created a deck to present my findings from primary research along with some learnings from competitor research.
My report was deemed so useful it was distributed around the wider business and the audience for my presentation was expanded to include more senior stakeholders.
Quick Start Hub
Using Adobe XD, I created wireframes for a website to guide users through the trial, known as the Quick Start Hub.
I drew directly on learnings from the research to ensure user feel supported and inspired to create.
My wireframes were translated by the design and development teams into the live Quick Start Hub which is available to support all Creative Cloud users.
