Adobe: Premiere Pro Campaign
Adobe created a compelling global campaign to make Adobe Premiere Pro the singular choice for social video creators and promote our promise: creativity for all.
The Ask
Adobe invited creators into integrated experiences that unify their physical, digital & virtual worlds. The "There's more to your story" global campaign wanted to position Premiere Pro as the number one tool for social creators.
Project Overview
What defined success to my UX Work
Working with Adobe's
Design System (XD)
The majority of my projects have been using Figma. However, as anticipated, the Adobe project was developed using Adobe XD and XD components. Gaining a understanding of Adobe's Design System was imperative in order to effectively utilize its features and achieve outstanding design outcomes.
UX and Strategy
working together
In order to ensure the success of this project, it was essential to align the strategic vision with the user experience on Adobe's website product pages. Essentially, all touchpoints within this campaign needed to be interconnected and unified, with the aim of compelling users to sign up for Premiere Pro.
Sync with Adobe's
Development Team
Outsourcing development necessitated synchronized efforts between design and development. The Adobe website development team played a crucial role in validating UX, designs, and component availability. They also assessed the feasibility of recommended changes.
Wireframes
Exploring Opportunities
Our goal was to present a seamless narrative to our users. In the user flow, they would be directed from Adobe's social media channels to view an episode featuring a collaboration between our influencer, Happy Kelly, and Adobe. To highlight the capabilities of Adobe's Premiere features, we aimed to integrate them into the product landing page, establishing a direct association between Happy Kelly's content and the possibility of creating similar videos using Premiere Pro. As the campaign was target to be mobile first, all mobile decisions informed the desktop design that came later on.
The Result
What we accomplished
A captivating design was created to enhance the UX vision, aiming to establish a strong connection between users and the campaign they had seen on social media. Above the fold, users would immediately find themselves immersed in the campaign vision, accompanied by a prominent call-to-action (CTA) to watch or re-watch the episode if they came from YouTube. As users progressed, they would encounter detailed information about features, benefits, and other product-related details to aid their decision-making process. To add a personal touch, a quote from our influencer, Happy Kelly, was integrated to humanize the collaboration and reduce the commercial aspect. A final CTA and FAQ section were included to address any remaining questions and provide users with a last opportunity to sign up.
What I've learned?
Among my favorite UX projects, this one stands out due to the extensive collaboration among UX, Strategy, and Creative teams. Designed for launch across social media, the website served as a crucial touchpoint for users, although not the only one. Throughout this project, I gained valuable insights into Adobe's component-based approach, their strategic processes and their suite of products.
