Adobe Solution Category Pages
Adobe Experience Cloud is a collection of integrated online marketing and web analytics products by Adobe. Asked to make a handful of pages, we wanted to find a way to help educate our customers not only about the many marketing products, but do a deep dive into the ways that they can help solve their everyday business needs. I worked as the visual lead and collaborated alongside our Experience and Content leads from start to finish.
Context
Adobe Experience Cloud is a collection of integrated online marketing and web analytics products by Adobe. These pages were created for the launch of the new domain business.adobe.com
Problem
Find a way to help educate our customers not only about the many marketing products, but do a deep dive into the ways that they can help solve their everyday business needs.
Role
As the visual creative lead, I worked in tandem with the experience and copy leads to create a finished product that utilized our design system and artwork style established through the business.adobe.com site.
Discovery & Wireframes
Although not on the experience team, this project was far more hands on as we were creating a unique experience never used before on the site. Copy, experience and visual worked together to explore various options for the page and what would make the greatest impact for the user.
Design System
Prior to this project, I was one of the designers who built the design system for the Adobe Enterprise web experience. Utilizing our recently established design system, I assessed the wireframe and updated with the most current design elements.
Visual Design
Adobe has a creative heritage, but our marketing customers don’t necessarily want or need that in all of our artwork. I worked with our illustrator as a creative director to help bridge this gap for the artwork on the 7 pages. The marquees are an abstract representation for each solution, but in the river flow, we utilized devices that highlighted product or imagery that directly relates to the copy.
Animation
In addition to the product based imagery, on the second phase of the solution pages, we began to introduce animations that helped support the copy to the left or right. These 10 to 12 second videos provided a quick glimpse into the product, or helped continue to tell the story of the solutions for businesses.
Post Launch Testing & Updates
After successfully launching the 7 pages, we wanted to test and see if the customers actually liked what we had done. We used a tool tracking clickthrough, and we’re happy with the first round of results. We have also launched an AB test to see if that increases interaction. We are also working to update the page with animations in the river flow, wanting to see if static versus motion helps drive customer clickthrough.
The Results
Clickthrough Increase
These pages have been seeing high clickthrough rates from the marquee, all the way to the footer. With the anchor tag navigation implemented, CTAs that would normally be in the 1% or lower range, there were some performing at a dramatic increase of 6%+.
Jury Is In
With the success of the control page, we are currently testing additional iterations much sooner than usual. The visibility that this page is receiving is a huge plus and has been a pleasant surprise for many. Overall, leadership has already seen these pages as a success and is asking for the layout style to be utilized in other pages on the site.