Growth Design
Remix: Adobe Lightroom’s New Feature
As a Staff Designer on the Creative Cloud Growth Team at Adobe, I worked with product managers and XFN teams to design and execute a variety of A/B and product-led growth experiments that drive activation, retention, and engagement of Creative Cloud products.
In summer 2022, Adobe Lightroom launched its newest feature, Remix, which allows you to edit and re-share community members’ photos, and lets other people to do the same to the photos you post.
I partnered with the Lightroom team to run a parallel growth experiment to help boost visibility of and engagement with this new feature during its launch campaign.
Goal
Increase traffic to Remix landing page on desktop and mobile, and drive incremental launch of Remix feature within Lightroom app by raising feature awareness through Creative Cloud Desktop banners, desktop notifications, and paid social. Test is completely separate from but tangential to launch campaign.
User problem
Paid Users aren’t engaging because they are unaware feature exists or how to navigate to it.
Hypothesis
By running a cohesive campaign alongside social and marketing that illustrates the value of Remix while also providing deeplinks directly into this feature, we will see an increase in awareness and usage, which will increase both Remix Submissions and engagement among sustained Lr premium users.
My role
Design lead
Concept and messaging
Image selection and manipulation
Copywriting; collaborate with copywriter
Manage relationships with Lightroom product team to acquire feedback on designs, concepts, and stay aligned with Lightroom branding
Deliverables
4 Creative Cloud Desktop Banners
3 Desktop Notifications
3 Facebook Ads
6 Google Display Ads
1 In-app Lightroom copy banner
Process
Growth design is it’s own beast and doesn’t conform to typical processes or how things “should be done” on other Adobe teams. Many voices wanted to chime in on this project. Without careful managing and strong boundaries, they would have grabbed the wheel to steer it into unwanted directions.
I navigated tricky conversations and uncomfortable scenarios with diplomacy; established strong healthy boundaries, growth priorities, and asset feedback timelines with key partners on the Lightroom product team.
Results
Experiment was a success in lifting Remix engagement metrics (though I can’t share private Adobe data). Test was duplicated, run on another cohort, and produced another lift.
FACEBOOK AD CAMPAIGN
In-feed static, carousel, and ads
GOOGLE AD CAMPAIGN
Display campaign with 4 different sizes (160x500; 300x250; 300x600; 728x90)
CCD BANNERS
Banners featured in Creative Cloud Desktop (CCD) app, rotating every few days to surface Remix banners to users as they interact with CCD throughout the course of the experiment.
