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ADOBE
Turning frustration into conversion through empathetic experience design.
KEY RESULTS
Increased conversion rates
Improved customer experience
PROBLEM STATEMENT
Discovering your Adobe software is non-genuine and will be disabled — after paying a premium for the service — is a confusing, frustrating experience. However, it’s unsafe to use improperly licensed software, so Adobe had to act in order to ensure customers were using software that is compliant and secure.
OBJECTIVE
Adobe partnered with us to establish a measured approach to improving their non-genuine conversion experience. To achieve aggressive conversion goals and ambitious expectations set by Adobe, we rapidly experimented with a number of variables including tone, frequency, design, and product segments, etc. This required us to design for a variety of unique audiences while seamlessly integrating touch points across in-app notifications, email nurturement, landing pages and microsite experiences.
OUR APPROACH
Evaluate the existing experience
Triage design and usability weaknesses
Improve the perceived legitimacy of the program
Document users’ emotional experience & needs
Establish clear segmentation strategies
Design & test new multi-touch experiences
CONSISTENT VOICE & TONE ARE KEY
Quickly build credibility
We immediately identified Adobe’s experience for notifying and converting non-genuine users suffered from a lack of credibility. The look and feel of the notification messages, combined with their sudden and unexpected nature, led many non-genuine software users to believe they were fraudulent and subsequently ignored them. To overcome this obstacle, we designed notifications that more closely aligned with Adobe brand standards strengthening the program identity and credibility.
Be more empathetic
To ensure users were being thoughtfully approached, we created emotional journey maps to implement a more empathetic and personalized experience. We struck a balance between empathy and authority and developed customer-centric designs that were informative yet assertive. These experiences, delivered to global audiences across multiple segments, saw a higher customer satisfaction and conversion rate.
Evolving the experience
We identified an opportunity to create a microsite that contained all the information the customer needed to resolve their non-genuine issue. Our improved in-app notification cards led customers to the site to better understand the issue and get on a path to a speedy resolution. The centralized site greatly improved program credibility, further boosting conversions of non-genuine users.
A CONCIERGE APPROACH TO COMPLIANCE
Continuing to iterate over time
With a seemingly endless supply of non-genuine users, the work never stops. We are constantly evolving the experience and improving our process. Successful short-term gains provide valuable insights for future design enhancements, making us more agile while simultaneously providing us with information to pivot, change, and grow with Adobe.
Skyrocketing performance, global impact, and a safer user base.
Work with usTHE RESULTS
Increased conversion rates
Improved customer experience
Activation of new target segments
Improved program credibility
Higher success rate with more satisfied customers