Increasing Adobe Experience Cloud user engagement

Enhancing user engagement for Adobe Experience Cloud Home

I worked on the DXUE (Digital Experience Unified Experience) team creating composable patterns, frameworks and guidelines.

This is a solution to increase EC Home’s value to aid user customization & facilitate PLG/ discovery of EC products. Designing a contributable, intuitive design pattern that can be adopted by other EC products.
The end result was a 1 min increase in average time on page and 7% hike in active users on EC Home.

*contact for full case study

Responsibilities

Design Pattern, Information Architecture, Visual Design, A/B Testing, Prototyping

Tools

Figma, Miro, Maze

Introduction

Experience Cloud is a robust suite of enterprise marketing tools. Experience Cloud Home is a central, context-aware landing page based on user entitlements & permissions

It consists of varying acquisitions. Varying user types. Varying backend frameworks. EC Home is the first place our users land

An overview of Adobe Experience Cloud products

Problem

EC apps get 2 million views a day and EC home gets 50 k views a day. The average user spends approximately 6 seconds on EC home

EC Apps each have their own unique landing experience. As new applications are coming into the market to achieve specific use cases, the landing pages for an application became an afterthought and difficult to manage. Home was created to serve as an authenticated user’s home base within Experience Cloud optimized to the users experience rather than adding a layer of friction to complete their tasks

The lack of views and time spent on the homepage indicates the average user regularly bypasses the homepage.

Goal

To increase EC Home’s value to aid user customization & facilitate discovery of other EC products

Our Users & their tasks

EC Home caters to a diverse set of users. One such user group is Marketing Operations Managers

Taking the example of a marketing ops manager, their daily tasks across the 3 stages of the marketing lifecycle include

Assigning tasks
Monitoring campaigns
Re-strategizing & publishing campaigns

A user has to switch between 4 different products with individual landing pages to even start their day to day tasks

Stakeholders involved in the process

Tasks of a Marketing Operations Manager across the Marketing lifecycle

Solution

1. Edit feature to customize users dashboard

A clear, discoverable edit button on the Dashboard that allows users to customize their homepage

2. Changing backgrounds & filtering through widgets

The user is presented with options to either change background or add widgets. The user can also filter through the widgets select one from a particular application with AEC

3. New widget discovery and adding it to the dashboard

Upon selecting a widget, the user is then suggested a lite version of widgets from applications that cold be relevant incentivizing them to buy another AEC product.