Adobe Campaign Orchestration

Project purpose: 1. To create a high level view of an entire companies marketing initiatives. 2. To create a vision piece that could define a direction both aesthetic that all other Adobe marketing products could take inspiration from as well as define some cross application task flows to encourage cross product integration.

Problem statement: Adobe’s marketing suite of application are so feature rich that the learning curve is too high for them to be used by non daily users such as a CMO or CEO, so a tool that would provide value to infrequent users and provide a view into all marketing initiatives which are sometimes opaque was the goal.

Target users: A mid size companies CMO or CEO.

Duration: 3 months full time.

My Role: Lead designer throughout the project.

Team Members: Matt Aune, Alan Wilson: design management. Youjin Choi: supporting design team member. 

Project Advisors:  Phil Clevenger: executive design sponsor. Lindsay Browne: design systems. Stephanie Au: product management.

Project Phase 1

I began by created lots of wireframes with ideas on how a companies disparate marketing initiatives could be communicated clearly at a high level while also providing enough insight and interaction to allow users to optimize any aspect of their operations.

This wireframe provides high level metrics and filters for all aspects of any marketing initiative.

This wireframe has a tree map that shows spend = size, and color = ROI (return on investment) so users can clearly see which channel is operating best for them, and allows any part to be resized thereby changing the companies spend on that channel.

This wireframe is an attempt at using Adobe’s AI technology so users can see a ROI graph so spend can be tailored to the exact return a user wants, this requires the product to anticipate a return (views, clicks, conversions) for a given spend and for each channel.


This is a marketing activity coordination UI, where content and delivery touchpoints can be defined with rules and dynamically updated using Adobes Sensei AI technology. A patent was filed stemming from this design exercise titled “CONTROLLING USAGES OF CHANNELS OF A USER EXPERIENCE ECOSYSTEM” in 2017.

Phase 2

After a week or two or sketching, brainstorming and wire-framing I began exploring potential directions for the product in terms of aesthetic and design language.

This is styled version of a pervious wireframe. Page filters along with some high level metrics at the top provide users with a summary of their marketing performance.

An interactive ROI tree map of then allows for a channel to be selected whereby users then get a breakdown of spend on that channel, Facebook in this screen, with controls to change the spend and a graph on the bottom so users can visualize the expected return for a given spend.

A visual design exploration of how marketing activities could be monitored using a large display such a a TV. This screen done in collaboration with  Cosmin Capitanu.

A visual design exploration of how marketing activities could be monitored using a large display such a a TV. This screen done in collaboration with Cosmin Capitanu.


Many of the features required more engineering resources to build then we could get but it was determined that a marketing activity creation and management product held unique value and would require engineering effort we could acquire so we focused our efforts there.


The activity composer was initially focused on social posts with the ability to schedule and publish from the tool, I argued for the ability to visualize posts exactly how they would appear on the different social networks so users could seen how copy and images may be cropped.

We ultimately expanded to cater for email creation and editing but this was ultimately dropped as Adobe had a product focused on email creation and delivery - Adobe Campaign.

An early wireframe exploration for the activity composer, this did not work as we discovered users wanted the ability to publish to multiple accounts on the same network. I added the timeline elements of previous explorations so users could see what other activities would be going out at the same time.

Another early mock which changed as i decided to incorporate asset browsing more prominently into the UI.


This design added tabs for each network as each has its own specific features and options, this also made content browsing a focus but ultimately put the balance of the page off so I decided to have an editing area be the focus and asset browsing be in a contextual rail.

This make editing the focus and kept tabs for the networks but scheduling was moved into its own full page as requirements for it expanded.

This gets closer to what was the final design, one drawback is not being able to see the names of the destinations its scheduled to unless you select that network tab in the top.

I proposed a preview page dedicated to visualizing only the post previews and time(s) scheduled, I also proposed adding a metrics section at the bottom where it would show expected performance if its yet to go out and actual performance if it had already been posted, but this was dropped due to the engineered required.

Final activity composer DESIGN

The final design for the activity composer make the network preview the focus with a right rail to have post templates, assets and an activity history. Global settings were in the top such as tags, to aid in discovery when searching and metric gathering, and the ability to save as a draft, schedule and or publish all posts.

Users can search the social web from the rail and browse their saved assets. Multiple posts can be dropped onto an activity template to reuse any or all content from each post.

Users can comment on individual activities and see its history in the rail.


What Shipped 🚢

The ability to edit emails was dropped along with the ability to schedule activities, except for Twitter due to engineering effort. They were planned to be added in V2.

We also added other template types so users could create drafts of marketing activities that could be handed off to others and published from any other product they chose.

Final activity MAnagement DESIGn

The screens below show some designs for the final activity management part of the solution. It provides a single place for all of a companies marketing activities from social posts on Twitter and Facebook to website designs and emails to be stored and viewed with the option to open and edit them in the corresponding Adobe product, from Photoshop, Illustrator, Premiere, Campaign and AEM.

A view of a companies total marketing activities. A single source of every content based initiative, with further product features to allow for the creation and publishing of activities such as social posts and emails.

A detailed view of a marketing activity draft, in this case a twitter post, but I designed versions for all types of marketing activities.


After testing early versions of my designs with users, many asked for the ability to assign drafts of activities to users.


Card options for all states of the cards used in the composer and activity management UI.

Areas for future improvement

Composer: The ability to publish to more networks, the ability to bi-sync email edits with Adobe Campaign. The ability to create Facebook VR posts. Adding performance analytics to posts that have been published.

Activity Management: Adding more formats such as code snippets and audio files as well activity performance analytics.


It was difficult to get resources for a project that did not have a chance of having new revenue tied to it. Content also became the biggest potential add for this product so we initiated a new project called Adobe Content Management which I led the design for.

My Other Work