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.
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.
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.
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.
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.
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.