Problem

User Problem

Users desire to get creative but often don’t know what in-app tools are available or how to use them – which makes their learning curve (and early experience with Adobe) painful.​

Insights

  • Usage Rates: In top regions (Japan, Korea, UK, Germany, France, Brazil), only 54% of Single App Photoshop users hit the Monthly 1+ usage KPI, compared to 75% of All Apps users.

  • Lapsed Audience: Our regions experience a 10-15% higher lapsed audience compared to the US.

  • Need for Inspiration: Research shows 40% of users open Creative Cloud seeking inspiration with no project in mind.

  • Learning Curve: Many Sustained users lapse due to challenges with the learning curve.

Hypothesis

If we provide 101 content and basic skill-building opportunities to struggling low-engaged sustained and dormant users, then we will help them overcome the learning curve, build confidence, and raise awareness of resources that can help them. This will reduce frustration-related drop-off, boost engagement, and lower cancellation rates, leading to increased user retention and saved ARR.

Business Problem

Engagement is lowest across single app plans in our top regions (especially Photoshop)​, and there aren’t any structured user success experiences in place for them. Risk of dormancy and cancellation is high when users are inactive due to lack of confidence, motivation, and success.

Project Design

Description

  • Overall Engagement: Latin America had the highest engagement, Asia showed the lowest.

  • Quick Actions Work Best: Quick actions had the highest CTR (3%), followed by Adobe Express (2.5%), showing users prefer immediate benefits and free lightweight resources.

  • Experience Type: Copy that described specific experiences (e.g. trying Adobe Express or Quick Actions) were more effective than generic copy string (e.g. Explore Tutorials), showing that users are seeking structured guidance.

  • Dormant Users: KR’s dormant users saw significant lift 2.91% lift in Monthly 1+

  • CTR Metrics: DTNs had a 5% CTR, outperforming banners at 2%, proving more effective for hard-to-reach users.

Results

High-Level Impact

  • MAF (Sustained Users): 1.08M Incremental Engaged Subscribers | .77% lift in MAF | $344K Saved Cancellation ARR

  • Monthly 1+ (Dormant): 4.3K incremental engaged subscribers | 3% lift in Mo 1+ | $52K Saved Cancellation ARR

Learnings

Follow-up Testing

Localize Content: Test tailored experiences for JP/KR.

  1. Optimize Experiences: Continue refining quick actions and specific experiences.

  2. Refine Copy: Focus on specific, concrete messaging.

  3. Evaluate DTNs: Further assess and optimize DTN impact on user engagement.