Problem
User Problem
Many users do not understand how the All Apps plan is valuable to their specific context and workflow. They lack relevant use cases that demonstrate how All Apps can benefit them personally.
Insights
Optimal Testing Surface: CCD Apps Tab is the highest converting tab on Creative Cloud Desktop
A New Revenue Opportunity: Despite team concerns that the specific category tabs have low traffic, an investigation showed that the Category Tabs (Photography, Design, Gen-ai, etc) get 387K weekly traffic (1.5M monthly) making this a desirable surface to optimize
Low Propensity Users: These users have limited awareness of the All Apps plan but respond well to gradual exposure and upsell content, especially when encouraged with messages like “keep going, keep growing.” Offering a trial can effectively convert these free users into paying customers.
High propensity users: who already use 2+ apps and are seeking new creative challenges, are more likely to engage with teasers that showcase the process and benefits of All Apps.
Many Users Already Rely on Multiple Apps: Design users use Illustrator or Indesign for graphics and layouts, and text setting. Video users use After Effects or Lightroom for effects and creating professional quality videos.
Hypothesis & Estimated Impact
If we add a 1st Position All Apps Card to each App category tab (e.g., Photo, Video, Illustration) with tailored copy highlighting how All Apps benefits the specific use-cases of each category, then users will better understand its relevance to their needs — boosting ARR, conversions, and CTR.
Business Problem
The All Apps plan is a key product that drives higher engagement and lifetime value, but since it requires a significant investment, we need to boost its visibility and demonstrate its value more effectively to make a stronger case for its expansion.
Project Design
Control
Results
Challenges
The main challenge was managing a complex test on a new surface while aiming for personalization. I prioritized gaining insights over perfection, and accepted some trade-offs to complete the test. Follow-up testing will refine the approach, which is an exciting next step.
App Display Limit: We could only show two apps due to surface constraints, though we intended to showcase three apps. I sent an engineering request to third app functionality, with a full implementation planned for the next iteration.
Single Copy Test: We tested only one copy to validate the hypothesis first. Future tests will use multiple copy variations, evaluated through AI, to refine messaging.
Lack of Customization: The test did not include region-specific or entitlement-specific copy. Future tests will consider cultural and regional adaptations.
14 Million users targeted between challenger and control
TBD - FY24 Q4
Challenger