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Growth Experiments

Deepa Subramanian, Creative Cloud Marketing, Adobe

“Product led Growth is a strategy that uses the product itself as a primary vehicle to drive customer acquisition, engagement, conversion and retention.”

Nathan Etter, SVP, Creative Cloud, Adobe

“Growth is not just about metrics optimisation or running as many experiments as you can. It is truly about understanding your users deeply with the help of new ideas and understanding the data deeply.”

30 years of Illustrator

Having been a staple in the industry for over 30 years, Adobe Illustrator not only generates substantial revenue for Adobe but is also a much-beloved, powerful digital drawing tool for graphic designers. However, we are tackling an ongoing issue regarding customer retention. Further challenges include user learning curves and the discovery of tools and workflows within the application. The platform has branched out onto the iPad and Web to cater to up-and-coming audiences as well as novice learners.

At the core, we are exploring how graphic design tools and workflows can evolve to embody innovative ways of creation, employ new technologies and be shaped by fresh perspectives. Our goal is to attract new users, while simultaneously aiming to enhance the retention rate of our existing and newly-acquired customers.

OUR EXPERIMENTS

Surface Expansion

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Free Trial to Freemium

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Illustrator Playground

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Learning & Discovery

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Collaboration

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Measurement

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Surface Expansion • Free Trial to Freemium • Illustrator Playground • Learning & Discovery • Collaboration • Measurement •

Illustrator Web Playground is free, fast, and to the point.

Spectrum Design System

The future is built collectively and is flexible.

More details here

Search with Illustrator Discover Panel

Searching in your favorite creative tools was never easier. Welcome to Discover Panel in Illustrator where you can search your latest tools, in-app tools, learn content, What’s New Content, design workflows, quick actions all under a magnifying glass.

Quick Actions in Discover Panel 

Illustrator’s Rich Tool Tips

Relatable visual stories that surprise, delight, and guide user outcomes.

Illustrator Quick Pen Tool (Beta)

Re-imagining the iconic digital drawing tool.

Started as an idea of creating perfect arcs and trying to draw logos.

Patented technology in collaboration with Senior Product Designers at Adobe Illustrator

More details here.

Creation, Editing with Snapping Support

Interop with other tools in Illustrator

Nathan Etter, SVP - Growth, Adobe Creative Cloud

“What we will see, as PLG scales up, is a high velocity of experiments running within each of these products and their surfaces. As we roll the test winners out, they will improve the core growth KPIs (acquisition, engagement, conversion, and retention) – and help propel not only the core creative cloud pro products like Illustrator but the entire Digital Media business forward.”