CUSTOMER JOURNEYS

Role: UX Manager/executive producer

Journeys help our customers gain a comprehensive view of how Adobe’s powerful solutions can service their needs along various touchpoints. Visualizing this relationship of user needs to Adobe’s value proposition facilitates alignment on business goals and provides insights into customer pain points as well as opportunities for improvement.

I oversaw many journey creations which ranged from high fidelity decks to videos which were highly effective sales tools and contributed to Adobe’s enormous growth over the past few years.

Responsible for:

Client management (internal and external)
Project/delivery management
UX and solutions strategy
Storymapping and scriptwriting
IA/Wireframes
Creative guidance

American Red Cross journey shown here was a “win” and represents a typical journey.

The American Red Cross is a humanitarian organization that provides emergency assistance, disaster relief and education in the United States. Although they were already using Adobe marketing products in their fundraising and IT departments, their Biomed (blood donor division) needed to be convinced. Within a short one week timeframe, we were asked to deliver an “art of the possible” customer journey to demonstrate the power of our integrated set of products in a very competitive situation.

This presentation focuses on the effectiveness of Adobe Campaign and Analytics for journey management, highlighting how insight-driven marketing can compel users to the next action. Furthermore, it shows how other Adobe Experience Cloud investments can be integrated to expand a donor journey for continuous re-engagement and cross-department promotions.

Bank of America Vision represents a more futuristic customer journey for Bank of America Advanced Centers. These Advanced Centers is a mashup of traditional banks and online/remote banking. I produced this video with a talented team of 2 designers.

Verizon “One Cloud” Marketer Journey highlighted how Adobe can help Verizon gain operational efficiencies, a better view of their data, and maximize marketing spend, with the goal of increasing online Gross Adds.. When working with competing point solutions, the burden is on Verizon to make all these disparate systems integrate together. When working with Adobe’s cloud offering, the onus is on Adobe. Content and data can seamlessly flow thru acquisition efforts, audience management and creative workflows. I produced this video with a talented team of 2 designers.

Customer Journey Builder (internal tool)

Due to the success of customer journeys, I also led the team to create an internal tool we named “Customer Journey Builder” which allows solutions consultants to create Adobe-class presentations on their own with pre-defined templates across all industry verticals. I became the product owner and was responsible for UX strategy, feature prioritization, branding, and marketing.