A marketing analytics pp that real marketers can actually use.
Ever notice how most analytics reports look like soviet-era space shuttle schematics? While art directors, SEO experts, and project managers might all participate equally in a digital campaign, they all have wildly different needs when it comes to surfacing and displaying actionable data insights. Adobe Marketing Cloud Adapts to each users role within their agency and enables them to recognize, share, and act upon the campaign KPI's that matter to them the most. I was awarded three invention patents in 2013 for several of the interface and design features that made the Adobe Marketing Cloud experience a truly revolutionary analytics product.
It's been said that all software expands until it includes messaging. Perhaps the same is also now true of the 'Pin to Board' concept first introduced by Pinterest and leveraged for the Marketing Cloud as a metaphor for collecting, saving, and distributing subsets of data analtyics cards based on topic, media type, and team membership.
While a high level view of data analytics cards was important for the Marketing Cloud product, without the ability to learn more about the anomaly and take action on the insight more noise would be created than useful signal. Taking this into account, the overlay state of each card offered commentary, annotations, and editing as a means to make the information provided more actionable.
What I Learned
A prototype is worth a thousand meetings. As designers, the motion and depth of an experience can no longer be communicated through static comps and detailed site diagrams. Phrased another way, the only way to experience an exprience is to experience it. My key learning at Adobe was that the single most powerful communication tool in achieving quantuum leaps in product evolution was a high-fidelity prototype presented on an actual device. Presentation Theater is a poor substitution for proper context.
What I Loved
A three-part design team composed of user research, prototoype engineering, and visual interface leads enabled the product to move from concept to execution to validation swiftly and with confidence. While the culture at Adobe was certainly engineering-focused, they built a space for creative design within their process that felt meaningful and catalyzed experimentation. Understanding and articulating the heritage of a brand is an important component of crafting products that feel authentic and informed.
Research, Design, Prototyping