Increasing market share with user-focused content design

Adobe

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Problem

Adobe Premiere Pro had been leapfrogged in the market by Apple Final Cut Pro.
Adobe introduced new technology for Premiere Pro that could potentially regain market share and market leadership.
But what was the best way to communicate the new benefits of Premiere Pro over Final Cut Pro to the market?

Solution

‍User-centric, benefit-focused educational content design aimed at target user groups.

Results

‍Adobe Premiere Pro regained market share and leapfrogged Apple Final Cut Pro to emerge as the leading video editing app.

The integration between Adobe Premiere Pro and Adobe Audition is particularly powerful. The user group my work targeted was broadcast professionals editing audio for video. The goal of my content design was to show broadcast professionals how they could speed up their workflows and improve the quality of their work.

My role

‍As a content designer, I contributed user guides on a number of topics related to the audio features of Premiere Pro and Audition, including:

Recording voice-overs
Roundtrip editing with Adobe Premiere Pro
Noise removal

Challenge: Integrated with Premiere Pro, Adobe Audition is a versatile and powerful audio editing app. But it had a very limited installed base and negligible brand awareness among broadcast audio professionals – our main target user group.

Adobe wanted broadcast professionals to understand Audition’s depth and potential, in order to capture more market share for Premiere Pro, which was facing stiff competition from Apple Final Cut Pro.

Process

‍Working with product managers, marketing managers, product specialists, and UX researchers to analyze user friction points, we identified subjects that addressed user needs while showcasing the capabilities of Audition.
I proposed specific solutions and worked with the product and marketing team to refine the outlines. My contributions encompassed:

Content design that guided users on how to use Audition to achieve solutions for common audio problems.
Final copy, graphic assets, media assets.
Collaborating with the marketing, compliance, and legal teams to finalize deliverables.
Distribute guides in print and online, and through my work hosting and curating Adobe’s audio production blog.

Click this sample to download the full user guide as a PDF.

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Results: Success. The value my contribution added to the campaign helped make Premiere Pro the leading non-linear video editing app.

Audition is still an integral part of the Creative Cloud production family of apps, and enjoys a robust user base, particularly among video editors who use After Effects and Premiere Pro.

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