Adobe Infuse

Case Study

Background

Role: Designer (Gaucho Creative Consulting)

Responsibilities:

  • Research Adobe and Infuse branding
  • Interview Adobe employees and analyze findings
  • Design deliverables: Market Research Report, Market Strategy Report, Marketing Materials (microlearning infographics, blog posts, case studies), Final Slidedeck
  • Offer branding and UX recommendations as part of the Market Strategy Report

Team: Project Manager, Account Manager, 6 Strategy Consultants, 3 Designers (11 total members)

Tools: Figma, Google Forms, Microsoft Teams

Who is Gaucho Creative?

Gaucho Creative is UC Santa Barbara’s first and only marketing and consulting group. We specialize in digital strategy and creative storytelling.

Who is our client?

Adobe DWx is an internal Adobe organization that is the driving force behind the Infuse framework.

What is Adobe Infuse?

Infuse is a product delivery framework created to empower teams to research and develop solutions through a deeper understanding of the impending problem, instead of jumping directly into the solution and delivery phases of their projects.

Timeline

Over the course of 10 weeks, our team implemented the design thinking framework to provide Adobe with recommendations on increasing awareness and desire for the use of Infuse.

  1. Discover: Preliminary & Market Research
  2. Define: Interview Findings
  3. Design: Marketing Strategy & Materials, Design Framework Recommendations
  4. Deliver: Market Research Report, Market Strategy Report, Marketing Materials, Final Deliverable Presentation

Internal Debrief & Preliminary Research

Our team started by doing research on Adobe and Infuse to understand their mission, values, brand identity, target market, and competitive positioning.

Designers focused on the visual brand identity — Adobe’s logo, color palette, typography, imagery, and graphic elements. In addition to researching the company as a whole, we also familiarized ourselves with design thinking, since Infuse is a design thinking framework.

After the debrief and initial research, we identified the problem statement and our role in this partnership:

Adobe seeks to implement Infuse across all Adobe teams to have a common design thinking framework that improves employee experiences, accelerates product development, and leads to better business outcomes. More specifically, the Adobe DWx organization is looking for the most high-impact, low-effort marketing activities to increase Infuse knowledge and desire for use from busy, result-driven employees.

Gaucho Creative’s purpose was to provide insights on how to stimulate employee awareness and collect case studies, infographics, blogs, and recommendations. Taking the time to research and understand the problem statement ensured that we were well-informed about our client before diving into strategy and making recommendations.

Market Research & Findings

To help us understand the awareness, practicality, desire, pain points, and inquiries associated with the Infuse framework, we decided to interview three groups of Adobe employees:

  1. DWx team members who use Infuse
  2. DWx team members who do not use Infuse
  3. Non-DWx team members who use Infuse

Our goal was to interview both frequent and infrequent users on various DWx teams as well as users who were non-DWx employees to learn about their thoughts, opinions, and critiques of Infuse. We created an interview script with general questions as well as three unique sets of questions for each group of interviewees.

Over the span of two weeks, our team administered a total of 16 interviews. These were our findings:

Main Benefits

  • Shared language, which makes it easier to articulate problems and solutions and present ideas in an effective, meaningful way
  • Improved communication and consistency, both within teams and with external stakeholders
  • Better comprehension of problems, which allows for reliable and ideal outcomes

Main Complaints

  • Difficulties with workflow integration, especially with larger-scale projects
  • Insufficient Infuse resources, such as workshops, formal training, and short videos
  • Adaptability, because the framework is currently presented theoretically and lacks practical examples

Visual Development

As the strategy consultants developed strategies and recommendations, designers created a visual design system based on our research.

Adobe provided us with its official Infuse brand guidelines, which included its logo, colors, and fonts.

Market Research & Strategy Reports

From there, we brainstormed page layouts and visual assets for the market research and strategy reports. This included section titles, graphics, and title page.

We also standardized typescale, layout grid, and spacing.

Final Deliverable Presentation

We drew inspiration from our existing report designs to create our final deliverable presentation.

Microlearning Infographics

To show Adobe employees the benefits of Infuse, our team’s strategy consultants proposed ideas that designers transformed into easily digestible visuals to deliver to our client.

“Attributes of Infuse” aims to highlight four main benefits of using Infuse to increase awareness and desire for the framework, with a QR code that links to the Infuse Playbook to learn more. This four tile design and relevant icons for each benefit make it easy for viewers to consume the information presented.

“Infuse’s Benefits to Other Teams” measures the proportion of Group 3 participants (Non-DWx team members who use Infuse) who believe that the framework could benefit other teams. The graphic is designed so that the contrast between the blue and pink allows viewers to quickly grasp that the vast majority would recommend Infuse, and the quotes provide more context if viewers want to learn more.

“Applications” provides a holistic picture of how Infuse can be used effectively. The use of Infuse colors makes the graphic stand out to both Infuse users and non-users alike, and each question is presented clearly to allow for quick skimming.

“Infuse Benefit Statistics” displays the key benefits of the framework by using statistics and quotes from user interviews for the DWx team to use in future marketing efforts. The uniform layout (benefit, details, statistics, quotes) and the use of figures to display statistics enable viewers to read the statistical evidence as efficiently as possible.

Design Framework Recommendations

As part of the Market Strategy Report, designers were asked to provide branding and UX recommendations for Infuse. Based on our initial research and current experience working with Infuse branding, we offered two suggestions:

  1. More graphic assets: Fleshing out the brand kit with more graphic elements would help diversify the look of Infuse graphics.
  2. Expanding the color palette: Including a range of tints and shades would allow for more flexibility when designing graphics on neutral backgrounds.

Final Deliverables

Market Research Report

This report outlines the context, problem statement, research process, and findings of the project and includes all interview questions, recordings and transcripts, and a list of interviewees for easy reference.

The goals of the Market Research Report include:

  • To evaluate the benefits and drawbacks experienced by Adobe employees who currently use the Infuse Framework
  • To develop a strategy to increase the adoption of Infuse across DWx teams

Market Strategy Report

This report provides recommendations for the Infuse framework as a whole, the Infuse Playbook, DWx Sharepoint, DWx Connect, and Branding & UX.

The report also includes marketing materials: 2 blog posts, 4 microlearning infographics, and 4 case studies.

  • The 2 blog posts aim to reframe Adobe employees’ current understanding of Infuse and its applications to different projects.
  • The 4 microlearning graphics to visualize and quantify interview data.
  • The 4 case studies show how Adobe employees use the Infuse framework based on interview data.

Final Deliverable Presentation

The slide deck was used to present our team’s research, findings, and marketing reports and materials to the client in our final deliverable review.

Takeaways

This project showed me a new perspective on designing from a strategy angle and gave me insight into collaborating with team members of various backgrounds.

What went well:

  • We focused heavily on research, which enabled us (both strategy consultants and designers) to make well-informed decisions.
  • We implemented what we sought to improve — we used design thinking to understand a design thinking framework which ultimately helped us make better recommendations to increase awareness and desire.

What could be improved:

  • Time management — as a team, sticking to tighter deadlines initially would allow designers more room for creativity at the end of the food chain and therefore lead to more innovative ideas rather than cramming for completion.
  • More cohesive design system — establishing this early and thoroughly would have allowed for a smoother and more efficient workflow.

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