Adobe
Uncovering key insights to support new product development and launch.
Competitive Analysis - Product Strategy - Go-to-Market Strategy
Challenge
An industry leader, Adobe transitioned from a licensed software company to a cloud-based SaaS company known for its creative solutions in advertising, marketing and visual communications. However, as the market continued to evolve, Adobe realized the growing need for simple graphic design tools. To create the most compelling product, the Director of Product Marketing reached out for assistance to gather category insights and better understand the needs of potential customers.
Approach
Serving as the fractional Chief Market Intelligence Officer, we conducted numerous deep dives for the Product Management and Product Marketing teams. We analyzed the features of other lightweight design tools, evaluated customer feedback on those tools, and reviewed industry analogs in order to inform the overall product strategy and roadmap.
We also reviewed the acquisition and engagement strategy of other industry players, as well as their respective value propositions, to provide inspiration for the go-to-market strategy.
Lastly, we monitored key industry players and published weekly news roundups to keep the teams abreast of innovation in the industry.
Result
The insights we uncovered were instrumental in shaping the final product offering and crafting the roadmap for future feature development, helping establish Adobe’s new product - Adobe Express - as a best-in-class, lightweight design solution.
