Link to deck here
Savvy Communicators
1. Savvy Communicators gravitate towards user-empowering messages showcasing Adobe’s professional-quality, flexible interface...and this applies to all the other tested segments too.
• The top 2 messages are the same for every tested segment!
• Even though accessibility is strategically foundational to Ps for the Web, don’t shy away from reminding your target consumers that it’s still a robust app
2. Two messages were clear winners with Savvy Communicators, emphasizing versatility and control.
• Versatility and Precision and Control scored highest among this segment as value props
• Emotional benefit and use case-focused messages performed most successfully with this group
3. Savvy Communicators connected less with messages incorporating highly simplified, non-pro language that emphasized easiness to learn or to use.
• Overall, messages with Easy to Learn or Easy to Use value props received mid-range scores with Savvy Communicators
• Savvy Communicators had lower preference for highly simplified, non-pro language
4. Both Savvy Communicators and Adult Social Natives & Hobbyists deprioritized easiness to learn and use in functional and simplified messages.
• Adult Social Natives & Hobbyists less preferred Easy to Use and Easy to Learn messages
• Functional benefit messages received mediocre index scores from Adult Social Natives & Hobbyists
5. Lowest performing messages for Savvy Communicators continued to emphasize easiness to learn/use and were focused on non-creative processes, such as tutorials, AI, and onboarding.
• Action-based messages performed lowest for this segment
ALL OTHER TARGET SEGMENTS
(Adult Social Natives/Hobbyists, Teen Social Natives, and Creative Professionals – Creative Climbers)
1. Ps Web messaging that is effective for Savvy Communicators will work equally as well for the other segments too – versatility and control resonates.
CPros are not alienated by any of the top messages for Savvy Communicators.
In general, use messages that call out creative capabilities of the app.
• Two messages were consistently the least-preferred by every tested segment, and both were promises about the user experience vs. a more specific creative capability
2. The same message ubiquitously indexed highest across all segments but Creative Climbers, who still ranked it a close second out of all.
• Versatility, followed by Precision and Control (for all but Teen Social Natives), were top scoring value props among all segments
• Emotional benefit message variations resonated strongly across all four segments, whose top 5 messages all included at least two of this variation
3. Teen Social Natives also deprioritize easiness to learn and use as value props, while Creative Climbers have less focus on versatility for more elementary functions.
• Teen Social Natives also valued Precision and Control less than other segments
• Highly simplified/non-pro language and functional benefit messages hold more mid-value index scores among these two segments
4. Successful message portions promoted user empowerment and exploration.
• Language placing power in the user’s hands succeeded: “versatile”, “precision/precise”, and “control”
- Similar words with individualized connotations, such as “personalized” and “custom”, also tested well, as both Versatility and Precision & Control suggest individual agency
• Growth: words such as “grow” and “improve” tested popular
• Feature-wise, users gravitated towards complex image-oriented processes, such as photo combinations, object removal, and creating “amazing” images itself
• Excitement in creative exploration: many popular message fragments emphasized a highly creative, exploratory process (“Bring your creative visions to life,” “Explore a modern interface,” “to create anything you can imagine,” and even the recurring “create” itself)
5. Respondents disliked message portions including simpler mediums and processes, especially when education was involved.
• Users disliked shortcut solutions or perceived simplistic mediums, including “social media,” “flyers,” and “a few clicks”
• The two overall least popular message portions demonstrate consumer disdain for any sort of overpowering software
- "Harness" "the power of" "machine learning" ("machine learning" was the only message portion in the study to receive a perfectly even like to dislike ratio)
- "Get up to speed with an onboarding experience"
6. Adobe Photoshop dominates all segments but Adult Social Natives/Hobbyists in photo and image editing over the past year.
• Adobe Photoshop is the most or second most used app amongst segments for photo and image editing