UX Writer, Content Designer
Genuine Team — Photoshop Update experience
Collaboration with Global Photo and Imaging GoToMarket Team
Challenge
Early in 2024, half of Photoshop subscribers had not yet updated to the latest version of Photoshop — the version with exciting new generative AI features.
Assumption
By reminding subscribers to update, we can increase the likelihood of them doing so — and discovering our generative AI features.
Scope
The genuine team developed an in-app product update journey for Photoshop subscribers. We focused on users with paid Photoshop subscriptions who had been active within the last six months but used older versions of Photoshop. We soft launched in the United States in April, 2024. One week later we expanded to: Argentina, Australia, Brazil, Chile, Columbia, Ecuador, France, India, Indonesia, Japan, Malaysia, Mexico, New Zealand, Philippines, Poland, Saudi Arabia, Spain, Thailand, Turkey, United Kingdom, Vietnam.
What I did
I was the sole content strategist and writer
Collaborators
Product Leadership, Product Marketing, Product, Design, Genuine, Legal/Privacy, Public Relations
Assets
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Three-day in-app modal
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Landing page
Results
Within its first week, the experience drove significant Photoshop app updates, with over 32K updates. 16K+ (51%) were attributed to the Genuine team.
Out of the many activites Adobe is undertaking to encourage users to update (including email campaigns and in-product messaging), our team's campaign is the most successful — contributing to 40% of updates so far.
ASSETS
Notification cards
Day 1
Day 2
Day 3
The Learn now CTA on the notification cards brings the user to a landing page.
Landing page
Getting approval for non-campaign copy from Photoshop's Marketing team is challenging, but I felt strongly about leveraging Photoshop's established legacy—a brand people already know and trust. Given widespread concerns about generative AI, I wanted to emphasize that this remains the industry-standard tool for photo editing, simply enhanced. I was pleased to see my headline preserved:
Create on Photoshop with features you already know and love — now even better
Landing page content explains:
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Popular new features
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Frequently asked questions (especially around how to update, new features, settings and customer support)
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Customer support banner with chat and call support
The Update now CTA lets users update to the latest version of Photoshop with one click.
