Adobe Experience Manager
Modern feed-based mobile content platform for publishers to reach readers on the go
After my team's initial release of Adobe Digital Publishing Suite, most conventional magazine publishers quickly adopted the technology to support transitioning from print to print+digital distribution. But, we recognized an opportunity for additional mobile experience enhancements that could propel the business and user experience further. As part of our second release, now renamed Adobe Experience Manager Mobile, we sought to enable continuous publishing of content rather than waiting for scheduled weekly or monthly editorial calendars. We engaged with a strategic partner, Fast Company, to bring a proof of concept to life. Together, we shifted their publication strategy from not just a bi-monthly print and digital issue but also now a daily feed of content to their 750,000 readers.
ROLE
Director of User Experience, Head of Product Incubation Lab, Product Strategist
SCOPE
Product Strategy, Product Design Direction, Innovation with Partners, Client Management
AUDIENCE
Consumers, Digital Storytellers, Content Publishers
PROBLEM
Publishers and brands need a mobile platform that allows them to reach customers on whatever device they may be in front of, and in a quick, responsive manner. Publishers were eager to break free from rigid publication calendars and engage their readers more frequently by pushing content to them.
STRATEGY / COLLABORATION
We led an effort to disrupt Adobe’s own market-leading Digital Publishing Suite based on our observations that publishers were eager to provide solutions that were more in tune with how today's readers were consuming content. We discovered that readers preferred: bite-size snacking, predominantly on mobile phones rather than tablets or desktop, article-based rather than issue-based, and with a freemium business model. We identified Fast Company as our pilot customer to bring a solution to life.
SOLUTION
In collaboration with Fast Company, we crafted a custom iOS phone/tablet app. We then generalized our learnings from the engagement and formed the framework for AEM Mobile (successor to Adobe DPS), introduced in 2015.
Partner:
Fast Company
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