Delivering Exceptional Experiences at Scale: The Content & Creativity Track at Adobe Summit EMEA

CreativityCustomer Experience

When it comes to deliv­er­ing excep­tion­al cus­tomer expe­ri­ences, great design has emerged as a pow­er­ful way for organ­i­sa­tions to dif­fer­en­ti­ate them­selves. In fact, the suc­cess of web and mobile expe­ri­ences depends increas­ing­ly on the visu­al and inter­ac­tion design behind them. Great design makes great con­tent shine, and great con­tent is essen­tial for build­ing the expe­ri­ences that cre­ate loyalty—and that boost rev­enue over the long term.

But one instance of great design is not enough. For a brand to suc­ceed, it needs to dif­fer­en­ti­ate itself from the com­pe­ti­tion not just once, but through con­sis­tent deliv­ery of excep­tion­al cus­tomer expe­ri­ences, at scale. Brands can achieve this by embrac­ing design-dri­ven think­ing, and using that think­ing to fuel rel­e­vant con­tent that cre­ates per­son­alised and com­pelling expe­ri­ences. The Con­tent & Cre­ativ­i­ty track at this year’s Adobe Sum­mit EMEA will explore the think­ing behind great design, and lay out prac­ti­cal tips for using design to achieve your own com­pet­i­tive advantage.

In addi­tion to hav­ing the Coca-Cola Company’s VP of Glob­al Design speak­ing, here are the ses­sions I’m excit­ed about in the Con­tent & Cre­ativ­i­ty track at this year’s Summit.

CRE2: Make Your Con­tent Mar­ket­ing Pro­grams More Impact­ful, with Video

Stud­ies show that video boosts con­ver­sion, builds trust, and encour­ages high­er engage­ment, which is why mod­ern mar­ket­ing organ­i­sa­tions are embrac­ing video as a key ingre­di­ent in their con­tent mar­ket­ing mix. But the chal­lenge of design­ing per­son­alised, rel­e­vant, cross-plat­form video con­tent glob­al­ly is no small feat. This ses­sion will dive into how your team can cre­ate com­pelling video con­tent quick­ly, col­lab­o­rate across glob­al teams to deliv­er an amaz­ing video expe­ri­ence, and build reusable visu­al ele­ments while main­tain­ing your brand.

CRE3: The Impor­tance of Design in Deliv­er­ing Great User Experiences

Sony Inter­ac­tive Enter­tain­ment (PlaySta­tion) has built its suc­cess on under­stand­ing how to design inter­ac­tions that delight its cus­tomers. This ses­sion will explore the design chal­lenges and suc­cess­es across the many areas of user expe­ri­ence that the design team tack­les, and will look at how Adobe’s tools are adapt­ing to address expe­ri­ence design demands.

CRE4: Design-Dri­ven Business

Design-led think­ing is at the heart of all major brands, dri­ving both com­pet­i­tive advan­tage and greater busi­ness results. Great prod­ucts start with great design. In this ses­sion, Simone Cesano will dis­cuss how Adi­das con­tin­u­al­ly trans­forms its prod­ucts and brand by plac­ing cre­ativ­i­ty and great design at the core of its busi­ness strat­e­gy. This ses­sion will explain the impor­tance of being a design-led com­pa­ny, and explore spe­cif­ic prin­ci­ples you can apply in your organ­i­sa­tion to effect your own transformation.

We look for­ward to see­ing you at Adobe Sum­mit EMEA 2017. If you haven’t yet reg­is­tered to attend, there’s still time – just click here to find out about all the oth­er excit­ing events hap­pen­ing at this year’s Summit.

Creativity, Customer Experience
Iona Walters

Posted on 05-04-2017

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