When I was in grade school, I spent just as much time colouring in the pictures as I did writing the words before submitting reports for my teacher to grade. It wasn’t because of my love for crayons, but because I wanted my work to stand out. Even at that age, I knew that style was as important as substance when providing an experience for my teacher to evaluate—hopefully with a gold star.
Now that I work so closely with our customers at Adobe, that innate understanding of balancing great design with great content is even more important. Only by integrating design into their businesses can brands create personalised, engaging experiences that consumers will love. That’s why I’m pleased to introduce the sessions I’m thrilled to have as part of the Content & Design track at this year’s Summit.
Delivering exceptional, design-led customer experiences is the fundamental way for marketers, brand strategists and creative pros to differentiate their organisations from the competition. The ability to create standout experiences and drive brand affinity depends upon the visual and interactive design of web and mobile experiences, as well as the ability to personalise to individuals across all channels and touchpoints. Great design translates into great content, and great content is essential for building the experiences that create loyalty and ultimately boost revenue. Brands can use informed decision-making to craft great design and establish more efficient workflows and scale content production for their teams.
The Content & Design track will explore what great design means and how to use it for competitive advantage. Join us to hear from industry-leading creative thinkers who will inspire and empower you to create great experiences for your customers.
Here are the can’t miss sessions you need to mark on your calendar:
CD2: Ubisoft Transforms Customer Engagement in Gaming Through Design
The gaming industry has transformed dramatically over the past decade with its shift online. Gaming companies are making UX/UI design the foundation for creating engaging experiences across all digital touchpoints. They use data to inform how they interface with and drive fan engagement across their title offerings, creating more opportunities to build brand loyalty. This shift away from boxed software production has created many new opportunities for video game publisher Ubisoft
CD3: VICE Media—How Winning Brands Transform Experiences in the “Era of Unbranding”
We are in the “Era of Unbranding,” where companies are spending big to achieve negative equity. This high-octane, humorous session will explore the state of modern branding and design, and why businesses should transform to be experience-led or risk being irrelevant. The session addresses both the challenges and importance of digital transformation, demonstrating why organisations should follow the “5 Golden Rules of Content.”
CD6: SAP Transforms Content Scale and Production Through User Assistance Group
SAP recognised that purely text-based software documentation and content has lost its relevance and attractiveness to their over 378,000 users. They’ve had the added challenge of nearly 1,000 content authors working on dispersed projects across different teams, creating the need for an integrated organisation to solve these challenges. SAP transformed what was traditionally a text-based knowledge management organisation into a User Assistance organisation producing advanced multi-media to serve its customers, partners and workforce. See the transformation journey that demonstrates how integrating multimedia and scaling content created a portfolio that is modern, easy to use, easy to remember, and appreciated by all of SAP’s target audiences.
CD4: BESTSELLER—How to Prioritise a Design Culture and Investments for Long-term Success
When you think of fashion, great design immediately comes to mind. Design-centric industries need to go through digital transformation to ensure they are at the forefront of their culture, work and business processes. BESTSELLER is an international fashion company with products available online, in 2,700 branded chain stores, 15,000 multi-brand stores, and 8,000 independent stores in China. Learn how BESTSELLER prioritised design across the board, giving employees seamless access to the latest creative apps and services whenever they need them.
Find out more about Adobe Summit EMEA here.