In-Product Message Refresh Case Study
Modernized our In-Product Message windows by introducing MVP panels utilizing Autodesk’s new design system.
Role
Duration
5 months for launch
Evergreen iterations
Tools used
Figma
Zeplin
Photoshop
Overview
Using Autodesk's new design system, I collaborated with a newly assigned UX designer to deliver four Minimum Viable Product (MVP) panels for In-Product Messaging (IPM) for product trials. This refresh was crucial to ensure continuity during the company's transition to a new buying experience.
Project Context
Autodesk's IPMs are popup windows shown during product trials via the CLiC licensing system. For this refresh, the IPM design was limited to one fixed size (860x500px) with an inaccessible header and footer, further reducing the usable content area to 860x390px. Each product also had a preset background image, adding additional constraints.
Design Objectives
Support up to five key content points
Display trial countdown information
Provide clear purchasing pathways
Include customer support links and phone numbers
Enable scalability for localization in 14 languages
Key Challenges
Our initial plan was to create a new, flexible digital messaging experience. However, a change in project scope required us to continue working within the existing CLiC system. This presented several challenges:
Limited content area
Rigid CLiC system constraints
Supporting multiple languages
Balancing content priorities in restricted space
Background
This initiative required IPMs to be built on a different Adobe Experience Manager (AEM) tech stack, ensuring consistency with Autodesk.com and other web platforms. The migration introduced key capabilities that enhanced efficiency and functionality:
Automated direct-to-cart links
Faster publishing with reduced reliance on individual web publishers
A flexible promo ranking system for simplified updates
A foundation for A/B testing, segmentation, and personalization
My Role
I served as the visual designer, subject matter expert, and team lead, coordinating with stakeholders across engineering, legal, and web publishing. I gathered design requirements, stress-tested the panels, ensured a smooth engineering hand-off, and played a key role in UAT and go-to-market execution working directly in AEM.
Process
Design and Requirements Gathering:
I collected existing designs, highlighted key elements for migration, and defined the criteria for new designs.
The UX designer and I collaborated to identify which panels could be migrated directly and which required redesign.
Wireframing, Visual Design, and UAT:
I created early concept designs before the UX designer was onboarded, which later informed their wireframes.
After the wireframes were finalized, I executed the visual design, stress-tested each panel, and completed the engineering hand-off.
Was the team lead for UAT, QAing the design and functionality of each panel after it was built in AEM.
Stakeholder Collaboration:
Worked with Legal to minimize disclosure content to optimize the limited space.
Partnered with the Licensing team to remove unnecessary links to free up additional space.
MVP Panels Delivered
Single Screen Panel: Migrated 1:1 from the previous design, enhanced with a new promo banner
Multi-Screen Panel: A new design tailored for complex product offerings
Pictogram Panel: Migrated 1:1 from the previous design (for expiry only)
Video Panel: A new panel design incorporating video content for improved engagement
Promo Banner Validation
Before implementing the promo banner in the new system, I conducted a "Launch & Learn" test by replicating the Single Screen panel in the legacy system. The results showed no negative impact on conversion rates or billings, validating the banner’s effectiveness.
Control
Test
GTM Execution
I built IPMs directly in AEM for the soft launch in Australia, gaining firsthand insight into the publishing process and the steps our web team takes to get IPMS windows live.
AEM Process Optimization
To streamline content creation for web publishers, I developed an intake form that mirrored the AEM structure, reducing errors and minimizing back-and-forth communication. I also trained teams on this improved process to ensure efficiency.
Testing and Insights
Our initial test revealed that restricting trial promotions to expired users increased engagement and boosted billings. This insight led to a global rollout of this strategy.
Control: Promo banner shown every day of trial
Test: Promo banner shown only when trial expired
Roadblock
Planned A/B testing faced challenges due to Adobe Target updates and CLiC constraints, delaying baseline data collection for new panel designs. Impacted tests:
AutoCAD Single Screen Panel vs. Video Panel
Revit Single Screen Panel vs. Multiscreen Panel
Inventor Single Screen Panel vs. Learn Anywhere MFE (a new enhancement)
AutoCAD Expiry Pictogram Panel vs. No Pictogram with pricing transparency
Control: AutoCAD Single Screen Panel
Test: AutoCAD Video Panel
Control: Revit Single Screen Panel
Test: Revit Multi-Screen Panel
Control: Inventor Single Screen Panel
Test: Inventor with Learn Anywhere MFE
Control: AutoCAD Pictogram Control
Test: AutoCAD No Pictograms with Pricing
Solution
To mitigate this, we conducted a "Launch and Learn" test in Japan using the Multi-Screen panel to simplify complex product offerings. This approach will provide valuable insights and was implemented just before my departure from Autodesk.
Results and Impact
Ensured scalability for global rollouts through tokenized design components.
Delivered a successful MVP panel launch aligned with Autodesk's new buying experience, despite technical constraints.
Developed a new promo ranking system enabling flexible promotions across multiple panels.
This project not only improved Autodesk's IPM capabilities but also established a foundation for future digital messaging experiences, maximizing business impact and user engagement.