As Adobe's business strategy shifts from selling boxed software to a subscription model the way we present the products and services has to change. The old site did a decent job of telling you a bunch of stuff about the product (and when I say bunch I mean a LOT of stuff) and expected you to make a purchase decision. With a subscription model there's a much lower price barrier to entry but it comes with a longer term commitment. The big creative strategy shift comes with the idea that getting users to try the products will lead to that successful longer term relationship.

 

The fully responsive, redesigned Adobe.com focuses the content strategy on showing the audience the latest and greatest and then driving them straight into a trial or tutorial. These pages below show how the content now goes from "See this cool thing in action" straight into "Try it yourself" with as few distractions as possible in between.