Adobe
A software company behind Photoshop, Creative Cloud, Lightroom and Adobe Express for creative work.
Adobe moved Photoshop to the cloud, cut its price from hundreds of dollars to about $10 a month, and had to rebuild onboarding for a less skilled cohort. It now bets on AI to make non-creators confident. Its Figma deal died after a 16 month regulatory review. Lesson: redesign the first experience for each new customer cohort, and build features that act for users.
- 1Videographer asksCan Codex edit video in Premiere Pro?
- 2Edits project filesFirst tried editing the files behind the project
- 3Builds own extensionNo connector existed, so it made one
- 4Drives Premiere through itInstalled in Premiere; Codex talks through it
- 5Brent edits launch videosAll Codex app launch videos
From Codex team's Premiere Pro workflow
What was said about Adobe
Codex built its own Premiere Pro extension when no connector existed. An in-house videographer asked whether Codex could edit video in Premiere Pro. It first edited the files behind the project, then built itself an extension that could be installed into Premiere Pro and talked to it through that. The videographer, Brent, edited all the Codex app launch videos this way.
The takeaway is to integrate with specialist tools like Premiere Pro, or the Excel add-in, instead of rebuilding them. The app acts as home base where work starts, ends and gets automated. Quote: "built itself an extension that could be installed into Premiere Pro".
Making and Leading Products People Love (Scott Belsky) | Lenny & Friends Summit 2024
Belsky rejoined Adobe and took products to web and mobile, including Lightroom mobile and Adobe Express. He replaced tenure awards with impact awards, and Photoshop builds new features on top of features so users never have to be taught steps.
Codex built its own Premiere Pro extension when no connector existed. An in-house videographer asked whether Codex could edit video in Premiere Pro. It first edited the files behind the project, then built itself an extension that could be installed into Premiere Pro and talked to it through that. The videographer, Brent, edited all the Codex app launch videos this way.
The takeaway is to integrate with specialist tools like Premiere Pro, or the Excel add-in, instead of rebuilding them. The app acts as home base where work starts, ends and gets automated. Quote: "built itself an extension that could be installed into Premiere Pro".
Lessons on product sense, AI, the first mile experience, and the messy middle | Scott Belsky (Adobe)
Belsky's employer, which moved its core products to the cloud and is now betting on AI. Its strategy rests on three waves: creative confidence for non-creators, 10x wider exploration for professionals, and personalization in marketing and commerce. Designers join research and value proposition debates early. Its price fell from hundreds of dollars to about $10 a month, bringing a less skilled, less patient cohort that forced a new onboarding. It now extends images with generative out-painting instead of only cropping. Together with Adobe Express, it lets people who never draw feel creatively confident right away. Together with Firefly, it helps non-creators feel creatively confident immediately, part of Adobe's first wave of strategy.
Why OpenAI is merging Codex and ChatGPT and the future of knowledge work | Andrew Ambrosino
Codex first edited the files behind Premiere Pro, then built itself an extension to talk to it, and an in-house videographer edited the Codex launch videos this way.
Figma’s CEO: Why AI makes design, craft, and quality the new moat for startups | Dylan Field
Its deal to acquire Figma was killed by regulators after a 16 month review. Figma used the collapse as a launch point for Dev Mode and platform expansion.
An inside look at how Miro builds product | Varun Parmar (CPO of Miro)
Varun saw competition shape growth rates in Document Cloud at Adobe. He also helped set pricing and packaging for the first Creative Suite bundle after the Macromedia acquisition, which became his favorite interview question.
An inside look at how Figma builds product | Yuhki Yamashita (CPO of Figma)
Its potential acquisition of Figma had not closed at recording. Yuhki hopes it brings an end-to-end design process and real-time multiplayer to Adobe's wider creative tools like video and 3D.
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