2021 Customer Awards: Adobe Inc - Experience League - Best-in-Class: Community

2021 Customer Awards: Adobe Inc - Experience League - Best-in-Class: Community


Company: Adobe Inc

Company background: Creativity is in our DNA. Our game-changing innovations are redefining the possibilities of digital experiences. We connect content and data and introduce new technologies that democratize creativity, shape the next generation of storytelling, and inspire entirely new categories of business.

Contact: Keith Buchanan

Title: Digital Experience Community Engineering Architect

Related URLs: https://experienceleaguecommunities.adobe.com/

Kudos Category: Best-in-Class: Community

1. Describe your community(s) and how you decided to start a community or grow/change it in the last year? (user request, Khoros suggestion, internal idea, etc.) What is the purpose of your community?

The Experience League community plays a critical role in supporting Adobe's Experience Cloud customer success needs and tasks. It connects customers with their peers and Adobe internal experts, provides an extensive pool of real-world use case answers, and gives a place for the customer voice to be heard through ideas and voting.

One of the many things that make Experience League Community best in class is our global community of passionate and knowledgeable members who are eager to learn, grow, and excel together. 

A select group of members are designated Community MVPs. Community MVPs are considered thought leaders and experts in Experience Cloud products. They take on the responsibility of mentoring, teaching, and encouraging other members, while creating content like blog posts and participating in or leading virtual and in-person events.

Our MVP program and ease of using the Community overall creates unique opportunities for peer-to-peer learning and helps power a thriving, friendly community where everyone can give and receive support or guidance. Afterall, Experience League is about enabling the success of every member. 


Size: Overall, our community averages over 65k registered member visits and over 500k page views per month. 

Structure: As an enterprise community, it’s key that we present all the Experience Cloud solutions clearly, so members can quickly and easily get to the things that matter the most to them.


Each solution provides the many board options provided by Khoros:

Questions: Members can go to ask questions and even help answer existing questions that are being asked in the community. 

Discussions: Members can share feedback, get input from others, or the latest news about a solution.

Ideas: Members can help share what they think could truly improve our solutions. Our managers look at the most popular ideas and can bring these back to the solutions experts, while keeping the community up to date on its status.

Blogs: Where experienced members can share their knowledge.




We recently launched some new enhanced gamification features. Our goal is to drive engagement with our super members, while also encouraging all members to achieve rewards by participating and being active within the community.

We have Super Missions and Missions, consisting of multiple badges members are required to obtain in order to complete these missions. The goal is to reward existing behaviour in members who are active and helpful throughout the community, while also encouraging members to participate in different areas of the community. This encourages collaboration and rewarding curiosity.













With these new badges, members can customize which badges they wish to be prominent on their profile thanks to the new trophy case. With this, members can choose up to 8 badges they wish to highlight to the rest of the community. We want our members to be proud of their accomplishments.















Our new ranking system provides clear progress from one level to the next at a quick glance. Members can see how close they are to achieving the next rank, and maybe take a few extra moments in order to reach that next level before signing out.




Our new leaderboards for the community as a whole, as well as within in product, provides another area for members to highlight their achievements and contributions. By encouraging more engagement, any member can make it to the top 10!





One of the outcomes of our enhanced gamification, our members are able to accrue badges to demonstrate all of their accomplishments in the community. Every member can view their trophy case to get a quick glance at all of their achievements, as well as those they are still striving for.


We want all our members to be able to communicate with each other, providing the most opportunities for member engagement and collaboration, providing more opportunities to achieve new ranks and badges. To do this, every post in our community has the ability to be translated on demand. We wish to remove any language barrier for our members in order to allow all members provide answers or insights across the globe. This opens up the possibilities for everyone to help each other out.


2. Tell us about how you made it happen? Did you stage it first? Who got an early look? How did you drive adoption? Did you get executive buy-in? Did you have any key iterations?

We looked at how we could highlight our most active members, while encouraging engagement from everyone. From there, we created a set of badges, missions, and super missions, that would give our members the ability to feel a series of accomplishments, as well as a set of goals to strive for.


We released teasers and blog posts to highlight the upcoming release, intriguing members to get excited for these new features to come, as well as a video explaining the many features.


blog.png video-learn.png












To help drive adoption, we created the trophy case for each member. The trophy case is where members can view all their earned badges, as well as those they have yet to achieve. We also give our members the ability to customize which badges they want to prominently display on their profile for all the community to see. This way, they can truly highlight they greatest accomplishments.


The enhanced gamification was initially rolled out as part of the Experience League Community, but we are planning on using the same methodology across the whole of Experience League ecosystem. This has support throughout the entire Experience Cloud leadership team and marketing group.


This is only the first phase. We are already working on new badges/features, so stay tuned for more achievements to unlock!


3. What were the results? Tell us how it impacted your customer experience or the outcomes you seek as a business. Please include metrics if possible.

We've received a lot of positive feedback on these new features. We've seen Linkedin posts of members indicating their placement in the leaderboards, validating our objective to allow members to truly highlight their achievements and contributions in the community.




  • Over 530,000 Page views per month YTD
  • Over 170,000 Unique Visitors per month YTD

Number of badges awarded:

  • More than 52,000 badges have been awarded since 4/26 launch
  • In May, we averaged 100 badges/day

Additional context on stats reported last month:

  • 37K+ badges to our users for historical activity and have observed new badges being awarded in the range of 7-30 per hour.

Increase in likes:

  • ~75% increase MoM in post likes since gamification launched (average of 61/day vs. 35)
  • ~17% increase MoM in comment likes (average of 6.8/day vs. 5.8)

Unique engaged users:

  • In the 30 days after launching, we saw an all-time high of unique engaged users for the year (806 users). +19% MoM

Value analytics/CSAT 

  • 5% increase in very satisfied, satisfied and OK answers, MoM