Intended impact: Create a report that features stats and information collected in community survey to get designers excited about the launch of Abstract Notebooks. 

Additional impact: In combination with the By Design podcast, the State of Design 2021 report generated over 128k unique visits to the website during the active campaign (Dec 1 - Feb 16) and then an additional 129k unique visits to the website through the end of April — for a total of 257k unique views. We also generated 5,000+ leads in the same time period, 2,000+ of which were MQLs. Four months after launch, we’re still seeing people share the report on social weekly.

Setting the stage for Notebooks

The State of Design 2021 is an industry trend report that’s based on survey data collected by the product marketing team at Abstract. As we approached the launch of Notebooks, we wanted to communicate the current challenges design teams are facing right now and set the stage for how Abstract’s new product could help. 

After developing the plan for the report, I interviewed design leaders at Quicken Loans, Spotify, LinkedIn, and others about their experiences and how they tell the story of design and measure impact at their companies. I then enlisted help from Campfire Labs to help write the content for the report and three follow up posts featured on our blog. 

I worked with the Abstract brand design team on creative direction to implement an engaging and interactive microsite. To encourage virality, I partnered with our demand gen lead to implement social sharing on the microsite so that visitors could tweet stats and quotes from design leaders. We also worked together to create a plan to capture leads on the microsite. 

Additionally, I created a distribution plan to promote the State of Design 2021 report which included follow up blog posts, mentions in design-focused newsletters, and a social roll out.