Creating the journey

22 min

est completion: 45 min

In this exercise, you'll be creating and testing a journey using the components you've created in the previous exercises. Go to Adobe Journey Optimizer by clicking on the 9 dots on the top right and select Journey Optimizer.

To open Adobe Journey Optimizer, go to Adobe Experience Platform then click on nine dots on the top bar on the right, and select Adobe Journey optimizer.

Journey overview

To get an overview of all journeys in Adobe Journey Optimizer:

In the menu on the left side, under Journey Management, click on Journeys. You will see a overview with all existing journeys.

Creating a journey

We'll be creating a journey that will send an email to prospects that have started a vehicle insurance quote but didn't complete it yet. We need to ensure that we exclude the people who have contracted the policy in the meantime as well.

Click on Create Journey. You'll be taken to the Journey canvas with the journey properties opened.

Set the name to[your name] - UC1 - Abandoned basket (enhanced)

For the other properties we'll keep the default values.

Your screen should look like the image below. Click Save to save and close the properties.

If your journey has the "new experience" activated, switch back the the "Old experience" by a click on this button Inline image

You're now in the journey canvas. This is where you'll be creating your journey's logic. In the left menu you have activities. There's three types of activities:

Events are the triggers that can start or continue your journey.

Orchestration is the logic of your journey. It looks at conditions, audiences, but can also be used to make your workflow wait or end.

Actions are the results of your journey. This can be messages, profiles updates or API calls.

Sequence of quote interaction events

We're starting our workflow of with an event entry trigger. From the events tab, find the event previously created [name]_vehicleQuote_start (or use admiral_vehicleQuote_start if you have skipped this section) and drag it onto the canvas and set the label to Vehicle insurance quote started.

Your screen should look like the image above. Click Save.

Now drag the second event [name]_vehicleQuote_end (or use admiral_vehicleQuote_end if you have skipped this section) onto the canvas and drop it on the blue + icon to attach it next to the Vehicle insurance quote started event.

Adjust the label to be Vehicle insurance quote ended and scroll down to the Timeout section, tick the box and set the timer for 1 minute (in real life, for our use case this should be 1 hour).

Your journey should now look like this. If a prospect goes to the bottom branch (and therefore completed a quote) then the journey will stop for this person.

The 1st reminder email with experiment

In the next steps you will be building the email to reiterate the benefits of vehicle insurance to the customer.

Building the Email

From the actions tab, choose Action and drag it onto the + icon after the 1 m timeout path.

Select Email as the action type and click on Add button.

Set the label as Car insurance quote Reminder.

Click on Configure action button.

Select Email configuration as marketingEmail.

Scroll down and click on the Create experiment button.

Keep the success metric to Unique Clicks (AJO) and experiment type to A/B Experiment. Scroll down and click on Add treatment to create a second variant. Automatically the 50/50 split is setup. You don't need a Holdout (control group) in this email.

Rename Treatment A to Funny reminder and Treatment B to Serious reminder.

Scroll further down and activate the Auto scale toggle so the A/B test switch automatically to the wining variant once it's found.

Click on the Create button.

At the top of the screen click on the Edit content button.

The Subject Line

On the left-hand side make sure you are currently working on the Funny reminder variant (it should be selected).

There is a content template that was created to keep a consistent look and feel for all emails from Admiral. Click on the Content template button in the top right corner, and then select Apply content template.

Select the Admiral - main content template and click on the Confirm button.

Let's adjust the subject line with AI. Click on the button right from the subject line. This will open a pop-up screen. In the Settings panel you can see that the Brand is set to Admiral. The Brand is a configuration that is trained on Admiral's identity so the AJO AI knows the Admiral brand, the product, what to say/do, what not to say/do, ... As a result the generative AI content will be pertinent for Admiral.

Underneath, let's try this prompt:

Prompt

Improve the subject line for an email about completing a car insurance quote, keeping it natural and personalized.

Scroll down and edit the Text-settings and set the following values:

Click on the Generate button.

You will receive different suggestions with an updated alignment score against the Admiral brand. Here we went from 47% to 100% for example.

You may not see the score from the Original content. You can select the checkbox next to the Original Content and click on the Brand alignment tab on the left-hand side and then click on the Evaluate score button.

Select the subject line that you prefer and click on the Select button.

Let's repeat the steps from Step 1 with the Serious reminder variant selected (on the left-hand side) and changing the Text settings for the subject line AI generation with values of your choice, for example:

The Email Designer

Select the Funny reminder and click on Edit email body. The email designer will now open.

Let's start by editing the hero image. Click on the image then click on the button in the toolbar that appeared. In the prompt section write this prompt:

Prompt

A fun illustration of an insurance quote drowning into the sea that needs saving. The image is used for a car insurance quote reminder email hero image, flat vector style, blue palette, with subtle urgency and no text.

Hover the image that was generated and click on the tick icon.

Click on the Next button, then on Import, in the next screens to upload this image.

Select the Main title text and then click on the button in the toolbar that appeared.

In the second text field, try this prompt:

Prompt

An email title to remind about a car insurance quote.

Make sure the Admiral brand is selected and click on the settings icon and change the tone to Humorous.

Wait for the text to be generated and check its brand alignment score. If it is low you can generate another version by clicking on the refresh button at the top of the pop-up screen

Once you are happy with the content, click on the Apply button.

Run the same steps from point 5 above with the Body text and change the prompt to this. You can request a more elaborated text in the settings (click on this button)

Prompt

An extended email body text to remind about a car insurance quote and the benefits of a car insurance with Admiral.

Select the CTA Button text and from the right-hand side menu change the Label to Continue my quote and the URL to https://dsn.adobe.com/web/homepage/vehicle-insurance

Your email should look similar to the below image. Click Save in the top right corner, and then on the in the top left corner.

Now select the second variant of the email, Serious reminder, and go through the same steps from step 1 above. Make sure you change the tone of voice to something more serious when asking the Generative AI (image, texts,...).

Once completed, click on the in the top left corner. Click on the Save button. Your journey should look like this:

Journey experimentation

Previously the experimentation was configured within the email itself to test different messaging. Now you will set up a journey path experiment so the prospects get a different experience and the marketers can analyze which one is the most efficient.

Configure the experiment

From the Orchestration section, drag and drop an Optimize activity after the email reminder.

Change the label to Delay before next reminder

Change the Method drop-down to Experiment and click on the Create experiment button.

Keep the Details section as-is, activate the Holdout to be 10% of the population.

Scroll Down and click the Add treatment button. Rename one treatment to 1 Day wait and the other one to 2 Days wait.

Scroll down and activate the Auto-scale toggle.

The configuration should look like below. Scroll up and click Create on the top right to save the configuration for the experimentation.

Experimentation paths

From the Orchestration section, drag and drop a Wait activity at the end of the 1 Day wait branch.

Change the label to Wait 1 day

Keep the type as Duration and configure the Amount of Time to be 1 Day. Click on the Save button.

After the Wait activity, drag and drop an Action of type Email and change its label to Quote expiration reminder Email

Click on the Configure action button.

Select Email configuration as marketingEmail.

At the top of the screen click on the Edit content button.

Click on the Content template button in the top right corner, and then select Apply content template.

Select the Admiral - main content template and click on the Confirm button.

Adjust the subject line by clicking on this button .

Change the text after the first name personalisation to Your quote is expiring soon. and click on the Save button.

Click on Edit email body. The email designer will now open.

Click on the Main title text and change it to Your quote is expiring soon

Change the Body text to Time’s ticking—finish your Admiral car insurance quote to make sure your price is locked in before it zooms off into the sunset! Our friendly team has your back through every twist and turn.

Click on the CTA Button and change the settings with the following values:

Label: Complete your quote

Url: https://dsn.adobe.com/web/homepage/vehicle-insurance-form

Your email should look similar to the below image. Click Save in the top right corner, and then twice on the in the top left corner.

Make sure you are using Microsoft Edge or Google Chrome with the Visual Editing Helper extension. Otherwise do not complete the Web channel activities and move to point 30.

Drag and drop another action after the email and set the type to Web. This will be the website hero image, only for the profiles in this journey. Click on the Add button.

Change the label to Car hero image

Click on the Configure action button.

Select the Web channel configuration to config-webHomePageFinal

Click on the Edit Content button.

Click on the Edit web page button.

Select the main hero text and change it with Still looking to insure your car ?

Click on the background image and click on the Source image button

In the popup screen, click on the first button on the left-hand side to access the Asset Selector and search and select orange-green-car.jpg image. You can search for orange

Click on the Select button.

Finally, click on the Learn more button and change the URL to https://dsn.adobe.com/web/homepage/vehicle-insurance

Click on the icon in the top left corner twice to go back to the journey. And click Save.

Select the 4 activities from this experiment branch.

Perform a copy/paste with your keyboard shortcuts: ctrl+c or command+c, and then ctrl+v or command+v

Keep the selection of the 4 new activities and drag them after the 2 Days wait path.

Adjust the Wait activity of the first activity to be 2 Days instead of 1 Day. The rest of the activities and content remain the same. Your completed journey should looks like this:

Adding an exit criteria

At any point of time if a customer completes the quote, we want the customer to come out of the journey. The feature is called exit criteria in Adobe journey optimizer.

Click on Exit criteria icon.

Click on Add exit criteria button to add once criteria. You can add multiple exit criterias as needed.

Set the label as Completed a vehicle quote.

Select the Audience button and click on the audience field or -icon next to it to open the audience selector.

Select Admiral Customer with car insurance alone from the list and click Save.

Click Save on the Exit Criteria panel to save the criteria.

You have now successfully created the Abandoned Basket journey using the Adobe Journey Optimizer. Next, we are going to test our journey using the Website.