What text analysis teach us about accessible creative apps?
Adobe is an established mainstay in the world of content creation tools. Although active in other fields such as marketing, Adobe’s creative apps are still what first comes to mind for many people. But the company doesn’t just target deep and detailed production and editing – the company also builds app that offer extra fast or more entry-level workflows.
Since Adobe doesn’t just target experienced pros – we wanted to analyze one of their apps with a lower barrier to entry. So we took 495 reviews about Adobe Spark, posted on Capterra, and ran them through Gavagai Explorer for instant analysis.
Here are 4 things we found out!
The topic “social media” is one of the biggest drivers of positive grade, and it also occurs frequently at 46%. Upon inspecting the texts, it became clear that a significant use case for the product is creating content for social media.
The topic “desktop app” only occurs in 10% of texts, but is associated with an average grade that is 0,15 points higher than the (already high) overall average grade of 4,5 / 5. The topic occurs together with the topic “mobile app” in 46% of cases, and many reviews speak positively around the fact that the app works on both platforms.
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The topic “limitations” occurs in 17% of texts and is the second largest driver of below-average grades. It frequently occurs together with “options”, “features”, and “typography”.
The topic “difficult” is the most powerful driver of lower grades, and occurs in 10% of texts. The topic “easy” is very frequent (mentioned in 63% of reviews), but its effect on garde sits around the average line. Reviews are mixed regarding “easy”.
What have we learned about Spark and similar apps?
Adobe highlights spark as a great way to make social graphics, short videos, and web pages. It’s clear that social media content is a major use case, and the tool seems well suited for the task. maybe this is something to highlight even more, in order to get more users with use case intentions that align with existing satisfied users.
Given Spark’s positioning, it’s almost inevitable that it would have some limitations in its workflow compared to paid professional apps like Photoshop or Premiere. But it seems that 17% of reviewers find these limitations worth mentioning, and they typically rate the product lower when they mention it. One way to address this might be to manage expectations on signup, or to look for what use cases are most affected by the limited options.
Cross-platform availability seems to be well-appreciated by users, although users mentioning desktop give a higher average grade than those who mention mobile.
Although Spark has an average rating of 4,5 / 5, Adobe should probably not rest on their laurels. Spark is positioned as an easy tool, and many users indeed experience it as easy. But we clearly see that some users still think that improvements can be made to make it easier to use. It’s clear that UX analysis never stops being relevant, and text analysis is a great way to keep track of how things are going.
Want to try this kind of analysis on your own data?
Gavagai Explorer is free to try (no credit card needed) and works in 46 languages.
Gavagai is a Swedish language-tech company using advanced AI to help businesses analyze text and feedback – so they can understand their customers better. Spun off from the Swedish Institute of Computer Science, our Word Space Technology has grown and improved over 20 years, and our research team has published more than 400 academic papers.