How would you improve reliability and latency for Frame.io

Problem Statement Description

Product context: Adobe is a creative, document, and marketing software company; its products include Creative Cloud, Photoshop, Illustrator, Acrobat, Adobe Express, Firefly, and Experience Cloud.

Frame.io is used by marketing and creative teams to upload, review, approve, and distribute video and rich media assets across campaigns. In an enterprise Adobe context, these workflows often involve large files, distributed stakeholders, tight launch timelines, integrations with creative tools, and a high expectation of trust when clients, agencies, and internal reviewers collaborate in one workspace.

You are being asked to approach reliability and latency as a Technical PM: define what “better” means for the product experience, identify where the user journey may be breaking down, and translate customer-facing pain into technical requirements and trade-offs. Focus on marketers and creative operations users who need fast uploads, smooth playback, timely comments, reliable notifications, and confidence that review sessions will not fail during critical approval cycles.

Your response should cover how you would diagnose the current state, prioritize the highest-impact reliability and performance improvements, and work with engineering, infrastructure, design, support, and enterprise customer teams to execute safely. Consider both user-visible latency and backend reliability across upload, processing, playback, collaboration, integrations, and permissions.

The experience should consider:

- Key workflows for marketing teams, such as asset upload, transcoding, playback, commenting, approvals, sharing, and handoff into downstream Adobe or enterprise systems.

- Clear reliability and latency requirements, including uptime, error rates, p95/p99 latency, upload success, playback start time, buffering, processing time, and notification delivery.

- APIs and data flows across clients, storage, media processing, collaboration services, identity, permissions, and third-party integrations.

- Instrumentation needed to detect issues by cohort, geography, file size, device, browser, workspace type, account tier, and integration path.

- Trade-offs between speed, cost, quality, scalability, security, and enterprise compliance.

- Privacy and security expectations for high-value creative assets, including access control, auditability, and safe handling of customer media.

- Rollout planning, observability, incident response, degradation modes, and rollback criteria for reliability improvements.

- Communication needs for enterprise customers, support teams, and internal stakeholders when performance issues or service incidents occur.

The goal is to describe a practical Technical PM approach for improving Frame.io’s reliability and latency in a way that strengthens customer trust, reduces workflow friction for marketing teams, and supports Adobe’s broader creative and enterprise collaboration ecosystem.