Adobe MAX, 2024

Concept and visualization

As a Sr Designer on the Adobe Learn team, and resident Miami-ian, I was tasked with leading the concept and design of the booth at the Learn Lounge at MAX. My illustrations helped establish a mood for the Lounge and the team was firm on two elements: a local Miami coffee brand as our booth mascot @cienfuegoscoffee, and programming with local Miami talent Steve Saiz, Lillian Banderas, and Cyn Lagos.

The concept continued to evolve, and we committed to the lounge like idea, where people could still learn through our video tutorials but have the programming feel culturally relevant. If we had a cafecito truck, could we incentivize participants to give us user research in exchange for a cafe? The process required me to logistically manage Adobe vendors, partner schedules, Education team resources, artist media, furniture and AV, and a full redesign of our online catalog page at Adobe.com/Learn.

Local artists partnerships

After months of planning and sketching - the idea came to life! We were able to successfully host local artists in our Learn Lounge and learn about their experiences as creatives, while also generating excitement for the work we do on the Learn team.

Coffee and user insights

The Cienfuegos coffee truck at the booth was a hit! A lot of people weren’t locals at MAX, so the concept of a ventanita was pretty new to them. Suffice to say, they were pleased! We got to talk to so many of our core users and gather almost 1,000 research surveys that give us insights on how to improve our product and we were able to implement these insights to help shape our learn design vision.

Learn keepsakes

I also designed exclusive Learn merchandise for the Adobe Learn team, crafting memorable keepsakes that celebrated both the platform and its community. The collection featured a custom sticker sheet and enamel pins, each illustrated with themes from our featured tutorials and culturally resonant icons, like cafecito cups and dominoes that added a personal and playful touch.

Innovating creativity: lasting content

Recognizing a unique opportunity beyond hosting artists in the Lounge, I spearheaded a design update to our catalog page site, integrating tutorials from authors on Adobe.com/Learn. The concept gained enthusiastic support from our digital directors, and I took the lead in redesigning our catalog page, enhancing user experience and expanding access to creative learning.