Adobe Max 2022

Context

Adobe reached out to UNIT9 to create an augmented invitation for the MAX 2022 event to highlight their new AR/VR offerings and showcase the about-to-be-released Aero (AR) software. As part of a small team, I was the only UX designer & strategist of the project. With only two months on the clock, the timeline of the project was really tight.

Adobe MAX 2022 hosted in Los Angeles + online

STEP 1

Defining a common vision for Adobe and UNIT9.

A co-creation workshop to align both teams

Because Adobe didn’t have a clear vision for their AR invitation and the project timeline was tight, I took the lead with organising a co-creation workshop to align stakeholders early, facilitate decision-making and concept approval, and unite expertises of both teams.

Research method: Co-creation workshop

Running the workshop

Due to time and budget limitations, the workshop had to be run online across the US, the UK and Europe. Using Google Meet for the meeting and FigJam as a virtual whiteboard, I led both teams through the different steps that would lead us to our common creative vision for the project.

NB: With more time, I would have also invited Adobe MAX guests to the workshop.

Team members from the US, the UK and Europe collaborating on a design vision

Result (Step 1)

With the Adobe team, a common vision was defined through the workshop: a relaxing space that Adobe MAX attendees could open at any time, to take a break from the event and compose a melody through playful interaction.

STEP 2

Designing the barebones of the experience.

Wireframes beyond borders

Being my first AR project, I had to find a way to show the design beyond screen borders, representing a virtual space. To show this, I decided to represent a frame around screen borders, which is a method I have now used on multiple other AR projects.

Design methods: Low-fidelity prototyping

Example of low-fidelity wireframes to build the foundation of the user experience

An AR prototype inside Adobe Aero

In order to design and iterate quickly and early, I integrated wireframes from Figma, directly to Aero. This allowed our team to experience the barebones of our invitation directly in AR and understand the user experience better.

Design method: Low-fidelity prototyping

Prototype on Adobe Aero

Result (Step 2)

The wireframes and the prototype allowed us to validate the barebones of the experience with the Adobe team, simultaneously trialing and providing feedback on the Aero beta software to Adobe.

STEP 3

Building the final design.

A collaboration between UX, illustration, sound design and creative direction

Taking the experience's barebones as a basis, the UNIT9 team developed other aspects of the experience, while consulting with me on key interaction and flow decisions. Led by strategic analysis facilitated during the workshop, the result of our collaboration was a digital space allowing guests to:

1. Before the event, to learn more about the Adobe MAX 2022 edition
2. On-site, to take a moment out of the crowded Adobe MAX to engage with a playful sonic garden to create music.

Render of the final AR invitation design

Results

With 4000 people attending the MAX event, Adobe shared with us that the experience was well-received and that the project will be showcased to promote the new Adobe Aero AR software. The UNIT9 team emphasised how the workshop that I organised and facilitated allowed everyone to get aligned early and create trust with Adobe. The project won an FWA of the Day award.

Live recording of the experience used on-site

Journey mapping and flowchart of the experience

Credits

Production: Erin Ray
Project Management: Nadaa Baqui
Creative Direction: Zofia Mackiewicz
Tech Lead: Krzysztof Wyrzykowski
UX Design: Sebastian Ervi
Development: André Mattos, Nuno Leal
Visual Design: Daniel Kravchenko, Rafal Mierzejewski
Audio: Dani Valkova
Quality Assurance: Helen Peake, Magnus Rolen, Alix Saunders