5 Unexpected Lessons from Adobe MAX that Hit Me Like a Confetti Cannon
What running a booth at Adobe MAX taught me about audience engagement, and user testing.
When you step into an event like Adobe MAX, you know you’re about to be part of something huge. Our team at Amaze had the privilege of running one of the most popular activations as part of our newly announced integration with Adobe Express. And while we came prepared, nothing could have fully anticipated the mix of excitement and chaos that unfolded.
Deepa Subramaniam, VP of Product Marketing for Creative Cloud, introducing Adobe Express 2024’s integration, including our Spring by Amaze platform.
But the real gold wasn’t just in what we had planned; it was in the surprises and the lessons we learned along the way.
From managing long lines to adapting on the fly, here are five key takeaways that hit me as hard as a confetti cannon.
1️⃣ Progress Over Perfection
Day one? Absolute mayhem. Errors everywhere, lines longer than expected, and moments of sheer panic.
We didn’t have the luxury of months to prep every detail. Yet, instead of customers getting frustrated, they were patient and excited to see what we had in store for them. Why? Because they understood we were creating something special.
By the end of day two, the operation ran like a well-oiled machine.
The takeaway? Don’t wait for everything to be flawless. Progress is what your audience appreciates most. Iterate fast, and bring them along for the ride. People love being part of the creative process, especially when they see improvements in real time. It’s not about having everything perfect from the start—it's about showing that you’re striving to get better.
2️⃣ Know Your Audience (Or It’ll Get Awkward)
One of the big brands present at MAX rolled out an AI-powered “design-your-own-golf-course” experience. Sounds futuristic and cool, right? Well, not to the crowd at Adobe MAX.
Creatives at the event didn’t resonate with the concept, and the booth stayed quiet for most of the day. It was a clear reminder: even if something excites you, it won’t necessarily connect with your audience.
When you’re creating experiences or products, it’s critical to understand what your audience truly cares about. In this case, the audience was made up of designers, artists, and creators—they wanted tools that helped them express themselves, not build a golf course. Tailoring your experience to their needs, their mindset, and their environment is key to avoid those awkward misses.
3️⃣ Let the Users Take Control
Our t-shirt activation, where creators could design and print their own shirts using Adobe Express, was a massive hit. The catch? The line to participate grew incredibly fast, much longer than we’d anticipated.
We feared frustration would set in, but instead, our users adapted. While waiting, they began designing their shirts on their phones. By the time they got to the front of the line, all they had to do was upload and print.
What started as a problem turned into a revelation: when you give your audience the right tools, they will take control and often improve the experience. Sometimes, the best thing you can do is step back and let users find their own way. Giving them freedom to engage with your product on their terms can make the experience even better than what you’d envisioned.
4️⃣ It’s About How You Make People Feel
Not everyone at the event was familiar with Adobe Express. Some needed help crafting their designs, and we quickly realized that taking the time to guide them through the process made all the difference. These interactions left lasting impressions—some attendees were so appreciative, they became our unofficial booth supporters, bringing us swag from other booths as a thank-you!
Here’s the lesson: it’s not just about the product or the experience; it’s about how you make people feel. When customers feel truly supported and seen, that connection leaves a lasting impact.
People remember those moments when you go out of your way to make their experience special. It’s these personal touches that turn a one-time interaction into a memorable relationship.
5️⃣ Live Events = Real-Time User Testing
In just three days, I interacted with over 500 creators. I watched them light up with excitement when they easily created something they loved, and I saw them frown when they got stuck. These moments were priceless. There’s no better way to get real, unfiltered feedback than live events.
What I learned is that live events aren't just for networking—they’re an opportunity to see how your users engage with your product in the wild. It’s user testing on steroids, giving you immediate insights into what works, what doesn’t, and what you can tweak to improve the experience.
Real-time feedback is gold, and it’s something you can’t replicate through surveys.
🐘 Bonus: Tackle the Elephant in the Room
One of the biggest concerns swirling around Adobe MAX was about AI and the ethical questions surrounding copyright. Adobe handled it perfectly.
They addressed the elephant in the room head-on by reassuring attendees that Firefly, their AI, was trained on Adobe Stock images, openly licensed content, and public domain works where copyright had expired. This message instantly turned a potential negative into a strength, making Firefly a trusted tool for commercial use.
When you’re facing potential barriers or skepticism, it’s best to address them directly.
People appreciate transparency, and when you take the time to explain the “why” behind your product choices, you turn doubts into confidence and a potential barrier into a selling point.
Practical Tips for Your Next Event
Adobe MAX was a whirlwind of creativity, but here are some practical tips that will make any event—whether a massive conference or a smaller trade show—a smoother experience:
Make it easy for people to find your product: Place a QR code at the top of your booth, visible from a distance, leading directly to your website or, even better, a dedicated landing page that speaks to the event's audience.
Have business cards ready: Yes, they’re still relevant. And make sure they look great—MOO.com prints some of the best cards out there. You never know when someone will want to follow up with you.
Tokens of appreciation go a long way: Small, unexpected gifts can create big moments of delight for your audience. Keep a stash of little tokens you can give away to surprise visitors.
Keep your logo visible: Make sure your logo is high up on your booth design. People crowd around, and before you know it, your branding can be blocked from view.
Rest is important for the team: Working a booth all day is exhausting. Make sure your team has time to rest and recharge so they can bring their best energy to the interactions.
Think about social media: Make it easy and fun for attendees to share their experience. Create a hashtag that ties everything together and think about opportunities for people to snap and share.
By embracing both the planned and unplanned moments, you can create an unforgettable experience for your audience—and pick up a few confetti-worthy lessons along the way.