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Scaling Sales at Summit: Adobe’s Interactive Pitch Toolkit
Dates:
January 2017 - March 2017
Role:
Experience Designer – Cross-Device Event Applications
Team Composition
3 Sales Leads, 2 Developers
Project Type:
Event-Based Experience Design for Interactive Sales Enablement
Overview
What do you give a sales team trying to win hearts, minds, and budgets in the middle of a tech mega-conference? A toolkit that taps, swipes, loops—and closes. At Adobe Summit 2017, I led the UX design of a multi-platform interactive sales toolkit built with AEM Mobile and AEM Screens, helping Adobe’s team showcase Marketing Cloud in real time.
The result: a modular, branded experience that not only worked on the show floor—but continued delivering value months after the booths came down.
The Challenge:
Adobe needed a way to simplify and elevate their product story in a crowded, high-stakes environment. With thousands of attendees flowing through the expo hall and sales reps juggling limited time per interaction, we needed a tool that was fast, flexible, and designed to perform under pressure.
My Role:
As UX lead, I partnered with:
• AEM Mobile and AEM Screens development teams
• Adobe’s internal sales stakeholders for timing, asset curation, and messaging
• Event and marketing leads to ensure brand cohesion across touchpoints.
I guided the UX strategy, interface design, and delivery of an experience that adapted seamlessly to both one-on-one demos and ambient, large-screen storytelling.
Solution Design:
We built a toolkit that ran natively on tablets and digital displays.
Key capabilities included:
• Tap-through navigation for real-time product walkthroughs
• Embedded video, case studies, and product data sheets—preloaded for offline access
• Dynamic display loops optimized for attention-capture on large screens
• Modular content paths tailored to the rep’s flow and audience interest
The system was designed for speed, portability, and clarity—with enough flexibility to follow any conversation, not dictate it.
Platform Strategy:
While the initial goal was supporting Summit engagement, the design emphasized modularity, asset reusability, and platform consistency from day one. This toolkit wasn’t just a one-off—it served as a prototype for how Adobe could approach experiential sales tools at scale.
We treated the experience as a reusable platform rather than a throwaway asset, aligning it with broader Marketing Cloud narratives and future enablement needs.
Post-Summit Impact:
Following the event, Adobe’s internal teams quickly adopted the toolkit as a resource for:
• Sales onboarding
• Regional client presentations
• Internal training and product familiarization
Though usage wasn’t formally tracked, feedback from multiple stakeholders confirmed its utility. In one case, the toolkit was used to onboard 20+ new sales reps. In others, it became the backbone of follow-up demos across teams in North America and EMEA.
“John’s ability to synthesize brand, platform constraints, and real-world sales needs into a cohesive, scalable experience was a game-changer. The toolkit became a model for how we approach live sales engagement moving forward.”
— UX Practice Lead, Adobe
Connect with me:
Brought Adobe’s sales story to life through mobile and screen-based experiences. I orchestrated cross-team collaboration, localized content, and delivered a high-impact demo for the Adobe Summit stage.
