Salesforce+

Challenge

Faced with the COVID-19 pandemic and the sudden halt of their successful in-person event strategy, Salesforce needed to quickly pivot to not only retain audience engagement, but also build thought leadership, foster a vibrant community, and thrive in the new remote landscape.

Approach

Initially focused on creating live and on-demand content related to evolving business challenges, Salesforce saw an opportunity to expand this content leading up to their Dreamforce conference in 2021. They envisioned a centralized content platform to inspire business leaders with original series, livestreamed events, and thought leadership. Through collaborative workshops and rapid prototyping, we defined the vision and a full roadmap for Salesforce+, with the goal of launching an MVP for the conference in just four and a half months.

Impact

In its first year since the 2021 launch, Salesforce+ attracted over 6.5 million unique visitors, drove 121,000 registrations for Dreamforce 2021, hosted 17 live events, and expanded its VOD library to 15 original series. Instrument and Salesforce continued to collaborate on iterative releases, incorporating user feedback and adding features to enhance the experience and drive year-over-year growth.

Salesforce+ is now a key destination on salesforce.com, serving as an integral channel for event promotion, thought leadership, and customer engagement.

My Role

Design Vision

As the Dreamforce 2021 deadline neared, Instrument x Salesforce collaborated to develop a bold product vision from a loosely defined strategy. My design / prototype was integral to demonstrating the potential of Salesforce+ to the highest levels of management.

Developing the Design System

I led a team of two designers to create a comprehensive and scalable design system in Figma, establishing a single source of truth for all design and content elements (grids, typography, color, interaction patterns, component variants, etc.)

System Documentation

Created detailed documentation, including style guides and component libraries, to ensure consistent application and knowledge sharing.

Micro-interactions

I designed / prototyped micro-interactions that brought the site to life and collaborated with Instrument's motion graphics team on more complex animation sequences.

Content Design Strategy

Collaborated with Salesforce art directors to define the visual language of content cards for Salesforce+, establishing a human-centered aesthetic in place of Salesforce's traditional character-centric imagery.

Event Hub System

Built a system that empowered Salesforce content marketers to focus on event graphics and content by eliminating separate webpage creation, integrating all events into the platform

Leading Prototyping Efforts

Collaborating with our strategist, I led our prototyping efforts, focusing on ensuring an exact step-by-step process link between the prototype's flow and the tech team's development capabilities.

Collaborating on UX

Working closely with our strategist, I defined and designed key screens and user flows, finding solutions that were both technologically feasible and achievable within our tight launch window.