Salesforce

CRM

B2B

Global Events

Productivity Tools

Award-Winning

0→1

1→2

Platforms

Lead User Experience Designer

35k to 77k

Dreamforce attendance growth on the events platform I designed

9M+

people reached by an internal design competition I won

Salesforce, the cloud based CRM platform serving sales, service, marketing, and commerce teams across the enterprise.

2012 case study
2013 case study

50% +

drop in support calls after the 2013 registration redesign

Global Events Platform - Dreamforce 2012

Built Salesforce's first global events platform for Dreamforce

0→1

Platform

  • Unified registration, hotel booking, session scheduling, and an event social network into one product across web, iOS, and Android.

  • Designed the desktop experience: home, session builder, session details, and the Chatter-based social feed.

  • Designed the companion mobile app: home, navigation, and agenda screens for iOS and Android.

Registration

Registration: Training

Tablet: Sessions

Tablet: My Session Calendar

Events Platform Optimization - Dreamforce 2013

Cut account creation down to something much faster, saving Salesforce over $100k in call center costs.

1→2

Optimization

  • Compared 2012's account creation flow against the streamlined 2013 version, screen by screen.

  • Cut the registration form from 23 required fields to 8.

Account creation: 2012

Account creation: 2012 close up

Account creation: 2013

Dreamforce 2013 Registration Flow

  • 1. Dreamforce Registration hoime

    Login, retrieve password, or create an account to continue.

  • 2. Welcome

    Event description and important details.

  • 3. Create Account

    Enter information to create an account.

  • 4. Basic Information

    After the account is created, enter detailed information.

  • 5. Additional Training and Certificates

    Add any additional training or certification programs.

  • 6. Additional Training Selected

    One training program selected.

  • 7. Hotel: Select Dates

    Select your hotel dates.

  • 8. Hotel: Search Results

    View hotel search results along with rating, distance from the event, and price options.

  • 9. Hotel: Hotel Selected

    Once selected, it's reserved for 10 minutes to complete the transaction.

  • 10. Checkout and Payment

    Confirm the details and enter payment information.

  • 11. Payment Confirmation

    Payment confirmation, along with the option to download a PDF for reimbursement.

Private AppExchange

Designed an internal app store modeled on Salesforce's public AppExchange

  • Adapted the public AppExchange's browsing and detail patterns for an internal, authenticated audience.

  • Employees could browse and provision approved enterprise software themselves instead of filing IT tickets.

  • Designed the logged-out home, logged-in home, and individual app detail views.

Desktop

Mobile version of app request flow

App details

Request confirmation

Enter reason for request

Request approved

Lightning Design System

Contributed to Salesforce's first company-wide design system

  • The Salesforce product line expanded across devices and needed a consistent visual language.

  • Designed an Android sign-up flow as one of the system's early mobile reference patterns.

Mobile signup

Login or Sign up

Phone permissions

Sign up introduction

Confirm accountdetails

App onboarding 1

App onboarding 3

App onboarding 2

App onboarding 4

App onboarding 5

Mobile App - Home (full view)

Mobile App - Home

Spring 2013 Logo

Won the internal and external design competition for the Spring 2013 release logo.

  • Designed the logo and adapted it for in-product placement and marketing use.

  • Logo was used across the product and marketing materials seen by more than 9 million users.

In-product and marketing placement