Salesforce

Lead User Experience Designer

2012 case study
2013 case study

Award-Winning

CRM

B2B

Global Events

Productivity Tools

0→1

1→2

Platform

Design Systems

BY THE NUMBERS

35k to 77k

Dreamforce attendance growth

50% +

drop in support calls after redesign

9M+

people reached by my logo design

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

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.

Before: 2012

After: 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

Delivered internal app stores for customerss 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

Enter reason for request

Request confirmation

Request approved

Salesforce Lightning Design System

Legitimized enterprise UX by providing the first framework-agnostic design system for complex B2B workflows.

Design Systems

  • 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.

Salesforce Mobile Using the Lightning Design System

  • 1. Login or sign up

    Login or sign up for Salesforce

  • 2. Sign up introduction

    Create account

  • 3. Phone permissions

    Grant phone permissions

  • 4. Confirm account details

    Confirm basic account details

  • 5. App onboarding 1

    Onboarding walkthrough 1

  • 6. App onboarding 2

    Onboarding walkthrough 2

  • 7. App onboarding 3

    Onboarding walkthrough 3

  • 8. App onboarding 4

    Onboarding walkthrough 4

  • 9. App onboarding 5

    Ready for action!

  • 10. Home

    Home screen

Spring 2013 Logo

Designed the winning logo for the Salesforce Spring 2013 release logo.

Award-Winning

  • 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.

Marketing material

In-product placement