Salesforce
Lead User Experience Designer
Events Platform
Private AppExchange
Lightning Design System
Platform | 0 → 1 | Transformation
My Impact
Created timeless application by leading 0 → 1 design of global events platform
Saved over $100k in costs by optimizing account creation flow
Enabled customer efficiency by leading 0 → 1 design of the Private App Exchange
Helped launch Lightning Design System, Salesforce’s first design system
Won the Spring ‘13 logo design contest, seen by millions of users
Salesforce
Salesforce is a pioneer in cloud-based Customer Relationship Management, offering a platform that provides businesses with a suite of software for different business needs.
Launched a 0 -> 1 Global Events Platform
My Impact
Created a lasting Events Platform by designing a 0 →1 platform still in use today
Reduced stress for attendees by unifying event registration and hotel reservation
Kept Attendees Connected and Organized by designing and launching a calendar & social network app for mobile & tablet
The Project
Design a desktop and mobile platform for Salesforce events that allow users to quickly and easily:
Purchase conference passes
Book hotel reservations
Schedule training and certification testing
Plan their conference sessions for the week
Stay connected via an event-specific social network.
What is Dreamforce?
Started in 2003, Dreamforce is Salesforce’s annual event. Dreamforce brings together the global Salesforce community for learning, fun, community building, and philanthropy. Attendees from all over the world gather to share their insights, successes, and learn the latest in industry innovations.
Dreamforce 2012: Tablet Gallery
Dreamforce 2012: Mobile Gallery
Optimized the Global Events Platform
Account Creation Gallery: 2012 vs. 2013
2012
My Impact
1 → 2 Improvements and optimization
Shortened signup completion time by revising designs from 2012
Created timeless flow still in use in 2025
Saved over $100k by simplifying signup, reducing customer service calls over 50%
The Project
Reduce call volume to customer service call center by optimizing event sign up
Streamline sign up, hotel reservation, & checkout
Update look and feel to align with 2013 style guide
2013
Created a Private AppExchange Product
My Impact
Enabled Customer Employees to Provision Software by designing an internal company app store product
The Project
The Private AppExchange is a custom, corporate version of Salesforce’s hugely successful AppExchange.
Salesforce AppExchange is an app store that allows customers to work in Salesforce easier & faster with proven productivity apps.
My role was translate wire frames, refine them based on new requirements, & create high-fidelity mockups.
Private AppExchange Gallery
Launched Salesforce’s First Design System
My Impact
Created Leader in B2B UX Design Systems by contributing to launch of Salesforce Lightning Design System, Salesforce’s first design system
Created Device-agnostic Interface Elements by creating a responsive design system experience that looks good on desktop & mobile devices
Ensured User Recognition Across Salesforce Product Suite by standardizing the visual language, simplifying interactions, & streamlining user tasks
The Project
I worked on Salesforce’s first design system, the Salesforce Lightning Design System, ahead of its 2013 launch.
Salesforce was growing fast, and had just acquired ExactTarget. They’re just about to launch the first mobile version of the Salesforce platform, Salesforce1.
Amid rapid growth, the company recognized a need to ensure coherent experiences across the full range of Salesforce apps—and to lay the foundation for a design system that evolves with the company and the platform.
Salesforce Lightning Design System Gallery
Won the Spring ‘13 Logo Design Contest
My Impact
Became a part of Salesforce history by having my logo displayed on all app screens and marketing materials
Logo design was seen by over nine million users
The Contest
The Salesforce platform releases three seasonal updates a year, Winter, Spring, and Summer. The logo contest submission and voting process was open to all employees. After the employee votes had been counted, they also tallied social media votes.
