Salesforce

Salesforce was founded on the idea that anyone with a computer can master its software. To lower the threshold of a new job economy — for everyone. My role was to conceive, design and build a way for tens of millions of people to come together, explore the Salesforce ecosystem and find the right products, partners and inspiration — all year long. We started by breaking everyone down into personas, then created experience journeys that spanned desktop, mobile, product and installation experiences. We even sprinkled in live human interactions for good measure. And we launched everything at Dreamforce, their annual conference with more than 170,000 attendee and another ten million more people online. The experiences I created, built and coordinated are contributing to Salesforce creating more than 3.3 million jobs to date. And adding over $859 billion to the U.S. GDP. My vision, ideas and sheer determination played a pivotal role in turning a three-day event into a year-long conversation. Turns out, when you embrace technology as a force for good — a conference becomes a blueprint for a new American dream. Pretty cool, huh?

We started out with a vision to accompany people along their learning journeys as they explore Salesforce. We chose to create an all-year-long cyclical user journey. People personalized everything from product recommendation settings to an AI guide who helped with product info, event agenda building, and live product experience.

Our user journey reflected the research and testing data, allowing us to design a framework used for six persona types.

The end result created a hyper-personalized learning journey through Dreamforce National Park in the real world, as well as in the virtual world throughout the year. People receive product-relevant content, product upsell messages, and personalized service from reps.

In addition to the Trailblazers Journey, I also led the entire Dreamforce Campground experiential design, which included the introduction of the Salesforce 360º experience, 11 product experience installations, 4 customer vertical experiences, 2 customer showcase experiences, 2 welcome experiences, and a whole lot of awesome.

I also led the ideation, UX design, and execution of the Philanthropy Cloud experience, which allowed people to choose which philanthropic partner their companies should donate to the following year.