Dreamforce 3 Months To Launch

Salesforce's Biggest Event

Project Overview

Client: Salesforce

Duration: 3 Months

Team: Product Manager, Engineers, Designers, and myself

Objective: Create an engaging online experience for Dreamforce, Salesforce's annual event, by developing the homepage, news page, video page, and registration flow.

The Challenge

We needed to bring the magic of Dreamforce and the 'ohana' spirit to a global audience within a very tight timeline. With limited data and strict requirements, our team faced the challenge of creating an engaging, user-friendly experience for millions of Salesforce users worldwide.

The Approach

We adopted a user-centered design approach to create a seamless and interactive experience.

Our process involved understanding user needs, defining key paths, ideating solutions, prototyping, and testing.

Discovery

To identify the main user paths, we conducted limited user and staff interviews due to the lack of relevant data points.

We also gathered all the research from previous years and had strategy and CX and UXR run new validation research.

This helped us understand three specific use cases:

001
Conference Attendees: Users who needed to sign up and manage their schedules
002
Organizational Approval: Users who needed information to justify attending the event
003
General Information Seekers: Users looking for event details before, during, and after the conference

Key Findings

001
Registration Flow: Users needed a straightforward registration process
002
Agenda Management: Users required an easy way to browse and add events to their schedules
003
Content Accessibility: Users wanted reliable access to news and video content

Define

Using our initial findings, we prioritized user journeys and identified key pain points. We needed to ensure the website could handle dynamic content and state changes during the event.

We developed some lean personas for the different user types. We then used those to create some loose journey maps to highlight pain points and opportunities.

From there we identified some features that were going to be critical to user's needs during the conference.

001
Dynamic State Changes: Need for seamless state transitions during the events
002
Interactive Elements: Incorporation of innovative features like a social media feeds
003
Mobile Optimization: Ensure a smooth experience on mobile devices
Live Product

Ideation / Design

We focused on creating a dynamic homepage with live content. We also took the project mobile first to ensure the site was optimized for mobile users.

We then developed low fidelity frames to rapidly iterate our ideas. Validated and verified our favorites with the larger team and dev.

We then developed high fidelity frames to focus on these key features.

Key Features

001
Live Video Module: Auto-play functionality with social feed and content scroller.
002
Social Media Feed: Interactive 3x3 grid of social cards displaying dynamic content.
003
Mobile Optimization: Simplified mobile site for easy access and offline functionality

Testing /Validation

We conducted usability tests and a diary study to gather feedback from users and stakeholders.

We sent out a few unmoderated tests as well as moderated on site tests at our research lab.

93%
Approval Rating
with users
100,000
Users At
Any Time
60%
Increase in Satisfaction Over Previous Years
02
New Features For
Dreamforce

Conclusion & Next Steps

By focusing on user-centric solutions and fostering close collaboration, we delivered an engaging and interactive Dreamforce experience.

The positive feedback from users and stakeholders confirmed the effectiveness of our approach.

The Dreamforce 2015 website was so successful that its framework was used as a template for other Salesforce events, proving the effectiveness and scalability of our design and development approach.

I was given the lead on DF 2016 due to the success of 2015!

Future plan

001
Continuous Improvement: Implement a system for ongoing user feedback to refine features
002
Scalability: Adapt the successful framework for other Salesforce events
003
Enhanced User Engagement: Develop additional interactive elements to further enhance user experience

Let's see how I
can help you

I was able to help Salesforce


I helped to make Dreamforce '15 & '16 among the most successful events in the company's history. What can I do for you?

001
Design
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"Their strategic insights made Dreamforce looked & worked better."

Jacinda Perez
PM Salesforce
002
Strategy, Design
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"He always brought good ideas and a collaborative spirit."

Samantha Carson
Designer Manager, Densu
003
Strategy, Design, Research
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"He was a dream to work with, i miss him!"

Jessica Hampton
Content & Branding, Wonolo
004
Branding
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"Jon always provided us professional work."

Marcus Johnson
Fullstack Dev, Densu