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:
Key Findings
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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.
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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
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.
with users
Any Time
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
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?
"Their strategic insights made Dreamforce looked & worked better."
"He always brought good ideas and a collaborative spirit."
"He was a dream to work with, i miss him!"
"Jon always provided us professional work."
