1.5 Billion Dollars of Pipeline
Salesforce's Biggest Event
Project Overview
Client: Salesforce
Duration: Ongoing
Team: Product Manager, Engineers, Data Analysts, Customer Success Advocates, and myself
Objective: Make sure the Dreamforce site is amazing and no one talks badly about it - no seriously, this was the guiding principle
The Challenge
No, you read that right. 1.5 Billion Dollars of pipe depended specifically on this website that only needed to exist for three days.
The main challenge was transitioning from Open CMS to AEM with no existing components, UX/UI elements, or prior experience with the platform.
Additionally, Dreamforce 2016 was expected to sell out for the first time, requiring new registration and notification systems.
This year's site had to be built from scratch with a brand new development team, and I was the sole designer.
The Approach
To tackle these challenges, I ensured open collaboration with the development team and stakeholders from the start.
We had a ticking clock, literally, that was the constant reminder of the time we had left.
We knew that we had to take all the learnings from previous years, and innovate the experience based on feedback from users.
This approach facilitated rapid learning and integration of AEM's capabilities into the design process.

Discovery
We did a lot of internal interviews, and relied heavily on the feedback and support from the Strategy Team.
They had a considerable amount of data and feedback that they were able to give us.
We also worked with the product teams to help refine the major needs.
We identified the following main issues.
When we approached the Dev team to talk about the platform we hit a major snag.
Many previous modules and features were not feasible in AEM.
This required rapid design iterations to adapt to AEM's constraints. It significantly changed the build needed for registration flow and video sections.
We also needed to fully rebuild the ticketing flows, and many of he internal pages for events and schedules.
Define
We had a lot of data to work from, but since it was a new platform we had to be very nimble.
Through rapid design sprints we worked on following key areas for redesign:
Ideation / Design
We used the best wires rom the raid iteration to test and landed on a single vision to build the high quality wires from.
I created high-fidelity wireframes in collaboration with developers. We then ran a few iterative design sprints with quick turnarounds to accommodate new requirements.
During this whole process we worked very closely with the dev team. We integrated live feedback from dev team to ensure feasibility.
We built the following based on all the work we had compelted.
Key Features
Testing /Validation
Faced a major last-minute redesign for the landing page to fit the new "Trailhead / Lightning / Trailblazer" theme.
As well as integrate the Lightening UI system into the platform for the first time.
I also implemented a waitlist system to handle the anticipated sellout, which was well-received by stakeholders and helped collect additional leads.
with users
At Any Time
Conclusion & Next Steps
Dreamforce 2016's website was successfully completed within the tight timeline, despite numerous challenges.
The waitlist system effectively managed over-registration and enhanced user satisfaction.
People were extremely happy with the expereince, and gushed over the stability, and the overall useability across mobile, tablet and desktop.
By maintaining open communication and rapid iteration, we delivered a highly functional and user-friendly website for Dreamforce 2016, ensuring a seamless experience for users and meeting all business objectives.
And NOBODY complained... in a meaningful way. We didnt get one nasty tweet, bad article, or general complaint about the site that year.
Future plan
Let's see how I
can help you
I was able to help Wonolo
I improve the job posting, reviews, and feedback system for both job requesters (Requestors) and job seekers (Seekers). What can I do for you?