Salesforce - Dreamforce Feature Launch & Design System

Dreamforce is an annual event for community learning, networking, and product launch. Attendees known as “trailblazers” can join virtually through Salesforce+ or in-person at Dreamforce for keynotes, sessions, future technology, business practice, career growth.

For this redesign, they’re looking to improve the overall experience, ideate and launch new features, and create a cohesive Component Library. 

Role: Lead UX Strategist / Senior Product Designer 
Company: Instrument · Contract
Duration: May 2023 - Jul 2023

Goals

  • Redesign software interface for better user experience

  • Introduced new features

  • Designed and strategize Einstein GPT launch strategy

  • Improved content to provide clarity and definition between benefit of Salesforce+ and Dreamforce

  • Created visual language and consistency for a cohesive experience

Overview

Salesforce is looking to reposition Dreamforce and Salesforce+ to differentiate, highlight, and improve the experience for users. Our team introduced new features, implemented experience strategy, and reworked the copy as part of the redesign. 

Key Painpoints

Improve Event Planning

Salesforce+ tools are lacking or missing for users to event plan. Users expressed confusion between Salesforce suggested event “Playlist” versus an individual’s ability to build their own event schedule through “Agenda Builder”. The jargon are confusing and the interface are too similar, often confusing users on customizable capabilities. As a result users are manually memorizing events, lack of engagement and unnecessary effort for users.

Promote Event Discoverability

The features lacks event program discoverability. The playlist AKA event type catered to too braid range for professionals attending the event. The redesign aim to curate individual’s content experience by catering to specific job roles and targeting the right audience for relevant topic events.

Community Building and Networking

Dreamforce promotes community building as a big part of attending an in-person experience. However, the digital and in=person experience are disconnected. Users lack a way to communicate pre, during, and after specific talks. Incorporating Slack for users who signed u for specific talks and topics could help connect attendees for both in-person and virtual attendees.

An IA strategy and redesign was conducted to fill in experience gaps for core tasks users engaged in. Our team leveraged past metrics and data set to define where major drop offs, confusion, and errors lies.

Redesigning Architecture

The Solutions

After examining the issues Dreamforce and Salesforce+, we prioritized features to improve users event planning, discoverability and community building experience

Pre, During and Post-Event, provide a place that acts as a hub for attendees to dive into recommendations and a lightly personalized event experience (Your next saved session, links to sessions by role and industry, link to Slack, popular playlists, etc)

Agenda Builder

Provides recommendations on sessions relevant to users based on their role/industry. Allows users to fill in any gaps in their schedule with sessions most relevant to them. Recommendations will be made using existing TBID data.

Recommended sessions

Provide virtual users the ability to save sessions and craft their own personal schedule/agenda. This involves an evolution of the current event schedule (Channel Guide 2.0) work. It is required work to support the Curated agendas /playlists and 1-Click concepts.

Event About/Explore tab

The ability to dig into a playlist and save all suggested sessions to your agenda or your calendar, with just one click.

Playlist landing + detail pages

Link out to the Slack community where attendees can continue to interact, learn, network and build relationships pre, during and even after the event across SF+ and
in-person event experience.

Slack integration

Previously ‘Trail Maps + Curated Agendas.’ The playlist landing page will provide value to users who don’t want to sift through a list of sessions and to easily find what’s most relevant and interesting to them. Playlists can be curated by popular speakers or provide a guided path for Dreamforce first-timers.

One-click agenda

  • Provide virtual users the ability to save sessions and craft their own personal schedule/agenda. This involves an evolution of the current event schedule (Channel Guide 2.0) work. It is required work to support the Curated Playlists and 1-Click Agenda concepts.

  • In the Schedule Tab, we recommend maintaining Salesforce+’s dark theme across session cards (except Live), while using subtle elements like badges and button states to differentiate session states. By maintaining visual simplicity, we believe attendees can discover and save sessions more quickly and easily without the distraction of louder visual elements from event-specific branding.

  • Previously ‘Trail Maps + Curated Agendas.’ The playlist landing page will provide value to users who don’t want to sift through a list of sessions and to easily find what’s most relevant and interesting to them. Playlists can be curated by popular speakers or provide a guided path for Dreamforce first-timers.

  • The ability to dig into a playlist and save all suggested sessions to your agenda or your calendar, with just one click.

  • Link out to the Slack community where attendees can continue to interact, learn, network and build relationships pre, during and even after the event across SF+ and in-person event experience.

  • Pre, During and Post-Event, provide a place that acts as a hub for attendees to dive into recommendations and a lightly personalized event experience (Your next saved session, links to sessions by role and industry, link to Slack, popular playlists, etc)

  • Einstein GPT feature launch aims to provide key takeaways for users who are in time constrains. Users can condense a lengthy recorded session into into brief, digestible summaries.