Design Systems at Salesforce

Developing a seamless website for users to easily understand Salesforce products and creating a website template that can be replicated across all Salesforce products.

What is Salesforce?

Salesforce is a Customer Relationship Management solution.

There are a total of 13 products (including Slack)
Each of these products has its own website with a team focused on designing the entire website.
The teams don’t have UX Designers, there is a general template for teams to follow but no specific guidelines.
It’s the wild west.

Goals

Improve user experience of the core product website.
Create a template of an overview page to be replicated across website.
Help create a more seamless hand-off of assets for future site.
Facilitate a culture of collaboration and iteration across multifunctional teams.

Challenge

A core product area lacked clear direction. Multiple stakeholders had competing priorities, and teams were shipping inconsistently without a unified understanding of user needs.

Lack of consistency across the website specifically IA.
Improve conversion rates on Sales Cloud Overview Page
Bringing current problems to future site designs

My Role as the UX Researcher

Led end-to-end research to identify key user needs and behavioral patterns
Synthesized findings into clear opportunity areas
Designed and facilitated cross-functional workshops to align stakeholders
Translated insights into product concepts, flows, and design direction
Partnered with product and engineering to prioritize and scope solutions

Research Involvement

Outcomes

We all loved the deep collaboration this project created and all the new supporters it generated for our work.
Our team presented these findings and processes to our VP’s to show the value of this process and what it accomplished for the Sales Cloud team.
- Increase in conversion rates and form completes
Implemented this process to one of our more complex products the Platform Overview Page.