Lead UX Designer
I designed and optimized a zero-to-one platform for Salesforce events, still in use today. I also designed a private app store for Salesforce customers, Private AppExchange. I even had the privilege to work on Salesforce’s first design system, Salesforce Lightning Design System.
Results
Events Platform for the Ages: Launched first version of events platform still in use today
2013 Events Platform Optimization: Saved company over $100k by optimizing key user flows
Expanded Product Offerings: Launched first version of the Private App Exchange, a private company app store
Salesforce’s First Design System: Contributed to the launch of Salesforce Lightning Design System
Salesforce Spring ‘13 Logo: Seen by millions
Company Overview
Salesforce is a global cloud computing company that develops cloud-based Customer Relationship Management (CRM) solutions and business software.
Events Platform
Events platform and improvements
Private AppExchange
Custom corporate app stores
Lightning Design System
Salesforce’s first design system
Methodologies
User Experience Strategy
Design system creation
UX and UI documentation
Information Architecture
Site maps, wireframes, & wire flows
Remote moderated usability research
Customer feedback
Concept validation
User acceptance testing
Solution sketching, Hi-fi mockups
Icon creation
Print design and production
Agile development
HTML and CSS definitions
Software
Adobe Photoshop
Adobe Illustrator
Balsamiq
Sketch
Events Platform: 2012
Results
Events Platform for the Ages: Designed version 1 of the Salesforce events platform
Consolidation: Combined conference and hotel reservations into single transaction, saving attendees time and reducing stress
Mobile and Tablet Application: Designed app for attendees to keep track of daily schedules and stay connected at the event
What is Dreamforce?
Started in 2003, Dreamforce is Salesforce’s annual event. Dreamforce brings together the global Salesforce community for learning, fun, community building, and philanthropy. Attendees from all over the world gather to share their insights, successes, and learn the latest in industry innovations.
Dreamforce 2012 Login
The Project
Design a platform for Salesforce events that allows users to
Purchase conference passes
Schedule training and certification testing
Book hotel reservations
Browse and schedule conference sessions
Stay connected via an event-specific social network
All from a single website and mobile app
Dreamforce 2012: Tablet Gallery
Dreamforce 2012: Mobile Gallery
Events Platform: 2013
Results
Optimization: Revised designs from 2012 to streamline the experience for attendees, speeding up task completion
Timeless Design: Optimized designs are still in use in 2024
Operational Savings: Saved Salesforce over $100k by simplifying the signup process and reducing calls to customer service
Before and After: Create Account
The Project
Optimize the Salesforce events platform
Streamline sign up, hotel reservation, and checkout
Update look and feel to align with 2013 style guide
Dreamforce 2013 website
Events App 2013 Style Guide
Private AppExchange
Results
Expand customers: New products means new customers
Internal app stores: Companies could now benefit from having their own app store for their employees
The Project
The Private AppExchange is a custom, corporate version of Salesforce’s hugely successful AppExchange.
Salesforce AppExchange is an app store that allows customers to work in Salesforce easier and faster with proven productivity apps.
My role was to take wire frames created by my colleague, refine them based on new requirements, and create high-fidelity mockups.
Private AppExchange Gallery
Lightning Design System
Results
Responsive design: The Salesforce experience finally looked good on both desktop and mobile devices
Modernization: A much-needed user interface update cemented Salesforce as a leader in B2B UX design systems
Simplification: A new, standardized visual language ensured user recognition instead of recall
The Project
I worked on Salesforce’s first design system, the Salesforce Lightning Design System, before its launch in 2013.
Salesforce was growing fast, and had just acquired ExactTarget. They’re just about to launch the first mobile version of the Salesforce platform, Salesforce1.
Amid rapid growth, the company recognized a need to ensure coherent experiences across the full range of Salesforce apps—and to lay the foundation for a design system that evolves with the company and the platform.
Salesforce Lightning Design System Gallery
Salesforce Platform Spring 2013 Logo
Results
Legacy: Became a part of Salesforce history by having my logo displayed on all app screens and marketing materials
High-visibility: Seen by over 9 million users
Salesforce Spring 2013 Logo
The Project
The Salesforce platform releases three seasonal updates a year, Winter, Spring, and Summer. The submission and voting process is open to all employees.