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.
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.
Lead UX Strategist / Senior Product Designer
After conducting stakeholder interviews and usability research, the redesign will prioritize these high traffic areas:
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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.
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.
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.
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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.