Creating a more engaging journey.

Industry

Technology

Client

Salesforce

Salesforce sought to revamp their static, single-page PDF sales tool into a dynamic, interactive microsite. The goal was to illustrate five unique customer journeys while engaging users with an enhanced digital experience, showcasing how Salesforce solutions could drive loyalty and ROI.

Check out the site

Check out the site

Check out the site

Challenge

Static Format: The existing PDF lacked interactivity and was dense, making it challenging for users to navigate and engage.

User Flow Complexity: Translating multiple customer journeys into an intuitive digital format required careful planning.

Seamless Integration: Ensuring that the experience supported primary calls to action, like demo sign-ups, without overwhelming users with information.

Approach

Discovery and Planning

  • Reviewed the existing journey documents to identify common elements and opportunities for variation in a digital format.

  • Highlighted areas where additional information could enhance understanding without distracting from key actions, such as demo sign-ups.

Prototyping and Testing

  • Created prototypes for mobile and desktop views, focusing on user flows through the starting points and various journey stages.

  • Conducted iterative testing to address potential navigation issues and ensure smooth transitions across journeys.

Design and Development

  • Collaborated with the engineering team to define a framework for reusable components, facilitating efficient site build-out.

  • Partnered with other designers to apply final brand and UI elements, bringing the microsite to life with animations and a polished aesthetic.

Results

Dynamic Interactivity: The microsite transformed a static PDF into a visually engaging, multi-page experience with animations that captivated users.

Enhanced Engagement: Clear, navigable customer journeys improved user understanding of Salesforce’s value propositions.

Increased Actionability: Integrated CTAs seamlessly guided users to demo sign-ups, aligning the tool with sales goals.

The original document outlined key phases of the Customer Journey, helping us determine how to structure unique content components for the website. From there, our focus shifted to transforming a dense, static document into an intuitive, mobile-friendly experience.

The original document outlined key phases of the Customer Journey, helping us determine how to structure unique content components for the website. From there, our focus shifted to transforming a dense, static document into an intuitive, mobile-friendly experience.

The original document outlined key phases of the Customer Journey, helping us determine how to structure unique content components for the website. From there, our focus shifted to transforming a dense, static document into an intuitive, mobile-friendly experience.

By defining component patterns early, we created detailed, interactive prototypes to validate content flow with the client. These prototypes, along with the component library, served as a roadmap for the development team while the design team worked simultaneously on final visual assets

By defining component patterns early, we created detailed, interactive prototypes to validate content flow with the client. These prototypes, along with the component library, served as a roadmap for the development team while the design team worked simultaneously on final visual assets

By defining component patterns early, we created detailed, interactive prototypes to validate content flow with the client. These prototypes, along with the component library, served as a roadmap for the development team while the design team worked simultaneously on final visual assets

Prototyping directly in Figma allowed quick testing and iteration on navigation and flow of content giving everyone a clear vision of what was working and what needed addressed before going further.

Prototyping directly in Figma allowed quick testing and iteration on navigation and flow of content giving everyone a clear vision of what was working and what needed addressed before going further.

Prototyping directly in Figma allowed quick testing and iteration on navigation and flow of content giving everyone a clear vision of what was working and what needed addressed before going further.

Once interactions were mapped out, I worked with our visual designers to help build out final UI and visual assets throughout the site.

Once interactions were mapped out, I worked with our visual designers to help build out final UI and visual assets throughout the site.

Once interactions were mapped out, I worked with our visual designers to help build out final UI and visual assets throughout the site.

In addition to touchpoints throughout–each path provides supporting data, example case studies and actionable next steps for visitors when they're ready to learn more.

In addition to touchpoints throughout–each path provides supporting data, example case studies and actionable next steps for visitors when they're ready to learn more.

In addition to touchpoints throughout–each path provides supporting data, example case studies and actionable next steps for visitors when they're ready to learn more.

The pop-out menu provides quick access to jump to a different journey at any point along the way.

The pop-out menu provides quick access to jump to a different journey at any point along the way.

The pop-out menu provides quick access to jump to a different journey at any point along the way.

This was a great opportunity from a team that has a clear understanding of the value that design innovation can bring to the table to elevate sales tools. The team at Salesforce trusted us to transform a frequently used tool in their deck into a dynamic microsite to completely change the conversation with their audience. This project showcased the power of interactive storytelling to drive engagement, support sales efforts, and strengthen customer relationships.