Dreamforce 2021
Building three web app experiences to show Salesforce products in action and point attendees at Dreamforce to deep dives if something peaks their interest.
Contribution
At Dreamforce 2021, I was the digital lead on the agency side for activations across campus. My role started with ensuring alignment on Strategy, objectives and priorities from Clients. I then laid out the roadmap for what we can build given the time and budget. I led ideation with an internal team, presented concepts to clients and managed an external development partner.
Results
Over a 10 week period, we delivered three web apps that ran on iPad kiosks onsite. These experiences gave attendees a high level overview of various Salesforce products so they can decide if they wanted to do deep dives with subject matter experts in the space.
Customer 360
Showcase how Salesforce clients like IBM, Sonos and Xero are using unique combinations of products from the Customer 360 product suite to achieve their business goals.
Mercedes-Benz 360
Mercedes-Benz’s vision for the future of customer experience brought to life with the help of Salesforce products. Attendees can see a user story followed by the products powering that experience.
Slack x Salesforce
Showcase how Slack, a new acquisition integrates with Salesforce products to deliver best in class tools for Sales, Marketing and Service teams to deliver better experiences for customers.
Key Takeaways
All three apps were tested and deployed on time which was a great accomplishment for the short turn.
The visual consistency and interactivity was appreciated by clients and attendees
Up to 33% of the audience interacted with all the apps which is a good hit rate for an event of this nature.
Like all other projects we wished we had more time but we always manage to squeeze orange juice out of rocks!
Process
Brief - Ideation - Design - Development - Test - Deploy
Our process for this short turn project started with dissecting the brief to really understand what needed to be communicated to our attendees at Dreamforce.
I then lead a journey mapping process where we laid out the ideal journey for attendees at the physical experience and then detailing out the digital touchpoint journey in very granular detail to understand what we had to build for the digital storytelling part.
Once journeys felt right, we started working on the UI portion where I led the design process to ensure a few things:
Tell the right story
Be creative
Keep the roadmap achievable for the dev team
A big part of my role here was to keep all stakeholders aligned, ensure we had approvals at each step and negotiate scope changes with the client and development partner to make sure we never compromised an idea for dev time or vice versa.
During the design process I also managed a staggered handover process to the developer partner. We had to stagger delivery due to the tight timeline which was challenging but necessary in this case.
