Fueling Global Growth with Smarter Design at Salesforce
Fueling Global Growth with Smarter Design at Salesforce
Case Overview
As Head of Digital Experience at Salesforce, I led a global team across North America and Europe to unify and localize over a dozen B2B websites. Our work spanned SMB to Enterprise, balancing customer needs with scalable lead and demand generation. This case study showcases the impact of that transformation.
Case Overview
As Head of Digital Experience at Salesforce, I led a global team across North America and Europe to unify and localize over a dozen B2B websites. Our work spanned SMB to Enterprise, balancing customer needs with scalable lead and demand generation. This case study showcases the impact of that transformation.
Challenge
Salesforce’s digital ecosystem was fragmented, with inconsistencies in user experience across regional and global markets. Key challenges included:
Challenge
Salesforce’s digital ecosystem was fragmented, with inconsistencies in user experience across regional and global markets. Key challenges included:
High Attrition Rates
Low customer engagement and satisfaction due to a disjointed Help & Training experience.
Siloed taxonomy
A siloed taxonomy that hindered content discoverability and personalization.
Limited ability
Limited ability to deliver personalized, recommended content to diverse customer segments.
Unqualified Lead Gen
Low engagement and insufficient qualified leads from Salesforce.com marketing websites, resulting in longer sales cycles and missed opportunities for conversion.
High Attrition Rates
Low customer engagement and satisfaction due to a disjointed Help & Training experience.
Siloed taxonomy
A siloed taxonomy that hindered content discoverability and personalization.
Limited ability
Limited ability to deliver personalized, recommended content to diverse customer segments.
Unqualified Lead Gen
Low engagement and insufficient qualified leads from Salesforce.com marketing websites, resulting in longer sales cycles and missed opportunities for conversion.
Solutions
Solutions
Global Team Leadership and Localization
I directed a cross-functional team of designers, strategists, and developers across multiple continents. My leadership fostered collaboration and innovation to:
Localize web properties to better serve regional markets, with culturally relevant content and user experiences.
Align design goals with Salesforce’s business objectives, ensuring consistency across SMB, Commercial, and Enterprise customer journeys.
Global Team Leadership and Localization
I directed a cross-functional team of designers, strategists, and developers across multiple continents. My leadership fostered collaboration and innovation to:
Localize web properties to better serve regional markets, with culturally relevant content and user experiences.
Align design goals with Salesforce’s business objectives, ensuring consistency across SMB, Commercial, and Enterprise customer journeys.
Redesign of Marketing Websites
I spearheaded the comprehensive redesign of Salesforce’s marketing websites, ensuring they catered to diverse global audiences while driving lead generation and demand generation:
Conducted extensive UX research, including eye-tracking studies and rigorous A/B testing, to inform data-driven design decisions.
Designed localized trial experiences and guided tours tailored to specific markets, showcasing Salesforce’s value for customers across all business sizes.
Created tools like an ROI calculator to empower B2B customers with actionable insights and enhance the buying journey.
Introduced modular UX frameworks, ensuring scalability and flexibility across regional websites.
Redesign of Marketing Websites
I spearheaded the comprehensive redesign of Salesforce’s marketing websites, ensuring they catered to diverse global audiences while driving lead generation and demand generation:
Conducted extensive UX research, including eye-tracking studies and rigorous A/B testing, to inform data-driven design decisions.
Designed localized trial experiences and guided tours tailored to specific markets, showcasing Salesforce’s value for customers across all business sizes.
Created tools like an ROI calculator to empower B2B customers with actionable insights and enhance the buying journey.
Introduced modular UX frameworks, ensuring scalability and flexibility across regional websites.
Help & Training Hub Overhaul
Redesigning the Help & Training Hub was critical for improving customer success and reducing attrition:
Developed intuitive onboarding workflows to support new customers across global markets.
Integrated a Q&A community platform, enabling peer-to-peer support and fostering a sense of collaboration.
Enhanced discoverability of resources through localized content, ensuring relevance for regional audiences.
Delivered a seamless, intuitive experience that dramatically improved customer onboarding rates and reduced churn.
Help & Training Hub Overhaul
Redesigning the Help & Training Hub was critical for improving customer success and reducing attrition:
Developed intuitive onboarding workflows to support new customers across global markets.
Integrated a Q&A community platform, enabling peer-to-peer support and fostering a sense of collaboration.
Enhanced discoverability of resources through localized content, ensuring relevance for regional audiences.
Delivered a seamless, intuitive experience that dramatically improved customer onboarding rates and reduced churn.
Taxonomy Overhaul
To create a cohesive content strategy, I led a comprehensive taxonomy redesign:
To create a cohesive content strategy, I led a comprehensive taxonomy redesign:
Streamlined content categorization for better discoverability and relevance.
Streamlined content categorization for better discoverability and relevance.
Implemented metadata tagging to support dynamic and personalized content delivery for diverse customer segments.
Implemented metadata tagging to support dynamic and personalized content delivery for diverse customer segments.
Unified Salesforce’s knowledge base into a single, scalable structure that improved searchability for SMB, Commercial, and Enterprise users alike.
Unified Salesforce’s knowledge base into a single, scalable structure that improved searchability for SMB, Commercial, and Enterprise users alike.
Taxonomy Overhaul
To create a cohesive content strategy, I led a comprehensive taxonomy redesign:
Streamlined content categorization for better discoverability and relevance.
Implemented metadata tagging to support dynamic and personalized content delivery for diverse customer segments.
Unified Salesforce’s knowledge base into a single, scalable structure that improved searchability for SMB, Commercial, and Enterprise users alike.
Adobe Experience Manager Integration
By integrating Adobe Experience Manager (AEM), I transformed how Salesforce delivered personalized, localized content:
Leveraged AEM’s capabilities to create intelligent recommendations tailored to regional audiences.
Enabled targeted content delivery by segmenting users based on geography, industry, and business size.
Improved operational efficiency by centralizing content management across global teams.
Adobe Experience Manager Integration
By integrating Adobe Experience Manager (AEM), I transformed how Salesforce delivered personalized, localized content:
Leveraged AEM’s capabilities to create intelligent recommendations tailored to regional audiences.
Enabled targeted content delivery by segmenting users based on geography, industry, and business size.
Improved operational efficiency by centralizing content management across global teams.
Results & Impact
The initiatives I led delivered impactful results for Salesforce and its customers:
Results & Impact
The initiatives I led delivered impactful results for Salesforce and its customers:
5x Increased engagement
5x Increased engagement
5x Increased engagement
Accelerated Sales Cycle
Accelerated Sales Cycle
Accelerated Sales Cycle
Improved Customer Retention
Improved Customer Retention
Design Philosophy
Great design isn’t just about craft. It’s about clarity, outcomes, and forward motion. If you want to understand how I approach the work, this is the place to start.
Design Philosophy
Great design isn’t just about craft. It’s about clarity, outcomes, and forward motion. If you want to understand how I approach the work, this is the place to start.
5x Increased engagement
Accelerated Sales Cycle
Improved Customer Retention
Design Philosophy
Great design isn’t just about craft. It’s about clarity, outcomes, and forward motion. If you want to understand how I approach the work, this is the place to start.