Impact
• +170K registered attendees
• +16MM social impressions
• +1,000 news stories
• +16MM social impressions
• +1,000 news stories
Roles
• Creative Direction: Brian Thompson
• Style Guide: Brian Thompson
• UX Design: Brian Thompson / vendor
• UX Writing: Brian Thompson
• Style Guide: Brian Thompson
• UX Design: Brian Thompson / vendor
• UX Writing: Brian Thompson
Landscape and Process
Over the course of four days, 170,000 people attended 3,500 breakout sessions across 17 locations in San Francisco, over 10MM participated online — and we created an app that laid the foundation to unite them all.
We started out with a vision to accompany people along their learning journeys as they explore Salesforce. We chose to create an all-year-long cyclical user journey. People personalized everything from product recommendation settings to an AI guide who helped with product info, event agenda building, and live product experience.
Design goals
• Deliver more engaging wayfinding
• Develop a super agenda builder
• Unite digital and physical experiences
• Create a year-long engagement tool
• Increase directly attributable sales
• Develop a super agenda builder
• Unite digital and physical experiences
• Create a year-long engagement tool
• Increase directly attributable sales
Strategy
The brief was simple: Create the coolest experience on the planet.
Collaboration
I gathered my team, stakeholders, and a whole lot of coffee and doughnuts. We had a two-day jam session to understand stakeholder vision and unleash a whole lot of awesome.
Experience Mapping
• Create a year-long timeline
• Plot enhancers and diminishers
• Identify and plot touchpoints
• Brainstorm solution experiences
• Group ideas by touchpoints
• Validate the feasibility of each idea
• Plot enhancers and diminishers
• Identify and plot touchpoints
• Brainstorm solution experiences
• Group ideas by touchpoints
• Validate the feasibility of each idea
User Journey
The user research and testing data analysis guided us to design a framework used for six persona types.
These sketches are Cara Steinkeller’s adventure at Dreamforce.
Watch the case film
Conclusions
• Experiences conceptualized, built, and coordinated helped spread the word how Salesforce is creating more than 3.3 million jobs to date
• Vision, ideation, and sheer determination played a pivotal role in turning a three-day event into a year-long conversation
• Vision, ideation, and sheer determination played a pivotal role in turning a three-day event into a year-long conversation
• Proudly played a part in Salesforce adding over $859 billion to the U.S. GDP
Impact
• +170K registered attendees
• +163M social impressions
• +1,000 news stories
• +163M social impressions
• +1,000 news stories
