SALESFORCE .COM
REDESIGN

ENTERPRISE WEB EXPERIENCE OVERHAUL

Role: Lead Web Designer
Company: Salesforce
Team: Creative Director, Art Directors, Designers, Web Experience Managers, Developers
Skills: Web Design, UX/UI, Design Systems
Tools: Sketch, Adobe Photoshop, Illustrator

CHALLENGE

Salesforce.com is the primary gateway for customers, partners, and prospects. By 2016, the site’s design and user experience were showing signs of age—fragmented layouts, inconsistent branding, and navigation that made discovery difficult.


THE REDESIGN NEEDED TO:

• Create a modern, cohesive design system that worked across 20+ global regions.

• Improve navigation and content discoverability to increase engagement and lead generation.

• Build a flexible template library to support marketing campaigns and product launches at scale.

• Ensure the new site was responsive, accessible, and visually aligned with Salesforce’s evolving brand.

  • 1. STAKEHOLDER ALIGNMENT & RESEARCH

    • Partnered with marketing, product, and content teams to identify business goals, UX challenges, and high-value user journeys.

    • Conducted an audit of existing pages to identify inconsistencies and performance gaps.

    • Benchmarked competitor and best-in-class B2B websites for navigation, modularity, and accessibility.

  • 2. DESIGN SYSTEM DEVELOPMENT

    • Created a modular, responsive design system that standardized page layouts, typography, iconography, and color usage.

    • Developed reusable components for hero banners, navigation menus, and call-to-action modules—reducing design and build time for future updates.

  • 3. HOMEPAGE & KEY PAGE REDESIGNS

    • Designed a new homepage focused on clearer product positioning, more intuitive navigation, and higher-priority CTAs.

    • Redesigned high-traffic product and solutions pages to improve scannability and emphasize value propositions.

  • 4. COLLABORATION & HANDOFF

    • Worked closely with developers and web experience managers to ensure pixel-perfect implementation and maintain visual fidelity during build.

    • Provided brand and UX documentation to guide ongoing content and design updates post-launch.

  • 5. CAMPAIGN & REGIONAL ADAPTATIONS

    • Created templates that allowed global teams to localize content without breaking the visual system.

    • Supported high-profile campaigns (including the Salesforce + Google partnership) using the new design framework.

OUTCOME

Delivered a unified, modernized Salesforce.com experience that increased brand consistency, improved navigation, and told more compelling customer stories.

• Launched a scalable design system that empowered marketing and regional teams to build new pages quickly and on-brand.

• Achieved measurable lifts in engagement and lead generation (detailed in the ‘Success Metrics’ section at the bottom of this project).

• Established a foundation for future design evolution, keeping the site competitive and aligned with Salesforce’s market leadership.

CONTRIBUTION & RESPONSIBILITIES:

⌁ Lead designer for all Customer Stories pages redesigned for Dreamforce 2016

⌁ Managed a team of freelance designers to create all cloud product page assets

⌁ Designed customer heroes for all of our product pages in a 2 week timeline leading up to Dreamforce 2016

⌁ Created a comprehensive style guide on the InVision prototyping platform for designers on cloud teams

⌁ Approved all promotions before they went live on the homepage, ensuring brand guidelines were followed after launch

SUCCESS METRICS

188

CUSTOMER SUCCESS PAGES
REDESIGNED FOR
IN-DEPTH STORYTELLING

300+

PAGES ON SALESFORCE.COM
MIGRATED TO ADOBE
EXPERIENCE MANAGER

800+

IMAGE ASSETS CREATED
FOR THE NEW
SALESFORCE.COM

1200+

PAGES IMPACTED ACROSS
8+ SALESFORCE
PROPERTIES

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