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
Redesign and migrate 300+ pages and 800+ image assets on Salesforce.com to the Adobe Experience Manager platform, and publish in time for Dreamforce 2016.
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.
PROCESS
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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.
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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.
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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.
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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.
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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.
• Established a foundation for future design evolution, keeping the site competitive and aligned with Salesforce’s market leadership.
CONTRIBUTION & RESPONSIBILITIES:
LEAD DESIGNER
Lead web designer for all Customer Stories pages redesigned for Dreamforce 2016
MANAGING A TEAM
Managed a team of freelance designers to create all cloud product page assets
CUSTOMER HERO STORIES
Designed customer hero artwork for all of our product pages in a 2 week timeline leading up to Dreamforce 2016
BUILDING A STYLE GUIDE
Created a comprehensive style guide on the InVision prototyping platform for designers on cloud teams
APPROVING PROMOTIONS
Approved all homepage promotions designed by cloud teams, ensuring brand guidelines were followed
SCOPE & SCALE
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