Homepage Redesign(s) Using SFLDS

How do you improve a holistic experience for multiple user groups?

Our Salesforce homepage could be customized to each user group, but wasn’t reflecting metrics. See the redesign that brought users real-time access to their favorite Salesforce features.

Client: Internal Salesforce Users
Role: Sr. UX Designer
Team: Product Management, Romania Development, Solution Architect, Sales Enablement
Duration: 6+ weeks
Tools: Figma, Miro, Jira, MS Forms, MS Excel, MS PowerPoint

Objective:
Redesign multiple landing pages to highlight key metrics for individual user groups.

Project Gallery

Reflections:

  • Empathy and communication are essential

  • Smart friction builds trust

  • Iteration based on real feedback made the biggest impact

Research Stage

Based on persona user groups, we could identify BeerMate users for each HR matrix role. We targeted this user group with surveys to uncover their use metrics per feature, adoption, training, needs, and frustrations. Researching across US, Canada, United Kingdom & Ireland platform users, we focused our Sales Enablement feedback to 3-5 persons from each role group [rep, management, key account]. Research was conducted and shared with Solution Architects coordinating to each feature development needed.

Methods:

  • User interviews

  • Demos

  • Forms/Surveys

  • Metrics Matrices

Key Findings:

  • Nearly 0% adoption for >65% of current Homepage elements

  • >50% of participants said they were missing key elements

  • Most participants were unsatisfied with current design/layouts

  • Most participants felt confused and unfocused

Align with Business

Working in-step with Product Management, SMEs, end-users and our Salesforce developers, we created unique landing experiences for each user group that aligned with a HR business role (reps, managers, Key Accounts). Shared elements were designed and implemented to utilize across multiple user roles. Solution architecture championed the redesign to their assigned agile development teams with findings and proven results. Based on rate-of-use, we determined our sales reps were our first launch group and focused the first design sprint around elements to improve their experience.

Plan:

  • Business Planning

  • DSUs per related group

  • 2 week design sprint (self led)

  • Stakeholder feedback sessions

Design Methods:

  • Heuristics based on survey feedback

  • Solution Architecture focus groups

  • Interviews (1:1 meetings) with SMEs or Stakeholder(s) for each user group

  • Iterative design schedule

  • High-Fidelity design review with business

Outcomes

Solution:

  • Increase user advocacy through individualized design

  • Adoption increased more than 50%

  • Homepage elements now included visuals

  • User teams were advocating for the redesign in public forum (champion calls)

Results:

  • 6+ customized landing pages

  • Homepage accommodations across 3 countries

  • Total business buy-in