Dreamforce 2013 presentation: Are You Experienced? Taking Your Brand Beyond Out-of-the-Box with Salesforce XD

1. Are You Experienced?
Taking Your Brand Beyond Out-of-the-Box with Salesforce XD
DREAMFORCE 2013
THE WESTIN ST. FRANCIS, Elizabethan C/D
NOVEMBER 20, 2013 | 430-530pm
BILL BULMAN Creative Director
DAVID LAWRENCE Creative Director

2. A QUESTION

3. Have you ever been experienced?

4. Well, I have…

7. Well, I have…

10. Well, I have…

13. It’s a small difference, after all…

14. The quality of experience.

15. LET’S TALK ABOUT CX

17. 86% of customers will pay more for experience.
Only 1 % say vendors consistently meet their expectations.
— CEI Survey
2012

18. 95% of audiences agreed with the statement
“good customer experience just makes sense.”
— Econsultancy

19. In 2012, only 37% of brands
received a good customer experience index score.
— Forrester Customer Experience Index 2012

20. 76.3% of all internet-related statistics are made up.
— Abraham Lincoln

21. Can you afford not to consider the importance of
a powerful, branded customer experience?

23. What makes a bad experience?

25. BAD experiences…
— don’t look or feel “right”
— make engagement difficult
— ignore the needs of their audiences
— fail to meet expectations
— transform expectations into frustration
— fail to react to that frustration
— underwhelm again and again
— are moments that fail

26. What are the characteristics
of good experiences?

28. GOOD experiences…
— are inviting and understandable
— create meaningful engagement
— are distinctive and memorable
— connect us to the things we desire
— feel genuine and trustworthy
— meet and exceed expectations
— transform the mundane into
remarkable
— are moments that matter

29. What are the characteristics fo
Good DIGITAL experiences?

33. http://vimeo.com/72196877

35. SHAPING GOOD EXPERIENCES:
WHERE TO BEGIN?

36. So how do we create these good experiences?

37. And isn’t that what Salesforce is for?

38. The Salesforce brand isn’t your brand.

39. Your brand is unique.

40. But are you experienced?

41. [ representative photo ]

42. “It’s about seeing things in a different light,
and learning through experience rather than
thinking about everything as preconceived notions
that you’ve already made up your mind about.”
— rok4uu
“It’s about open mindedness… it’s about being
able to look at things from every perspective.”
— pz444

43. PERSPECTIVE

45. SHAPING GOOD EXPERIENCES:
STEPS TO GO BEYOND
OUT-OF-THE-BOX…

46. PROCESS

47. LEVERAGE THE POWER OF DATA
Examine the behavior of your customers on- and offline
Understand cross-channel and multi-screen behavior
Target moments that matter
(Salesforce can help)

48. REVIEW CURRENT DIGITAL TOUCHPOINTS
Understand customer goals
Examine current systems
Articulate opportunities for improvement

49. ACTUALLY TALK TO YOUR CUSTOMERS
Identify your key audiences
Get honest, unabridged feedback
Uncover needs and opportunities through research
Document unique customer insights

50. MEASURE PERFORMANCE AND RESPOND
Clearly articulate business objectives and needs
Look beyond digital performance to complete experience performance

51. RESPOND TO CUSTOMER AND BUSINESS OBJECTIVES
BY LEVERAGING A USER-CENTER DESIGN PROCESS
Analyze research
Ideate and explore possibilities (before “deciding” on a course of action)
Prototype and test, involving your customers in the process

53. EMBRACE WHAT DIGITAL DOES WELL
Create touchpoint appropriate interfaces
Shape content and functionality to fit the moment
Create contextualized experiences
Make interactions social

54. EMBRACE AND EXPAND ON WHAT YOUR BRAND DOES WELL
Support key brand attributes via experience
Content, functionality and design elements all must serve the brand
Quality of usability reflects brand value

55. UNIFY OVERALL CUSTOMER EXPERIENCE
Create one compelling face to your customers
Every touchpoint, in every key moment
(Including your Salesforce implementations)

56. SHAPING GOOD EXPERIENCES:
SALES FORCE XD CAN HELP

57. A New Perspective: Resources and Skills
XS
EXPERIENCE
STRATEGY
Strategy + Business Design
Examining opportunities to evolve the role of your brand
in the lives of your customers, and pointing the way
forward.
Research + Insight
ENVISION WORKSHIOPS
USER RESEARCH
PERSONA CREATION
Uncovering those key “moments of truth” and the steps
you can take to improve efficiency in their daily
experience.
JOURNEY MAPPING
Experience Modeling
CO-CREATION
Envisioning digital systems that improve engagement
and objectively prove out ROI.
WORKSHOPS

58. A New Perspective: Resources and Skills
UX
USER
EXPERIENCE
Information Architecture
Classic boxes and arrows come to life to transform
business requirements and customer needs into
valuable user experiences that positively impact your
bottom line.
Interaction Design
USABILITY AUDITS
USER REQUIREMENTS
INTERACTION FLOWS
WIREFRAMES
PROTOTYPES
USABILITY TESTING
Beyond business requirements and the “why” and
“what” of your app, we answer the “how” of each
interaction.
Usability Testing
From initial examinations of key interactions to final
acceptance testing, we work with your customers to
ensure every experience meets their needs.

59. A New Perspective: Resources and Skills
UI
USER
INTERFACE
Design Exploration + Concepting
Ideas that shape and powerfully reflect your brand+
Salesforce to elevate and transform customer behavior.
User Interface Design
DESIGN IDEATION
DESIGN CONCEPTING
UI DESIGN
VIDEO PRODUCTION
From typography to responsive templates, mobile to tablet
to desktop and beyond, each pixel of every interaction is
constructed to engage your customer.
Motion Graphics
Video, audio, animation—powerful creative storytelling
that sails off the screen and connects meaningful
content with your customer.

60. WE CREATE EXPERIENCES THAT
MATTER

61. http://vimeo.com/78380143

62. IN CONCLUSION…

63. PERSPECTIVE + PERCEPTIONS

64. PROCESS

65. EXPERIENCE