Salesforce 2016 Customer Stories Redesign

Fanya Young UX Researcher Digital Experience fyoung@salesforce.com

February 2016

Investigate the initial, early user experience (UX) of three Customer Stories webpage designs (Sean, Bruce, David)

Evaluate several interactive features used to highlight additional information is available

Encourage comments and high-quality feedback from panelists regarding the webpages

Provide interpretation of results and recommendations to optimize UX and overall webpage performance

Objectives

Research ScopeCustomer/Prospects Sales Team

Study

Participants

Test

Scope

12/29/2015 – 01/06/2016

10 Customers & 13 Prospects

Eye Tracking

Interpretations & Recommendations

12/04/2015 – 12/10/2015

23 AE’s & 2 BDR’s

Survey Questions

Interpretations & Recommendations

Study

Participants

Test

Scope

Landing Page

What They Saw

Prospects & CustomersEye Tracking

Findings

• Hero and circular graphics tested well

• Filter Tool was resoundingly popular

• Hover State (Room & Board card) received mixed reviews

Landing_All_60s-

Recommendations• Implement the Hero Module and use the Circular

Graphics Module

• Increase content for Hover State to create nurture engagement in an organic fashion

Hover&state&off&

Hover&state&on&

Prospect/Customer Feedback

“There’s a lot of white space on the hover state and it

doesn’t seemed to be aligned. ”

“Seems like you could add a few more details in the hover state. A

lot of white space.”

“. . . I like seeing that the name of the company . . . It made me

want to hover over other articles”

“I’d like the 3 dots to be consistent and have a hover or click for more

information”

“Very clean, I like how the text was short and to

the point.”

“ . . . I wish it was just right away see the story. I kind of thought that the text would

be clickable . . . “

Landing_All_60s-

Details Page

What They Saw

Prospects & CustomersEye Tracking

Findings

• Hero and title resonated with naïve visitors

• “Read More” confirms our placement of the blue banner

Sean_All_110s+

Recommendations• Implement the Hero and title

• The narrative is disrupted by “Keep Exploring,” an unrelated segment

• Consider repositioning Room & Board’s most compelling artifact, its metrics and results, with the rest of the copy

Prospect/Customer Feedback

“ Nothing really stands out. I see a little detail about the company. It might be good for a personal

connection. I don’t like the big picture at the top.”

“Yes, absolutely. It has the company’s background, a video

with the client, and describes how they used Salesforce.”

“. . . Gives me more details and explains what Salesforce has done for them. The 2900% sticks out. The 40% keeps

drawing me in. I like the layout; it is easy to read . . .”

“Simple enough, it gave me enough information. I would have clicked on Read More. So yeah, I think it is good.”

Sean_All_110s+

Module 1

What They Saw

Prospects & Customers

Findings

• Module tested well with 7/9 panelists noticing the interaction

• Interactive icon (e.g. a bouncing “+” sign) received mixed reviews

Recommendations• Implement the design

• Bouncing icon design polarizes visitors, distracts them from the content

• Consider using an interaction that provides a subtle visual cue (e.g. an animated color change) rather than a bouncing effect

Module 2

What They Saw

Prospects & Customers

Findings

• The image captured interest, but likely drew attention away from the interactive icon

• 4/7 panelists didn’t notice the design

• Copy is overwhelmed by images • Consider scaling images in

proportion to copy, balancing visual appeal with substantive content

Recommendations

• Implement the design with suggested modifications

• Increase copy to provide customers with the ways in which Salesforce better positions customers to be successful

• Encourage interaction of module, using icons with visual cues

Module 3

What They Saw

Prospects & Customers

Findings

• Visitors did not intuitively understand that the hotspots were a clickable, interactive object

• Interaction was widely ignored

• When they did interact, they liked the ability to “drill” down into the product

Recommendations• Implement the design with

recommended changes

• Provide obvious clues to interactive, clickable feature

• Increase visibility of hotspots using contrasting color palette or other visual cues

Appendix

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Technical Specifications

Thank you

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