Presentations of the Salesforce Latin America Summit at Dreamforce 2016. Innovation and Design Thinking. Oct, 2016. #DF16

1. Latin America Customer Summit
Innovation and Design Thinking
Dreamforce 2016
Hotel InterContinental – San Francisco
Oct 3, 2016

2. Welcome!
Bienvenidos | Bem-Vindos!
Mauricio Prado and Enrique Ortegon
GM Brazil and GM CaSSA

3. Our Agenda Today
Dreamforce Overview: Amanda Garcia
​ 5 Keys to Enterprise-wide Innovation: Paul Wilhoit
Break
Achieve Breakthroughs in Innovation through Design Thinking: Robert
Fransgaard
1
2
3
4

4. Dreamforce Overview

8. Evening
Dreamfest
at Cloud Palace
10:00 am – 1:00 pm
Day of Compassion
5:00 pm – 6:00 pm
Melinda Gates
Fireside Chat with
Robin Roberts
1:00 pm – 3:00 pm
Marc & Special Guests Keynote
4:00 pm – 6:30 pm
Tony Robbins
9:00 am – 2:00 pm
Innovation & Dreamtalk Speakers
5:00pm - 6:00pm
Women & Equality
Keynote
All Day
Women & Equality Summit
9:00 am - 10:00 am
Financial Services Keynote
Evening
Welcome Reception
Friday, October 7Thursday, October 6Wednesday, October 5Tuesday, October 4
Morning Mindfulness Sessions
8:00 am - 6:00 pm
Breakout Sessions
8:00 am - 6:00 pm
Breakout Sessions
8:00 am - 6:00 pm
Breakout Sessions
8:00 am - 1:00 pm
Breakout Sessions
9:30 am - 11:00 am
Partner Keynote
9:00 am - 5:00 pm
Cloud Expo Open
10:00 am - 5:00 pm
Cloud Expo Open
10:00 am - 2:00 pm
Cloud Expo Open
11:00 am - 8:00 pm
Cloud Expo Open
Evening
AppBash & External Parties
9:30 am - 10:30 am
Salesforce for
Marketing
11:00 am - 12:00 pm
SMB Keynote
9:00 am - 10:00am
Salesforce for IT
11:30 am - 12:30
pm
Salesforce for Sales
11:00 am - 12:00pm
Developer Keynote
All Day
Forbes Philanthropy Summit
1:30 pm - 2:30 pm
Salesforce for
Service
1:00 pm - 2:00pm
Commerce Cloud
3:00pm - 4:00pm
Einstein Keynote
5:00pm - 6:00pm
Admin Keynote
1:00 pm – 2:00 pm
Dreampitch with
Mark Cuban,
Chris Sacca &
will.i.am & Shahrzad Rafati

31. Enterprise-Wide Innovation

32. 5 Critical Actions to Enterprise-
Wide Innovation
Brought to you by Salesforce Cloud Services
Paul Wilhoit
Director, Innovation &
Transformation Centers
pwilhoit@salesforce.com
@wilhoit

33. Forward-Looking Statements
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize
or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the
forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any
projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding
strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or
technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for
our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate
of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with
completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability
to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our
limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential
factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year
and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are
available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and
may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are
currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

34. Level of Ambition
LevelofComplexity
Cloud Services helps you achieve business value, faster
We engage at a level that is appropriate for your business
Accelerated
Success
Consultative
Success
Accelerators
Advisory
Premier Success Plan Premier+ Success Plan Signature Success Plan
Mission Critical Support Strategic Projects
Experience Design
Innovation &
Transformation Center
We provide prescriptive advice,
best practices and experts at
every stage of your journey Design-led innovation
Data-driven insights
Always-on expertise
Transformational
Success

35. ​ What is innovation?

36. ​ Innovation is a new offering that creates value.

37. ​ What happens when companies don’t innovate?

40. ​ pdp-8/e
​ VAX 11-780

41. Business
Viable
​ What we talk about
Customer
Desirable
Technology
Feasible

42. Technology
Self-Destructible
​ What we think about
Executive
Desirable
Career
Endable

43. ​ We really make innovation decisions
​ based on one thing…

45. The 5 Critical Actions
for Innovation

46. ​ #1 Fail iteratively to learn to succeed

48. ​ #2 Coordinate Silos

51. ​ #3 Fund experiments, not initiatives

53. ​ #4 Scale success

55. ​ #5 Support innovation at the top and work down

56. #4 Scale success
#3 Fund experiments, not initiatives
#2 Coordinate Silos
#1 Fail iteratively to learn to succeed
InnovationInnovation is not an environment, project or
process, it’s a culture. Culture can be shaped.
But various kinds of fear can inhibit a culture of
innovation. Companies usually punish failure and
reward success. Reward exploration, discovery,
and learning.
#5 Support innovation at the top and work down

57. Design Thinking

58. Robert Fransgaard
Creative Director, Experience Design
rfransgaard@salesforce.com
@fransgaard
Break Through with
Design Thinking
How a design-led approach can unlock business opportunities
Brought to you by Salesforce Cloud Services

59. Forward-Looking Statements
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize
or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the
forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any
projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding
strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or
technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for
our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate
of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with
completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability
to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our
limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential
factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year
and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are
available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and
may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are
currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

60. The best experiences come from being respectful
of the fact that time is finite by making sure each
person feel they get more out of an interaction
than the time they invest in participating in it.
Robert Fransgaard
Experience Design
VERTICAL EXPERTISE
• B2C
• B2B
• B2E
• Finance & Insurance
• Luxury &Fashion
• Travel & Entertainment
• Retail, traditional to
online
• Government &
Educational
• Utilities & Energy
SKILLS HIGHLIGHTS
• Innovation to Reality
• de Bono Ideation
methodologies
• Design Thinking
• UX Agile methodologies
• User-Centric Experience
Design
• Making it Real
As the Practice Director in Europe
I oversee the quality of all
Experience Design output
produced by the EMEA teams.
I also work with both customers
and project teams to define the
‘guiding light’ for the solutions
and ensure that projects stay true
to that vision to secure overall
delivery excellence.
Proprietary and Confidential ©2016 Salesforce
“

61. Questions?
Please feel free to interrupt
at any time with any questions.

62. Assisted
Service
Predictive
Marketing
Smart
Apps
Chat Bots for
Community
Actionable
Analytics
Predictive
Commerce
The Age of the Customer
​ Intelligence pushed to every touchpoint
Guided
Sales
Connected
Products

63. Eight Leading Apps, One Platform
​ Connect to your customers in a whole new way
Tami Lau
CRM Developer

64. Level of Ambition
LevelofComplexity
Cloud Services helps you achieve business value, faster
We engage at a level that is appropriate for your business
Accelerated
Success
Consultative
Success
Accelerators
Advisory
Premier Success Plan Premier+ Success Plan Signature Success Plan
Mission Critical Support Strategic Projects
Experience Design
Innovation &
Transformation Center
We provide prescriptive advice,
best practices and experts at
every stage of your journey Design-led innovation
Data-driven insights
Always-on expertise
Transformational
Success

65. Salesforce Experience Design
brings human-centered design to
Salesforce, the customer
experience platform.
As a part of the Cloud Services,
we are a group of 100 passionate
user champions who design and
build transformational products
and experiences by turning
human insights into business
impact at Salesforce scale.

66. Design Thinking:
the beginning.

67. “There’s a shift under way in large organizations,
one that puts design much closer to the center of
the enterprise. But the shift isn’t about aesthetics.
It’s about applying the principles of design to the
way people work.
A set of principles collectively known as design
thinking—empathy with users, a discipline of
prototyping, and tolerance for failure chief among
them—is the best tool we have for creating those
kinds of interactions and developing a responsive,
flexible organizational culture.”
Design Thinking Comes of Age, Harvard Business Review

68. What does design
thinking look like
in action?

70. BUSINESS
Is it sustainable?
TECHNOLOGY
Is it feasible?
USERS
Is it desirable?
1
The Approach:
Solving human
challenges
through design.

71. Embrace ambiguity.
We balance a hypothesis-driven approach
with an emergent one. Innovation can be
messy and it requires flexibility.
Put humans first.
Without people, technology is just a cool
idea.
Be inspired by the people we design for.
Prototype to learn.
Experimentation isn’t about validation—
it’s about learning with users and
iterating
our way to better ideas.
Adopt a beginner’s mind.
Orthodoxies are a barrier to innovation. Be
curious about the world, defer judgment, and
challenge convention.
Be exploratory and optimistic.
Divergent thinking leaves room for the unexpected.
Explore options creatively before homing in on an idea.
Balance thinking with doing.
“Doing” is a way to make our thinking concrete and test
our approach. Don’t rely purely on theory or thought.
2
The Mindset

72. Diverge Converge
Create
Choices
Make
Choices
3
The Process:
Insight-driven.
Divergent/Convergent.
Multi-disciplinary.
Iterative.

73. Why are
more and more
organizations
embracing
design
thinking?

74. The year 2015 revealed just the tip of the iceberg in
terms of how a range of businesses can draw
inspiration from design thinking.
Its value is that it gives us permission to rethink the
process we use to deliver value—instead of only
focusing on the end result. The means does indeed
justify the end.
3 Ways to Apply Design Thinking in 2016, Inc Magazine, January 2016
“

75. Design Thinking
turns theory into
reality.

76. Design Thinking
aligns influencers and
stakeholders across
customers, technology
and business.

77. Design Thinking
allows solutions to
leap into the future,
making innovation
happen.

78. How does
Salesforce lead
with design
thinking?

79. “
At Salesforce we’re hiring a lot of
the best Design Thinking people in
the world. They’ve been running
programs in consultancies as well
as SAP, IBM, and Oracle —they’re
doing the best work of their careers
now because of these 3 things:

80. 1
The speed and ability of
our platform to
prototype.
Our technology is much
more aligned to this type
of approach.

81. Our human-centered
approach.
Laser focus on
Customer Success.
2

82. Our own culture of
collaboration &
innovation and access
to the methods and
expertise we use to
disrupt every day.
3

83. How our customers
breakthrough with
Design Thinking &
Salesforce

84. Rob DeSisto, Vice President, Global
Customer Transformation after 20 years as
VP and Distinguished Analyst at Gartner
Customers don’t
choose us because of
where we are today.
They come to
Salesforce because of
where we’ll be three
years from now.
“

85. Pre-sales
Cloud
Services
Partners +
Customers

86. is the average revenue
increase reported by
companies with highly
effective UX. The top 10 UX
leaders in America
outperform the S&P with
close to triple the returns.
37%
said that a bad mobile
experience made them
less likely to engage with
a company in the future
52%
deleted or uninstalled
an app as a result of
encountering
problems with it’s
functionality
or design
86%
of users reported they
stopped using an app
due to poor
performance
90%
Investing in experience is paramount

87. How do you ensure what
you’re building is
something
people will actually use?
HURDLES:
Breakthrough idea generation
Moving from theory to reality

88. How do you align
stakeholders when
the stakes are high?
HURDLES:
Influencer alignment
Change management

89. How do you design
products and experiences
people love?
HURDLES:
Adoption and usage
User experience

90. Proprietary and Confidential ©2016 Salesforce
Take the existing app and
CHALLENGE
make the experience
even better

91. Proprietary and Confidential ©2016 Salesforce
Enhancing the experience
through prototypes and
usability testing
Version 1 of app goes live.
To strengthen uptake and
usage, we produced a lo-fi
paper prototype for
usability testing.
Feedback from Lo-fi usability
testing informed the following
hi-fi prototype that set the
direction for the production of
version 2 of the app.

92. 9
2

93. Before After Before After

94. Proprietary and Confidential ©2016 Salesforce
Take the content of traditional brochures
and repurpose in a digital format to make
it easily accessible as well as give
Commerzbank the ability to drive a
CHALLENGE
contextually relevant
marketing conversation

95. Proprietary and Confidential ©2016 Salesforce
From Vision
to Making it Real
Through research and co-
creation workshop the
foundation idea was
established and visual
concepts created to bring
the idea to life.
Collecting additional input
from Marketing Agency
and developing concept
for customer research.
Design, production and
goLive of the app.

96. Proprietary and Confidential ©2016 Salesforce
Grow the existing experience for Exclusive
Concierge teams and Members to make
the aspects of personalized travel
CHALLENGE
easier to discover, book
and share with others.

97. Proprietary and Confidential ©2016 Salesforce
From Understanding
to Innovation
During the Discovery
phase, we worked closely
with the client to help
validate our findings
Explore and extend in-
depth understanding by
combining it with some
creative conceptualizing
and rapid testing
Engaged a wide range of
Exclusive Resort stakeholders
to push them to think
creatively about problems
and solutions

98. Put it into action
Include Users / Customers (Approach)
Salesforce Innovation
Now Live in Trailhead!
Stanford D School
dschool.stanford.edu
IDEO
Designkit.org
ideou.com
Sprint (Google Ventures)
thesprintbook.com
Gravity Tank (Salesforce)
workdifferently.gravitytank.com
1
Make it Cultural (Mindset)2
Enable Multidisciplinary Teams (Process)3

99. Questions?
Robert Fransgaard
Creative Director, Experience Design
rfransgaard@salesforce.com
@fransgaard