Redesigning Customer Stories from Sales and Prospect feedback.

1. Salesforce 2016
Customer Stories Redesign
Fanya Young
UX Researcher Digital Experience
fyoung@salesforce.com
February 2016

2. 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

3. Research Scope
Customer/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

4. Landing Page

5. What They Saw

6. Prospects & Customers
Eye Tracking
Findings
• Hero and circular graphics tested
well
• Filter Tool was resoundingly popular
• Hover State (Room & Board card)
received mixed reviews
Landing_All_60s-

7. 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&

8. 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-

9. Details Page

10. What They Saw

11. Prospects & Customers
Eye Tracking
Findings
• Hero and title resonated with naïve
visitors
• “Read More” confirms our placement
of the blue banner
Sean_All_110s+

12. 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

13. 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+

14. Module 1

15. What They Saw

16. Prospects & Customers
Findings
• Module tested well with 7/9
panelists noticing the interaction
• Interactive icon (e.g. a bouncing
“+” sign) received mixed reviews

17. 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

18. Module 2

19. What They Saw

20. 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

21. 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

22. Module 3

23. What They Saw

24. 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

25. 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

26. Appendix

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Technical Specifications

28. Thank
you
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