Dream force '15

Problem Statement, Roles and Responsibilities

Help bring the magic of Dreamforce and the 'ohana' spirit to the world... in under one month.Dreamforce is the highly visible annual Salesforce event that draws the attention of millions of salesforce users around the world.

It is one of the largest technology conferences, and the largest non-profit conference. Each Salesforce's events team has to create a brand new experience to help build hype, sell tickets, and inform people of upcoming event.

For the company is the main point of contact and interaction that most people have with Salesforce, outside of the product suite. We were tasked with creating the journey, experience, and interactions for the homepage, and news page, video page, and reg pages and flow.

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Exposition of whats been shown

Process Overview

Our scrappy team had 90 days to bring the magic of Dreamforce to millions of people world wide. When we first began my team had limited information on use cases, but strict requirements for the interface and features of the site. Before our team started we talked to analytics to see if they had any relevant data points about how users access the site.

Unfortunately there was limited data on all Dreamforce websites due to lack of requests for testing. We realized that we needed to do some limited user and staff interviews to identify the main user paths through the site.

After the discussions we had we realized that we had three specific use cases, users who were going to the conference and just needed to sign up and manage their schedule, and users that needed to talk to their organization about the importance of attending, and finally users that wanted general information on the event before, during, and after.

We started with the sales journey, from landing through reg flow. Then focused on the agenda building journey, from browsing the daily agendas, to adding events to your calendar. finally we focused on the news and video journeys, building out pages that helped tell the Dreamforce story.

A week into the project we realized that we also needed to create state changes for several of the pages including; a complete update to the home page for the during conference experience, state changes for the video and news pages to host during and post conference content.

With one week to the dev deadline were tasked with creating an innovative social media feed that would be part of the during conference homepage, it was the first time this kind of element was being used on the site.We had a much shorter timeline on this, and featured being prioritized and de-prioritized at a moments notice.

Our group had to be very agile in our workflows to ensure quality deliverables were being created and ready for dev.It was extremely hectic, but so much fun.

Features & Outcomes

Top features included; Live / curated content video module on the home page; this live video module had to be created from scratch. The module needed to auto play, and have all the regular affordances for a video player, as well as a live social feed and content scroller.

The live video module was also so stable that it was being used as the main viewing portal for all of Dreamforce's keynote events, as Salesforce live was unable to keep up with the demand.Social medial feed on the home page; this also had to be created from scratch, quickly.

Originally the request was for a social feed that needed to look pretty, and be interactive. We chose, due to dev and time limitations, to use social cards to build a 3 X 3 gird of content. The cards would "randomly" flip, one by one, to reveal a new piece of content pulled from various social feeds from event goers.

Users and stakeholders loved this, and requested that we do something similar for 2016.Overall mobile optimization of the site was also very popular, we realized that due to the overtaxed cellular networks in the area we would have to create a simple, easy to access mobile site.

Users were very happy with their ability to access the live site via mobile devices during the conference as well as  download local versions of the mobile sites agenda builder / agenda on to their devices. The website was used more than the official Dreamforce mobile app.

Users and stakeholders were thrilled with the final product.Stakeholders loved the clean, fun look of the site, and they liked the smooth interactions and experience that helped set expectations for the smooth experience of the conference.

Stakeholders also felt that the site helped to enhance the Dreamforce experience. Users reported that the site was easy to use, and was a reliable tool for them to explore and manage their Dreamforce experience. Users felt like the state changes were organic and did not detract from the experience of the website.

Users also reported that the site was their main point of connection with the event online, and that they used it exclusively to view content during the conference, as other sites weren't as stable and kept going offline due to high demand.

Over all the Dreamforce 2015 website was so successful the framework was as a framework for other Salesforce events.