Salesforce Data Cafe
2017
Client
Salesforce
Project Overview
The Salesforce Data Cafe is a digital screen experience built for high-level business engagement. It activates Salesforce headquarters by driving business-to-business storytelling and sales momentum. Through ten interactive scenarios, polls, and insights, it turns CRM capabilities into clear, real-world impact.
01 ABOUT
The Project
01
Problem
Salesforce needed a way to clearly demonstrate the real-world value of its CRM to business-to-business and enterprise prospects while also supporting smaller businesses and internal teams. The challenge was to design a high-impact digital experience that communicated complex CRM capabilities through interactive, relatable scenarios, captured attention, encouraged engagement, and highlighted core functionality across all audiences.
02
Outcome
The Salesforce Data Cafe delivered an interactive, scenario-driven experience that translated CRM functionality into practical, easy-to-understand business solutions. Users engaged with ten curated scenarios, participated in polls, explored tools through hands-on interaction, and received insights on key functions, effectively demonstrating Salesforce’s value while also supporting internal training and continued story expansion.
02 CONCEPTING
Creating The Engagement
After discovery sessions with the client, we identified three key audiences, including enterprise prospects, smaller business clients, and an internal training group. The focus early on was understanding needs and pain points to design a tailored experience that delivered value and relevance for each audience.
03 ENVIRONMENTAL DESIGN
Digital Meets Physical
After gaining a clear understanding of the users, I collaborated with environmental designers to craft the physical experience. We mapped out a large array of screens but faced the challenge of capturing attention. The solution was three Microsoft Kinect units that triggered dynamic on-screen reactions as users walked by. The expansive setup also allowed multiple sessions to run simultaneously, keeping the experience engaging for all visitors.
04 DESIGN EXPLORATION
Shaping the Journey
Working within the digital array, I began wireframing button placement for story navigation, chapter navigation, and slide controls, carefully considering hierarchy and differentiation. I also explored ways to convey story progress through motion at large scale. Finally, I started detailing the look and feel of the experience, focusing on a particle effect to create a tactile, impactful visual that guided user attention.
05 DESIGN DEVELOPMENT
Refining the Design
After continuing to iterate on key moments, I began developing the flow so that as users moved from the brief to the dashboard, multiple layers of data would unfold. This led users into a layer of gamification, where they could participate in polls before being presented with a call to action and additional information. The particle effect was extended into an ambient attract mode, drawing users toward the platform and creating a visually engaging entry point.