Delivering transformative hyperpersonalization
Bespoke experiences on every visit
A key component of Salesforce’s reimagined customer experience strategy involved delivering on truly innovative 1-to-1 personalization. As the product leader for empowering businesses to truly know their customers, the company wanted to demonstrate the power of their Customer 360 platform by leveraging it on their own website, for their users. The challenge was clear: how can Salesforce.com develop an online experience personalized for each individual — based on their interests, needs, and journey — on each and every visit or interaction with the brand?
Not a one-size-fits-all approach
One of the initial challenges was simply to educate stakeholders on what is possible, popular, and effective in personalization across industries and use cases. Time and again, we were surprised at just how many managers struggled to go beyond the simple notion of “Recommended for You” carousels and named greetings. We looked both inwards and outwards for inspiration.
Realizing the true power of personalization
Through our research, a powerful pattern began to emerge, one that broadened the way we and our client might think about personalization, buoyed by relatable examples from prominent brands who stretch the limits of how they engage users. These 12 meta-patterns formed the basis for our strategy and playbook. We also developed an orbital framework to identify users and match them to appropriate content based on what we know about them, their mastery of relevant topics, and the task at hand.
Designing for a hyper-personalized experience
In addition, we also cataloged over 40 distinct patterns grouped into families by use case and form factor. Using this toolkit, we redesigned platform pages and features to explore how they might evolve the way visitors interacted with content, community, learning, discovery, and support across the website.
Launching users into new orbits
The resulting strategy, framework, concepts, and components formed the basis of our Personalization Playbook, a multi-level guide for understanding and implementing personalized interactions across Salesforce.
