Salesforce Trailhead learning page

Salesforce

Trailhead Integration

Trailhead is Salesforce's learning platform, where people get hands-on and learn Salesforce. Our goal was to bring Trailhead into the corporate marketing site, salesforce.com.

What is Salesforce overview

Duration

Aug 2022 - Dec 2022

Team

3 UX Design Interns

Salesforce Digital Experience Team

My Role

Road Mapping, Research, Concepts, Wireframing, User Testing, Prototyping

Process

Product roadmap

Product roadmap across understand, define, prototype, and refine phases

Gathering Information

Understanding what already exists

What we did

  1. Reviewed previous user interview data from Salesforce.
  2. Documented every Trailhead-related feature on salesforce.com and Trailhead.
Learning tab on salesforce.comSupport tab and Trailblazer communityTrailhead calls to action in Trailblazer blogsTrailhead touchpoints on salesforce.com

Research - Competitor Analysis

We chose industry research with two goals in mind

  1. Find common web conventions for free trials across both related and unrelated companies.
  2. Use those conventions to judge where Salesforce could improve.
Competitor analysis of free-trial experiences

User Personas

Who we're designing for

User persona 1User persona 2User journey

Affinity Diagramming

Grouping related findings to reveal patterns

We clustered related research findings to spot recurring patterns and decide where to go next.

Affinity diagramAffinity diagram themes

Concept Hypothesis

Prioritizing the idea with the least effort and the greatest positive impact

7hypothesis statements, each scored with Salesforce using prioritization metrics
Hypothesis statementsPrioritization scoring
Selected hypothesis

Define

Highlighting certifications, trailmixes, and community on salesforce.com will increase click-through rate.

User needs

  1. Proof of learning
  2. Self-paced learning
  3. Learning support

Problem

  1. salesforce.com doesn't clearly communicate these needs, which leads to a lower click-through rate.

Prototype

Mid-fidelity wireframes of a key flow

We tested the wireframes with a novice user to check that the flow made sense and to catch usability issues before moving to high fidelity.

Wireframe 1Wireframe 2Wireframe 3Wireframe 4

User Testing

A/B testing the new design against the current experience

6participants with no Salesforce knowledge, in moderated in-person and remote sessions

Goals

  1. Understand Trailhead's three core offerings: skills, certifications, and community.
  2. Actively engage with the content.
  3. Show interest in visiting Trailhead.com.

We asked

  1. Would you stop at this section or scroll past it, and why?
  2. What's your first impression, and what do you think Trailhead is?
  3. Is anything confusing? How understandable is it, from 1 to 5?
  4. Which card would you click, and how interested are you in exploring Trailhead?
Testing findings 1Testing findings 2Testing findings 3Testing findings 4

Impact - A/B Testing

Participants found a CRM for a retail business and started a free trial

We measured how confident they felt in choosing the right product (1–10) and how long the task took.

A/B testing results for confidence and completion time

Conclusion

After 4 months with the Salesforce Digital Experience Team, we recommended ways to improve the free trial and first-time conversion.

Read more on LinkedIn ↗

Recommendations

Next steps

  1. Personalized guidance: a guided selling flow that matches users with the right products for their trial.
  2. Identify user mental models: learn how users find the right product, building confidence and subscriptions.
  3. Revamp existing Trailhead guidance: refresh “Salesforce 360” guided selling and give it more visibility, possibly on the homepage.