Salesforce Learning Platform for Veterans
Salesforce wanted help with meeting their committed goal of training 35000 veterans by 2022. With CEO of Salesforce making public announcement about this program there was a lot of visibility and pressure on the stakeholders to ensure the success of this project. Over the past 2 years (since 2016) more than 8000 users had signed up on this platform called Vetforce but only 600 users completed some training, 1200 were active and the remaining 6800 dropped off to never return. My team helped our client discover the reasons for drop-off, identify the characteristics of the user base and envisioned a new user experience to help veterans take courses on Vetforce that enabled them to pursue a promising new career.
discovery
Who are these veterans?
What are their motivations?
What are our competitive veteran programs?
What’s wrong with our current platform?
How does the current experience work?
How do we create new, future looking Vetforce experience?
After doing remote 1:1 interviews with 8 veterans in different stages of their career and Salesforce knowledge we were able to empathize and turn the decision making process and design choices based on their stories. We superimposed the veteran journey with tasks and activities creating a service blueprint with veteran motivations, choices and pain-points. A set of observations generated some design recommendations and future state journey map. Based on these insights we began exploring ideas that could fulfill the new vision and brand new experience that is veteran centric.
ideation
In addition to the redesign Vetforce team also wanted to move from Classic Salesforce UI to Lightning UI which is the new design experience from Salesforce. We used the Lightning Sketch Library to quickly mockup some options and stages of the learning experience.
As a organizational alignment exercise our stakeholders also wanted Vetforce to become part of the Trailhead family which is Salesforce’s learning platform. We asked ourselves the question; how does Vetforce fit within the Trailhead vision and align with Salesforce brand? We explored some concepts and defined some design principles for Vetforce.
Building, Prototyping and testing
Our team took the conceptual direction and started putting the designs together, through reviews, discussions and revisions we were able to get alignment with the stakeholders on the designs for each stage of the experience. And through user testing we were able to guide and provide effective design solutions.
“Just after 12 weeks of launching our new website, badge completion rate for new joiners has gone up to 30% from always staying within single digits before the redesign. It is just so incredible.”
- Ann Weeby, Director, Workforce Innovation