Interactive Experiences at Dreamforce Event for Salesforce
Project Overview
In collaboration with George P. Johnson, a strategic experiential marketing agency, Groove Jones crafted multiple immersive interactive experiences for Salesforce's flagship event, Dreamforce. The primary objectives were to showcase Salesforce's cutting-edge AI capabilities and demonstrate the integration between AI and the Data Cloud.
My Role
As the Lead UX/UI Designer, my responsibilities included:
- Experience Design: Crafting engaging user journeys for each interactive component, ensuring intuitive interactions and seamless transitions.
- Interface Development: Designing user-friendly interfaces for the full-body tracking game, the Harmonizer App, and the Badge Scanner App.
- Visual Content Creation: Developing dynamic visuals and animations to enhance user engagement and convey complex data concepts effectively.
- Usability Testing: Conducting on-site testing to ensure the experiences were accessible, engaging, and aligned with user expectations.
The Challenge
The primary challenge was to create immersive experiences that effectively demonstrated Salesforce's AI and Data Cloud capabilities in an engaging manner, catering to a diverse audience of Dreamforce attendees. The solutions needed to be both technically robust and user-friendly.
Solution: Multiple Interactive Components
We developed several interactive experiences, each designed to highlight different aspects of Salesforce's technological advancements:
1. Einstein BrAInwaves Full-Body Tracking Surfing Game
An immersive game where participants used their bodies as controllers to navigate a surfing simulation, collecting items and experiencing AI-powered features. The game utilized Azure Kinect for motion sensing and was developed on the Unity Game Engine.
2. Harmonizer App Experience
An interactive application that allowed users to engage with a mixer board, plugging in cables and adjusting knobs to harmonize data. This tactile interaction showcased the seamless integration between Salesforce's Data Cloud and AI, using sound waves to represent data connections.
3. Harmonizer LED Wall Videos
A series of nine dynamic animated videos displayed on LED walls, illustrating how Salesforce's Data Cloud unifies disparate data sources into a cohesive customer profile. These visuals enhanced the immersive nature of the experience, providing attendees with a clear understanding of data harmonization.
4. Badge Scanner App
A QR code-based badge scanning system that facilitated personalized interactions for attendees. The app read encoded information from badges, allowing for customized experiences and efficient data collection, while ensuring privacy by assigning temporary identifiers.
Design Process
1. Research & Planning
- Stakeholder Collaboration: Engaged with Salesforce and George P. Johnson to align the interactive experiences with event objectives and branding guidelines.
- Technical Assessment: Evaluated available technologies to ensure seamless integration and optimal performance of interactive components.
2. User Flow & Wireframing
- Journey Mapping: Outlined participant interactions for each experience, focusing on intuitive navigation and engagement.
- Wireframes: Developed wireframes for game interfaces, app layouts, and visual displays to establish a cohesive design language.
3. Visual & Interaction Design
- Thematic Aesthetics: Incorporated Salesforce's branding elements and event themes into the visual design to create an authentic atmosphere.
- Interactive Elements: Designed responsive controls and feedback systems to enhance user engagement across all experiences.
4. Development & Testing
- Prototype Development: Collaborated with developers to build functional prototypes, integrating motion tracking, data visualization, and interactive features.
- Usability Testing: Conducted on-site testing to gather participant feedback, refining the experiences for optimal engagement and performance.
Outcome & Impact
- High Engagement: The interactive experiences attracted a significant number of participants, fostering a dynamic and informative atmosphere at Dreamforce.
- Enhanced Understanding: Attendees gained a deeper comprehension of Salesforce's AI and Data Cloud capabilities through hands-on interactions.
- Award Recognition: The project earned a Bronze Summit Creative Award in the Engagement/Experiential/VR category, acknowledging its excellence in interactive media.
Key Takeaways
- Immersive Learning: Interactive experiences can effectively convey complex technological concepts, enhancing participant understanding and engagement.
- Seamless Integration: Combining physical and digital elements creates cohesive experiences that resonate with diverse audiences.
- Personalization: Tailoring interactions to individual participants fosters a deeper connection and enhances the overall experience.
Final Thoughts
The interactive experiences developed for Salesforce's Dreamforce event exemplify how innovative technology and thoughtful design can create memorable, engaging experiences that align with brand objectives and resonate with event attendees.
