Trailblazer’s Guide to Apps Digital Experience
I designed the interface and visual system for Salesforce’s self-service assessment tool—an interactive experience that guides users through structured questions about their website and delivers a clear, actionable scorecard grounded in best-practice insights.
Work type
Digital experience · Enterprise content system
Focus
Narrative UX, Information architecture
Contribution
Experience design · Visual systems
KEY PROBLEM
High-Value Content, Low Accessibility
The original PDF was rich with insights — but 127 pages of linear content meant different readers hit the same wall. Executives needed a fast orientation. Practitioners needed depth. Everyone got the same static deck.
The insight:
Great content fails when the format fights the reader.
People Choose Context — Then Follow the Story
Instead of one linear experience, I designed multiple entry points — each one a different narrative thread tailored to who's reading and why.
Executives could orient fast. Practitioners could go deep. Everyone started where the story was already relevant to them.
PENCIL BANNER
Establishes industry context and visual tone before the reader commits.
HERO GRAPHIC
Anchors each chapter with a scenario the reader already recognizes.
INDUSTRY TILE (TOC)
The primary entry point. Scannable, distinct, and instantly oriented by industry.
KEY SOLUTION
A Modular, Chapter-
Based Digital System
Each chapter functioned independently — but everyone followed the same narrative arc. New industries could plug in without rebuilding the system from scratch.
THE EYEBROW
Designed for Scale Without
Losing Narrative
One system, every industry. The same components that told the Financial Services story told the Healthcare story — without flattening either one into something generic.
Consistent, not generic
Shared components with enough flexibility for industry-specific nuance.
Repeatable by design
New industries added without redesign.
Content-first architecture
Gated entry, chapters, and long-form
stories working as one system.
Built for multiple reading modes
Scan, explore, or deep-dive — the structure supports all three.
THE OUTCOME
From Static Asset to a Living System
7
Industries
13
Stories
The Trailblazer's Guide evolved from a 127-page PDF into a modular digital platform — designed to support storytelling at scale without sacrificing clarity, credibility, or narrative depth.
The framework became a reusable foundation for how Salesforce tells ecosystem stories going forward.
Design tradeoff
A flexible, chapter-based system over a tightly controlled linear narrative. Scalability meant some chapters would always feel more polished than others — but the system staying coherent across all 7 industries mattered more than any single chapter being perfect.
