Trailblazer’s Guide to Apps Digital Experience
I turned Salesforce's 127-page PDF into a modular, chapter-based digital experience, designed so any reader could start with their industry and go as deep as they needed.
ROLE
UX / Visual Designer
TEAM
Creative Director, Salesforce Developers
TIMELINE
2023 · 3 months · Unreleased
TOOLS
Figma, Adobe Photoshop, Adobe Illustrator
AGENCY
Launch Interactive
KEY PROBLEM
High-Value Content, Low Accessibility
The original guide was rich with insight, but 127 pages of linear PDF meant every reader hit the same wall. Executives needed a fast read. Practitioners needed depth. Everyone got the same static document.
THE INSIGHT
Great content fails when the format fights the reader.
THE INSIGHT
People Choose Context, Then Follow the Story
Instead of one linear read, I designed multiple entry points, one per industry, each opening its own narrative thread.
Executives could get oriented fast. Practitioners could go deep. Everyone would start where the story was already relevant to them.
PENCIL BANNER
Sets industry context and tone before the reader commits.
HERO GRAPHIC
Anchors each chapter in a scenario the reader already recognizes.
INDUSTRY TILE (TOC)
The main entry point: scannable, distinct, instantly tied to an industry.
THE SOLUTION
A Modular, Chapter-Based Digital System
Each chapter stands on its own yet follows the same narrative arc, allowing new industries to plug in without rebuilding the system.
SCALE
Designed for Scale Without Losing Narrative
One system, every industry. The same components that tell the Financial Services story tell the Healthcare story, without flattening either one into something generic.
Consistent, not generic
Shared components, flexible enough for industry-specific detail.
Repeatable by design
New industries could be added without a redesign.
Content-first architecture
Gated entry, chapters, and long-form stories working as one system.
Built for three reading modes
Scan, explore, or deep-dive. The structure supports all three.
OUTCOMES
Designed, Not Shipped
PDF pages restructured into 13 stories
127→13
Industries in one modular system
7
Chapter templates were designed so new industries and stories could be added without new layouts.
Unreleased: Salesforce changed scope and budget before launch.
DESIGN TRADEOFF
CHOSE
Coherent
over
TRADED AWAY
Perfect
At 7 industries and 13 stories, some chapters would always be stronger than others. I designed for the system, not the showcase, so even the weakest chapter still felt like part of the guide.
