Marketing Cloud Transformation
Client:
Salesforce
Year:
2025
Developed a migration strategy to guide existing Marketing Cloud Engagement customers onto the new Marketing Cloud built on our core platform, ensuring a seamless transition, customer adoption, and long-term growth.
Objective
To bring existing Marketing Cloud Engagement customers over to the new Marketing Cloud on our core platform (Marketing Cloud Next). Transformation is a gradual but intentional shift.
Stakeholders
Executives
5
Designers
3
Product Teams
~20
Primary Personas
Marketing Specialist
A marketing specialist uses Salesforce Marketing Cloud, to design and execute multi-channel campaigns, personalize customer experiences, and create content.
Marketing Manager
A Marketing Manager manages marketing efforts within the Salesforce platform by developing marketing strategies, analyzing performance metrics, and collaborating with sales and product teams to drive customer engagement and growth.
Marketing Administrator
A Marketing Administrator handles settings, user access, data integration, campaign setup, and reporting to support marketing efforts.
Conceptualization
Collaborated closely with product leadership to develop a comprehensive customer migration strategy for the new product offering. I created key visual artifacts and diagrams that clarified the strategy and supported funding efforts for the initiative. We introduced strategic concepts such as “carrots” (high-value features to drive adoption) and “bridges” (transition pathways for users), which established a shared language across design, enablement, and stakeholder groups. Additionally, we structured the rollout into defined “phases,” enabling a clear timeline and progress tracking.
These frameworks and materials were later adopted by support and sales teams to reinforce customer adoption efforts.
Low- Fidelity
Building on our initial strategic decisions, we began exploring key interaction patterns needed to transition customers to the new platform. One of the major initiatives that emerged from this was the development of a Nudge Framework — a structured approach to identifying and designing targeted experiences that inform, encourage, and guide users through the migration journey.
This framework helped us proactively address how and when users would learn about the new platform, what would motivate them to switch, and how we could reduce friction along the way. Below, we began defining the core components of this framework, including triggers, messaging strategies, and contextual touchpoints designed to align with the customer journey.
High-Fidelity
As new patterns and strategic directions emerged at Salesforce, we began developing high-fidelity mockups to bring clarity and cohesion to our framework. We reviewed all designs with our documentation teams, and additionally had frequent reviews with engineering. While we're still in Phase 1 of a much larger transformation journey, this early design work is laying the foundation for a broader organizational shift.
This framework is not only central to our current initiative—it’s also gaining traction across other teams. For example, the AI Agents team is now exploring ways to adopt and adapt it for their own workflows, signaling the broader impact and scalability of this effort across the company.
