Unified Messaging Platform
Client:
Salesforce
Year:
2023
Designed the Unified Messaging platform to eliminate communication silos across Salesforce Clouds, enabling seamless, cross-departmental conversations and delivering a consistent, cohesive brand experience to customers.
Objective
The goal of Unified Messaging is to deliver an easy-to-use, consistent messaging experience across the Salesforce platform. The experience is designed to be consistent where possible, flexible where necessary, and always clear — meeting users where they are, across all relevant surfaces within the platform.
These unified experiences not only empower internal users across departments but also create seamless, connected brand interactions for end consumers.
Historically, Salesforce Clouds such as Marketing, Service, Sales, and Commerce operated with siloed communication channels, lacking shared context across teams. This often led to fragmented customer experiences. The Unified Messaging Platform addresses this gap by breaking down silos, enabling departments to collaborate around shared customer context, and ultimately fostering more meaningful and personalized customer interactions.
Stakeholders
Executives
2
Designers
10
Product Teams
12
Primary Personas
Unified Messaging Admin
This person is responsible for configuring and maintaining our unified messaging channels to ensure cross-cloud cohesiveness. This includes managing system settings, user access, data integrations, channel setup, and AI agentic configurations.
Marketing Specialist
A marketing specialist uses Salesforce Marketing Cloud, to design and execute multi-channel campaigns, personalize customer experiences, and create content.
Marketing Manager/ Executive
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.
Service/ Sales Admin
This persona represents the administrator that manages channels for Sales/ Service.
Human Representive
A Human Representative may take the form of either a Service Representative or a Sales Agent. This individual engages directly with customers during key moments—such as escalations, high-touch service needs, or sales inquiries.
End User
This persona represents the end customer. In this context this is the person that interacts with the brand through unified messaging channels.
Conceptualization
The Unified Messaging experience is powered by a suite of interconnected frameworks—governing how we adopt new channels, onboard experiences, integrate additional Clouds, design interactions, and manage the full end-to-end channel lifecycle.
Over time, I developed and actively evangelized these frameworks across Salesforce, driving strategic alignment, accelerating innovation, and enabling more consistent, scalable, and customer-centric experiences across the platform.
Low- Fidelity
High-Fidelity
The following samples highlight the types of focus areas we consider for each Unified Messaging channel. While not exhaustive, these examples represent the foundational elements that help align teams and ensure consistent adoption across the platform.
Each channel carries its own unique set of use cases and “jobs to be done,” many of which go beyond the scope of this overview. However, the goal here is to demonstrate how strategic alignment and a shared framework enable scalable, cross-functional collaboration—ensuring a unified experience regardless of channel or cloud.
