Latin America Summit at Dreamforce: Innovation and Design Thinking

Latin America Customer Summit Innovation and Design Thinking Dreamforce 2016

Hotel InterContinental – San Francisco Oct 3, 2016

Welcome!

Bienvenidos | Bem-Vindos!

Mauricio Prado and Enrique Ortegon GM Brazil and GM CaSSA

Our Agenda Today

Dreamforce Overview: Amanda Garcia

 5 Keys to Enterprise-wide Innovation: Paul Wilhoit

Break

Achieve Breakthroughs in Innovation through Design Thinking: Robert

Fransgaard

1

2

3

4

Dreamforce Overview

Evening Dreamfest at Cloud Palace

10:00 am – 1:00 pm Day of Compassion

5:00 pm – 6:00 pm Melinda Gates Fireside Chat with Robin Roberts

1:00 pm – 3:00 pm Marc & Special Guests Keynote

4:00 pm – 6:30 pm Tony Robbins

9:00 am – 2:00 pm Innovation & Dreamtalk Speakers

5:00pm - 6:00pm Women & Equality Keynote

All Day Women & Equality Summit

9:00 am - 10:00 am Financial Services Keynote

Evening Welcome Reception

Friday, October 7 Thursday, October 6 Wednesday, October 5 Tuesday, October 4

Morning Mindfulness Sessions

8:00 am - 6:00 pm Breakout Sessions




9:30 am - 11:00 am Partner Keynote

9:00 am - 5:00 pm Cloud Expo Open




Evening AppBash & External Parties

9:30 am - 10:30 am Salesforce for Marketing

11:00 am - 12:00 pm SMB Keynote

9:00 am - 10:00am Salesforce for IT

11:30 am - 12:30 pm Salesforce for Sales

11:00 am - 12:00pm Developer Keynote

All Day Forbes Philanthropy Summit

1:30 pm - 2:30 pm Salesforce for Service

1:00 pm - 2:00pm Commerce Cloud

3:00pm - 4:00pm Einstein Keynote

5:00pm - 6:00pm Admin Keynote

1:00 pm – 2:00 pm Dreampitch with Mark Cuban, Chris Sacca & will.i.am & Shahrzad Rafati

Enterprise-Wide Innovation

5 Critical Actions to Enterprise- Wide Innovation Brought to you by Salesforce Cloud Services

Paul Wilhoit Director, Innovation & Transformation Centers [email protected]

@wilhoit

Forward-Looking Statements Statement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

Level of Ambition

Leve

l of C

ompl

exity

Cloud Services helps you achieve business value, faster

We engage at a level that is appropriate for your business

Accelerated Success

Consultative Success

Accelerators

Advisory

Premier Success Plan Premier+ Success Plan Signature Success Plan

Mission Critical Support Strategic Projects

Experience Design

Innovation & Transformation Center

We provide prescriptive advice, best practices and experts at every stage of your journey Design-led innovation

Data-driven insights

Always-on expertise

Transformational Success

 What is innovation?

 Innovation is a new offering that creates value.

 What happens when companies don’t innovate?

 pdp-8/e

 VAX 11-780

Business Viable

 What we talk about

Customer Desirable

Technology Feasible

Technology Self-Destructible

 What we think about

Executive Desirable

Career Endable

 We really make innovation decisions  based on one thing…

The 5 Critical Actions

for Innovation

 #1 Fail iteratively to learn to succeed

 #2 Coordinate Silos

 #3 Fund experiments, not initiatives

 #4 Scale success

 #5 Support innovation at the top and work down

#4 Scale success

#3 Fund experiments, not initiatives

#2 Coordinate Silos

#1 Fail iteratively to learn to succeed

Innovation Innovation is not an environment, project or process, it’s a culture. Culture can be shaped. But various kinds of fear can inhibit a culture of innovation. Companies usually punish failure and reward success. Reward exploration, discovery, and learning.

#5 Support innovation at the top and work down

Design Thinking

Robert Fransgaard Creative Director, Experience Design

[email protected] @fransgaard

Break Through with Design Thinking How a design-led approach can unlock business opportunities Brought to you by Salesforce Cloud Services

Forward-Looking Statements Statement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

The best experiences come from being respectful of the fact that time is finite by making sure each person feel they get more out of an interaction than the time they invest in participating in it.

Robert Fransgaard Experience Design

VERTICAL EXPERTISE •  B2C •  B2B •  B2E •  Finance & Insurance •  Luxury &Fashion •  Travel & Entertainment •  Retail, traditional to

online •  Government &

Educational •  Utilities & Energy

SKILLS HIGHLIGHTS •  Innovation to Reality •  de Bono Ideation

methodologies •  Design Thinking •  UX Agile methodologies •  User-Centric Experience

Design •  Making it Real

As the Practice Director in Europe I oversee the quality of all Experience Design output produced by the EMEA teams. I also work with both customers and project teams to define the ‘guiding light’ for the solutions and ensure that projects stay true to that vision to secure overall delivery excellence.

Proprietary and Confidential ©2016 Salesforce

“

Questions? Please feel free to interrupt at any time with any questions.

Assisted Service

Predictive Marketing

Smart Apps

Chat Bots for Community

Actionable Analytics

Predictive Commerce

The Age of the Customer   Intelligence pushed to every touchpoint

Guided Sales

Connected Products

Eight Leading Apps, One Platform   Connect to your customers in a whole new way

Tami Lau CRM Developer

Level of Ambition

Leve

l of C

omp

lexi

ty

Cloud Services helps you achieve business value, faster

We engage at a level that is appropriate for your business

Accelerated Success

Consultative Success

Accelerators

Advisory

Premier Success Plan Premier+ Success Plan Signature Success Plan

Mission Critical Support Strategic Projects

Experience Design

Innovation & Transformation Center

We provide prescriptive advice, best practices and experts at every stage of your journey Design-led innovation

Data-driven insights

Always-on expertise

Transformational Success

Salesforce Experience Design brings human-centered design to Salesforce, the customer experience platform.

As a part of the Cloud Services, we are a group of 100 passionate user champions who design and build transformational products and experiences by turning human insights into business impact at Salesforce scale.

Design Thinking: the beginning.

“There’s a shift under way in large organizations, one that puts design much closer to the center of the enterprise. But the shift isn’t about aesthetics. It’s about applying the principles of design to the way people work.

A set of principles collectively known as design thinking—empathy with users, a discipline of prototyping, and tolerance for failure chief among them—is the best tool we have for creating those kinds of interactions and developing a responsive, flexible organizational culture.”

Design Thinking Comes of Age, Harvard Business Review

What does design thinking look like in action?

Do something with this photo? Feels a little out of place...

BUSINESS Is it sustainable?

TECHNOLOGY Is it feasible?

USERS Is it desirable?

1

The Approach: Solving human challenges through design.

Embrace ambiguity. We balance a hypothesis-driven approach with an emergent one. Innovation can be messy and it requires flexibility.

Put humans first. Without people, technology is just a cool idea. Be inspired by the people we design for.

Prototype to learn. Experimentation isn’t about validation— it’s about learning with users and iterating our way to better ideas.

Adopt a beginner’s mind. Orthodoxies are a barrier to innovation. Be curious about the world, defer judgment, and challenge convention.

Be exploratory and optimistic. Divergent thinking leaves room for the unexpected. Explore options creatively before homing in on an idea.

Balance thinking with doing. “Doing” is a way to make our thinking concrete and test our approach. Don’t rely purely on theory or thought.

2

The Mindset

Diverge Converge

Create Choices

Make Choices

3

The Process: Insight-driven. Divergent/Convergent. Multi-disciplinary. Iterative.

Why are more and more organizations embracing design thinking?

The year 2015 revealed just the tip of the iceberg in terms of how a range of businesses can draw inspiration from design thinking. Its value is that it gives us permission to rethink the process we use to deliver value—instead of only focusing on the end result. The means does indeed justify the end. 3 Ways to Apply Design Thinking in 2016, Inc Magazine, January 2016

“

Design Thinking turns theory into reality.

Design Thinking aligns influencers and stakeholders across customers, technology and business.

Design Thinking allows solutions to leap into the future, making innovation happen.

How does Salesforce lead with design thinking?

“ At Salesforce we’re hiring a lot of the best Design Thinking people in the world. They’ve been running programs in consultancies as well as SAP, IBM, and Oracle —they’re doing the best work of their careers now because of these 3 things:

1

The speed and ability of our platform to prototype. Our technology is much more aligned to this type of approach.

Our human-centered approach. Laser focus on Customer Success.

2

Our own culture of collaboration & innovation and access to the methods and expertise we use to disrupt every day.

3

How our customers breakthrough with Design Thinking & Salesforce

Rob DeSisto, Vice President, Global Customer Transformation after 20 years as

VP and Distinguished Analyst at Gartner

Customers don’t choose us because of where we are today. They come to Salesforce because of where we’ll be three years from now.

“

Pre-sales

Cloud Services

Partners + Customers

is the average revenue increase reported by

companies with highly effective UX. The top 10 UX

leaders in America outperform the S&P with close to triple the returns.

37%

said that a bad mobile experience made them

less likely to engage with a company in the future

52%

deleted or uninstalled an app as a result of

encountering problems with it’s

functionality or design

86%

of users reported they stopped using an app

due to poor performance

90%

Investing in experience is paramount

How do you ensure what you’re building is something people will actually use? HURDLES: Breakthrough idea generation Moving from theory to reality

How do you align stakeholders when the stakes are high? HURDLES: Influencer alignment Change management

How do you design products and experiences people love? HURDLES: Adoption and usage User experience


Take the existing app and

CHALLENGE

make the experience even better


Enhancing the experience through prototypes and usability testing

Version 1 of app goes live.

To strengthen uptake and usage, we produced a lo-fi paper prototype for usability testing.

Feedback from Lo-fi usability testing informed the following hi-fi prototype that set the direction for the production of version 2 of the app.

92

Before After Before After


Take the content of traditional brochures and repurpose in a digital format to make it easily accessible as well as give Commerzbank the ability to drive a

CHALLENGE

contextually relevant marketing conversation


From Vision to Making it Real

Through research and co-creation workshop the foundation idea was established and visual concepts created to bring the idea to life.

Collecting additional input from Marketing Agency and developing concept for customer research.

Design, production and goLive of the app.


Grow the existing experience for Exclusive Concierge teams and Members to make the aspects of personalized travel

CHALLENGE

easier to discover, book and share with others.


From Understanding to Innovation

During the Discovery phase, we worked closely with the client to help validate our findings

Explore and extend in-depth understanding by combining it with some creative conceptualizing and rapid testing

Engaged a wide range of Exclusive Resort stakeholders to push them to think creatively about problems and solutions

Put it into action

Include Users / Customers (Approach)

Salesforce Innovation Now Live in Trailhead! Stanford D School dschool.stanford.edu IDEO Designkit.org ideou.com Sprint (Google Ventures) thesprintbook.com Gravity Tank (Salesforce) workdifferently.gravitytank.com

1

Make it Cultural (Mindset) 2

Enable Multidisciplinary Teams (Process) 3

Questions? Robert Fransgaard Creative Director, Experience Design [email protected] @fransgaard