Salesforce, Marketing Cloud
Design a new feature that empowers marketers to build strong brand affinity by demonstrating data transparency to end consumers.
Role
UX/UI Designer
Timeline
November
2024
Team
Roda Berhane
Jackson Campbell
Tools
Figma, Figjam
Overview
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This project is the third project in the Interaction Design Practice (IDP) course.
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A key aspect of our approach was understanding that Salesforce’s primary customers are marketers (companies), not end consumers.
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Our goal is to foster trust between marketers and their audiences, ultimately helping to build strong brand affinity.
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We chose Spotify as our example because it is one of Salesforce’s largest clients.
01
Know You Better and Let the Company Know You
When the end consumer logs in or signs up for Spotify, they will be prompted to complete a survey about their privacy preferences. The survey will consist of five questions designed to assess their values, willingness to share data, and behavioral patterns related to data privacy. This personalized approach helps Spotify understand the consumer’s privacy style and tailor their experience accordingly.
02
Define Your Privacy Style with the Four Archetypes
Once the end consumer completes the survey, they will receive their results, identifying them as one of the four archetypes. The result screen will highlight the core values, typical behaviors, and attitudes associated with their archetype. It will also include personalized data-sharing recommendations tailored to their preferences.
Additionally, the end consumer retains full control over their data, with the option to toggle data-sharing settings on or off directly from the results screen, ensuring transparency and empowering them to make informed decisions.
03
All Information in One Page with Control
In the Preference Center, end consumers can access all information related to privacy in one place. This includes their personal information, the reasons for data collection, and insights or results derived from their data. Additionally, they retain full control over their data with the ability to toggle data-sharing options on or off, ensuring transparency and empowering them to manage their preferences easily.
Problem Statement
Salesforce Marketing Cloud enables marketers to collect data from end consumers and create effective marketing plans. Recently, many companies have become more willing to share how they use consumer data. But why do they want to offer brand transparency, and how can we help them achieve data transparency?
Research
Our client is not the end consumer but the marketing teams and companies. Therefore, our first step was to understand why companies and marketers are motivated to provide greater transparency and build trust with their end consumers. The primary reason is to create strong Brand Affinity. Transparency and trust are essential in fostering long-term loyalty and meaningful connections with their audience
What is trustworthy relationship and what are some factors that decide trust?
The next step we took was understanding the trustor's propensity (end consumer) how people feel about data privacy and how much they value data transparency. Due to recent incidents of major companies misusing and collecting user data inappropriately, we discovered that people are increasingly concerned about how their data is handled. However, ironically, most users still do not read privacy policies. This prompted us to explore effective and intuitive ways to help users understand privacy policies and make smarter decisions about data sharing.
Interview
We conducted interviews with individuals who have limited knowledge of privacy policies to understand what they consider the most important elements of such policies. Privacy policies generally include 10 main categories, and we asked participants to identify the top 5 elements they find most important and what they would like to see clearly addressed in a privacy policy.
Perceived trustworthiness in Mayer, Davis, and Schoorman’s (1995) model is built on three key factors: ability, benevolence, and integrity. These factors, combined with the trustor’s propensity—their general willingness to trust others, shaped by personality and culture—determine the overall level of trust.
From this, we realized that the trustor’s propensity plays a crucial role in building trust relationships.
How can we encourage end-consumers to share their data while building a trustworthy relationship that supports company success?
Ideation
The first feature we designed was a badge. We explored examples of reward systems that do not rely on grading. Since Salesforce does not have the authority to judge or grade its customers’ data usage, our approach focused on encouraging participation without imposing evaluations.
The Michelin Star is an excellent example of a reward system. While earning a Michelin Star encourages restaurants to enhance their menus, people don’t exclusively visit restaurants with stars. Inspired by this concept, we incorporated a similar idea into our project. The badge, created by Salesforce, will be displayed on the login page, helping to build trust with users and enhance not only the website’s reputation but also Salesforce's reputation.
The next step was determining what questions to include in the survey and what insights the results would provide. The primary goal of the survey was to educate users about their privacy preferences and styles while also helping the company understand users’ trust propensity (trustor’s propensity).
We selected four archetypes, each emphasizing different factors. Based on their values, the recommendations for sharing data will vary accordingly. These factors aim to encourage users to share their data, contributing to the success of our customers.
04
Customize
Using the Transparency Kit
The Preference Center is designed collaboratively by Salesforce and the client. Salesforce provides a comprehensive kit with clear directions for marketers, enabling them to customize the Preference Center. Marketers can easily implement the feature by copying the provided code and pasting it into their Preference Center, ensuring a seamless and efficient integration process.
Reflection
This project was unique because it required us to consider both our clients and their consumers. We constantly reminded ourselves that our clients weren’t the end users—they were companies, specifically marketers. Our focus was on encouraging these companies to be more transparent with their consumers while simultaneously helping consumers feel comfortable sharing their data to support the company’s success. As a result of our efforts, our project was selected as the top project by the Salesforce design team.
One key realization I gained from this experience is that real-world problems are far more complex than I had anticipated. This project sparked a deep curiosity in me, and I’m eager to continue learning and exploring these complexities in even greater depth.
05
Building Consumer Confidence Through Rewards
By displaying the badge on the login or signup page, users can feel more confident about using the website. This badge will appear only on websites that adhere to strong data privacy practices.
