hit the trail with trailhead
TRANSCRIPT
Kim Shain
Director, Documentation & User Assistance
Hit the Trail with Trailhead
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
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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.
We’re a technology company
Sales Service Marketing AnalyticsCommunity Apps Commerce IoT Quip
force.com
HerokuAppExchange
Platform
Applications
Email, Calendar
& Social DataCRM Data
IoT Events
Predictive
AnalyticsMachine &
Deep Learning
Natural
Language
Processing
Empowering Everyone to be a Customer TrailblazerThree models that empower Trailblazers
Learning Model
Fun and easy way to learn to be your best
trailhead.salesforce.com
1M+ badges completed
144 badges available
Technology Model
Most trusted
enterprise cloud
Multitenant cloud
Fast time to value
Scalable metadata platform
Rapid customization
Business Model
Focused on Customer Success
Subscription Model
Trusted customer advisors
Success community
MVPs
reduction in IT cost
25%revenue growth
25%
Source: Salesforce Customer Relationship Survey conducted 2014-2016 among 10,500+
customers randomly selected. Response sizes per question vary. Percentages are an average.
New Learning ModelFun and easy way to learn to be your best
Product Knowledge
HR & Culture
Leadership & Management
1M+Badges completed 189+
Badges available
Visit trailhead.salesforce.com
and get started today
End UsersDevelopers Admins
Our target audiences expanded rapidly
Trailblazers
Kids, Designers, Writers…Business Users Salesforce Employees
And continued to expand beyond the product
Trailblazers
Ramifications
Content Creation
Content Strategy
Voice and Tone
Trailhead Editors
Data, Data, Data
The success of Trailhead stretched us in new directions
Content Creation
New doc deliverable
• What can we stop doing?
• How can we help tech writers learn curriculum development skills?
• Who else can help?
Because now everyone wants “a Trailhead”
SMEs like Employee
Success, Sales
Enablement, and
Security
Third-parties like
Drucker School of
Management
Someday, anyone?Technical Writers and
Curriculum Developers
Trail Builders
Because everyone can write, right?
WYSIWYG authoring tool
purpose-built for Trailhead
Clean cut-and-paste from
Google Docs, including
images
Built in trail, module, and
unit structure
Automatic preview
Produces a ZIP of files that
the writer can check in
But it’s not DITA
TrailmakerBecause not everyone wants to learn XML
Content Strategy
Update
• Release notes
Do
• UI text
• Walkthroughs
• Help
• Developer portal
• Implementation guides
Learn
• Trailhead
• Videos
Because not everything belongs in Trailhead
Voice and ToneBecause we need to keep it fun and engaging for our Trailblazers
You can learn about it in Trailhead, of course!
• https://trailhead.salesforce.com/modules/writing_st
yle
But also in our published (and
STC award winning) Voice and
Tone Guidelines
• https://www.lightningdesignsystem.com/guidelines/
voice-and-tone/
“People don’t respond to
Trailhead because it’s funny,
they respond because they’re
having fun.” Michael Alderete
Trailhead Editors
Structure and length
Voice and tone
Guidelines
Quizzes
Hands-on challenges
Release management
Bugs and user feedback
Because it’s not easy to keep everyone on track
Plus “the map of the known universe”
“Your Trailhead editor helps
you find your voice, nudging
your words in the right
direction.” Jeffrey Johnson
Data, Data, Data
Module and unit completions
• What are our most popular badges?
• How many people have completed my badge?
• Are lots of people getting stuck part way through?
Daily and Monthly Active Users (DAU and MAU)
measured by challenge completion
• Are people coming back for more?
• Can we drive more engagement with marketing campaigns?
Badges per user or users with a specific badge
• Has my new employee completed the onboarding modules?
• Does this person understand the functionality I’m about to grant them access to?
Because we always want to know more
A Tale of Two Badges
Because everyone likes a good story
When drop off is high
• Technically
challenging topic
• 9 units
• Voice and tone
straight from the Dev
Guide (reuse)
• 75% of the users who
completed the first
unit didn’t go on to
get the badge
When completion is a
prerequisite
• Powerful functionality
• Focus on customer
trust
• Ability to report
• Users who haven’t
completed their
badge don’t get
access
Free Salesforce Labs app
on AppExchange
Customers install it in their
Salesforce org
Assign, track, and report on
user’s badge completion
Trailhead TrackerBecause our customers love data too
Review
Content Creation
Content Strategy
Voice and Tone
Trailhead Editors
Data, Data, Data
Trailhead Mascots
Trailhead will continue to influence our doc, and our product, in new ways
Trailhead Mascots
AstroAstro is your guide to Salesforce.
Beloved by our community, Astro
represents the fun side of Salesforce
and a passion for learning.
Just like Trailblazers, Astro aspires
to be whatever they want to be.
Astro is always up for an adventure on
the trail.
CodeyCodey is a maker at heart. He loves
building apps!. When not on the trail,
you can find him roaming the friendly
Trailhead forest.
Codey represents building with code,
playfulness, and the creativity found
within Trailhead.
EinsteinGenius. Problem solver. Focused.
Einstein uses intelligence, innovation,
and imagination to predict the future!
Quick on his feet, full of rebel
brilliance, he becomes smarter with
every interaction. Likes to roast
s’mores with the Trailhead crew.
CloudyCloudy represents building with
cloud, spontaneity, and unlimited
potential. And at our biggest events,
Cloudy is always at the center of
the action.
Like the cloud, she is the reliable
one that keeps everyone together
and on track to meet their goals.
Because they’re fun!
Official Mascots: Astro
Astro
Poses
Astro On The
Trail/On the Go
Astro On
The Job
Astro
Shopping
Trailhead
Astro & Misc.
Official Mascots: Einstein, Yeti, Cloudy, Cody & SassySalesforce brand characters
Codey the
Bear
Einstein
Yeti Cloudy
Sassy Groups
Hootie
Design Elements
Nature
Housing
Equipment
Animals & Critters(Animals should always be smaller than the official Mascots)
Transportation
Lighting
Shadow(Resize and layer as needed)Misc.
Iconography
These icons play a big part in
keeping things playful.
We’ve begun to use more line art
in our design for contrast against
the cartoon artwork direction.
If you choose line art, suggest
being consistent throughout your
deck. We’ve created a library on
the following page for most other
use cases.
These have been created to allow
you to change colors etc. directly
in PowerPoint
Trailhead Line Art Icons
Healthcare
Rewards
Money &
Finance
Organization
IconographyExtended Line Art Icon Library (Editable)
Essential
Elements
Social
Additional
Industries
Sports
Transportation
GUI
Elements
Maps &
Navigation
Design &
Drawing
Productivity
Network &
Servers
Computers
& Tech
Marketing
Retail
Security