Salesforce Design Research | Part 3
This is part three of a four part series about a study we conducted for Salesforce Design in 2021. In part one we established the context of this research, defined design and the design process, and spoke to the importance of design. In part two we discussed how Architects, Admins, Developers, and Designers in the Salesforce ecosystem think about and do design. Here in part three we’ll outline three Salesforce Designer archetypes. Finally, in part four we’ll introduce a paradigm for how Salesforce can support design and designers in the Salesforce ecosystem, along with some reflections on where design may be heading in the future.
Introduction
As we began to map what we learned about how Architects, Admins, and Developers understood and practiced design within the context of the double diamond design process, it became readily apparent that design was expressed in three primary ways. Each expression shared a common collection of attributes and therefore was easily understood as an archetypical designer role. Archetypes are a way of categorizing different ways design may be practiced without making the definition of that role fixed and impermeable. The three designer archetypes that emerged from the research data are Design Strategist, Digital Designer, and Design Technologist.
Using Archetypes to Exemplify how Design is Practiced
Archetype definitions are based off a common pattern of mindsets and skillsets among a group of people, but still allows for there to be nuance and difference even within the archetype category. Archetypes are different than personas in this way; personas are more specific and fixed, often with the intention of highlighting the differences between people.
All designers in the Salesforce ecosystem will share some commonalities with all three archetypes, though they will most strongly identify with one. The categorical boundary of each archetype is permeable. There will always be a design strategist somewhere who can write code, just as there will always be a design technologist with expertise in qualitative research. This is not to be discouraged, in fact, designers will be the most effective when they know how to lean into the strengths of each archetype when necessary and appropriate.
Archetype Activity Model
Each designer archetype aligns to the double diamond design process in terms of their primary emphasis. In other words, each archetype’s activities, processes, and mindset map to a specific stage of the design process. This does not mean that archetypes do not also create value at the other stages of design; we are purely illustrating where each archetype finds their center of gravity.
Designer Archetypes
What follows is a short description of each designer archetype, along with a list of ‘tools’ each archetype commonly uses in their work, and an ‘audience’ list which is a summary of current roles and user-types in the Salesforce ecosystem who may resonate with this archetype.
Digital Designer
Digital Designers* use a behavioral and aesthetic paradigm for creating end-user value. Digital designers understand user behaviour and are aesthetically and visually oriented. They are especially strong at the middle of the double diamond process — definition and development. With formal education that imparts both the theory and practice of human-computer interaction and human-centered design, digital designers can easily adopt the perspective of the users they are designing for. They understand how visual hierarchy through information, type, and color can optimize user processes that serve business outcomes. Digital designers are good collaborators with both design strategists and design technologists. In many cases their skill sets overlaps with the other two archetypes, though they may not have deep expertise the other archetypes have.
Toolbox: Visual UI/UX Methods, Processes, and Tools (Sketch, Figma, InVision), Workshop Facilitation, Design Thinking, Qualitative Inquiry, Agile Development, Online Collaboration (Miro, Mural, Visio, Lucidchart), Visual Communications (Powerpoint, Keynote, Google Slides), Prototyping and Usability Testing
Roles that may identify as a Digital Designer: UI/UX Designers, Brand Designers, Experience Architects, Creative Designers, Marketing, Admins, ISV and Partners
*We embraced the archetype designation of “Digital Designer” for this research to be categorically inclusive of many vocational designers who would resonate with this archetype. Since the publication of this research Salesforce has moved forward with the designation of UX Designer to represent this archetype.
Design Strategist
Design Strategists use a systems paradigm for creating end-user value. Business minded, design strategists are system and process oriented. They are especially strong at the front end of a double diamond process — discovery and definition. Natural questioners, they are adept at challenging assumptions and articulating the actual job to be done. They are conveners and facilitators, utilizing diverse dialectic engagement techniques to tease out the needs of end users. They are expert conversationalists, hosting workshops and executive level work sessions that address the heart of the need. They rely on the expertise of digital designers and design technologists to go beyond systems-level solutioning, and are great team players who are often found coordinating cross functional project teams.
Toolbox: Design Thinking, Lean, Agile Development, Systems Thinking, Workshop Facilitation, Qualitative Inquiry, Six Sigma, Online Collaboration (Miro, Mural, Visio, Lucidchart), Salesforce Release Notes, Integrations and Patterns Documents, Case Studies
Roles that may identify as a Design Strategist: Architects, Admins, Some End-Users, Business Analysts, Salesforce Consultants, ISV and Partners, Marketing
Design Technologists
Design Technologists use a technical paradigm for creating end user value. Design Technologists are technically and feasibility oriented. They are especially strong at the end of a double diamond process — development and delivery. Design Technologists are concerned with designing and building flexible and adaptable systems that are easy to use, easy to update, and have minimal technical debt. What color, shape, and typography is to an Interface Designer, data is to a Design Technologists. Business viability and technical feasibility take precedent before user desirability; specifications and technical requirements are prioritized higher than aesthetics. Documentation is a source of authority and is often referenced as an external mediator for cross functional decision making.
Toolbox: Agile Development, Quantitative Inquiry, Data Science & Analysis, Data Visualization (Tableau), Analytics (Einstein), Data Tools (Excel, Airtable), Salesforce Release Notes, Code (Apex, JavaScript, LWC), Online Collaboration (Miro, Mural, Visio, Lucidchart)
Roles that may identify as a Design Technologist: Developers, UX Engineer, Accessibility Engineer, Kinetic and Motion Engineers, Data Scientists, Information Visualization (Tableau), Artificial Intelligence (Einstein), Solution Engineers and Architects
Continue reading in part four where we’ll introduce a paradigm for how Salesforce can support design and designers in the Salesforce ecosystem, along with some reflections on where design may be heading in the future.