Salesforce Design Research | Part 4
This is part four 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. In part three we outlined three Salesforce Designer archetypes. Finally, here 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.
Three Paradigms for Empowering Design and Designers
Now that we’ve established three Salesforce Designer archetypes, we want to introduce three paradigms that could inform Salesforce’s approach to empowering design and designers.
1. Targeted Universalism
The first paradigm is Targeted Universalism, a term that means setting universal goals and using targeted processes to achieve those goals. This is a term coined by john a. powell [sic] at UC Berkeley. (Learn more here.) While the idea of Targeted Universalism originated in the social equity space, it has become prevalent as a notion in job theory and organizational design.
“Targeted Universalism means setting universal goals that can be achieved through targeted approaches. This approach targets the various needs of each group while reminding us that we are all part of the same social fabric.”
By establishing a universal goal and measuring how both the overall population and specific groups within the population fare relative to the goal, targeted strategies can be developed that create value for all in an equal and equitable manner in service of a common objective. As a process, Targeted Universalism could be practiced as follows:
- Establish a universal goal based upon a broadly shared recognition of a societal problem and collective aspirations. In this case, the goal would be to empower design and designers.
- Assess general population performance relative to the universal goal. Steps two through four in this list is what this study set out to do, and succeeded in better understanding how design is practiced among admins, architects, developers, and designers, and the contextual conditions that empower design for each of these roles.
- Identify groups and places that are performing differently with respect to the goal. Groups should be disaggregated. Now that designer archetypes have been defined, this step can be considered complete.
- Assess and understand the structures that support or impede each group or community from achieving the universal goal. This was accomplished through this research and is outlined in parts two and three.
- Develop and implement targeted strategies for each group to reach the universal goal. Salesforce has now been developing strategies and resources for design and designers, and is beginning to expand this pool of resources to further empower design beyond the role of ‘designer.’ By establishing the universal goal of empowering design and designers, and using targeted strategies to upskill design for all roles, Salesforce will see everyone benefit. (For more on how Salesforce is empowering design, see the resources listed at the end of this post.)
2. “T-Shaped” Designers
The second paradigm Salesforce should use is the “T-Shaped” model for role descriptions. Design is an innately boundary-crossing discipline. Salesforce should seek to cultivate skillsets and mindsets that transcend the disciplinary boundaries of each archetype. Empower all roles across the ecosystem to compose a “T-Shape” that resonates with their experience, passion, and capabilities. As there is an abundance of vocational design training material online through Coursera, General Assembly, YouTube, and other Massive-Open-Online-Classes (MOOC) platforms, Salesforce should focus on educational resources that emphasize the boundary-crossing principles of design, as well as the acute skills that are directly related to Salesforce products.
The following four T-Shapes are comprised of the three archetypes outlined in part three. The horizontal archetype indicates broad familiarity with the principles of that archetypical expression, while the vertical archetype indicates depth and expertise in the practice of that archetypical expression.
3. Community Based Co-Learning
All interviewed for this study deeply valued engaging with peers across the Salesforce ecosystem. The strength of the community was evident, and the desire to learn from and mentor others was palpable.
When it comes to design, the greatest opportunity for Salesforce is to empower those already practicing it to teach others. This may be in the form of community groups, online workshops, community-led learning events. In lieu of traditional text-based “learning,” sharing best practices, case studies, design hacks, and resourcing ideas gives practitioners fresh perspectives and ideas. Commitment to enabling fluent design across skill sets through Trailhead and Salesforce-sponsored Evangelism is critical.
For community based co-learning, enable the Salesforce community to contribute to the certification criteria, curriculum and materials, and process for learning design. Let those who already have skill build up others. Creating a community based platform for learning will ensure that design education across Salesforce remains relevant to the Salesforce ecosystem, unique use cases, and ever evolving technologies and best practices. By cultivating a community of cross pollination, it will not be difficult to cultivate T-Shaped designers who have both depth and breadth of theory and praxis.
The Future of Design
When asked about the future of design, the majority of interviewees we spoke to emphasized individual mindset far more than skillset — curiosity, a willingness to convene and facilitate cross functional collaboration, a pursuit of growth opportunities, and comfort with ambiguity. This signal should inform the approach Salesforce takes in activating design for all the communities of users across the product ecosystem.
As mentioned above, it is important to note that there is an abundance of vocational design training resources available online. From IDEO-U to Coursera, Lynda.com, YouTube, and other MOOC platforms, designers do not need more technical educational resources. The opportunity for Salesforce is to focus educational efforts on emerging notions and disciplinary expressions of design inasmuch as they intersect with Salesforce products. For example, there is a shortage of education resources that focus on the designer mindset, mental models, and higher order heuristics including abductive logic, inquiry based engagement, and divergent thinking. These are all critical to the success of the designer archetypes outlined above, and are becoming increasingly relevant to the future of design.
Additionally, most digital design education resources that exist today are oriented towards Web 2.0 technologies and interfaces. With the proliferation of 5G, new interface typologies will emerge and Web 3.0 will become the predominant paradigm for interfaces, use cases, and products. Consumer/user expectations will adapt to this new paradigm and will require companies such as Salesforce to meet these new expectations. For example, TikTok was not technically feasible in the age of 3G due to bandwidth demands, but along with Snapchat and Instagram exploded in popularity with the adoption of 4G technology. This same sequence of innovation will come with widespread adoption of 5G, though the possibilities are exponentially greater with technologies like dimensional projection, XR, and other metaverse related applications. In the coming decade, consumer expectations will include voice interfaces, AI avatars, and VR environments in which education, entertainment, and commerce will all take place. Equipping Salesforce designers with skills related to these new technologies will both attract design talent and uniquely position Salesforce products at the edge of emerging markets.