CX vs UX: The New Battleground Part 3

The value of CX and UX design in the Salesforce ecosystem

This is part three of a three part blog series:” CX vs UX: The New Battleground.” If you have not yet read them, here are links to parts one and two.


I have been a designer for over 15 years now, and I have spent five years working in the B2B/B2C marketing sector working with 30% of the high street names, companies like M&S, Pizza Express (not in Woking unfortunately), and New Look.

I have spent the last 10 years specialising in front end and UX design. Over the last few years, however, I’ve been slowly increasing my UX design skills to incorporate all facets of design so I can fully appreciate, understand, and achieve what a CX designer does. This is something I have also pushed my colleagues at makepositive to prioritise, and luckily people have listened to me.

makepositive is subsequently one of the few partners in the whole of the vast Salesforce ecosystem to have had its own Design Team (that I am lucky enough to head up) for over 5 years now. We are a group of seasoned Salesforce UX/CX design veterans with a huge focus on and passion for Salesforce Communities and all things Salesforce and Lightning.

Where possible we now bring this Customer Experience focus to all of our projects. CX design doesn’t just mean we’re thinking about the client’s end user/customer/member. As I said in a meeting with a client recently: “You want us to focus on your customers which we absolutely will, but you are our customer. We need to deliver for you and your staff and internal users something that will make your lives simpler, easier and better too!”

This is something we have now started to bake into our propositions from the start. I’m now involved with the project lifecycle from the very beginning; from the presales stage all the way through to the design, build and delivery stage. With a CX designer involved from the beginning we can get the discussions going, ideas flowing, and truly help you uncover the art of the possible.

We capture requirements in a technical way, implementational way (required config to be made inside Salesforce) and in a CX/UX way as well. We then use these findings as a series of benchmarks that we aim to hit with the new system. We strive to make the process as simple and intuitive as it can be.  We ask questions like: “could anyone pick up and use this system correctly and effectively?” We don’t want to just create a shiny new Salesforce system that leaves your people stuck in the same rabbit holes and dead ends, with bad data, a lack of visibility, and poor adoption.

We want to review your processes, field values, how data is presented, your pain points… essentially everything that will allow us to design and build a system that will have the most positive impact on your employees and customers. We know that by using standard Lightning components and thinking about their appearance, values, layout, and actions we can achieve something that could be truly ground-breaking for you and your team.

We are one of the few partners out there with this skillset and focus, and one of the very few to bake this into our propositions from the start to help you unlock the full value potential from your Salesforce investment. We want to help you, our customer,  help your customers. Come and speak to me or our XD department today and see what difference we can bring to your next Salesforce adventure.

If you would like to know more about makepositive’s XD department you can contact our XD lead at [email protected].  If you would like to know more about other areas in which makepostive can help your organisation, you can complete one of our website contact forms or contact us directly at [email protected].


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