The document summarizes a user experience research study conducted by Salesforce to understand user expectations of filters for customer stories. The study found that users' expectations for "top-tier" filters like most popular and most viewed were consistent with the filters currently used. It also found that users' definitions of business size and key business needs filters like sales, customer service, and marketing aligned well with Salesforce's internal definitions. The study provided recommendations to refine some of the business needs filters based on user feedback.

1. Thomas Rizzolo
Senior UX Researcher - Digital Marketing
trizzolo@salesforce.com
Salesforce 2016
Customer Stories Filter Study
February 2016
Fanya Young
UX Researcher - Digital Marketing
fyoung@salesforce.com

2. Objectives
To understand user expectations of the
Customer Stories filters

3. 1. Top-Tier Filters
2. Business Size
3. Business Needs
Customer Stories Filters

4. Scope
Study
Participants
Test
Scope
Oct.12, 2015 - Nov. 3, 2015
60 Customers
58 Prospects
Survey Questions
Interpretations & Recommendations

5. What They Saw

6. Top-Tier Filtering

7. To understand users’ expectations of the Top-Tier filters
Top-Tier Filtering
Goals
Most Popular
Most Viewed
Most Featured Stories
Most Recommended

8. Our Top-Tier filters are consistent with those of our users
Top-Tier Filtering
Key Findings
“High traffic area where most of
the visitors spent their time.”
Most Popular
“The highest number of views for
a given period of time.”
Most Viewed
“The most successful results for
other customers.”
Most Featured Stories
“Stories that I would want to see based off
of the stories I have already read.”
Most Recommended
Most Popular
Most Viewed
Most Featured Stories
Most Recommended

9. Company Size Filtering

10. To understand users’ expectations of the Top-Tier filters
Company Size Filtering
Goals
Small Business Market
Mid-Market Business
Enterprise Business

11. Our internal definitions of Company Size and those of our users are
consistent
Company Size Filtering
Key Findings
82%Small Market BusinessSmall Market Business
Mid-Market Business
Enterprise Business
1-100
101-1,000
1,101+
Salesforce Percentage of Users Who Agree
74%Mid-Market Business
74%Enterprise

12. Business Needs Filtering

13. To understand users’ expectations of the Business Needs filters
Business Needs Filtering
Goals
Sales
Customer Service
Community
Mobile
Analytics
Marketing
App

14. Business Needs Filtering: Sales
Key Findings
Increase sales
Close more deals
Win more deals
None of the Above
0 7.5 15 22.5 30
1
3
5
25
Recommendation
Increase sales

15. Business Needs Filtering: Customer Service
Key Findings
Keep more customers
Improve customer service
Raise customer retention rates
None of the Above
0 8 15 23 30
0
5
22
6
Recommendation
Improve customer
service

16. Create an online community forum
Engage with your customers
Connect customers to each other
None of the Above
0 6 12 18 24 30
1
3
5
25
Business Needs Filtering: Community
Key Findings
Recommendation
Create an online
community forum

17. Remote access to databases
Manage business from your phone
Run your business on the go
None of the Above
0 2 4 6 8 10 12 14
0
13
12
8
Business Needs Filtering: Mobile
Key Findings
Recommendation
* Run your business
from your phone
* Only if there are Customer
Stories about mobile solutions

18. Business Needs Filtering: Analytics
Key Findings
Analyze business data
Grow my business
Get business metrics in real-time
None of the Above
0 6 12 18 24 30
0
1
4
30
Recommendation
Analyze business data

19. Business Needs Filtering: Marketing
Key Findings
Find more customers
Get more leads
Build & manage customer journeys
None of the Above
0 4 8 12 16
0
5
16
14
Recommendation
Find more customers

20. Business Needs Filtering: App
Key Findings
Build and implement apps
Create and install apps
Use apps to build your business
None of the Above
0 4 8 12 16
0
15
7
11 Recommendation
Create or find apps to
build your business

21. Appendix

22. Scope
Study
Participants
Test
Scope
Oct.12, 2015 - Nov. 3, 2015
Survey Questions
Interpretations & Recommendations
Sales
Customer Service
Marketing
IT
Analytics
Community
73 62%
46 39%
61 52%
49 42%
51 43%
28 24%

23. Thank you