Kim Shain

Director, Documentation & User Assistance

Hit the Trail with Trailhead

kshain@salesforce.com

Forward-Looking Statements

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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any

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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

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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