DM
DEREK MASSEI
Williams-Sonoma, Inc. | Salesforce
At Dreamforce, we created an interactive experience to show how Salesforce Einstein AI empowers marketers. Using the metaphor of preparing and serving a meal, the journey guided audiences through four stages of campaign creation. Visitors could choose from three scenarios, cookware, nursery, or dorm, and see how AI streamlines segmentation, content creation, and personalization.
Services
Digital experience,
UX & creative direction,
Event activation design
Client
Williams-
Sonoma, Inc.
Year
2023
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The design goal was to show the power of AI in a way that felt simple, useful, and memorable. The step by step framework of Prep, Make, Decorate, and Serve illustrated how Einstein streamlines marketing work, from segmentation to personalization. Animated UI sequences demonstrated Einstein in action, showing how tasks are automated, insights delivered, and campaigns optimized. This approach made the technology feel tangible and engaging while highlighting its ability to make businesses smarter and more efficient.
I led UX and art direction, designing the narrative structure, interface, and visual details. I collaborated with copywriters and product teams to accurately translate Einstein’s capabilities into an experience that felt intuitive and accessible. I also managed relationships with external vendors, guiding them to bring the technical build and animations to life in a way that supported the creative vision. My focus was on balancing storytelling with usability, ensuring the metaphor carried through clearly.
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The Einstein experience became a draw for the Marketing Cloud area at Dreamforce, driving higher session attendance and strong participation in guided demos. It helped highlight a key customer story while prompting more follow-up requests for product deep dives. The activation was later adopted as a reusable demo, extending its impact beyond the event.
