Honorable Mention: Communication Design


Honorable Mention: Communication Design


Over 200,000 veterans return to civilian life every year but end up underrepresented in the workplace. In 2018, Salesforce set a vision to train 35,000 veterans with Salesforce skills with a free program called Vetforce. There, veterans can virtually learn at their own pace, accessing training, career opportunities, and peer support. The classes offer content ranging from Salesforce basics to civilian business and technical skills.

But too many members dropped off right after signing up. With user-centered methods, Slalom found veterans couldn’t see the full path and were discouraged by the time needed to complete the training. Following the redesign, first course completion times were reduced from months to hours, and conversion rates have seen drastic improvements.

The new design sets expectations and eases users in. Veterans are matched with other users for support, accountability, and knowledge sharing. Incentives are shown at the start of each career journey, and progress can be tracked along with the next set of tasks. The design simplifies the program into small and easy-to-access sections and makes the entire journey transparent.

Key Team Members

Sandy Tran, Lead designer (Slalom)
Nipun Kumar, Design advisor (Slalom)
Cindi Nicolas, Project lead (Slalom)
Shirley Lai, Product architect (Slalom)
Ann Weeby, Director, Workforce Innovation (Salesforce)

About the organization

Slalom is a modern consulting firm focused on strategy, technology, and business transformation. In 28 cities across the US, UK, and Canada, Slalom's teams have autonomy to move fast and do what’s right. They’re backed by seven regional innovation hubs, a global culture of collaboration, and partnerships with the world’s top technology providers. Founded in 2001 and headquartered in Seattle, Slalom has organically grown to over 6,500 employees. Slalom was named one of Fortune’s 100 Best Companies to Work For in 2019 and is regularly recognized by employees as a best place to work. Learn more at slalom.com.

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