Salesforce
Experience Cloud
Cloud23 designs and builds Salesforce Experience Cloud portals, onboarding sites and communities that let customers and partners transact with banks and insurers online rather than in a branch or inbox.
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Digital Product & Experience Design
Cloud23 provides digital product and experience design — research, journey mapping, service blueprints, UX and UI, and design systems — for the customer portals, onboarding journeys and agent workspaces built on platforms such as Salesforce.
Digital product and experience design is the discipline of researching, defining and designing the journeys and interfaces through which customers and employees interact with an organisation — grounded in evidence about real behaviour rather than assumption. Cloud23 provides this capability embedded with its engineering teams: discovery research, journey mapping, service blueprints, UX and UI design, prototyping and design systems for products built on Salesforce and the platforms around it.
Most enterprise platform programmes do not fail on technology; they fail on adoption. A digital onboarding journey lives or dies on whether applicants complete it, and an agent console on whether staff can serve a customer without fighting the screen. Human-centred design is a formal part of Cloud23's transformation methodology because the experience layer is where the business case is actually won.
Designing for platforms is its own craft. Our designers work within the grain of Salesforce — Experience Cloud, Lightning Web Components and the platform's interaction patterns — so that what is designed is what ships, without an expensive translation loss between the design file and the build. Much of our design work has been on high-stakes financial journeys — account opening, onboarding and servicing — where clarity and trust decide whether customers complete or abandon.
What you get
Deliverables
Discovery research and insight
User interviews, analytics review and field observation that establish how customers and staff actually behave — the evidence base for every design decision that follows.
Journey maps and service blueprints
End-to-end journeys mapped across channels, with the back-stage operations, systems and handoffs beneath them made visible — so design and operating model change together.
UX and UI design
Screen-level design for portals, onboarding journeys and agent workspaces, produced within the constraints of the target platform so it builds as designed.
Prototypes and usability testing
Interactive prototypes tested with real users before build — the cheapest point in the programme at which to be wrong.
Design system and component library
Reusable, branded components aligned to Lightning Web Components and Experience Cloud, keeping every subsequent journey consistent and faster to ship.
How we work
A delivery approach built for enterprise
- 01
Research
We study users, data and context before proposing anything: interviews, analytics and observation of the journey as it exists today.
- 02
Define
Findings are synthesised into journeys, blueprints and a clear definition of what good looks like, agreed with business and delivery stakeholders.
- 03
Design
Flows and interfaces are designed iteratively, in the open, with engineers involved early so feasibility shapes the work rather than vetoing it later.
- 04
Validate
Prototypes are tested with real customers or staff, and the design is revised on evidence rather than opinion.
- 05
Deliver and embed
Build-ready specifications and a living design system hand over cleanly, with designers staying alongside the build team through delivery.
When it fits
Consider this when
- A customer-facing journey is about to be built and its completion rate will make or break the business case.
- An existing portal or app underperforms and nobody can say precisely why users drop out.
- Agent-facing consoles are slowing service down and staff work around the system instead of through it.
- Several journeys are shipping from different teams with no consistency of experience or components.
In practice
Example engagements
- End-to-end design of a digital account-opening journey for a bank — from discovery research to build-ready UI for an Experience Cloud front end.
- An experience audit of an underperforming customer portal, combining analytics, usability testing and heuristic review into a prioritised improvement backlog.
- A design system for Experience Cloud, aligning brand, accessibility and Lightning Web Component patterns across multiple customer journeys.
- A product designer embedded long-term in a Salesforce delivery squad, pairing with engineers sprint by sprint.
FAQ
Frequently asked questions
What is digital product and experience design?
It is the discipline of researching, defining and designing the digital journeys and interfaces through which people interact with an organisation — combining user research, service design, interaction design and visual design. The output is not just screens: it is an evidenced definition of the journey, the interface and the operational model behind them.
Why does experience design matter on Salesforce projects?
Because platform projects are judged on adoption. Salesforce provides the components; design determines whether an onboarding journey gets completed, whether agents can work at speed, and whether customers trust the experience enough to transact. Retrofitting usability after go-live costs far more than designing it in.
What is a service blueprint?
A service blueprint is a diagram that maps a customer journey together with everything beneath it: the staff actions, systems, integrations and policies that support each step. It exposes where a polished front stage is let down by a broken back stage — which, in enterprise services, is where most experience problems actually live.
Do you design within Salesforce's constraints?
Deliberately, yes. Designing against the grain of the platform produces concepts that are expensive to build and fragile to maintain. Our designers know what Experience Cloud and Lightning Web Components do well, design to those strengths, and flag clearly when a requirement genuinely justifies custom build.
Can design work run ahead of the engineering team?
Yes — we typically run discovery and design one to two sprints ahead of build in a dual-track model, keeping a validated backlog ready without letting design drift so far ahead that it loses touch with technical reality.
Keep exploring
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Salesforce
Salesforce Implementation
Cloud23 implements Salesforce end to end for banks, insurers and enterprises, from discovery and solution design through configuration, integration, data migration, testing and hypercare.
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Salesforce Consulting
Cloud23 provides Salesforce consulting to banks, insurers and enterprises across Africa and beyond, covering org audits, target architecture, transformation roadmaps and Centre of Excellence design.
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Ready to talk digital product & experience design?
A short conversation with our team is the fastest way to understand whether this is the right engagement for you, and what it would involve.