
Fin: Salesforce's GenAI Chatbot
Helping Users Find What They Need: Without the Hard Sell!
project type
Industry sponsored academic project
GoaL
Supporting discovery with clear assistance that naturally leads to sales.
Target Audience
First-time Salesforce website visitors
ROLE
UX Designer
team
9 UX Designers, 2 Mentors
tools
Figma, ChatGPT, Salesforce Lightning Design System
Date
Dec 2024
Duration
4 months
TL;DR
We designed Fin, a context-aware, GenAI-powered chatbot for new customers visiting the Salesforce website. Fin guides users through product discovery using a personalized, human-like experience while balancing the business need of driving sales. From behavioral triggers to proactive help, Fin keeps the sales journey smooth, smart, and stress-free.
Project Highlights:
Insightful, Empathetic, and Structured: Designing Fin’s "Personality"
Smarter Conversations: Behavioral Triggers for Adaptive Support
Product Comparisons Without the Sales Pitch
When Users Go Quiet: Inactivity Recovery That Respects Autonomy
Overview
Salesforce came to us with a challenge…
Create a chatbot that welcomes new explorers, helps them discover products with ease, and seamlessly guides them to sales conversations at the right moment.
We went around in cycles of poking, sketching, and pausing—each loop bringing us closer to answering the question…
How might we design a conversational experience that balances helpful product discovery with subtle, timely nudges toward sales?
Methods
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Contextual Inquiries as discovery research
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Competitor Analysis for benchmarking
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Rounds of Iteration and Prototyping
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Cognitive Walkthroughs for testing