Transforming how marketers create personalized, cohesive content with AI
I led three strategic areas for Marketing Cloud Growth - content setup and onboarding, content authoring and Agentforce for content generation. I onboarded and coached 1 Lead + 2 Senior designers, drove cross-cloud alignment, and partnered with Design Systems and AI Platform teams to define scalable AI design patterns.
From onboarding to content generation, their tools need to support creativity, agility, and results. How might we empower marketers to create campaign-ready content effortlessly, while driving measurable business outcomes?
I led a workshop with Product Managers, Engineering Architects and UX Leaders to identify pain-points. Top pain-points uncovered: no intelligent content suggestions, difficulty maintaining brand consistency, and lack of style presets or flexible templates.
My PM and I led a thorough competitive audit, diving deeper into leading products for enterprise marketing like Adobe, Hubspot, Shopify and Mailchimp.
I collaborated with the Research and Insights team to uncover insights about Marketers and their content authoring journey.
Content generation sparks creativity, but earning marketers' trust and offering clear value remains key.
Salesforce lacks strong support for the asset planning phase before campaign execution.
Customers want control over AI content to ensure it fits their audience, brand, and intent.
Based on the brainstorm, competitive audit and research insights, I facilitated a vision building exercise and led two other designers to visualize the following HOW MIGHT WE's: enable marketers to create entire Email/Landing pages with AI, generate content variations while authoring, generate full components with integrated accessibility and SEO, and bring in third party ISVs.
After presenting the vision and discussion customer value vs feasibility with product and engineering leaders, we aligned on use cases for Marketing Cloud and Content Services.
I brainstormed with the PM on how we would measure success based on set goals for adoption, retention and engagement.
Design Systems and AI Platform teams were developing Gen AI patterns for Salesforce. They were thinking of traditional Salesforce record pages and not Builders. Builders had complex UIs with actions, panels, and modals - making it difficult to place the Copilot Container without interrupting the marketer's authoring workflow.
These explorations evaluate scalable placement options for the Einstein Copilot Panel to support diverse workflows while maintaining discoverability and usability.
I conducted a Usability Study to test these ideas and understand how they would like to launch and use Einstein Copilot panel in Content Builder.
This pattern gives users full control to open or close panels based on their needs. It also allows them to move the floating panel to avoid covering important content and dock it when a fixed position is preferred.
This pattern was also published as part of the Salesforce Lightning Design System library and is currently being used by 19 builders across Gen AI use cases.
This UX scaled and supported use cases for the paragraph component and SMS generation. I onboarded and coached 2 designers to adopt this pattern and keep the experience consistent for the Marketer.
I crafted a clear end-to-end workflow to align CMS and Marketing Cloud teams on a unified strategy, showcasing our journey and cross-functional collaboration to break down silos. By presenting key research insights and competitive analysis, I emphasized our customer focus and strategic advantage. I also brought in the broader Platform perspective, illustrating how this experience can scale and benefit other Builders across Salesforce.
Through this experience, I learned how to translate emerging GenAI capabilities into intuitive and trustworthy user experiences, bridging technical innovation with real user needs. I saw firsthand the value of cross-cloud alignment—driving cohesion by grounding decisions in shared design principles and user-centric goals. Most importantly, I deepened my practice of platform thinking, ensuring that every solution not only met immediate product needs but also scaled effectively across the broader Salesforce ecosystem.
I'm always open to discussing new opportunities, collaborations, or just chatting about design. Feel free to reach out!
divs.hariharan@gmail.com
Copyright © Divya Hariharan 2025