CASE STUDY
Salesforce — Dreamforce Agenda Builder
Hypothesis: Merging two separate planning tools into one Agenda Builder would help more attendees build their Dreamforce schedule.
Dreamforce is Salesforce’s largest annual conference, with hundreds of sessions running in parallel over several days. Attendees need one reliable place to find sessions, decide between them, and build a schedule that fits around the rest of their day.
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Final design: the Agenda Builder calendar on desktop — single-day view with sessions, favorites, and personal time.
Agenda Builder (After): One place to discover sessions, build a schedule, and plan the day.
14,834 attendees used the calendar (as of Sept 8)
57.7% of them added at least one session to their agenda
10,702 favorites and 5,846 personal-time blocks — features that were new this year
Zero incidents at launch, with all 8 launch milestones complete
My Role
Product Designer · May – September 2026
I designed the Agenda Builder web experience end to end — flows, interaction design, and prototypes through developer handoff, launch, and documentation.
Last year, attendees kept their schedule in “My Agenda” and built it in a separate Agenda Builder. Neither tool showed the full picture, and neither helped attendees decide when the sessions they wanted happened at the same time.
The goal for 2026 was one unified Agenda Builder: a single place to discover sessions, choose between them, and keep a schedule that works on any device.
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Before: the Dreamforce 2025 experience — My Agenda and the previous Agenda Builder side by side.
Dreamforce 2025 (Before): Two separate tools for building and keeping a schedule.
Designing for Overlapping Sessions
The hardest problem: many of the sessions an attendee wants happen at the same time.
Conflict management was the core design challenge. Over several rounds, I worked through how overlapping sessions appear on the calendar and what should happen when an attendee adds a session that clashes with one already on their agenda.
Showing overlaps clearly
I refined the calendar so several sessions in the same time slot stay readable instead of collapsing into a cramped column. I also proposed extending time slots to the edge of the agenda, so the grid uses its full width instead of leaving a large empty area.
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Explorations: early overlapping-session layouts next to the final calendar design.
Overlapping sessions: Early explorations compared with the final layout.
Logic for conflicts
Beyond the visuals, I defined how the agenda behaves when sessions collide — so attendees always know what’s confirmed on their schedule and what still needs a decision.
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Flow: what happens when an attendee adds a session that overlaps one already on their agenda.
Conflict management: How the agenda handles overlapping sessions.
One Planning System
Agenda Builder brings discovery, planning, and personal scheduling into one connected experience.
Around the calendar, I designed the features that make a schedule personal:
Favorites — save sessions to decide on later
Personal Time — block time for meetings, meals, or breaks
Calendar Sync — send the agenda to an attendee’s own calendar
Single-day and multi-day views — switch between a focused day and the whole event
Quick-view cards — see session details without leaving the calendar
Empty state — a clear starting point for first-time visitors
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Feature overview: Favorites, Personal Time, Calendar Sync, and the single-day / multi-day toggle.
Personalization: Features that make a schedule personal.
Where attendees added sessions
Launch data showed the calendar card doing more work than expected. By September 8, it had become the top place attendees added recommended sessions — slightly ahead of the detail modal (39.5% vs. 38.9%). The card gave people enough information to decide without opening anything else.
40.9% of attendees who saw a recommended session acted on at least one.
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Calendar card and quick-view modal — the two places attendees added the most sessions.
Cards & quick view: Session details at a glance, right on the calendar.
Every screen size
I designed responsive tablet and mobile layouts so attendees could check and adjust their plans from any device — including on the event floor.
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Responsive layouts: the agenda on tablet and mobile, side by side.
Tablet & Mobile: The same agenda, adapted for smaller screens.
Launch & Results
Agenda Builder launched for Dreamforce 2026 with zero incidents and all eight launch milestones complete.
More than half of the attendees who opened the calendar built a schedule with it, and the new personalization features were adopted by thousands: over 10,000 favorites and nearly 6,000 personal-time blocks.
After launch
After a stable launch, I cleaned up the Figma file so the next team could pick it up: a table of contents, a Future / Descoped page for post-Dreamforce explorations, one consolidated Master Components library, and refined documentation.
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Figma file: table of contents and the consolidated Master Components library.
Design system: Master Components and documentation for the next team.
Bringing two tools into one meant every feature had to work together — favorites, personal time, conflicts, and cards all live on the same agenda.
What I’d carry forward:
Solve the hardest interaction early — for Agenda Builder, that was overlapping sessions
Design features as one system, not a list of additions
Use launch data to check design decisions, like the calendar card
Leave clear documentation so the next team can build on the work