Discovery13% of the exam
Salesforce persona archetypes and their daily processes
The Salesforce sales, service, Marketing Cloud Engagement and Experience Cloud personas, the daily work that tells them apart, why Salesforce builds abstract research-based archetypes, and how to pick a primary persona and target the right personas for a change.
Describe key Salesforce UX personas and which processes they normally do.
~7 min read · 11 practice questions ·
What the exam expects
- Explain how Salesforce builds personas (research-based, task-based, abstract archetypes) and why it avoids demographic personas.
- Identify the five sales, four service, five Marketing Cloud Engagement and four Experience Cloud personas from a description of their daily work.
- Tell apart personas that share tasks, using the tasks that distinguish them.
- Pick a primary persona and secondary personas, and choose which personas to target for a change.
- Key terms: persona (a group of users clustered by shared behavior, motivations, goals and pain points); archetype (a synthesis of many users, not one person); primary persona (the persona the UI must satisfy); secondary persona (users of the same UI, perhaps less often).
Key facts
Basis of personas
- Detail
- General tasks, behaviors, goals and motivations, not Salesforce features
No demographics
- Detail
- Abstract, to adapt across organizations and avoid unconscious bias
One user, many personas
- Detail
- A user can map to more than one persona
Activity quota
- Detail
- Pipeline Builder is most likely to have one
No quota
- Detail
- 61% of Trusted Advisors; over 50% of Data Experts
Expert Agent
- Detail
- Escalated cases, knowledge articles, trains agents
Team Leader
- Detail
- Most spend under 5 hours a day in Salesforce; changes case ownership
Designer-Developer
- Detail
- About 6 hours a day; codes and tests emails
Community Manager
- Detail
- Moderates forums; over half use Experience Workspaces
Primary persona count
- Detail
- One, possibly two; more suggests scope is too broad
Sources for this section (6)
- Get Started with Personastrailhead.salesforce.com (opens in a new tab)
- Work with Personastrailhead.salesforce.com (opens in a new tab)
- Learn About Agentforce Sales Personastrailhead.salesforce.com (opens in a new tab)
- Learn About Agentforce Service Personastrailhead.salesforce.com (opens in a new tab)
- Learn About Marketing Cloud Engagement Personastrailhead.salesforce.com (opens in a new tab)
- Learn About Experience Cloud Personastrailhead.salesforce.com (opens in a new tab)
- Why are Salesforce personas based on general tasks rather than Salesforce features?
- When does a sales user map to the Trusted Advisor rather than the Deal Closer?
- Which Marketing Cloud Engagement persona works mostly through the API?
- Why does Alan Cooper's rule matter when you choose a primary persona?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
Keep reading with the Platform User Experience Designer pack
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- Worked scenario
The pack includes:
- All 22 lessons of the Platform User Experience Designer guide, with reading progress
- Interactive decision walks and step-by-step sequence steppers
- Inline practice questions and one-click topic practice (11 questions for this lesson)
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