Empowering the National Design Studio’s Vision with Salesforce Personalization

Aligning with Executive Order 14338: Improving Our Nation Through Better Design

The federal government is committed to modernizing its IT footprint to increase productivity and security, leverage data as a strategic asset, share quality services, and improve the citizen experience. These priorities are directly addressed by the America by Design initiative, launched in August 2025 through Executive Order 14338, which established the National Design Studio (NDS). The NDS aims to dramatically improve the visual design and usability of federal services and interfaces for the American public in both digital and physical spaces. Its core mission involves modernizing interfaces, standardizing design, and reducing duplicative costs to enhance the public’s experience with the government.

Salesforce Personalization, leveraging FedRAMP High authorized components, offers unparalleled capabilities to support these goals, delivering significant efficiencies. Americans expect the best experience, and Salesforce delivers it. Our product aligns with the executive order, and we are the trusted company to deliver this experience because we’ve done it time and time again. Commercially, enhanced personalization aims to “grow customer relationships” and has shown a 34% increase in customer lifetime value (CLTV) (Source: FY25 Consumer Success Metrics), driving ROI by “deepening customer relationships.” For the first time, federal agencies now have access to the same tools as commercial organizations.

Salesforce Personalization is uniquely positioned to support the NDS’s objectives in three key ways:

1. Personalizing the .Gov Digital Experience

Value: Enhancing User Experience (UX) and Usability

Salesforce Personalization (SP) is built on the Salesforce Platform and Data Cloud, enabling 1-to-1 personalized experiences through in-the-moment AI decisioning. This allows for web personalization, creating tailored web experiences using real-time and historical data with AI-driven content and product recommendations. This directly contributes to the NDS’s goal of delivering digital experiences that are both intuitive and efficient. SP helps to make websites more responsive, improving how Americans interface with federal government websites and services. A Salesforce customer experienced a 28% decrease in website bounce rates after deploying SP.

CALL OUT BOX: A site like Medicare.gov or VA.gov could dynamically adapt its content for individual citizens. A senior citizen browsing Medicare.gov could see personalized information about plans, benefits, or educational articles tailored to their browsing history, location, or known health conditions. Veterans, on VA.gov, could receive relevant resources, forms, or programs based on their service record and needs. This supports the NDS’s aim to improve high-impact websites that affect Americans’ everyday lives.

Figure 1: SP offers endless personalization options across your websites.

2. Agentforce-Powered Virtual Assistant

Value: Driving Efficiency with Agentforce Integration

SP leverages Agentforce to scale personalization by autonomously adapting experiences based on business goals and customer preferences 24/7. With personalization in Agentforce, websites can become “agentic,” allowing visitors to get immediate answers to questions (support, product, education) around the clock. This dynamically adapts the web layout, content, and recommendations based on real-time engagement and conversations, improving call center  efficiency. This automation reduces the time citizens spend navigating complex systems, aligning with the NDS’s aim to address the “cost in time lost by the American public.”

Example: A federal agency’s public portal, such as for tax assistance or a social service, could integrate an Agentforce-powered virtual assistant. When a citizen interacts with the bot, they receive personalized answers and recommended forms or resources instantly, based on their specific query and unified profile data from Data Cloud. This reduces reliance on live agents, improves service quality, and transforms citizen experiences. Agent-first website capabilities will further dynamically reimagine web layouts

3. Omni-Channel Personalization to Improve Both Digital and In-Person Citizen Experiences

Value: Seamless Interactions Across All Touchpoints

Omni-channel personalization, a core capability of Salesforce Personalization, delivers on the executive order to create “first-class online and offline experiences” by improving the presentation and usability of federal across digital and physical environments.This is achieved by unifying citizen data and leveraging AI to provide relevant support, whether a citizen is online, calling a service center, or seeking assistance in person. This eliminates the frustration of repeating information, ensures tailored interactions, and enhances citizen satisfaction and trust. 

Example: Maria, a small business owner is seeking grants from SBA.gov:

• Website (SBA.gov): Salesforce’s personalization tailors SBA.gov content to Maria’s interests (e.g., minority-owned business grants). An Agentforce AI assistant provides grant details and an email summary.
• Call Center: When Maria calls, the agent sees her entire SBA.gov website activity and chat history via the unified profile. The agent offers immediate help and suggests local SBDCs without Maria repeating herself. In-Person Location: At an SBA.gov office, staff can access Maria’s digital journey through CRM. They provide personalized checklists and connect her to the same SBDC advisor. This consistent experience fulfills the executive order’s mandate for improved -services.

Figure 2: Next Best Offer/Next Best Action, personalized to individuals across the United States.

Other Federal Website Personalization Examples:

On federal websites, this translates to increased completion rates for government services,applications, permits, benefits,  information requests, signing up for alerts, or locating specific information without further assistance. Improved conversion rates directly align with the NDS’s goal of improving usability and reducing “cost in time lost by the American public trying to navigate them.”

Conclusion

Salesforce is committed to partnering with the NDS on this transformational journey. We look forward to helping the NDS continue to set the standard for delivering modern, impactful services that fuel nationwide economic growth and opportunity-. Please feel free to reach out with any questions. We stand ready to support your success every step of the way.