Designing and building Slack’s interactive demo experience

We partnered with Slack to build an interactive demo of their communications-centered product, showcasing its benefits while educating prospective enterprise buyers.

The demo is Slack’s primary sales tool to connect with new users.

  • Strategy
  • Web Design
  • Development
  • Content

Audience Appeal

Our challenge was to design the demo in a way that would engage three completely different audiences. These audiences include individuals who are not familiar with Slack, users who aren’t aware of all the product’s features, and business leaders who are seeking a resource to improve company communication and collaboration.

Thanks to smooth and thoughtful animations, we were able to convey Slack’s essence using minimal text.

Intuitive Design

We created an efficient and understandable onboarding process to allow users to easily navigate the product.

Optimized for Every Screen

We paid special attention to breakpoints and screen resizing throughout the design and development process, ensuring users would be able to access the content no matter where or how.

Slack website screenshots showing different welcome screens optimized for mobile

Using a landscape version can help leverage the full potential of smaller screens. In this instance, the product and its features occupy the majority of the screen, while accompanying text provides users with an overview throughout the demo.

Brand Character

Emojis are often used when people interact in channels and direct messages across Slack. It was a natural choice to add them within the design as not only an element of playfulness and interaction, but also a means of communication and general brand expression.

Design Strategy

We developed several concepts to construct the visual narrative and create the best possible demo experience.

Smooth Interactions

The design is elegantly simplified to communicate the benefits of the product with interactions that are strategic and minimal.

Iterative Design

Throughout our multi-year partnership, we made modifications to the demo based on what we learned. As we gained insights, we were able to improve the demo to better meet the needs of the target audiences.

  • Slack mobile app hero screen
  • Slack desktop hero screen


Localization involves not only translating content into other languages but also adapting it to align with design trends specific to the region. For this, we take UX patterns and even the size of the components into consideration.

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