How great products actually win users

Dee Knell

with Dee Knell

Salesforce Developer @ Trucordia

Getting Started
Dee shares when she realized technology was central to her career and begins recounting her professional path.


Early Tech Exposure
Family and Early Computers: Dee discusses her upbringing in Connecticut, early family exposure to computers and technology, and formative experiences with software.
Personal Drive: She describes a strong desire to leave her hometown and pursue new challenges.

Legal Tech Transition
Entering the Legal Field: Dee’s move into the legal workspace is detailed, including roles in bankruptcy law, Utah Legal Services, and the court system.
Early Tech Solutions: Her hands-on efforts to digitize filing with limited tools foreshadow her later tech interests.


Tech Career Pivot
Life Changes: Balancing family life, Dee pauses her legal work and explores freelance writing and SEO, later transitioning to flower farming before considering a return to professional work.
Support System: Encouraged by her husband, Dee takes her first coding courses and explores opportunities for re-entry into the tech world.


Discovering Salesforce
Learning Salesforce: Dee narrates her self-directed learning through Udemy and YouTube, her affinity for Salesforce’s structure, and her rapid upskilling.
First Opportunities: LinkedIn networking leads Dee to her first projects, where she learns crucial skills on the job.


First Salesforce Role
Bloomtech Employment: Dee joins Bloomtech’s all-female Salesforce team, sharing highlights of team dynamics and rapid professional growth.
Rising Responsibilities: As the team shrinks, Dee describes acquiring broad Salesforce roles and growing confidence in her skills.


Joining Trucordia
Career Progression: Dee explains transitioning to Trucordia, an insurance brokerage, her adaptation to a fast-paced and grateful in-house culture, and the unique challenges of working in a startup-like team within a massive company.
Emerging Opportunities: She touches on the excitement of contributing ideas in an environment eager for innovation.


Internal Tools Strategy
Data & Product Collaboration: Dee works closely with data teams, managing tools like PowerBI, with an emphasis on open communication and aligning data across platforms.
User-Centric Development: She details implementing monthly user workshops and developing training to maintain transparency and drive adoption of new internal tools.


Team Communication
Planning & Prioritization: Dee shares strategies for collaborating with product managers, dealing with requirements, and the importance of involving end users early in the process.
Learning Mindsets: She gives advice for cultivating open communication, vulnerability, and continual learning within technical teams, stressing kindness and user empathy.


Embracing AI
Salesforce AI Adoption: Dee discusses Trucordia’s pilot experiences with Salesforce AI tools, upcoming Agentforce rollouts, and how automations impact workflow.
Addressing Fears: She explores employee concerns about AI, focusing on how the tools empower rather than replace staff.


Encouraging Women
Advocating Diversity: Dee urges more women to consider tech careers, reflecting on her positive experiences and sharing resources for support and networking.
Empowering Message: She encourages women to seek fair compensation and trust in their ability to balance professional and personal roles.


Reflection & Thanks
Final Thoughts: Dee invites viewers to explore Trucordia or women-in-tech groups, sharing gratitude for the conversation and encouraging continued dialogue among viewers.