Salesforce has closed its acquisition of Sequence, a creative design transformation company. The UX design firm will readily integrate with the CRM development team at Salesforce, complementing customer experience design capabilities. The acquisition deal was announced by Jashojot “Jojo” Roy, CEO at Sequence via corporate blog post.

Jojo Roy wrote on his blog post:

“Over the past 11 years, we’ve had the incredible opportunity to work with some of the world’s best-known and most innovative companies. Our mission has been to lead design-driven transformation by creating innovative digital products and connected customer experiences.”

Roy added, “We look forward to continuing that work at Salesforce. Once the transaction closes, we’ll enhance Salesforce’s experience design capabilities, helping companies use the power of design to better connect with their customers in entirely new ways.”

Jojo Roy confirmed that his team, including co-founder Seth Bain, will join Salesforce “helping companies use the power of design to better connect with their customers in entirely new ways.”

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Salesforce continues to pace ahead of its CRM rivals, acquiring companies providing a diverse range of services. The objective of the leading cloud-based marketing automation software provider remains clear – acquire companies to bring customers best experience and engagement. By acquiring Sequence, Salesforce intends to build interactive customer experiences across both digital and physical environments.

Sequence is currently based out of San Francisco and New York, offering sophisticated visual design strategies and solutions to brands like Facebook, Best Buy, Peets, EA, Logitech, L’oreal, Amazon, Apple, Google, WebMD and more.

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UX services have evolved into an important aspect of digital marketing, helping brands to engage customers across multiple devices. Salesforce already offers experience design capabilities through its “Add-Ons” consultancy services. Though UX is not something Salesforce intends to offer as an exclusive platform for businesses, adding Sequence in the team will help implement customer experience capabilities within its existing CRM platform.

Earlier in January, Salesforce’s Quip acquired Unity&Variety, affirming its intention to build a state-of-the-art designer studio for its “next generation of productivity tools”. Having UX research firm Sequence within Salesforce will bolster efforts to achieve its expansion plans laid out for 2017.

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