Large Sites Strategy for Team (HubSpot)
Quotes from user research
Persona
Strategic priorities based on user research
Persona’s current journey, and vision for the future journey
Strategic initiatives to solve user problems
Mock/prototype of high-impact feature in the strategic plan
Mock/prototype of high-impact feature in the strategic plan
Problem
HubSpot offers a CMS solution for mid-market companies ranging from 1-200 employees. The CMS was well designed for companies with small website teams, but didn’t scale well for larger sites.
Solution
Created a multi-year strategy on how to solve for the “enterprise” customer with large sites.
Success metrics:
3 months after launch, new features had 25,000 monthly active users, and 6,000 weekly active users
Redesigned listing page had a 10 point boost in customer satisfaction score (CSAT)
Responsibilities
Conducted user research to understand current customer and non-customer needs with sites that were larger than 60 pages and with 3 or more contributors
Defined and scoped problems into a multi-phase vision, solving the high impact problems quickly
Conducted the full design thinking scope of understanding, defining, prototyping, testing
Rolled off project, became a manager, and coached new product designer to critique, adjust, and complete the vision.