HubSpot - 'Marketing Contacts' Global Launch
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Platform: Mobile web, desktop
My role: UX design, strategic consulting, cross-team collaboration
Objective: Help CRM software users save money and more easily understand how contact prices scale as they grow. Ensure the buying platform would be able to support a new product model for global rollout.
Result: HubSpot's new contact model was tested as a beta in New Zealand/Australia in July 2020, and launched globally October 2020.
Background
HubSpot is a CRM (Customer Relationship Manager) utilized by small business owners all the way up to enterprise users. One of the main functions of a CRM is storing a user's contacts in order to help them manage their relationships and keep track of deals.
A 'marketing contact' is any contact in a user's database that's being actively nurtured: targeted with ads, receiving emails, etc.
Prior to this project, users had to buy contacts in packs of 1,000. This often meant that they'd be paying for contacts they weren't even using. By refactoring HubSpot's contact model, we aimed at ensuring customers would only be paying for the contacts they're actively marketing towards, and that the process of upgrading and downgrading contacts was straightforward and simple.
User Flows
HubSpot products are purchased through a mix of true e-commerce, and assisted sales through contact with a HubSpot salesperson or agency partner. We also needed to contend with the question of how customers who had purchased contacts under the old model would be able to migrate over to the new one. We also needed to make it abundantly clear to net-new customers how the updated model would work.
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Therefore, I created various user flows to model what purchase and upgrade paths would look like for various types of customers.
UI Mocks + Testing
Due to technical constraints, it was necessary to design a purchase flow that required users to confirm their contact amounts as part of the checkout process. Therefore, I needed to create a design that ensured users were clearly informed how much they'd need to pay for contacts and how they'd be charged without slowing them down or risking a large drop in completion rate.
Post-launch, the cross-functional team came back together to evaluate usability research and brainstorm places where the new features could be iterated to make contact purchasing more frictionless.
