Customer Stories Redesign
April 2018 — Present
Company: HubSpot
Project: Customer Stories Library Redesign
Teams: Web Strategy
Role: Lead UX Designer
Key Responsibilities:
User Research
User Experience & Visual Design
Conversion Rate Optimization
Overview: In April 2018, the Web Strategy team set out to finalize a project years in the making: a redesign of our website's case study library. Based on prior usability testing, we knew there was a big opportunity for improvement in usability, visual design, conversion optimization, and SEO. We also knew that despite any recent design or copy updates, the library brought in a hefty chunk of organic traffic all on it's own. So the question was: How could we redesign the case study directory without losing all the organic traffic it was accumulating?
We split the project into two phases. In the first, we focused on bringing the visual design on-brand and updating the content strategy. In the second phase, we focused on usability improvements, conversion rate optimization, and improvements to the back-end self-service capabilities to improve efficiency and maintenance moving forward.
