{"id":14745,"date":"2016-08-11T14:10:59","date_gmt":"2016-08-11T21:10:59","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=14745"},"modified":"2021-09-20T22:32:43","modified_gmt":"2021-09-21T05:32:43","slug":"ux-case-study-hubspot-redesigned-homepage","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/ux-case-study-hubspot-redesigned-homepage\/","title":{"rendered":"UX Case Study: How Hubspot Redesigned Their Homepage"},"content":{"rendered":"

HubSpot<\/a>\u2019s home page is visited by more than 4 million users per month, serving 18,000+ companies across 90+ countries.<\/p>\n

Their home page is the lynchpin for the company\u2019s entire online ecosystem. So when the company grew massively from a private company to a multi-product, public global organization, a homepage redesign was in order.<\/p>\n

And it needed to happen quickly, in time for a grand release of a whole new product line at HubSpot\u2019s annual industry event, INBOUND, just 1.5 months from the project kickoff.<\/p>\n

UX Designer Austin Knight<\/a> led the project, supported by a team of three (visual designer, developer and marketing manager). Outside the immediate team, Knight also worked with six others for product positioning, copywriting, and technical development.<\/p>\n

This is the story of how a designer applied the focused research, collaboration and unwavering customer focus of Lean UX<\/a> to deliver bottom-line results on a tight schedule.<\/p>\n

\"HubSpot<\/p>\n

Photo credit: HubSpot<\/a>\u2019s redesigned homepage<\/p>\n

The following is an excerpt from <\/em>The Project Guide to Enterprise Product Design<\/em><\/a>. The free guide explains best practices based on real projects. <\/em><\/p>\n

Step One: Deep Research and Constant Testing<\/strong><\/h2>\n

The HubSpot project began right when Knight was introducing the more iterative, Lean UX approach to his team. Created by Jeff Gothelf<\/a>, Lean UX aligns business strategy with lightweight design process through constant \u201clearning loops\u201d (build \u2013 measure \u2013 learn).<\/p>\n

In this case, the first step of this work was to dive into analytics and user research to quickly validate assumptions.<\/p>\n

Analytics & Heat Mapping<\/strong><\/h3>\n

Unlike some processes where a marketing analyst might provide the design team with web data insights, Knight dove right into the data himself. Massive amounts of data were available in HubSpot, Google Analytics and Mixpanel. The main challenge was sorting through the data to reveal meaningful patterns.<\/p>\n

\"user<\/p>\n

Knight discovered a significant number of users exhibited the following behaviors:<\/p>\n