The Power of Automated, Personalized Outreach
HubSpot Sequences
Overview
Sequences are the way HubSpot does outreach. With sequences, users can send a series of targeted, timed email templates to nurture contacts over time, and automatically set tasks to remind you to follow up—because who doesn’t need a little help remembering all those 'I'll get to it later' moments?
In this role, I worked closely with my PM and engineering partners to identify high-impact problems grounded in user needs and business goals. I led the design of solutions, validated them through customer feedback and data, and collaborated across teams to deliver thoughtful, iterative improvements to our users quickly and effectively.
Problem:
The largest problem I worked on solving while aligned to this product was that a significant number of users drop off before completing sequence setup. Users would start creating a sequence but abandon it halfway through. It was unclear if this was due to confusion, lack of clarity, or something else entirely.
UI Redesign
The Sequencing tool at HubSpot is a complex and valuable tool with a high retention rate but lower adoption rate - Meaning the tool faces a challenge getting users started but once they do, they stick around and find it very valuable. Sequences is highly valuable to HubSpot’s business as it is cited as the number one reason customers upgrade to paid plans and is often a gateway to more products and features.
One of my first tasks when joining the team was to modernize the sequences UI and begin to try to make the tool more intuitive and approachable to solve for the adoption challenges.
Examples of the old sequences UI
New sequences design
A/B Testing
We consistently heard from our customers that it was difficult to understand which content performed better with their audiences. Testing email steps and recording data on sends, clicks, replies and meetings booked within a sequence would allow users to compare and improve content and boost conversion rates. By implementing this highly requested feature we gave our users a data driven strategy to improve their outreach.
To ensure I designed this new feature in the most intuitive and useful way I spoke with users and designed multiple versions of the tool that I then tested with users. I made improvements on design based on how users interacted with the tool.
Reporting dashboards
