To understand our customers' growth patterns and feature adoption behaviors, we conducted a comprehensive analysis of existing research. Utilizing the Object-Oriented UX framework, we analyzed key objects within the research documents to identify core elements and their relationships. This analysis served as the foundation for our growth framework.
Our goal was to ensure scalability and support growth and complexity. How might HubSpot support users with the right tools at the right time?
By utilizing the OOUX framework, we recognized the need for a scalable system. Objects may become more complex, but their relationships remain predictable. Understanding these relationships is crucial for building a system that can effectively support our users as their businesses grow.
The growth framework highlighted the far-reaching impact of access management features across the platform. To build a scalable system that effectively meets our customers' needs, cross-team collaboration is essential. We began visualizing the access management system across tiers and identified key stakeholders for partnership.
Our analysis revealed an opportunity to enhance access management tools at each level, supporting Admins and their businesses' organic growth. However, we lacked real-world examples of customers who had transitioned through our growth framework. To address this, we created a fictional company to illustrate the growth framework story. This approach helped gain buy-in from stakeholders and leadership, enabling us to explore open questions and validate our assumptions.