Presets - new

Presets | 2022

Impersonation to Presets:
A strategic shift

Our team's investment in user impersonation was a strategic move that paved the way for Presets. Previous research revealed that 45% of customers were eager to use impersonation for user setup. While impersonation was helpful for troubleshooting, it lacked the control admins needed for streamlined onboarding and efficient management of multiple users.

My contributions

Usability testing, end-to-end experience designs, content writing, product strategy and roadmap, stakeholder communication

Team

Senior product manager
Tech Lead
FE and BE engineers
UX researcher

Challenge

Aligning user settings with account settings

Admins struggle to set up users efficiently due to limited visibility and control. They can only add users and can't verify setup completion, making the process time-consuming, especially for multiple accounts. They needed tools to:

Streamline onboarding
‍Reduce manual steps and configure settings for multiple users at once.
Gain visibility
‍See user account details and operations.
Customize onboarding
‍Tailor the process for faster rep productivity.

Process

User settings discovery

Admins were limited to setting defaults for language, date, and time format, which were scattered throughout the settings. While we could have added these features, they would have been dispersed across the app. Admins needed a centralized solution for managing these defaults.

Additionally, many requested features were missing:

Email signatures
Default home page, dashboard, and navigation
Customized filter views and record layouts
Meeting links
Availability in chat flows and workflows

To identify opportunities for scaling presets, we focused on the default settings highlighted in orange. These were features that customers requested admins be able to set or control on behalf of users.

Understanding the user setup process

Our UX research revealed that presets could provide significant benefits to sales representatives, who often struggle with the technical aspects of HubSpot. By simplifying the setup process and providing default settings, presets can help these users focus on their primary tasks of building relationships and selling products.

While users currently have a basic setup process in place, they recognize the value of using presets to create more tailored and efficient experiences. This is particularly important for larger organizations that need to streamline onboarding and avoid potential setup and permission issues.

It takes some time to guide them into the tool and they’re not used to those kind of tools, their starting from the beginning.

Jules Latournerie

HubSpot Admin,
Newton Offices

Research synthesis presentation I developed to share with stakeholders

What did we learn?

Our research found that user setup is often complex and time-consuming. Admins appreciated our proposed approach, which provides greater visibility into user account setup. This saves time on training, troubleshooting, and onboarding. The inclusion of email signatures in roles was particularly well-received, while other options like views, notifications, and users were also valuable depending on company-specific use cases. The centralized location for managing users and viewing all users of a role further enhanced the solution.

Solution

Tailored user experiences for every role

To enhance the HubSpot user experience, we're aligning user settings with account and organization configurations for efficient setup. By eliminating unnecessary baseline tasks for sales reps, we're streamlining onboarding and enabling them to focus on building relationships and selling.

By prioritizing critical customer needs and leveraging data-driven insights, I ensured our team was solving the right problem in a way that benefits both users and the business. This approach led to a robust UX strategy and vision for presets.

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Results

Increasing sales activation rates

By prioritizing sales representative setup, we successfully increased activation from 91% to 97%. This aligned with our research findings and demonstrated the value of focusing on the most critical user needs.

In Q4 2022, we set ambitious goals of driving Presets adoption in 500 Hubs and achieving a 10% adoption rate among Enterprise Hubs. Through our data-driven UX strategy, we exceeded these goals, reaching 1,120 Hubs and a 38% adoption rate for Enterprise Hubs.

This accomplishment was recognized with a feature spotlight in the October 2022 Product Quarterly Business Review. Presets continue to demonstrate strong adoption, solidifying its position as a valuable tool for our users.

increase in sales rep activation

38%

adoption rate among enterprise customers

1,120

customer accounts adopted presets within the first 6 months