UX strategy with research for Account & Billing

Vision, goals, and plan for how to evolve managing Account & Billing experience for customers fitting the long-term business strategy for HubSpot. This included conducted qualitative research.

Problem and hypothesis

When I joined HubSpot team for Account & Billing, the team didn’t have a long-term plan how to progress with the experience of it. We needed vision, goals and plans how to combine department-wide projects for pricing and packaging changes with improving experience for our customers. We analysed quantitative research, and we needed to get to the bottom of customer pain points .

Collaboration and my role

I worked with product manager, data analyst and UX researcher to support research brief and aligning with business strategy. I’ve conducted the research with 8 target audience participants, and invited observers from stakeholders and engineers to join me. I analysed the results and I’ve led creating and presenting the UX strategy for Account & Billing.

Problem-solving solution

I tested current product against concept designs, which performed better in terms of task completion and task speed. Based on all the qualitative data I shared the insights, and created a long-term strategy for the Subscription Management Experience team.

Challenges

Major part of Account & Billing strategy were company wide pricing and packaging changes that were ambiguous with changing scope. I needed to stay flexible to the higher priority initiatives and still stay customer-focused for the Account & Billing experience.

Outcomes for users and business

Customers insights prioritised solving discovered pain points earlier. The team of engineers were focused on the prioritised plan and they had clarity about the goals of UX.

What I learned

Through working on this strategy, I learned about our customers and challenges how to fit their needs within the company goals. More details about this project are on request.